Download GTU (Gujarat Technological University) MBA 2019 Winter 3rd Sem 4539291 Retailing And Franchising Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER III ? EXAMINATION ? WINTER 2019
Subject Code: 4539291 Date:30/11/2019
Subject Name: Retailing & Franchising
Time: 10:30am To 01:30pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Define:
1. Airport Retailing
2. Scrambled Merchandising
3. Freestanding Location
4. Planogram
5. Store Marquee
6. Category Captain
7. UFOC
14
Q.2 (A) Explain the classification of Store based Retail Formats.
07
(B) What are the various types of franchising that exist? Explain with example.
07
OR
(B) What is Trade area? Discuss various methods of evaluating a trading area. 07
Q.3 (A) What are the factors that retailer needs to take into account while choosing a
location for a retail store?
07
(B) Visual merchandising enhances the store image. Explain this statement with the help
of tools of store image.
07
OR
(A) What is Assortment planning and how does it differ from Range planning?
07
(B) How does the GAP model assist a retailer in improving customer service? 07
Q.4 (A) Explain the retailer?s strategic planning process.
07
(B) Two retailers selling similar merchandise may have different definitions and
thus different categories of the same product range. Explain the statement in
context of process of category management.
07
OR
(A) Write note on Franchisee disclosure agreement.
07
(B) Which are the elements of store design? Explain with specific emphasis on
store Layout.
07
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Page 1 of 2
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER III ? EXAMINATION ? WINTER 2019
Subject Code: 4539291 Date:30/11/2019
Subject Name: Retailing & Franchising
Time: 10:30am To 01:30pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1 Define:
1. Airport Retailing
2. Scrambled Merchandising
3. Freestanding Location
4. Planogram
5. Store Marquee
6. Category Captain
7. UFOC
14
Q.2 (A) Explain the classification of Store based Retail Formats.
07
(B) What are the various types of franchising that exist? Explain with example.
07
OR
(B) What is Trade area? Discuss various methods of evaluating a trading area. 07
Q.3 (A) What are the factors that retailer needs to take into account while choosing a
location for a retail store?
07
(B) Visual merchandising enhances the store image. Explain this statement with the help
of tools of store image.
07
OR
(A) What is Assortment planning and how does it differ from Range planning?
07
(B) How does the GAP model assist a retailer in improving customer service? 07
Q.4 (A) Explain the retailer?s strategic planning process.
07
(B) Two retailers selling similar merchandise may have different definitions and
thus different categories of the same product range. Explain the statement in
context of process of category management.
07
OR
(A) Write note on Franchisee disclosure agreement.
07
(B) Which are the elements of store design? Explain with specific emphasis on
store Layout.
07
Page 2 of 2
Q.5 Case Study:
The Strong Comeback of Small Retailers
Even though some small retailers and many mid-sized chains have been forced
out of business by successful big-box chains (such as wal-mart) and Web
retailers (such as Amazon), many small retailers have survived and even thrived.
According to an analyst at one consulting firm, ?we see wal-mart around for
generations to come. But we?re seeing on a daily basis shift in consciousness that
there are other choices that it?s not always about the lowest price.? In a recent
survey of shopper, 45% of respondents said they would pay more for products if
they could shop in a nicer environment.
Adds the president of other consulting firm, ?Wal-mart?s influence over shoppers
has peaked. Maybe consumers need to go to big-box retailers to buy toilet paper,
cat food and such everyday items. But shopping is about more than necessities.
More consumers today look for products and experiences that are more unique,
more stylish, and more sensory than what wal-mart has.?
Let?s look at the strategies used by successful small and mid- sized chains. They:
? Use a niche strategy that wal-mart cannot copy. Jim Baum, author of
Challenges future: the Rebirth of the small Independent Retailer in
America, found that his hometown?s best retailers included a fabric store
that sells crafts and quilting and gift shops with specialty items. And
although 30% of all toy dollars go to wal-mart, smaller toy stores with
unique goods and merchandising strategies can still successfully attract
shoppers.
? Offer Personalization n& customization opportunities. American girl and
Build-A-Bear workshop are among the most successful toy retailers due
to their offering customized products. Build-A-Bear lets shoppers choose
an animal ?skin?, watch as it is filled and then dressed, and let the shopper
sign its birth certificate.
? Offer products that discounters do not stock. Many retailers have
developed partnership with leading designers. For example, H&M, a
Swedish clothing chain, sells a line of clothing designed by Karl
Lagerfeld.
? Develop & implement a multi-channel strategy. According to a
consultant with Kurt Salmon Associates, retailers with store, catalog, and
web operations have significant advantage over single channel based
retailers. To implement a multi-channel strategy, some retailers are hiring
fulfillment specialist to overcome picking and shipping concerns. Others
are using software to reduce downloading time and to facilitate the
overall online buying experience.
(A) Discuss the competitive advantage of smaller retail chains as contrasted
with large retail chain.
07
(B) What factors could explained the growing popularity of specialty stores in
many sectors of retailing?
07
OR
(A) Describe the Pros & Cons of a smaller retailer?s pursuit of a niche strategy.
07
(B) What are the advantages & disadvantages of a retailer?s switching from
bricks-only to a bricks-and-clicks (multi-channel) strategy?
07
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This post was last modified on 19 February 2020