NAME REDIET FANTU

RMKD/1079/2012H

1 A retail business is the sale of items and services in small quantities to customers in-store or
online. It can also be defined as a form of business that links the sale of products and services
to buyers with retail quantities. Consumers who purchase these products use them personally
and do not resell the goods or services. Grocery, clothing, and drug stores are examples of
retail.
Retail marketing is the process of promoting products and services to customers through
various channels of distribution in order to drive sales or the process by which retailers
promote awareness and interest of their goods and services in an effort to generate sales from
their consumers
2 Differentiation can be defined as the process of distinguishing a product or service from those of
other manufacturers or service providers, making it more attractive to a particular target market. This
process involves differentiating the product or service from the competitors, as well as the company's
services

3 Variable that helps to assess retail differentiations are

- Product: based on features, performance, conformance, durability, reliability,
reparability, style, and design.
- Service: based on Ordering Ease, Delivery, Installation Customer Consulting
- Personal: its Creating a particular image or personality for a company or its product.
- Channel: A distribution channel is another variable that a company may use to
differentiate its offer. A company can distribute its products either directly or through
the use of intermediaries.
- Image: Some businesses set themselves apart by their image either as part of another
differentiation avenue or as a separate strategic path

4 Retail can be differentiated by

- Product Differentiation. Consumers identify a product based on its physical
characteristics and are differentiated by Features, performance, conformance,
durability, reliability, reparability and design.
- Service differentiation
By adding more value-adding services and improving its quality, a company can differentiate its
offer based on services
- Distribution Differentiation.
A distribution channel is another variable that a company may use to differentiate its offer. A
company can distribute its products either directly or through the use of intermediaries...
- Relationship Differentiation.
This differentiation is through company personnel. Employees, associates, or team members
with customer interface can provide and demonstrate competence, courtesy, credibility,
reliability, and responsiveness. ...
- Image Differentiation Some businesses set themselves apart by their image either as
part of another differentiation avenue or as a separate strategic path
- Price differentiation
 Most prices are subject to some kind of negotiation, and some customers are prepared to pay
more than the prevailing market price.

6 The reason I chose differentiation to conduct this study on is that there is not much research
done on the differentiation of car spare parts it is under-researched, and also i wants to help
these companies to start considering using differentiation strategies as a competitive
advantage over their rivals

7 Problems I observed first is that many retail car spare parts don’t manage their company
based on marketing strategy’s but experience so its little hard for me to find retailer with
marketing knowledge and a manager who mange’s based on it and also some company are not
willing to help so am still trying to find companies who are willing to help because my research
focus on Addis Ababa not on one company