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Page 1 of 12 © IMM Graduate School of Marketing Assignment: 2 nd Semester 2011 RM/RM001 ASSIGNMENT 2 ND SEMESTER : RETAIL MARKETING (RM) RETAIL MARKETING (RM001) MODULES COVERED : MODULES 1 - 5 & 7 DUE DATE : 3:00 p.m. 16 AUGUST 2011 TOTAL MARKS : 100 INSTRUCTIONS TO CANDIDATES FOR COMPLETING AND SUBMITTING ASSIGNMENTS The complete Instructions to Students for Completing and Submitting Assignmentsmust be collected from any IMM GSM office, or the relevant Student Support Centre or can be downloaded from the IMM GSM website. It is essential that the complete instructions be studied prior to commencing your assignment. The following points highlight only a few important notes. 1. You are required to submit ONE assignment per subject. 2. The assignment will contribute 20% towards the final examination mark, and the other 80% will be contributed by the examination, however, the examination papers will count out of 100%. 3. Although your assignment will contribute towards your final examination mark, you do not have to earn credits for admission to the examinations; you are automatically accepted on registering for the exam. 4. Number all the pages of your assignment (e.g. page 1 of 4) and write your name and surname, student number and subject at the top of each page. 5. The IMM GSM requires assignments to be presented in a typed format , on plain A4 paper. Unless otherwise specified, this assignment must be completed within a limit of 1500 words , excluding the bibliography . 6. A separate assignment cover, which is provided by the IMM GSM, must be attached to the front of each assignment. 7. Retain a copy of each assignment before submitting, in case the original does not reach the IMM GSM. 8. The assignment due date refers to the day up to which assignments will be accepted for marking purposes. The deadline is 3:00 p.m. on 16 August 2011. Late assignments will be accepted, but 25 marks will be deducted from the maximum mark if received after 3:00 p.m. on 16 August 2011 and up to 5:00 p.m. the following day, after which no assignments will be accepted. 9. If you fail to follow these instructions carefully, the IMM Graduate School of Marketing cannot accept responsibility for the return of the assignment. It may even result in your assignment not being marked. Results will be available on the IMM GSM website, www.immgsm.ac.za , on Friday, 7 October 2011.
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© IMM Graduate School of Marketing Assignment: 2

nd Semester 2011 RM/RM001

ASSIGNMENT 2ND SEMESTER : RETAIL MARKETING (RM) RETAIL MARKETING (RM001) MODULES COVERED : MODULES 1 - 5 & 7 DUE DATE : 3:00 p.m. 16 AUGUST 2011 TOTAL MARKS : 100

INSTRUCTIONS TO CANDIDATES FOR COMPLETING AND SUBMITTING

ASSIGNMENTS The complete ‗Instructions to Students for Completing and Submitting Assignments‘ must be collected from any IMM GSM office, or the relevant Student Support Centre or can be downloaded from the IMM GSM website. It is essential that the complete instructions be studied prior to commencing your assignment. The following points highlight only a few important notes.

1. You are required to submit ONE assignment per subject.

2. The assignment will contribute 20% towards the final examination mark, and the other 80% will be contributed by the examination, however, the examination papers will count out of 100%.

3. Although your assignment will contribute towards your final examination mark, you do not have to earn credits for admission to the examinations; you are automatically accepted on registering for the exam.

4. Number all the pages of your assignment (e.g. page 1 of 4) and write your name and surname, student number and subject at the top of each page.

5. The IMM GSM requires assignments to be presented in a typed format, on plain A4 paper. Unless otherwise specified, this assignment must be completed within a limit of 1500 words, excluding the bibliography.

6. A separate assignment cover, which is provided by the IMM GSM, must be attached to the front of each assignment.

7. Retain a copy of each assignment before submitting, in case the original does not reach the IMM GSM.

8. The assignment due date refers to the day up to which assignments will be accepted for marking purposes. The deadline is 3:00 p.m. on 16 August 2011. Late assignments will be accepted, but 25 marks will be deducted from the maximum mark if received after 3:00 p.m. on 16 August 2011 and up to 5:00 p.m. the following day, after which no assignments will be accepted.

