Download GTU MBA 2016 Winter 3rd Sem 2830014 Retail Operations Ro Question Paper

Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2016 Winter 3rd Sem 2830014 Retail Operations Ro Previous Question Paper

Page 1 of 4

Seat No.: ________ Enrolment No.___________

GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? WINTER 2016

Subject Code: 2830014 Date: 02/01/2017
Subject Name: Retail Operations (RO)
Time: 02:30 pm to 05:30 pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.

Q.1
(a)
MCQ 6
1.
When retail store develop their own in-store brands, it is known as ______
A Private labels B Retailer's product
C FMCG product D Finished goods
2.
A retail ________________ represents the total bundle of benefits offered to
consumers through a channel of distribution.

A Product B Value Chain
C Service D SCM
3.
Which one of the following is not a type of Trade Area
A Primary Trading Area B Secondary Trading Area
C In-direct Trading Area D Tertiary Trading Area
4.
________ is a strategy adopted by retailers who continually price their products
lower than other retailers in the area?

A Odd Pricing B Multi-Unit Pricing
C EDLP (Every Day Low Pricing) D Multiple Pricing
5.
______________ is the retailer-supplier process of managing categories as
Strategic Business Units(SBUs), producing enhanced results by focusing on
delivering consumer value?

A. Vendor Management B Category Management
C. Inventory Management D Product Management
6.
Which one of the following is not a Common Error , in creating display in the
retail supermarket?

A. Clutter B Lack of theme
C. Colour dominace D Too many props
Q.1 (b) Short / Definition Questions
1. Inventory Turnover Ratio
2. Mannequins
3. Planogram
4. Aesthetics of retail store
04
Q.1
(c) What is a Private Label? Why do retailer develop Private label brand?
04
Q.2
(a)
What is retail and what is its role in Marketing? What are the functions
performed by the retailer?
07
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Page 1 of 4

Seat No.: ________ Enrolment No.___________

GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? WINTER 2016

Subject Code: 2830014 Date: 02/01/2017
Subject Name: Retail Operations (RO)
Time: 02:30 pm to 05:30 pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.

Q.1
(a)
MCQ 6
1.
When retail store develop their own in-store brands, it is known as ______
A Private labels B Retailer's product
C FMCG product D Finished goods
2.
A retail ________________ represents the total bundle of benefits offered to
consumers through a channel of distribution.

A Product B Value Chain
C Service D SCM
3.
Which one of the following is not a type of Trade Area
A Primary Trading Area B Secondary Trading Area
C In-direct Trading Area D Tertiary Trading Area
4.
________ is a strategy adopted by retailers who continually price their products
lower than other retailers in the area?

A Odd Pricing B Multi-Unit Pricing
C EDLP (Every Day Low Pricing) D Multiple Pricing
5.
______________ is the retailer-supplier process of managing categories as
Strategic Business Units(SBUs), producing enhanced results by focusing on
delivering consumer value?

A. Vendor Management B Category Management
C. Inventory Management D Product Management
6.
Which one of the following is not a Common Error , in creating display in the
retail supermarket?

A. Clutter B Lack of theme
C. Colour dominace D Too many props
Q.1 (b) Short / Definition Questions
1. Inventory Turnover Ratio
2. Mannequins
3. Planogram
4. Aesthetics of retail store
04
Q.1
(c) What is a Private Label? Why do retailer develop Private label brand?
04
Q.2
(a)
What is retail and what is its role in Marketing? What are the functions
performed by the retailer?
07
Page 2 of 4

(b) Has India really reached the growth stage in Retail? What is the strategy that
needs to be adopted by the retailers to ensure that they succeed?
07


OR
(b) Explain the concept of retail life cycle and discuss its applicability in the
Indian context?
07
Q.3 (a) Explain the classification of retail formats? 07
(b) Comment on this statement:"A competitive retail sector, facing an uncertain
economic future, is being challenged by consumers to compete for their
business. In this environment, only the fittest and those really listening to
what their customers really want are likely to survive".
07
OR
Q.3 (a) Explain the retailer's strategic planning process? 07
(b) You have been appointed as the retail operations manager of a retail
organization. Your parent organization is looking for a new area for opening
new branch. What steps you will follow for analyzing the new location?
07
Q.4 (a) What is the retail pricing strategy? Explain 07
(b) Explain the category management process of a grocery supermarket? 07
OR
Q.4 (a) Explain the human resources function in retail? 07
(b) "Visual merchandising enhances the store image", support this statement.
Explain the tools for store image?
07
Q.5 Case Study
Fresh ideas in Grocery store Layout
Research conducted by the faculty at the Wharton school at the University
of Pennysylvania tracked and studied consumer's behaviour as they were
food shopping. The study was conducted at a West Coast supermarket
where the bottoms of grocery carts were equipped with radio frequency
identification(RFID) devices that allowed the travel pattern of individual
shoppers to be recorded. The RFID tags helped to track how long customers
spent shopping, where they went in the store, and how many items they
purchased.
The results of the study showed that shoppers move through the store in a
different way than retailers had expected. People do not weave sequentially
up and down through every aisle but instead move in a clockwise direction,
stick to the parameter of the store, and skip entire sections. Therefore,
many customers never see merchandise in the center of aisle, and end-of-
aisle displays are especially important promotional tools.
More time should be spent on store layout in the grocery store industry to
meet shopper's needs and purchasing patterns. Customers are making more
quick trips to the food store. They are deciding what to serve for the dinner
on the way home from work and only purchasing what they need for next
14
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Page 1 of 4

