Ask Marketing Management Expert

Attempt all the problems

Section-A

problem1) prepare brief notes on:

i) Advantages of Franchising

ii) Energy Management;

iii) Display Management;

iv) Recruitment and selection

problem2) Elaborate on the different measures commonly used to measure performance of retail store and space.

problem3) How is retail strategy reflected in retailer’s financial objectives?

problem4) Suggest Strategies to reduce Loss in Retailing?

Section-B

Case Study

Brand Profile and Service Expectations

Departmental store group with 30 branches operating nationwide has been successful with merchandise range of appliances for which customers’ expectations have been for the ‘standard’ service package typical of popular branded products in its core merchandise groups.  The service offered has largely been determined by retailer.  The merchandise offer has been based upon popular models selected from those of each of the main manufacturers.  After-sales and warranty services have been set by suppliers to respond to competitive minima.  The retailer identified competitive prices as being dominant feature of the overall positioning.

Some 18 months ago company was approached by the international supplier of air-conditioning equipment with the view to stocking and selling supplier’s range.  They posed no main competitive threat as their price levels were between 15 and 20% above existing ranges stocked.  An agreement was reached and initially sales were achieved at levels that satisfied both retailer and the supplier.  The product sold on its strong international reputation and its reputation for service.  Service was extensive.  It involved before, during and after-sales activities.  The before-sales service offer involved visiting potential customer’s homes to advice on precise model requirements based upon size of residence and lifestyle characteristics of potential customers.  Initially the supplier provided liaison personnel for this function.  Eventually (after six months) the supplier’s staff moved on to other duties.

Strong promotional activity, featuring high level of service together with recommendations from satisfied customers generated a large number of inquiries and potential sales.

Before long problems began to occur with increasing frequency.  The product fault required return of the entire production batch.  Neither supplier nor the retailer can meet replacement demand from customers who had been given to believe that premium service was the essential feature of offer made to customers.  While this was the unfortunate ‘one-off’ instance, it was resolved reasonably quickly.  Though, another more worrying problem was beginning to emerge.  A number of customers began to complain of poor product performance.  The supplier was asked to investigate and found that while products were performing to specification they were unsuitable for circumstances in which they were operating.  Retailer’s staff were insufficiently experienced and/or trained for this aspect of the service function.  The situation continued to deteriorate and eventually the brand was discontinued by mutual agreement.

A post mortem revealed the fact which neither supplier nor retailer had sufficiently understood strong relationship which existed between product performances.

problems:

problem1) What are the main reasons for discontinuing the brand? Suggest ways to overcome present problem faced by the company.                                                                                                    

problem2) What are the major successes factors in efficient retail strategy.

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M93456

Have any Question?


Related Questions in Marketing Management

Question 1 application of conceptstime value of money2

Question: 1. Application of concepts/time value of money? 2. Which is more detrimental to a firm, pricing your product or service too high, or pricing your product or service too low? 3. Discuss the role of demographics ...

Question imagine that you are in the market for a new

Question: Imagine that you are in the market for a new career. How can the marketing research process apply to your career search? Think of a specific topic you need to learn more about that relates to your career as a o ...

Question strategic marketing planintroductionthis

Question: STRATEGIC MARKETING PLAN INTRODUCTION This assignment entails development of a comprehensive strategic marketing plan for a new product or service that is ready to "go to market". A Project Template is provided ...

Qestion ready set strive gen z is comingby janet adamy

Question: Ready, Set, Strive : Gen Z Is Coming By Janet Adamy | Sep 07, 2018 TOPICS: Consumer Behavior, External Marketing Environment, Targeting SUMMARY: About 17 million members of Generation Z are now adults and start ...

Question in your marketing plan you should1establish a

Question: In your Marketing Plan, you should: 1. Establish a Mission Statement and a Vision Statement for your new organization. 2. Briefly describe basic services it has been providing during the first six months of ope ...

Question 1review the terminal course objectives accessed by

Question: 1. Review the Terminal Course Objectives, accessed by clicking on the "Course Information" tab at the top of your screen, scrolling down to the "Course Objectives" and then selecting View class objectives. How ...

Question read the worddoc first and answer those following

Question: Read the word.doc first and answer those following question 1. Provide a list of at least five pieces of information that airlines have about their customers, and for each, explain how that information might he ...

In this unit you are asked to produce a public relations

In this unit you are asked to produce a Public Relations Campaign Proposal document and an essay that explains the theory behind your planned approach to the Proposal task. You may base your assessment on the suggested s ...

Question 1200 words on your favorite retailer and their

Question: 1200 words on your favorite retailer and their major competitor as discussed in class. This should focus on the different elements that make up the retail strategy of the companies and other factors that appeal ...

Question bulltype of paper assignmentbullsubject

Question: • Type of paper Assignment • Subject Other • Number of pages 1 • Format of citation Other • Number of cited resource s0 • Type of service Writing from scratch First, choose a piece of art from any genre (music, ...

  • 4,153,160 Questions Asked
  • 13,132 Experts
  • 2,558,936 Questions Answered

Ask Experts for help!!

Looking for Assignment Help?

Start excelling in your Courses, Get help with Assignment

Write us your full requirement for evaluation and you will receive response within 20 minutes turnaround time.

Ask Now Help with Problems, Get a Best Answer

Why might a bank avoid the use of interest rate swaps even

Why might a bank avoid the use of interest rate swaps, even when the institution is exposed to significant interest rate

Describe the difference between zero coupon bonds and

Describe the difference between zero coupon bonds and coupon bonds. Under what conditions will a coupon bond sell at a p

Compute the present value of an annuity of 880 per year

Compute the present value of an annuity of $ 880 per year for 16 years, given a discount rate of 6 percent per annum. As

Compute the present value of an 1150 payment made in ten

Compute the present value of an $1,150 payment made in ten years when the discount rate is 12 percent. (Do not round int

Compute the present value of an annuity of 699 per year

Compute the present value of an annuity of $ 699 per year for 19 years, given a discount rate of 6 percent per annum. As