9. If you fail to follow these instructions carefully, the IMM Graduate School of Marketing cannot accept responsibility for the return of the assignment. It may even result in your assignment not being marked.

Results will be available on the IMM GSM website, www.immgsm.ac.za, on Friday, 7 October 2011.

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© IMM Graduate School of Marketing Assignment: 2

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COMPANY HISTORY Fruit and Veg City Holdings (Pty) Ltd was founded in March 1993 by two brothers, Brian and Mike Coppin. The first store was opened in Access Park (Cape Town). Their common sense approach to marketing fresh produce and maintaining a no-frills business that is value driven right down to store level, has allowed the company to grow from a one-store operation to the largest seller of fruit, vegetables and other fresh produce items in South Africa, with a total of over 100 stores. Fruit & Veg City has grown from a small store, which, as the name indicates, sold only fresh fruit and vegetables. As the company has grown, so have their product ranges to cater to the customers‘ demand for good quality fresh produce of all forms – dairy, bakery goods, meat, fish, dried fruit and nuts, cheese and continental delis and now even some non-perishable groceries in selected stores. Today, around two thirds of the company consists of franchises, with an average of 10-15 new stores opening per year. In May 2008 Fruit and Veg City opened their first Food Lover‘s Market in Sydney, Australia. This store joins the already

SPECIFIC INSTRUCTIONS:

1. Answer ALL the questions in detail. 2. Use your own words to answer the questions! 3. Read each question carefully to determine exactly what is required before

attempting the answer. 4. Answers must be set out in a systematic way under appropriate headings and

sub-headings. Number your answers clearly. 5. Do not simply give theoretical discussions. Practical application is essential for all

questions and should form the bulk of your answers. 6. Take note that 10 marks are allocated to the presentation and layout of your

assignment. 7. All answers must be based on the attached case study where indicated. Refer to

their website for more information on the company and their retailing activities. (http://www.fruitandvegcity.co.za)

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successful group of outlets beyond South African borders, including three in Namibia and a store in Lesotho. There are three store formats:

Fresher Food Stores, which form the core of their business, providing for all your basic fresh produce needs.

Food Lover’s Markets. This new concept in food retail takes shopping for fresh produce to a completely new level. Using international trends as inspiration, these upmarket food emporiums still offer the best quality fruit and vegetables at low prices, but also offer a range of other specialist departments.

Freshstops are freestanding outlets with a focus on fresh, healthy take away meals and smoothies. Express Freshstops can also be found in many of the Fresher Food Stores or Food Lover‘s Markets.

Their desire to be the best supplier of fresh fruit and vegetables and to stock a full product range 12 months of the year, along with their international expansion in 2004 and the subsequent trading relations, led to the need for an import and export division. Because of the trust that has been established with many of their farmers and suppliers, FVC International was born in 2005. In 3 years, this division has grown to the biggest importer of fruit in South Africa and a large player in the exporting field as well. CORE VALUES

Energy: If you do not have it, stay out of this industry, according to Brian Coppin. Most retail, and especially produce, is 12 hours a day for at least 6 days a week.

Honesty: in your dealings with your farmers, suppliers, staff and customers.

Transparency: Nothing is hidden from any of their franchisees or corporate stores. Their secrets to success are shared to create wealth for all.

Loyalty: They do not believe the people who were there for them when they had 1 store should now be dropped because somebody more professional is punting for the business, and unless their original suppliers of products or services are totally out priced or out of their depth, they will continue to grow with them.

AWARDS

2006 – SASCS Western Cape Retailer of the Year (Access Park Fresher Food Store)

2007 – SACSC Special Star Award: National Retailer of the Year and Western Cape Retailer of the Year (Willowbridge Food Lover‘s Market)

2007 – Global Convenience Format of the Year Runner up: Best New Concept in Retail in the World (Food Lover‘s Market)

2008 – SACSC National Retailer Supermarket Category Winner (Willowbridge Food Lover‘s Market)

CORPORATE SOCIAL INVESTMENT Since 2006 Fruit & Veg City has been partnering with Foodbank South Africa, a registered non-profit organization that focuses on redistributing good quality food -

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that would have otherwise gone wasted – to those who need it the most. They provide between 12 and 14 million meals per year, and we are proud supporters of this initiative. This year, Fruit & Veg City and Feedback have launched the Care 2 Carry campaign, in which colourful, re-useable shopping bags are sold with 10 different designs painted by some of Feedback‘s beneficiaries at Luzuko Primary in Gugulethu. The designs poignantly depict their dreams and aspirations, and R2 from every bag sold in Fruit & Veg City stores will go towards Feedback. Source: [Online] Available: http://www.theretailer.co.za/retailers/39-retailers/136-fruitvegcity. [2010, July 26].

