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ASSIGNMENT
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Course Code :
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MS - 612
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Course Title :
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Assignment Code :
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MS-612/TMA/SEM - II/2014
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Coverage :
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All Blocks
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Note : Attempt all the
questions and submit this assignment on or before 31st October, 2014 to the
coordinator of your study centre.
Q. 1. (a) What do you
understand by the term Retailing? Discuss the scope and challenges of Retail
Business in an emerging economy like India.
(b) Explain briefly the
various retail formats in India with the merits and demerits associated with
each of them.
Answer:(a)Term Retailing: The term
retailing applies not only to the selling of tangible products like loaves of
bread or pairs of shoes, but also to the selling of service products. Companies
who provide meals, haircuts and aromatherapy sessions are all essentially
retailers, as they sell to the final consumer, and yet customers do not take
goods away from these retailers in a carrier bag. The consumption of the
service offering coincides with the
retailing activity itself.
Retailing is a distribution
channel function, where one organisation buys products from supplying firms or
manufactures products themselves, and then sells these directly to consumers.
Scope and challenges of
Retail Business in an emerging economy like India
The retail industry in India
is highly fragmented and unorganised. Earlier on retailing in India was mostly
done through family-owned small stores with limited merchandise, popularly
known as kirana or mom-and-pop stores. In those times, food and grocery were
shopped from clusters of open kiosks and stalls called mandis. There were also
occasional fairs and festivals where people went to shop. In the twentieth
century, infusion of western
Q. 2. (a) Outline the
importance of Service retailing and explain what needs to be done to explain
and exploit the full potential India.
(b) Discuss the significant
issues pertaining to locational decisions in the Indian context with two
suitable examples of your choice where location of the outlet has played a key
role in the success of the business.
Answer:(a)Firms which offer
large range of goods, provide advice and the required information is called
Service Retailing. In retail environments, the atmosphere communicates to
consumers through non‐verbal channels, impacting on their beliefs about a
product, a service or the way in which a service is provided. The current paper
explores the bar environment, and the use of atmospherics by managers as well
as responses to atmosphere by consumers.
Service Retailing refers to
all the transactions which involve sale of goods or services to the ultimate
consumers. A retailer is a middleman who procures goods from the wholesalers
and sell it to the final consumers. They form a vital link in the channel of
(b)Units concerning
both manufacturing as well as the assembling of the products are on a very
large scale affected by the decisions involving the location of the plant.
Location of the plant itself becomes a very important factor concerning service
facilities, as the plant location decisions are strategic and long-term in
nature.
Plant location decisions need detailed analysis because:
1. Wrong plant location
generally affects cost parameters i.e. poor location can act as a continuous
stimulus of higher cost. Marketing, transportation, quality, customer
satisfaction are some of the other factors which are greatly influenced by the
plant location decisions – hence these decisions require in-depth analysis.
2. Once a plant is set up
at a location which is not much suitable, it is a very disturbing as well as
very expensive process to shift works of a company to some other place, as it
would largely affect the cycle of production.
Q. 3. (a) “Merchandise
Sourcing is at the core of every retail business”. Elaborate the abovestatement
and outline the importance of sourcing activity as a strategic functions in
relation to also retail functions.
(b) What is the role and
relevance of atmospherics in Retail Business? Discuss the keycomponents of
retail atmospherics.
Answer:(a) Merchandising is
an activity of promoting the sale of goods at retail. Merchandising activities may include display
techniques, free samples, on-the-spot demonstration, pricing, shelf talkers,
special offers, and other point-of-sale methods. According to American
Marketing Association, merchandising encompasses "planning involved in
marketing the right merchandise or service at the right place, at the right
time, in the right quantities, and at the right price."
Strategic sourcing is a
supply management tool that delivers significant cost reductions and other
benefits. More specifically, it's a periodic event that includes the
identification and selection of initial commercial arrangements with a selected
supplier
(b) Retail
atmospherics involves all details of a store's physical environment and the
effects on customers. You want shoppers to feel comfortable browsing your store
and for the environment to be conducive to making a purchase. An analysis of
retail atmospherics can point the way to identifying your store's best physical
features and areas that could use improvement.
Retail Atmospherics is a
term used to describe the manipulation of elements such as colour, light
levels, sound, scents and design within your store to influence the buying
habits of your customers. The atmospherics of any store can establish positive
feelings of excitement, curiosity, and comfort. Atmospheric changes to a stores
environment will influence the customers mood or feeling for that retailer.
Atmospherics is used to create environments
Q. 4. (a) Discuss the
concept of relationship marketing. Outline the key aspects of emphasis
forloyalty programme with a suitable example of your choice.
(b) What are the major
reasons for the growth of non-store retailing in India. Discuss.
Answer: (a) Relationship
marketing is changing the way marketers use traditional media channels to build
brand image and awareness. Marketers are not just re-allocating ad budget
between existing media products, they are taking advantage of whole new set of
media choices. The aim is to build relationship instead of a one-time sale,
which is termed as a transaction.Relationship marketing is designed to develop
strong connections with customers by providing them with information directly
suited to their needs and interests and by promoting open communication. This
approach often results in increased word-of-mouth activity, repeat business and
a willingness on the customer’s part to provide information to the
organization.
(b) Nonstore
retailing is a form of retailing in which sales are made to consumers without
using physical stores. The non-store retailers are known by medium they use to
communicate with their customers, such as direct marketing, direct selling and
vending machines or e-tailing. Non store retailing is patronised to time
conscious consumers and consumers who can't easily go to stores, or compulsive
buyers. Most non-store retailers offer consumers the convenience of buying 24
hours a day seven days a week and delivery at location and time of their
Dear
students get fully solved assignments
Send
your semester & Specialization name to our mail id :
“
help.mbaassignments@gmail.com ”
or
Call
us at : 08263069601
(Prefer
mailing. Call in emergency
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