SCENARIO 1

Visit a local mall and evaluate two (2) different retail shops according to the following eriteria:

A. Identify in which classification of retailers and what type of retail format the two shops belong.

B. Identify the target market of the two retail shops and discuss the behaviors of its customers.

C. How is each store positioned? Explain your answer.

D. Do the retail atmospherics of each store enhances the store positioning? Explain your answer.

E. Explain the factors that affect the retail store image

1. Store Exterior

2. Store Location

3. Store Layout

F. Describe any three modern technologies each retail shop is using in their retail business. Explain its advantage to the retailers and consumers.

SCENARIO 2

Abdullah is a bachelor in the Business Study program of the University of Technology and Applied Science Nizwa, major in Marketing. After graduation, he wishes to start a retail business. If his dream pushes through, Abdullah will be the first time to own and manage his retail shop.

1. Supposing that you are a business advisor for Abdullah, suggest any retail format for Abdullah. Explain by providing valid reasons for choosing the retail format for him.

2. Based on the retail format that you suggested to Abdullah, recommend what type of store layout, store exterior, and interiors are appropriate to use and explain your reasons.