CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
SMUAPR15
ASSESSMENT_CODE MK0012_SMUAPR15
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
18815
QUESTION_TEXT
Highlight the difference between organized and unorganized retailing
in Indian context.
SCHEME OF
EVALUATION
Retail industry of comprises of organized and un organized sector.
organized retailing refers to the trading activities undertaken by
licensed retailers, that is those who are registered for sales tax,
income tax etc. these include the corporate-backed hyper market and
retail chains, and also the privately owned large retail business. un
organized retailing, on the other hand, includes the traditional formats
of low-cost retailing, for example, the local kirana shops, owner
operated general stores, paan / beedi shops, convenience stores,
handcart and pavement vendors etc. ( 5 marks)
The self-organized sector is mainly characterized by the lari-galla
vendors, also known as “Mobile supermarket”, seen in every Indian
by-lane. It is difficult to track, measure and analyze. But they do
know their business-these lowest cost retail can be found everywhere
from village by-lance to where big malls are situated. As far as
location is concerned, these retailers have succeeded beyond all
doubt. They have neither village nor city-wide ambition nor planstheir aim is a long walk down the end of the next lane.
Among the organized ones the already established corporate retailers
in India are pantaloons retail, shopper’s stop, spencer’s Hyper CITY,
Life Style, Subhiksha and Reliance Retail etc.
Organized retail has not penetrated and will not penetrate rural India
for obvious reasons- it is just unviable. It is only the urban areas that
organized retail is slowly but not steadily growing in. (5 marks)
(Total 10 marks)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125850
QUESTION_TEXT
What are the challenges faced by the retailer? Explain
briefly.
SCHEME OF
EVALUATION
1.
Lack of infrastructure
2.
High rentals
3.
Supply chain and logistics issues
4.
What to sell
5.
Nostalgia
6.
Information technology
7.
Human resource crunch
8.
Inconsiderable regulatory framework
9.
Limited FDI
10.
Government interference
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125851
QUESTION_TEXT
Examine the major steps in strategic planning process.
1.
Defining the business philosophy and mission and
corporate objectives
SCHEME OF
EVALUATION
2.
Situation analysis
3.
Identification and evaluation of strategic opportunities
4.
Development of suitable retail mix strategy
5.
Implementation and control
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125853
QUESTION_TEXT
Describe the basic principles of CRM? Discuss briefly the four
strategic benefits of CRM.
Principles of CRM –
1.
SCHEME OF
EVALUATION
Treat the customer individually
2.
Acquire and retain customer loyalty through personal
relationship
3.
Focus Find and keep the right customers.
Four benefits are –
1.
Personalization
2.
Communication
3.
Rewards
4.
Special treatment benefits
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125856
QUESTION_TEXT
Define Market Segmentation in Retail marketing; State the main 4
reasons for the importance of market segmentation. Explain the
criteria for effective segmentation
Segmentation
Reasons
SCHEME OF
EVALUATION
(1 marks)
( 3 marks)
1.
Availability of Choice
2.
Market fragmentation
3.
The development of retail power
4.
The volume Trap
Criteria for effective segmentation (6 marks)
1.
Clearly defined and distinguishable
2.
Measurable / identifiable
3.
Accessible
4.
Response and suitability
5.
Substantial
6.
Actionable
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125857
QUESTION_TEXT
State the meaning of store or Private Brand. Explain in brief the
advantages & disadvantages of Private Label
SCHEME OF
EVALUATION
Meaning
Advantages
(2 marks)
(4 marks)
1.
Quality
2.
Brand Loyalty
3.
Lower prices / Higher margins
4.
Branding
5.
Control
Disadvantages
(Any 4 points-4 marks)
1.
Competition from National Brands
2.
Loss of retail rack space
3.
Lack of innovations
4.
Limited focus on brand building
5.
Dependability
6.
Wider Choice for customer