Seat No.: ________ Enrolment No.___________

GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? WINTER 2016

Subject Code: 2830014 Date: 02/01/2017
Subject Name: Retail Operations (RO)
Time: 02:30 pm to 05:30 pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.

Q.1
(a)
MCQ 6
1.
When retail store develop their own in-store brands, it is known as ______
A Private labels B Retailer's product
C FMCG product D Finished goods
2.
A retail ________________ represents the total bundle of benefits offered to
consumers through a channel of distribution.

A Product B Value Chain
C Service D SCM
3.
Which one of the following is not a type of Trade Area
A Primary Trading Area B Secondary Trading Area
C In-direct Trading Area D Tertiary Trading Area
4.
________ is a strategy adopted by retailers who continually price their products
lower than other retailers in the area?

A Odd Pricing B Multi-Unit Pricing
C EDLP (Every Day Low Pricing) D Multiple Pricing
5.
______________ is the retailer-supplier process of managing categories as
Strategic Business Units(SBUs), producing enhanced results by focusing on
delivering consumer value?

A. Vendor Management B Category Management
C. Inventory Management D Product Management
6.
Which one of the following is not a Common Error , in creating display in the
retail supermarket?

A. Clutter B Lack of theme
C. Colour dominace D Too many props
Q.1 (b) Short / Definition Questions
1. Inventory Turnover Ratio
2. Mannequins
3. Planogram
4. Aesthetics of retail store
04
Q.1
(c) What is a Private Label? Why do retailer develop Private label brand?
04
Q.2
(a)
What is retail and what is its role in Marketing? What are the functions
performed by the retailer?
07
Page 2 of 4

(b) Has India really reached the growth stage in Retail? What is the strategy that
needs to be adopted by the retailers to ensure that they succeed?
07


OR
(b) Explain the concept of retail life cycle and discuss its applicability in the
Indian context?
07
Q.3 (a) Explain the classification of retail formats? 07
(b) Comment on this statement:"A competitive retail sector, facing an uncertain
economic future, is being challenged by consumers to compete for their
business. In this environment, only the fittest and those really listening to
what their customers really want are likely to survive".
07
OR
Q.3 (a) Explain the retailer's strategic planning process? 07
(b) You have been appointed as the retail operations manager of a retail
organization. Your parent organization is looking for a new area for opening
new branch. What steps you will follow for analyzing the new location?
07
Q.4 (a) What is the retail pricing strategy? Explain 07
(b) Explain the category management process of a grocery supermarket? 07
OR
Q.4 (a) Explain the human resources function in retail? 07
(b) "Visual merchandising enhances the store image", support this statement.
Explain the tools for store image?
07
Q.5 Case Study
Fresh ideas in Grocery store Layout
Research conducted by the faculty at the Wharton school at the University
of Pennysylvania tracked and studied consumer's behaviour as they were
food shopping. The study was conducted at a West Coast supermarket
where the bottoms of grocery carts were equipped with radio frequency
identification(RFID) devices that allowed the travel pattern of individual
shoppers to be recorded. The RFID tags helped to track how long customers
spent shopping, where they went in the store, and how many items they
purchased.
The results of the study showed that shoppers move through the store in a
different way than retailers had expected. People do not weave sequentially
up and down through every aisle but instead move in a clockwise direction,
stick to the parameter of the store, and skip entire sections. Therefore,
many customers never see merchandise in the center of aisle, and end-of-
aisle displays are especially important promotional tools.
More time should be spent on store layout in the grocery store industry to
meet shopper's needs and purchasing patterns. Customers are making more
quick trips to the food store. They are deciding what to serve for the dinner
on the way home from work and only purchasing what they need for next
14
Page 3 of 4