FRESHER STORE

Fruit & Veg City's new Fresher Food Stores are just that...Fresher. Fruit & Veg City have taken their stores and given them bright, bold makeovers; with more neutral paint tones, bright and modern fridges and smart, cleaner packaging - the stores have a whole new look to them. The makeover has also gone much further than just making a Fruit & Veg City store look brighter; the Fruit & Veg City team have also introduced exciting new departments, ensuring that the shopping experience is the freshest. At Fruit & Veg City's Fresher Food Stores, you can find almost all your fresh food needs under one roof. Fruit & Veg City time-saving favourite, Shortcuts, will have everyone breathing a sigh of relief. You can have your fruit or veg chopped, diced, peeled, chipped and sliced...and the best part is that is free of charge. Fresher Food Stores also offer the freshest pastries, breads and cakes from their Bakery, a delicious selection of meats from their Butchery, the widest selection of dried fruits and nuts – not to mention the cheese bar and dairy counter where you can top up on the wholesome farm fresh milk. In-store Freshstop's mean picking up a healthy fruit salad, stopping to snack on a freshly made sandwich or sipping through a nutritious smoothie is simple.

Fruit & Veg City have also introduced their own in-house brand, aptly named Freshers. The Freshers branded products carry a promise of absolute freshness and delicious taste. This includes items like Freshers Milk, Yoghurt or Freshers Muesli.

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FOOD LOVER's MARKET

Fruit & Veg City‘s new concept in food retail has hit the Southern Suburbs of Cape Town with the opening of their Food Lover‘s Market store in Claremont on Wednesday, 21 May 2008. The new Fruit & Veg City Food Lover‘s Market is the sister store of the stylish Food Lover‘s Market in the Icon building in Cape Town, and customers can expect the same quality food experience. The Food Lover‘s Market, Cavendish is has been described as a ―theatre of food‖ where every element combines to create a unique food experience. They have both an upstairs and downstairs area where customers are treated to a rich diversity of gourmet cuisine. The downstairs departments are all geared towards those on the move looking for a quick meal or coffee on the run. At the Coffee Bar, customers can spend a moment to unwind with a cappuccino or café latté, while catching up on the daily news with a newspaper. Those looking to treat themselves to something extra special can even order a croissant or a delicious piece of cheesecake to go with it.

Over the years, the Italians have become famous for their unique and flamboyant style of cooking. The Food Lover‘s Market have taken a lesson out of their book and added a classic Italian Pizzeria in store. Here customers can order wood-fired pizzas and divine paninis made the Italian way. To give customers a taste of the Orient, they have specially introduced an in-store Noodle Bar that serves only authentic Eastern dishes. Reminiscent of downtown Hong Kong, with meals prepared in traditional wok fryers, this unique department is your passport to some real Asian fusion. Freshstop, Fruit & Veg City‘s own fast food brand, has already become famous for its selection of delectably healthy take-aways. This is the place to refresh your senses with a groovy smoothie or fresh fruit salad, or fill up with a wide selection of gourmet sandwiches, made fresh each day. The smell of freshly baked artisan-style bread will lead you to the Bakery department. Once there, you will be tempted with everything from heavenly apple pie to hearty French loaves. It is enough to please even the fussiest connoisseur. Then, for those with a healthy appetite, they have introduced a huge Hot Foods emporium where tasty hot dishes such as roast chicken, bobotie, eisbeins, spare ribs and lasagna are served.

