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CHAPTER 4: RETAIL INSTITUTIONS BY OWNERSHIP
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Chapter Objectives To show the ways in which retail institutions can be classified To study retailers on the basis of ownership type and to examine the characteristics of each To explore the methods used by manufacturers, wholesalers, and retailers to exert influence in the distribution channel
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Figure 4-1: A Classification Method for Retail Institutions
Ownership II Store-Based Retail Strategy Mix III Nonstore-Based Retail Strategy Mix
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Ownership Forms Independent Chain Franchise Leased department
Vertical marketing system Consumer cooperative
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Independent Retailers
2.2 million independent U.S. retailers Account for one-third of total store sales 70% of independents operated by owners and their families Why so many? Ease of entry
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Competitive State of Independents
Advantages Flexibility in formats, locations, and strategy Control over investment costs, personnel functions, and strategies Personal image Consistency and independence Strong entrepreneurial leadership Disadvantages Lack of bargaining power Lack of economies of scale Labor intensive operations Over-dependence on owner Limited long-run planning
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Figure 4-2: Useful Online Publications for Small Retailers
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Chain Retailers Operate multiple outlets under common ownership
Engage in some level of centralized or coordinated purchasing and decision making In the U.S., there are roughly 110,000 retail chains operating about 900,000 establishments
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Competitive State of Chains
Advantages Bargaining power Cost efficiencies Efficiency maintained by computerization, warehouse sharing, and other functions Defined management philosophy Considerable efforts in long-run planning Disadvantages Limited flexibility Higher investment costs Complex managerial control Limited independence among personnel Excessive standardization due to extreme concern for bargaining power
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Figure 4-3: Louis Vuitton – A Powerhouse of Upscale Retailing
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Franchising A contractual agreement between a franchisor and a retail franchisee that allows the franchisee to conduct business under an established name and according to a given pattern of business Franchisee pays an initial fee and a monthly percentage of gross sales in exchange for the exclusive rights to sell goods and services in an area
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Franchise Formats Product/ Trademark
Franchisee acquires the identity of a franchisor by agreeing to sell products and/or operate under the franchisor name Franchisee operates autonomously 2/3 of retail franchising sales Business Format Franchisee receives assistance: location, quality control, accounting systems, startup practices, management training Common for restaurants, real-estate
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Figure 4-5: Business Qualifications Sought by McDonald’s for Potential Franchisees
Experience Financial resources Growth capability Strong credit Ideal Franchisee Planning ability Customer and employee focus Ability to manage finances Willingness to complete training Full-time commitment
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Franchise Disclosure Document Contents
The Franchisor and Any Predecessors Litigation History Bankruptcy (i.e., any franchisees who may have filed) Listing of the Initial Franchise Fee and Other Initial Payments Other Fees and Expenses Statement of Franchisee's Initial Investment Obligations of Franchisee to Purchase or Lease from Designated Sources Obligations of Franchisee to Purchase or Lease in Accordance with Specifications or from Authorized Suppliers
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Franchise Disclosure Document Contents (cont)
Financing Arrangements Obligations of the Franchisor; Other Supervision, Assistance or Services Exclusive/Designated Area of Territory Trademarks, Service Marks, Trade Names, Logotypes and Commercial Symbols Patents and Copyrights Obligations of the Franchisee to Participate in the Actual Operation of the Franchise Business Restrictions on Goods and Services Offered by Franchisee
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Franchise Disclosure Document Contents (cont)
Renewal, Termination, Repurchase, Modification and Assignment of the Franchise Agreement and Related Information Arrangements with Public Figures Actual, Average, Projected or Forecasted Franchise Sales, Profits or Earnings Information Regarding Franchises of the Franchisor Financial Statements Contracts Acknowledgment of Receipt by Respective Franchisee
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Dunkin’ Donuts Franchise Disclosure Document
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Pros and Cons of Dunkin’ Donuts Franchise
No company owned stores Outside suppliers can be approved No markup on approved signs Of 4,543 franchises 16 terminated, none reacquired by franchisor and 80 ceased operations– A failure rate of 2.1 percent Average sales in Metro NY $914,992– 41.4 percent at or above average 19 day initial training program
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Pros and Cons of Dunkin’ Donuts Franchise
No exclusive territory, can license other retailers to sell donuts, seek to convert other donut shops to Dunkin’ Donuts, can sell donuts in supermarkets, convenience stores, airports, universities Referral incentives to existing franchises, franchise brokers Pages litigation history. In one case DD settled with payment of $780,000 to plaintiff; in another repurchased franchise for $1.1 million Continuing franchise fees 5.9 percent of sales, continuing advertising fee 5.0 percent of sales, loan guarantee fee 1 percent of loan amount + net, net, net lease
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Pros and Cons of Dunkin’ Donuts Franchise
Board member sells eggs DD has right to approve advertising DD can appoint additional members to Brand Advisory Council, can dissolve council, council is only advisory
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Figure 4-6: Structural Arrangements in Retail Franchising
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Wholesaler-Retailer Structural Franchising Arrangements
Voluntary: A wholesaler sets up a franchise system and grants franchises to individual retailers Cooperative: A group of retailers sets up a franchise system and shares the ownership and operations of a wholesaling organization
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Figure 4-7: Franchise and Business Opportunities
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Competitive State of Franchising
Advantages low capital required acquisition of well-known names operating/ management skills taught cooperative marketing possible exclusive rights less costly per unit Disadvantages over-saturation could occur franchisors may overstate potential contractual confinement agreements may be cancelled or voided royalties are based on sales, not profits
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From the Franchisor’s Perspective
Benefits national or global presence possible qualifications for franchisee/operations are set and enforced money obtained at delivery royalties represent revenue stream Potential Problems potential for harm to reputation lack of uniformity may affect customer loyalty ineffective franchised units may damage resale value, profitability potential limits to franchisor rules
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Potential Conflicts Between Franchisor and Franchisee
High power of franchisor relative to franchisee. Franchisee needs franchisor approval to sell business, and to extend franchise. Lease is generally in name of franchisor Franchisor obtains profit based on gross sales, not on franchisee’s profitability Franchisor requires goods and services to be purchased from itself or approved vendor Franchisor can break up territory of existing franchisee, reducing its sales and profitability
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Leased Departments A leased department is a department in a retail store that is rented to an outside party The proprietor is responsible for all aspects of its business and pays a percentage of sales as rent The department store sets operating restrictions to ensure consistency and coordination
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Competitive State of Leased Departments
Benefits provides one-stop shopping to customers lessees handle management reduces store costs provides a stream of revenue Potential Pitfalls lessees may negate store image procedures may conflict with department store problems may be blamed on department store rather than lessee
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Common Leased Departments for Department Stores
Cosmetics/Fragrances Beauty Salon/Spa Fine Jewelry Furs Photography studio (CPI) Optical
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Figure 4-8a: Vertical Marketing Systems
Independent Channel System Functions: Manufacturing Wholesaling Retailing Ownership: Independent Manufacturer Independent Wholesaler Independent Retailer
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Figure 4-8b: Vertical Marketing Systems
Partially Integrated Channel System Functions: Manufacturing Wholesaling Retailing Ownership: Two channel members own all facilities and perform all functions.
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Figure 4-8: Vertical Marketing Systems
Fully Integrated Channel System Functions: Manufacturing Wholesaling Retailing Ownership: All production and distribution functions are performed by one channel member.
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Figure 4-9: Sherwin-Williams’ Dual Vertical Marketing System
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