day or two. The once-per-week stock-up trip, which takes 55 minutes or
more, accounts for only 10 percent of all grocery visits.
Based on the Food Marketing Institute's annual "U.S. Grocery Shoppers
Trends" report, Americans go to food stores on average 2.2 times a week.
Nearly two-thirds of shoppers visit the grocery store three or four times per
week. On average, each U.S. household spends $92.50 per week at the food
store. More than half of those surveyed shop multiple channels, including
discounters and warehouse club for groceries. The report also found that 54
percent of shoppers make a list. Lastly, younger shoppers felt that self-
checkout is an important feature when selecting a food store.
Grocery retailers have seen the following key trends affecting the industry,
which call for related improvements in the store:
? Time-strapped customers ? grouping items together, offering meal
solutions, and improving checkout for speed and convenience.
? Competition for Customer loyalty- offering bonus programs and
private-label brands
? Increased pressure from discounters- differentiating the store on
benefits other than price.
? Growing interest in nutrition ? providing health information, fresh
produce and meat, and organic options
? Internet shopping ? giving technologically savvy shoppers the
opportunity to place orders and shop online.
Discussion Questions
1. How the supermarket that you shop at most frequently is laid out?
Describe the store's entry, departments around the perimeter, dry
goods, frozen foods, special displays, and checkout.
2. Based on the information in the case and your own shopping
behaviour, what store layout and design features would improve the
supermarket and make the experience more enjoyable and
convenient for shoppers and more profitable for retailers?

OR
Q.5 Case Study
Borders Bookstore : A Merchandise Display Problem
Michael Chaim, general manager of the Borders Bookstore in Madison,
Wisconsin, was proud of his store. Located in a city that has one of the
highest levels of book purchases per capita, Chaim felt Border's selection,
services and location near the 40,000 ? student university served the
community well. Even with competitive pressure from the newly opened
Barnes & Noble on the west side of the town, his bookstore/caf? was often
a busy place.
Chaim was taken aback when an article in a widely read alternative
newspaper criticized the bookstore's merchandise arrangement as being
prejudiced. The store carries a large selection of literature and poetry, but it
separates some specialty categories, such as African American literature, gay
and lesbian literature, and feminist literature, from the general literature
and poetry sections. In part, this arrangement reflects Border's college town
14
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Page 1 of 4

Seat No.: ________ Enrolment No.___________

GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER 3 ? EXAMINATION ? WINTER 2016

Subject Code: 2830014 Date: 02/01/2017
Subject Name: Retail Operations (RO)
Time: 02:30 pm to 05:30 pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.

Q.1
(a)
MCQ 6
1.
When retail store develop their own in-store brands, it is known as ______
A Private labels B Retailer's product
C FMCG product D Finished goods
2.
A retail ________________ represents the total bundle of benefits offered to
consumers through a channel of distribution.

A Product B Value Chain
C Service D SCM
3.
Which one of the following is not a type of Trade Area
A Primary Trading Area B Secondary Trading Area
C In-direct Trading Area D Tertiary Trading Area
4.
________ is a strategy adopted by retailers who continually price their products
lower than other retailers in the area?

A Odd Pricing B Multi-Unit Pricing
C EDLP (Every Day Low Pricing) D Multiple Pricing
5.
______________ is the retailer-supplier process of managing categories as
Strategic Business Units(SBUs), producing enhanced results by focusing on
delivering consumer value?

A. Vendor Management B Category Management
C. Inventory Management D Product Management
6.
Which one of the following is not a Common Error , in creating display in the
retail supermarket?

A. Clutter B Lack of theme
C. Colour dominace D Too many props
Q.1 (b) Short / Definition Questions
1. Inventory Turnover Ratio
2. Mannequins
3. Planogram
4. Aesthetics of retail store
04
Q.1
(c) What is a Private Label? Why do retailer develop Private label brand?
04
Q.2
(a)
What is retail and what is its role in Marketing? What are the functions
performed by the retailer?
07
Page 2 of 4

(b) Has India really reached the growth stage in Retail? What is the strategy that
needs to be adopted by the retailers to ensure that they succeed?
07


