The application of the marketing concept to independent radio and appliance retail
Abstract
Independent Radio and Appliance retailers face very strong competition
from chain groups, discounters and hypermarkets. These
organisations rely on bulk-buying and negotiated deals to elicit
favourable terms from suppl iers. Due to the volume of their turnover
they can afford to work on lower profi t margins than the
independent operator. Large marketing organisations also benefit
from economi es of seal e in adverti si ng and promoti ons. In short
the 1arge groups have a di fferenti al advantage over the small er
i ndependents i n that thei r cost of sales and overhead structure is
generally lower.
The purpose of this study is to develop a marketing strategy for
independent radio and appliance retailers which will enable them to
survive, grow and trade profitably under current highly competitive
conditions.