Written Assignment

Gedu College of Business Studies

Gedu, Chhukha.

Group Assignment Submitted by:

Samten Wangchuk (03200278)

BBA, 6th Marketing, Section B

02/03/2023
 DECLARATION

Module Code: MKT306 Type of Course Work: Individual Task

Module Title: Retail and Distribution Module Tutor: Mr. Sonam Phuntsho
Date of Submission: 2nd March 2023

I hereby declare that this academic work is my own and those referred ideas from other sources have been
appropriately acknowledged. The material in this submission has not been previously submitted for
assessments. I understand that if found otherwise, my academic work will be cancelled and no marks will
be awarded besides legal consequences.

Samten Wangchuk(03200278) ( Student Number

)

FOR MODULE TUTOR

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 Table of Content

Introduction..............................................................................................................................1

Retail Communication Mix of Selection Mart...........................................................................1

Personal selling....................................................................................................................1

Recommendation.....................................................................................................................1

Direct marketing...................................................................................................................1

Advertising............................................................................................................................2

Online Marketing..................................................................................................................2

Sales promotion....................................................................................................................2

Retail Location.........................................................................................................................2

Retail Layout............................................................................................................................3

Conclusion,..............................................................................................................................5

Evidence..................................................................................................................................5

References...............................................................................................................................6
Introduction
Retailer is the individual or partnership that send product through the distribution channel to
the final consumers. Moreover, customer purchase goods and services for their own use and
consumption and a retailer is a person who sales goods and services to the customer.
Similarly, ‘Selection Mart’ a retail store nearby Labtsakha is giving services to students of
Gedu College and residents of Gedu.

Retail Communication Mix of Selection Mart

The communication mix involves all the tools that retailer use to communicate with their
customers or potential customers. It can be through direct marketing, personnel selling,
advertising, sales promotion and online marketing. However, selection mart involved only
personnel selling.

Personal selling
Personal selling is a face-to-face selling technique in which a salesperson uses interpersonal
skills to persuade a customer to purchase a specific product. Similarly, selection mart does
the same to their customers in order to increase sales volume and keep customers loyal to
their product. Obviously, according to the salesperson of selection mart, they try to come up
with various product features to persuade the customer. Furthermore, selection mart offers a
wide range of products such as clothing, stationary, and so on, all of which are displayed in a
well-designed layout created by them.

Recommendation
Although the retail communication mix involves direct marketing, personal selling,
advertising, and sales promotion nevertheless, selection mart has used only personal
selling. So, it would be better if ‘selection mart’ could use following things:

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  Direct marketing
Direct marketing is defined as marketing that communicates directly with target customers in
order to elicit a response or transaction. Direct marketing includes traditional marketing such
as mail, so it would be preferable if the'selection mart' could use direct mail, email, and
mobile marketing so that the'selection mart' could deliver directly to the customer via mail,
email, and mobile marketing. Furthermore, customers were able to obtain information about
the product directly and were also aware of the process.

 Advertising
To make the ‘selection mart' known to everyone, it is important to use radio advertising.
Although it is an old-fashioned advertisement, it benefits a lot. If the ‘selection mart' could
use such advertisement, definitely more customers will come because radio advertising is
much easier and less expensive than television. Furthermore, uneducated people can learn
about the enterprise, which is located near Gedu College. As a result, radio advertising
would be far superior.

 Online Marketing
Online marketing would include web sites, blogs, and social media, but it would be
preferable if the ‘selection mart' could use web sites because they can build their brand
image and even provide services that help increase customer loyalty and, as a result,
indirectly increase sales. Furthermore, social media allows customers to review,
communicate about, and aggregate information about products, prices, and promotion.

 Sales promotion
Selection Mart could also use coupons to promote sales because coupons offer discounts
on specific items purchased. Furthermore, as ‘selection mart' is mostly consumed by Gedu
college and high school students, customers who purchased for the first time to regular
users encourage large purchases and increased usage. As a result, it is a much better
suggestion for businesses to use coupons to promote sales.

Retail Location
According to the e-book, there are two types of retail locations: planned and unplanned
locations. The selection mart is a planned location with the goal of providing a better service
to the customer, who is a Gedu college student, as well as the locality. Furthermore,
because the retail shop is located near a college and a highway, most customers will
purchase the products as soon as possible because the location is suitable for both the

2
sides. However, some of the factors that influenced while ‘selection mart’ choosing a suitable
location. (Fox, 2017)

 Competition

Identifying your competitors and their offerings in your area can help you choose the best
location for your business. If there is too much competition, it may be a sign that you should
broaden your horizons to a new location. If you have a unique element of your offering or
offer some kind of new innovation, then choosing an area that already has a ripe market
could be the ideal way to quickly pick up customers and establish a presence in a new area

 Image and history of the site

Make sure your location accurately reflects the image you want to project, especially if you're
targeting a local market. It's also a good idea to look into the site's history. Consider how it
has changed over time.

 Free trade zone

By reducing customs duties and levies, free-trade zones encourage the establishment of
manufacturing facilities. On the other hand, a free trade agreement between countries
provides an incentive to start a business in that country.

 Demographic

Small retail shop are facing challenges to get customer first so, just knowing your potential
target customer and location of the business is enough to sell your product. Since target
customer will helps retailers to make the proper decisions about their business.

Retail Layout
Three retail layouts are available: grid, racetrack, and free flow. Selection mart, on the other
hand, does not fall into one of the three types of retail layout. So, it would be much better if
selection mart could use any of the retail layouts so that many customers feel compelled to
buy their product on a regular basis and become loyal to your products.

3
Old Retail layout of Selection Mart

The above image shows that the ‘selection mart’ used a free flow layout because the space
is limited and the products are also arranged to maximize the available space. However, it
would be preferable if the selection mart could use a grid layout so that customers could get
their desired product.

New Retail Layout of Selection Mart

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○Grid layout

The grid layout was chosen because it is well suited for customers who are primarily
interested in the utilitarian benefits provided by the store. Furthermore, grid layouts typically
keep their products in separate sub sections, so it would be far better if selection mart could
follow this grid so that customers can easily find the products, ultimately saving time. The
use of grid layout by selection mart has many advantages because the grid design is
flexible, in that the grid can be arranged in any way you prefer as long as your content falls
within the store. (Damen, 2021)

The new layout of ‘selection mart' helps to identify and segregate the products as quickly as
possible because it can be in row or column basis as it is flexible to move and easy to
purchase the product without taking much time meaning retailers are able to keep the
customer loyal to their business products as it is all arranged properly under their sub
section. As a result, selection mart continues with its new grid layout.

Conclusion,
Retail communication mix really helps retailers to easily attract customers by keeping in
touch with strategies such as direct marketing, sales promotion, online marketing, and
advertising, which ultimately increase your business's sales volume. To gain customers,
however, it is also necessary to choose the best business location and even layout. As a
result, try to collect customer feedback on your business so that it can help you increase
your profi

Evidence

5
References

Damen, A. (2021, June 02). Retail Store Layouts: The Ultimate Guide to Store Design.
Retrieved from shiopify: https:[Link]/retail/the-ultimate-guide-to-retail-
store-layouts

Fox, J. (2017, October 17). Six factors to consider when choosing a business location.
Retrieved from Niry: [Link]
business-location