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For the health-conscious, there will also be a variety of low GI salads, as well as other designer salads. The upstairs section offers customers the opportunity to sit down and enjoy their meal in a relaxed restaurant atmosphere. They will be open until late, so customers can enjoy breakfast, lunch or supper. If you are in the mood for Japanese, the Sushi Bar is just the place to go. Customers can take a seat and decide what they want as enticing delicacies, prepared by Japanese sushi masters, roll past on a bamboo conveyer belt. This is in keeping with international trends that are now all the rage in cities such as New York, Paris and London. The smells of from the Pasta Bar might just momentarily transport you to the rolling hills of Tuscany, as their chefs display their visible passion for great cuisine.

There is also another Coffee Bar upstairs where customers can enjoy a steaming cup of hot coffee as the perfect finish to their meal. The Food Lover‘s Market concept made its debut in South Africa in 2006 as an alternative shopping experience for those consumers who wanted to buy gourmet food in a luxurious environment. Fruit and Veg City did extensive research before launching Food Lover‘s Market. Many of the design-elements and ideas for specialist in-store departments were influenced by international trends. This makes Food Lover‘s Market the first South African retail store that is able to compete with the trend-setting retail chains of Europe, North America and Asia. DISCOVER A FRESH OASIS... The Food Lover's Market is described as a glamorous new fresh concept in in-store retail. With the focus on exceptionally fresh, quality fruits and vegetables and stunning interior store décor, The Food Lover's Market is truly an oasis for those who appreciate great food. NEW STORE OPENED A brand new Food Lover‘s Market (the first of its kind in KZN) opened in Hillcrest on 28 February to the great delight of local residents. From the minute the store opened a steady stream of curious shoppers made their way through the sections, which included a fantastic fruit and veg section (with rarely seen items like ochre), a butchery and biltong bar, fruit and nut dispensers, bakery, cheese/deli and a great hot foods section.

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The shop is also one of the new stores to boast a grocery section, to accommodate the busy shoppers and make their lives a little easier. The Freshstop outside the store had a great outside deck to soak up the sun and rest those weary feet after shopping. Shoppers were so enthusiastic that some would walk off with other shopper‘s trolleys after inspecting the wonderful salads on offer, only to discover a while later and have a good laugh with the original ‗owner‘ of the trolley. There was a wonderful sense of community amongst the Hillcrest residents, many of whom stopped to chat about the new store with fellow shoppers. One embarrassed shopper even admitted that she was supposed to be at work at the time, but could not resist the temptation of seeing what the store had on offer. Staff members were almost as excited, like Sylvester, the bakery assistant, who greeted everyone with a smile, and the hardworking ladies in Shortcuts chopping and dicing away. Customers were made aware of the store opening by knock-and-drops and brightly dressed promo girls at nearby intersections, who handed out glossy opening specials pamphlets. The USP utilised by Fruit and Veg City is ‗If you are looking for all the goodness of wholesome, natural fresh foods – as well as some added indulgences – look no further than The Food Lover's Market – for the love of it.‘

FRESHSTOP

Fast food can be healthy food! Fruit & Veg City's new store concept is branded - Freshstop. Freshstop stores are bringing a completely new foodie concept to the South African fruit and veg marketplace. Looking fresher, more modern and with a whole new upbeat attitude – the Freshstop Stores are located near or inside shopping malls, making stopping by for a quick, healthy snack easy. “Made fresh today, naturally” - Fruit & Veg City's Freshstop stores take health and freshness to an all new level; their fun crisp environment provides the perfect practical and enjoyable way to achieve good health in today's frantic modern world. From wholesome breakfasts to fruit kebabs, smoothies, sandwiches and mouth-watering soups, salads, muffins and croissants, all the food produce is made from

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scratch every day, using the finest, freshest ingredients. No-more cold-packed, frozen, preservative packed lunches that never quite seem to fill that hunger pang, Freshstop stores ensure you taste the fresh zing and feel the boost that comes from fuelling the body with natural goodness.

At Freshstop – fun, freshness and convenience are always assured; cool delicious blends of fresh fruits can be whisked together with low fat yoghurts for those watching the waistline or those deciding to be a little more indulgent can spoil themselves with a real dairy ice cream. Needing that coffee fix early in the morning? Freshstop pride themselves on their fine selection of aromatic coffees, sit and relax for a few moments with a hot cup of Joe before hitting the work rush.

