M.B.A. (Part II) (Semester IV) (CBCS Pattern) Examination, 2018
Gr. A Marketing Management
Paper IV Retail and rural Marketing
Day and Date Saturday, 1-12-2018 Total Marks 70
Time 10.30 a.m. to 1.00 p.m.
Instructions Question No. 1 is compulsory.
Attempt any two questions from Q. Q. 3 and Q. 4.
Attempt any two questions from Q. Q. 6 and Q. 7.
1. Case study 14
Wall Mart Store Inc. is a US based retailers. It entered the European market
in 1997 by acquiring 21 hyper markets in Germany from Wertkauf BbmH. In
1999 in bought Asda and there by acquired 232 stores in the UK market.
Whether or not Wall mart will succeed in these and other Europeans Markets
depends upon the applicability of, and ability to transfer, the factors that made
it successful in the US domestic market. These factors include a unique
organizational culture, law cost operating processor and customer focused
price, assortment and service practices.
Wall Mart is the world's largest retailer and it is expected that this US retailer
head quarter in Bentonville, Arkansas will grow even larger. Sales revenues for
the fiscal years ending January 31st 2000 were $165 billion. This sales volume
is more than twice the size of the next largest retailer in the world. Carrefour/
Promodes of France. At current growth rates, wall mart sales will top 300
billion by 2005. In that year, 20% of the sales will come from international
sources meaning that wall marts global sales alone will exceed the entire
current annual sales of carrefour/promodes. The other 80% of its sales will be
source at the expense of food chains in the large US market through wall mart
expansion of the supercenter hyper market format. And additional doubling
of sales and earnings during the next five years to 2010 could prove to be a
conservative estimate.
P.T.O.
Set P Seat
No.
Set P
SLR-CL 70 *SLRCL70*
International Sales accounted for only of wall mart total revenues for the
fiscal year ending January 31st, 2000. Wall Mart is a relative new comer to the
International Arena having expanded to neighbours Puerto Rico, Mexico and
Canada in 1991, 1992 and 1994 respectively. it entered South America via
Argentina and Brazil in 1994, China in 1996 and South Korea in 1998. It only
entered the huge but highly competitive Europeans Market via Germany in
1997 and the UK 2 years later. In a relatively short period of time, Wall Mart
evolved from being a national to global competitor its progress latterly from
the Pan-American games to the Olympics of retailing.
The first international markets entered by Wall Mart weekly felt the impact of
the new market entrant. For instance, Wall mart became Canada's Largest
department store 4 years after market entry to exceed leaders Zellers, Sears
and The Bay. Eaton's went bankrupt and K mart withdrew from the Canadian
market. Wall mart is expected to introduce its hyper market. format to Canada
and add food to its non food merchandise as it does in every other world
market. Canadian sales in 300 stores that include hyper markets are projected
to reach $24.3 billion, when wall mart will dwarf every other national retailer
in Canada (food sales of Loblaw's, Canada's largest retailer, are currently
$11 billion).
Explain in your own words Wall Mart's journey as a successful retailer from
USA to European Markets.
Mention the various marketing strategies adopted by Wall Mart in different
countries to emerge as successful global competitor.
2. Write short notes (any two) 14
Key drivers of Retailing in India
Store Planning and Layout
Segmentation of Rural Market.
Set P
*SLRCL70* SLR-CL 70
3. Write short notes (any two) 14
E-Rural market
Rural marketing mix
Challenges and opportunities in Retailing India.
4. Answer in short (any two) 14
Define retailing. And explain important functions of retailing.
What is retail merchandising Explain process of retail merchandising.
Explain the concept of product life cycle in rural market.
5. Explain the application of Rural Marketing. Explain nature and characteristics
of Rural Marketing also explain challenges and opportunities in rural
marketing. 14
6. Explain different types of retail formats and their evolution. 14
7. Explain 4 As of rural marketing mix. Explain needs wants and life style of rural
consumer.