OR
(b) Explain the concept of retail life cycle and discuss its applicability in the
Indian context?
07
Q.3 (a) Explain the classification of retail formats? 07
(b) Comment on this statement:"A competitive retail sector, facing an uncertain
economic future, is being challenged by consumers to compete for their
business. In this environment, only the fittest and those really listening to
what their customers really want are likely to survive".
07
OR
Q.3 (a) Explain the retailer's strategic planning process? 07
(b) You have been appointed as the retail operations manager of a retail
organization. Your parent organization is looking for a new area for opening
new branch. What steps you will follow for analyzing the new location?
07
Q.4 (a) What is the retail pricing strategy? Explain 07
(b) Explain the category management process of a grocery supermarket? 07
OR
Q.4 (a) Explain the human resources function in retail? 07
(b) "Visual merchandising enhances the store image", support this statement.
Explain the tools for store image?
07
Q.5 Case Study
Fresh ideas in Grocery store Layout
Research conducted by the faculty at the Wharton school at the University
of Pennysylvania tracked and studied consumer's behaviour as they were
food shopping. The study was conducted at a West Coast supermarket
where the bottoms of grocery carts were equipped with radio frequency
identification(RFID) devices that allowed the travel pattern of individual
shoppers to be recorded. The RFID tags helped to track how long customers
spent shopping, where they went in the store, and how many items they
purchased.
The results of the study showed that shoppers move through the store in a
different way than retailers had expected. People do not weave sequentially
up and down through every aisle but instead move in a clockwise direction,
stick to the parameter of the store, and skip entire sections. Therefore,
many customers never see merchandise in the center of aisle, and end-of-
aisle displays are especially important promotional tools.
More time should be spent on store layout in the grocery store industry to
meet shopper's needs and purchasing patterns. Customers are making more
quick trips to the food store. They are deciding what to serve for the dinner
on the way home from work and only purchasing what they need for next
14
Page 3 of 4

day or two. The once-per-week stock-up trip, which takes 55 minutes or
more, accounts for only 10 percent of all grocery visits.
Based on the Food Marketing Institute's annual "U.S. Grocery Shoppers
Trends" report, Americans go to food stores on average 2.2 times a week.
Nearly two-thirds of shoppers visit the grocery store three or four times per
week. On average, each U.S. household spends $92.50 per week at the food
store. More than half of those surveyed shop multiple channels, including
discounters and warehouse club for groceries. The report also found that 54
percent of shoppers make a list. Lastly, younger shoppers felt that self-
checkout is an important feature when selecting a food store.
Grocery retailers have seen the following key trends affecting the industry,
which call for related improvements in the store:
? Time-strapped customers ? grouping items together, offering meal
solutions, and improving checkout for speed and convenience.
? Competition for Customer loyalty- offering bonus programs and
private-label brands
? Increased pressure from discounters- differentiating the store on
benefits other than price.
? Growing interest in nutrition ? providing health information, fresh
produce and meat, and organic options
? Internet shopping ? giving technologically savvy shoppers the
opportunity to place orders and shop online.
Discussion Questions
1. How the supermarket that you shop at most frequently is laid out?
Describe the store's entry, departments around the perimeter, dry
goods, frozen foods, special displays, and checkout.
2. Based on the information in the case and your own shopping
behaviour, what store layout and design features would improve the
supermarket and make the experience more enjoyable and
convenient for shoppers and more profitable for retailers?

OR
Q.5 Case Study
Borders Bookstore : A Merchandise Display Problem
Michael Chaim, general manager of the Borders Bookstore in Madison,
Wisconsin, was proud of his store. Located in a city that has one of the
highest levels of book purchases per capita, Chaim felt Border's selection,
services and location near the 40,000 ? student university served the
community well. Even with competitive pressure from the newly opened
Barnes & Noble on the west side of the town, his bookstore/caf? was often
a busy place.
Chaim was taken aback when an article in a widely read alternative
newspaper criticized the bookstore's merchandise arrangement as being
prejudiced. The store carries a large selection of literature and poetry, but it
separates some specialty categories, such as African American literature, gay
and lesbian literature, and feminist literature, from the general literature
and poetry sections. In part, this arrangement reflects Border's college town
14
Page 4 of 4

roots in Ann Arbor, Michigan, where specialty collections were established
to match course offerings.
The article described this arrangement as "ghettoizing" authors who were
not white males, through some female authors were in the general
literature and poetry sections. The article and some follow-up letters to the
newspaper's editor derided Borders for the few "non-traditional" authors
who made it into the general literature collection.
They felt that these African American, homosexual, Native American, and
other non-traditional writers probably would not have been separated from
the general collection had the management known the literature better.
While Madison is known as a very liberal community, Chaim thought the
accusation was unfair. He strongly believed that he was doing his customers
a service in highlighting authors and literary genres that might be
overlooked in a large, non-differentiated collection. More immediately, he
knew that he should respond to the article's accusation.
Questions
1. Although Chaim has several options, one is to duplicate the titles
that could be shelved in either the general literature section or in a
speciality collection. What are the advantages and disadvantages of
this tactic?
2. The Borders store described in this case is in a college town. How the
merchandise should be arranged in a different location, such as a
suburban residential location or a more urban setting.

*************

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