Freshstop have also recognised the importance of freshness, they have thrown out the sell-by date concept… they just don't need it. All food in store is made with fresh ingredients each day; anything that has not been sold or eaten at the end of the day gets taken off the shelf. ―Waste not, Want not‖ is another consideration at Freshstop stores so instead of disposing of all that good, wholesome food, the stores donate the food to charities in their area – ensuring needy children and adults can enjoy fresh, flavoursome foods on a daily basis. Source: [Online] Available: http://www.fruitandvegcity.co.za/fresh_shop_about.htm. [2010, July 26].

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Back to the Future: Customer-infused retailing

By Milton Merl and Marek Rucinski, Accenture Interactive. In 1950, Popular Mechanics printed an article, ―Miracles You‘ll See in the Next Fifty Years.‖ In it, predictions were made about the year 2000. When projecting how consumers would shop in the future, the magazine envisioned housewives browsing merchandise in department stores on their TV screens—a fairly accurate guess. Today, most retailers would be hard-pressed to predict the next five years, let alone the next five decades. Developments in technology are accelerating exponentially. With each new application, customer behavior changes too, making it nearly impossible to set long-term, and in some instances, even short-term strategies. Virtually every aspect of the purchase process has changed—from product research to purchasing and through to customer service. Not only are customers changing, so are competitors - there are more of them, and they are exceptionally nimble in their ability to respond to potential buyers in this new, hyper-frenetic environment. Predictability is gone. Flexibility is everything. To get it, organizations should become ―customer-infused‖ or centered on key personas and relevant ―micro-segments,‖ adjusting to the ever-changing needs and behaviors of the buying public. Companies will do well to increase marketing granularity to address customers at the ―moment of truth‖ when the decision to buy is made. The future, today Traditional retail models, based on functional areas working in siloed fashion, are no longer relevant for the digital age. They are inherently rigid instead of flexible; primed for old school ―push‖ marketing that‘s eschewed by today‘s consumer who demands relevance and ―what‘s in it for me.‖ But how to become nimble, relevant—customer-infused—to meet the demands of the future, especially when that future changes by the day? Here‘s a look at how key aspects of business will likely change:

The retail organization. For starters, the internal structure of retail organizations should change radically. Today, they are organized around functional areas with buyers, marketers and operations working side-by-side. This siloed approach serves as a barrier toward creating unified and relevant customer experiences since valuable insights are ―locked‖ within the walls of each function. Customer-infused retailers will have cross-functional teams that identify top-down customer value, strategy growth objectives and customer key performance metrics.

Technology. Seamless internal structures are only possible through seamless technology solutions. Retailers should leverage centralized customer databases through cloud computing, accessing data from it and running customer data

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management applications through it to allow a clear understanding of the customer. To prepare for future technologies today, retailers should first and foremost develop reliable sensing capabilities to illuminate customers on a much more granular and real-time basis—flexible micro-segments— instead of the old school static and rigid segmentations. Analytics are recommended to marry those insights to specific offers, and execution capabilities are recommended to support organization-wide sharing of insights at scale and across multiple channels.

Suppliers. Increasingly, suppliers will not only continue to be collaborators but will also become competitors. While P&G supplies Tide detergent to your store, they will also be competing with Tide Laundromats, Mr. Clean Car Washes and Art of Shaving stores that sell Gillette razors. A successful retailer should team up with its suppliers to offer relevant brand selections or potentially ―stores-within-a-store.‖ More importantly, suppliers should work with retailers to drive the right customer to the right channels based on the customer‘s value and needs.

Branding. A retailer‘s brand must evolve to deliver a clear and compelling brand promise. Target is family fashion apparel and home goods at low prices. Best Buy is the latest in electronics. Wal-Mart meets everyday needs at the lowest prices. Zara is ―fast fashion‖ at affordable prices. Branding that is not distinctive or playing on cost-only is likely a loser‘s game. The store brand should provide a compelling difference in an era where smart phone applications can compare prices, and consumers can scan any given item in a store and learn quickly where their money gets the most traction.

Stores. Offering everything in-store is not necessary, or necessarily profitable for that matter. Supplying relevant items every day likely is. Physical stores should match the space needed to meet the demand of the customers who shop it. Other products and services can be offered via in-store kiosk or on the Internet for pickup or home delivery. The digital presence should offer all products in a fashion that customers can quickly and easily find them. Stores will begin to appear when and where needed through vending machines and ―pop-up‖ seasonal outlets.

