DRMM306 RETAIL CUSTOMER RELATIONSHIP MANAGEMENT

Description

SESSION	JAN – FEB 2026
PROGRAM	MASTER OF BUSINESS ADMINISTRATION (MBA)
SEMESTER	III
COURSE CODE & NAME	DRMM306 RETAIL CUSTOMER RELATIONSHIP MANAGEMENT

 

 

Assignment Set – 1

 

Q.1. A global retail company plans to expand its operations into a new emerging market. Critically examine the various challenges it is likely to face, supporting your answer with suitable real-world examples. (10 Marks)

Ans 1.

Regulatory and Legal Challenges

Retailers from around the world who are entering emerging markets must navigate a complex and uncertain regulatory system. The restrictions on foreign direct investment and mandatory local partnership obligations as well as sector-specific licensing can are significant barriers to entry. Walmart’s efforts to get into India directly was triggered by FDI rules that limit international ownership of multi-brand retailers which forced the company to adopt an indirect cash-and-carry system prior to

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Q.2. Define Category Management and discuss its need and importance in modern retailing with suitable examples. (2+8 = 10 Marks)

Ans 2.

Definition of Category Management

Category Management is a retailing approach whereby a particular category of goods is administered as a business unit strategic to the company and focuses on profitability customer satisfaction, profitability, as well as market share. This involves treating each product like beverages, or personal care as a small-scale business that has its own objectives and performance indicators.

Need for Category Management in

 

 

 

Q.3. A new supermarket chain is launching in a competitive market and wants to create strong brand awareness quickly. Suggest an effective Retail Communication Mix strategy for the supermarket. (10 Marks)

Ans 3.

Overview of Retail Communication Mix Strategy

A mix of retail communication consists of the tools and channels used by retailers to connect to its intended audience. If a brand-new supermarket is entering in a market that is competitive an integrated approach is crucial. The plan must generate awareness, convey the value of the product, and encourage trials quickly as well as establishing the emotional connection which converts customers who are trial shoppers to regular customers.

Advertising

Mass media advertisements

 

 

Assignment Set – 2

 

 

Q.4. Write short note on: (1) Factors that can influence the retail brand equity, (2) Brand equity measures. (5+5 = 10 Marks)

Ans 4.

(1) Factors that Influence Retail Brand Equity

Brand equity in retail is the value an established brand name can confer to a shop and its products, beyond the functionality of the merchandise that it sells. It is a reflection of the quality of associations with consumers, the preference, and loyalty to the brand’s name as well as the ability of the retailer to price its products, their capacity to generate footfall, as well as the ability to withstand competition.

The Store Atmosphere The

 

 

 

Q.5. Explain the benefits and disadvantages of services product management. (10 Marks)

Ans 5.

Benefits of Services Product Management

The management of products and services is an application of management concepts and methods for the creation, development and delivery of services, as well as the continuous improvements to service offerings. For retail as well as wider business environments, effective service product management can bring a variety of substantial organizational and client advantages.

Improved

 

 

 

Q.6. Discuss the concept of service benchmarking. Describe the various types of benchmarking. (5+5 = 10 Marks)

Ans 6.

Concept of Service Benchmarking

The process of benchmarking service performance is a systematic procedure of evaluating an organisation’s benchmarking its performance in terms of service metrics against top practices of other comparable companies in the same sector or different industries with high performance in specific service aspects and with the aim