Deemed University 2011 M.B.A University: Lingayas University Term: VI Title of the : Retail Management - Question Paper

Roll No. ..

 

Lingayas University

MBA 2^nd Year (Term VI)

Examination May 2011

Retail Management (BA - 242)

 

 

[Time: 3 Hours] [Max. Marks: 100]

 

Before answering the question, candidate should ensure that they have been supplied the correct and complete question paper. No complaint in this regard, will be entertained after examination.

 

Note: Attempt five questions in all. All questions carry equal marks. Select two questions from Section A and two questions from Section B. Question no. 8 (Section C) is compulsory.

Section A

Q-1. Discuss the meaning and features of retailing. What role does the retail sector play in economic growth of a country like India? [20]

Q-2. What are the major problems faced in retail marketing? How do retail marketing strategies help in resolving these problems? [20]

Q-3. What are the factors that a retailer needs to take into account while choosing a location for a retail store? As a consultant to Reliance Fresh and Vishal Mega Mart what would you say are the important factors in choosing a site for these two very different types of stores? [20]

Section B

Q-4. Write short notes (any two):

(i) Functions of Retailers

(ii) Wheel of Retailing

(iii) Responsibilities of Merchandising Manager

(iv) CRM

(v) HRM in Retailing [210=20]

Q-5. Explain the importance of sourcing in the merchandise process. What are the key factors affecting the sources of supply? [20]

Q-6. What is the role of pricing in retail marketing? Which factors affect retail pricing? Briefly discuss the various approaches of retail pricing. [20]

Q-7. A retailer has to mix all the elements of marketing mix in the right manner. In light of this discuss the critical elements of the retail marketing mix elements. [20]

 

Section C

Q-8. Read the case study and answer the questions given below the case study:

Star Retail India Ltd. Star Retail India Ltd. (SRIL) is now emerging as Indias 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 store 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 major shopping malls throughout the country. SRILs first Star is in Hyderabad. Through its hyper market endeavour, SRIL is all set to run Indias 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:

 

1. Location decisions lie in the type of goods sold. What type of sites should be chosen by SRIL for their hyper market retail chains? Evaluate the pros and cons.

2. Do you think hyper markets would be effective in the Indian context? Give reasons for your answer.

[20]