n APEEJAY INSTITUTE OF MANAGEMENT

& ENGINEERING TECHNICAL CAMPUS

SUB CODE : MBA 924-18

ASSIGNMENT : 01
RETAIL STRATEGY ’

SUBMITTED BY SUBMITTED TO :
KAMAKSHI SYAL DR. AJWINDER DHILLON
(MBA 4A)
211121
Retail Strategy
A detailed marketing plan related to the of the business, its targets and ways and
methods to achieve it, in relation to retail is known as retail strategy. A detailed
marketing plan related to the of the business, its targets and ways and methods
to achieve it, in relation to retail is known as retail strategy
The retail outlet selected for the assignment on retail strategy is ‘ Bajaj General
Store’

1. Merchandise Assortment : The shop primarily deals in all the items in

the broad head of stationery along with the assortments of certain FMCG
products which primarily includes toffees, Soups, Atta, Maida, pulses and
biscuits, oil, Hair Color.
 2. Location Strategy : To build competitive
advantage, the owner has selected a unique location with
maximum exposure to target market as it is near the
residential area.

Communication Mix : Since the shop is located on residential area

where variety of other shops are there but as such no close competitor is there
hence the shop enjoys certain benefits because of which the owner prefers ‘word
of mouth’ as an appropriate channel for communication. Since the quality of the
products sold and the customer dealing is excellent thus results in high
productivity and gains.