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Posted By: shakthi Member Level: Gold Posted Date: 22 Jun 2008
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2007 Indira Gandhi National Open University (IGNOU) Post Graduate Diploma Business Administration RETAIL MANAGEMENT Question paper
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MANAGEMENT PROGRAMME
Term-End Examination
December, 2OO7
MS-612 : RETAIL MANAGEMENT
Time : 3 hours Maximum Marks : 100
(Weightase 70%)
Note :
(i) Attempt any three questionsf rom SectionA .
(ii) Section B is compulsory.
(iii) All quesfions carry equal marks.
SECTION A
1. (a) Discuss the various types of non-store retailing. What
are the reasons for its fast growth in India ?
' (b) "Atmospherics planning is increasingly gaining
relevance for retailers." Do you agree with the
statement ? Justify your answer.
2. (a) What are the major considerations involved in
planning merchandise for a retail store
(b) What are the objectives of loyalty programmes in
retail business ? Discuss the influencing factors for a
successful loyalty programme.
3. Explain the various steps involved in designing an effective
integrated marketing communication strategy for retail.
4. Write short notes on any three of the following :
(a) Emerging Trends in retailing
(b) Services retailing as a growth area
(c) EDLP versus high-low pricing
(d) Positioning of a Retail Store
(e) Critical analysis of the vendors
SECTION B
5. Study the case given below and answer the questions given
at the end of the case.
Star Retail India Ltd.
Star Retail India Ltd. (SRIL) is now emerging as
India's first hyper market chain.
Hyper markets are essentially discount stores. The
SRIL hyper market stores are expected to offer the
products that are 25 - 31 percent lesser than the market
price.
SRIL calls its hyper markets storeF as Star Bazaar.
An ambience that attracts the family as a whole is what
SRIL aims at in the Star Bazaar.
Modeled along the lines of global hyper market chains
like Wal-Mart, the Star Bazaar will stock several product
categories. The present estimate is that it will stock close
to 1.5 lac items across 20 product categories, including
utensils, pharmaceuticals, electrical items, hardware, and
food and provisions.
SRIL is developing a
major shopping malls in
Bazaar store was opened
sq. ft space.
network of Star Bazaars in all
the country. SRII 's first Star
in Hyderabad.I t has 60,000
Through its hyper market endeavour, SRII is all set
to run India's biggest retail stores in different cities in
terms of space occupied. All the mall owners now view
the SRIL hyper market chain as attractive anchor tenants
for their malls.
Questions t
(a) Locational decisions lie in the type of goods sold. Do
you think SRIL has chosen the proper sites for their
hyper market retail chains ? Evaluate the pros and
cons.
(b) Do you think hyper markets would be effective in the
Indian context ? Substantiate.
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