Absolutely no group projects will be accepted for this assignment. Objectives: Visit a retail grocery store of your choice. Observe store operations and respond to each of the following: 1. Indicate the name and location of the store you visited. To the extent possible, classify the store as one of the following: national, regional or local chain, independent affiliated with a cooperative wholesaler, independent affiliated with a voluntary wholesaler, or unaffiliated independent (2 points). 2. Analyze the store’s location. Consider the store’s proximity to potential customers and to other retail businesses (fast food chains, department stores, clothing stores, drug stores, etc.) which might help attract customers to the shopping area in which the store is located. Also note any serious traffic and/or parking problems. In view of these and any other relevant factors, do you think the store has a desirable location? If not, suggest a different location for the store and explain why you feel it would be a more suitable location (4 points). 3. In general, what types of clientele are served by the store? Consider demographics, income level, occupational characteristics, etc. (this information can be found by the zip code) (2 points). 4. In view of the store’s location, the types of clientele served, and many other relevant factors, which of the other retail grocery stores in the area constitute the store’s strongest competitors? (2 points). 5. Observe the store’s layout, analyze and describe how the arrangements of product departments or groups (bakery, dairy, meat, produce, dry groceries, deli, etc.) within the store might affect customer purchases. What problem areas do you observe in the store (in any particular department or in general — dirty floors, poor quality produce, etc.)? How might these problem areas be eliminated or reduced in importance? (4 points). 6. How would you describe the store’s general pricing strategy (high margin, many services; high margin convenience; low margin, discount prices; other — specify)? (2 points). 7. To what extent are private label stocked by the store? What patterns in the shelf placement of private label as opposed to manufacturer’s brand names do you observe? (2 points). 8. Observe, analyze and describe a number of the wide variety of in-store merchandising techniques being used (product displays, promotional materials, etc.). Which of these are particularly effective in stimulating customer purchases? (2 points). 9. Analyze and describe some displays or display techniques for new products which are particularly effective or are especially in need of improvement or change (2 points). 10. Discuss the store’s offerings in terms of ready-to-eat/heat meals? What is your evaluation of these offerings and the associated service? Do they compete with the surrounding fast food chains? (2 points). 11. What kind of advertising is done by the store? Is it effective? How could it be improved? Does the store have a web page? Analyze the web page of the store and discuss if it is focused more on advertising or does it provide services as well. If so, what types of services? (2 points). 12. What special customer services are offered by the store (long hours, web page, carry out, check cashing, pharmacy consulting, how to cook sushi, and etc.)? How well do you feel these services match customer wants and needs? (2 points). 13. Has the store adopted any new technologies in the recent past? What are they? How have they affected the store’s performance? (2 points). 14. Overall, what is your evaluation of the effectiveness of store operations? If you were the owner or manager of the store, what type of improvements would you consider for the store (i.e., expansion, change the layout of the store, etc.)? (4 points). The assignment report should not exceed 6 pages (typed, double spaced). An appropriate title and subtitles should be used. You are NOT to simply address each question, one after another, as they are listed in the assignment. Instead, you must organize the paper along a theme and then write paragraph text following the theme. Your text should answer all questions asked above. One suggestion for the theme is to organize the report around the Marketing Mix concept (4 P’s) of product, place, promotion, and price. An introductory paragraph also makes sense before launching into your answers. Grading: — Introductory Paragraph 4 points — Questions 1-14 34 points — Organization 4 points — Headings/Subheadings 4 point — Grammar 4 points Total: 50 points