Assignment-3

Using the scenario provided, please complete the following tasks in the Decision Matrix Table:
1. Identify the Alternatives/Options for store layout at Urban Trends.
2. Identify and define criteria for evaluation (maximum 10) of the Alternatives (5 specific criteria
are given in the scenario others yo .
3. Assign Weightage to each Criterion (Total weightage will be 100%).
4. Rate each Alternative on a scale of 1 to 5 based on its merit.
5. Calculate the Score of each Alternative.
6. State the decision made along with the reasoning.

Decision Matrix Table

Criteria Weightage Alternative 1: Alternative 2: Alternative 3:
(%) Complete Store Sectional Redesign Theme-Based
Overhaul Redesign
Cost 20 2 4 3
Disruption 15 2 4 3
Customization 15 4 3 5
Brand 20 3 4 3
Consistency
Customer 15 3 4 5
Engagement
Innovation 15 3 4 5
Subtotal 100 65 86 96
Rating Scale: 1 to 5, where 1 is Poor and 5 is Excellent.
Calculation:
 Total = (Rating x Weightage) / 5
Ranking of Alternatives:
1. Alternative 3: Theme-Based Redesign
2. Alternative 2: Sectional Redesign
3. Alternative 1: Complete Store Overhaul
Describe decision (Alternative) to be implemented with rationale (including how to
overcome the limitations or demerits):
 After thorough evaluation using the decision matrix, the management team at Urban Trends has
decided to implement Alternative 3: Theme-Based Redesign. This decision is based on several
factors:
 Cost: While a complete store overhaul may incur hefty expenses, the Theme-Based
Redesign offers a balance between innovation and affordability.
 Disruption: Implementing changes thematically allows for gradual updates, minimizing
disruptions to normal business operations.
 Customization: The thematic approach offers high levels of customization, catering to
the unique requirements of different sections while maintaining a cohesive brand identity.
 Brand Consistency: By carefully planning thematic elements, Urban Trends can ensure
consistency across sections, mitigating the risk of diluting the brand identity.
 Customer Engagement: The immersive thematic environment is expected to drive
deeper customer engagement and emotional connections.
 Innovation: The Theme-Based Redesign introduces innovative concepts that
differentiate Urban Trends from its competitors and create a memorable shopping
experience.
Rationale: While Alternative 1 (Complete Store Overhaul) and Alternative 2 (Sectional
Redesign) have their merits, Alternative 3 aligns best with Urban Trends' objectives of enhancing
the retail experience, driving customer engagement, and maintaining financial viability. The
Theme-Based Redesign offers a fresh and innovative approach while addressing concerns
regarding cost, disruption, customization, brand consistency, and customer engagement. By
embracing thematic elements, Urban Trends aims to create a unique and immersive shopping
environment that resonates with its target demographic, fostering loyalty and repeat business.
Clear communication, meticulous planning, and attention to detail will be essential in
implementing the Theme-Based Redesign successfully and ensuring its long-term success.

Student ID: 3079141 Name: Jagjot Kaur

Grade: