e) Creating a distinct and valued physical and perceptual differences between ones product and its competitor as perceived by the target customer is an important aspect of undifferentiated marketing strategy. f) Developing a marketing program to create the firms position in the minds of the target market is not a step in creating a favorable relative position. QUESTION THREE Zambia Consumer Buying Corporation (ZCBC) thrived on availability and affordability. These basic tenets formed the very foundation of the business. Its foot print grow into Zambias largest retail store, with a variety of food, household goods and small appliances at affordable prices. Entrepreneurship Linkage ZCBC had its presence in provincial centres, employing local people across the nation, besides linking its business to the local producers, supporting local enterprise, with a sound relationship with Zambian suppliers, small businesses and farmers, securing a wide assortment of local brands. It was indeed a one stop shop. Community Social Responsibility ZCBC continuously contributed to the well-being of communities by supporting projects that are aimed at community enrichment. During the 1970 economic recession, the economic downturn of the copper and oil producers and the enormous shrinking of the economy coupled with smuggling of essential products, the retail market became very tough. ZCBC continued to trade in profit but had seen a continuous decline in profits and sales. There are many factors which contribute to being a successful retailer before the decline years, including a strong brand, making the business stand out from the rivals, surpassing customer needs and creating loyal customers. Other key success factors included, offering the right combination of products and value to customers, huge financial base and communicating effectively with them. However, market research revealed a number of issues which accounted for a decline in sales and profits including the following: Non displayed stock in the storage Stores location where centralized making it difficult for the locals to reach them due to poor, public transport, etc.). Low liquidity levels in the economy Customer complaints increased due to products often not being in stock, especially foreign products. Cheap imported products

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