Digital. Brands will communicate with consumers at the relevant point of need. That includes social media like Twitter and Facebook and indicates moving away from passive research to active involvement, understanding what motivates a buyer. Digital and mobile media will be significant to reach customers at the point of sale, offering them time-sensitive offers and discounts on items when they‘re in-store or near retail outlets.

“Miracles” for today Popular Mechanics conjured a future projecting 50 years in time. To be more practical, let's draw a scenario of customer-infused retailing that should be possible in the next five years—or sooner—for most brands: A consumer reads Elle on her iPad and taps an ad for her favorite shoe brand, Nine West, that displays a virtual catalog already personalized, based on her last purchases. She clicks ―like‖ on one particular pair and discovers that five of her friends are also eyeing the same pair. Walking past the store later that day she receives a 30 percent off coupon to her phone through

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Bluetooth. The offer is good for the next two hours. Best-selling models are outside the store and can be purchased quickly via vending machine. Our hypothetical shopper uses her phone to scan the bar code on one particularly interesting pair and sees reviews and a film of the shoe on the runway. Our consumer likes what she sees and pays for her goods with her phone, earning loyalty points. The final touch in the process: A text message thanking her for her purchase with a coupon for 20 percent off a handbag. This customer-infused scenario is possible for most retailers today. It requires significant organizational, technological and workforce changes that break down the walls that maintain functional silos. But those brands that achieve it will likely survive well into the future. Copyright © 2011 Accenture All rights reserved. Source: [Online] Available: www.accenture.com. [2011, March 8].

ANSWER ALL FOUR QUESTIONS THAT FOLLOW

QUESTION 1 [10] Using the characteristics of the different types of retailers and the information in the case study, do the following:

Identify what type of retailer Fruit & Veg City is and provide practical reasons for your answer. Your reasons should be based on the characteristics of your chosen retailer type and the characteristics of the other types of retailers not selected.

[Note: Conduct some more research on Fruit & Veg City to gain greater insight into its operations. Be sure to motivate your statements using the relevant theory as a basis. If you simply rewrite what is given in the prescribed textbook you will not obtain a pass mark for the question – practical application is essential.] QUESTION 2 [20] Refer to the article titled, ―Back to the future: customer-infused retailing‖. The article identifies a number of key aspects of retailing that will change in the future. The basis for most of these changes is the advancement of technology and the consumer‘s growing reliance on it. The retailer, in this case, needs to consider two key issues – the need to continuously adapt to technological advancements and the changes in consumer buying behaviour. Required: Based on the points of change identified in the article, discuss how consumer buying-behaviour will be changed/influenced by these points of change and how the social factors influencing the buying process will be affected. Discuss the implications of

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the forecasted changes for the retailer and include options for the retailer‘s response to these changes. [Note: Do not simply discuss the issues identified in the prescribed book. You must identify how the changes identified in the article will affect consumer behaviour and the implications they will have for the retailer.] QUESTION 3 [35] The strategic retail planning process is a set of steps that the retailer goes through when developing a strategic retail plan. Required: Practically explain the steps in the strategic retail planning process that Fruit & Veg City will go through when developing a strategic plan in order to achieve its growth objectives. (Please note that step 2 should be explained in detail, as it will have more marks allocated to it than the other steps in the process.) QUESTION 4 [25] Retail location is extremely important for a number of reasons; it is the prime consideration in a customer‘s store choice decision, offers the opportunity to develop a sustainable competitive advantage, and involves the commitment of resources and therefore involves risk. Required: Taking the theoretical issues addressed in Chapter 7 on retail locations into account, visit your closest Fruit & Veg City outlet* and evaluate its retail location. Write an in-depth report on the type of location, the tenant mix, the match between location type and the retailer‘s strategy, proximity to target market, and other relevant considerations. [Hint: In order to provide an even more comprehensive answer you should visit the store and possibly even attempt to meet with the manager of the store to gain greater insight into the selection of a particular type of location.] * For those of you who do not have a Fruit & Veg City store near to you visit your closest equivalent retailer. PRESENTATION [10]

ASSIGNMENT TOTAL: 100


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