Mini Case 3BULLET INSTRUCTIONS Write a two-page case analysis. Utilize the textbook, other textbooks, and business articles. Make sure you cite at least five sources. GENERAL PERFORMANCE INDICATORS Communication Skills-the ability to exchange information and ideas with others through writing, speaking, reading, or listening Analytical Skills- the ability to derive facts from data, findings from facts, conclusions from findings, and recommendations from conclusions Production Skills- the ability to take a concept from an idea and make it real Priorities/Time Management- the ability to determine priorities and manage time commitments Economic Competencies SPECIFIC PERFORMANCE INDICATORS 1. Explain key factors in building a clientele 2. Explain the role of customer service as a component of selling relationships 3. Discuss motivational theories that impact buying behavior 4. Implement techniques to increase customers product exposure 5. Analyze competitors offerings CASE STUDY SITUATION You are the vice president of development for BULLET, the second largest discount retailer in the nation. The senior VP has asked you to analyze a new sales venture and determine how to build a clientele foe the new venture and for traditional BULLET stores. There are close to 2000 BULLET stores across the country, most anchoring strip malls or outdoor shopping centers. BULLET stores feature typical grocery store items along with pharmacies, apparel, home dcor, books, toys, electronics, seasonal items and health and beauty sections. BULLETS biggest competitor is BOX MART, the leading discount retailer. BULLET does not come close to the number of store locations nor the revenue that BOX MART produces each year. Aside from similar store layouts and product offerings, there are notable differences between the two discount retailers. Although product offerings are similar, BULLET has a much different image than BOX MART. BULLET is perceived to be better organized, with a more streamlined store layout. They are also more in touch with fashion trends and home dcor. BULLET also markets higher quality house brands in all departments, most notably in its food and beverage departments. BULLET offers a wide variety of fresh, ready-to-eat meals that beat BOX MARTS offerings in customer ratings each year. Executives at BULLET have decided to test market a concept for a BULLET branded convenience store. The BULLET convenience store will be located away form BULLET stores and will offer fuel and the loyal BULLET customer, and also new clientele who does not usually shop at BULLET stores. They are also hoping to attract the BOX MART customer. YOUR CHALLENGE The senior VP wants you to determine how a BULLET C-store can feel like a BULLET store, rather than a typical convenience store. You are to suggest techniques tha can expose BULLET C-store customers to BULLET retail store products, ideally resulting in a larger clientele for BULLET retail stores. In addition, you need to plan the product mix the BULLET C-stores; what typical convenience store products should be sold and what other products should be sold to keep up with BULLETS well-regarded image? Are there store services that should be offered or not?