Your task is to design a coherent strategy for a local fruit and vegetable store that is facing a challenge from the expanded fresh fruit and vegetable offering of a competing supermarket. Supermarkets generally offer lower prices than fruit & vegetable stores. In order to compete, you need to adjust your Retail Mix. This should involve identifying a new or existing TARGET CUSTOMER (example: you may want to concentrate on an ethnic customer - Chinese) How can you adjust your Retail Mix to provide a better Value Proposition to that customer? Choose 5 from the following 12 possibilities that will form key elements of your Retail Mix: Your choices should all be coherent with your target customer's needs & preferences. . . Broader range of items (unusual varieties & sizes) Higher quality products (at higher prices) Lower prices (implies either lower quality or lower profitability per item) Expand selection of organic (natural & chemical-free) items Specialize in locally produced items (implies higher prices & less variety) Faster checkouts Friendly & knowledgeable staff Offer food preparation service (fruit baskets, salad trays etc) Renovate the store (new design & fixture layout) Feature internet ordering & same day delivery Product sampling and tasting Expanded store hours . . EXAMPLE (Chinese): Broader range (Chinese vegetables); higher quality; knowledgeable staff; Renovate (Oriental Themel. Dendunt EXAMPLE (Chinese): Broader range (Chinese vegetables); higher quality; knowledgeable staff; Renovate (Oriental Theme?); Product sampling. NOTE: YOUR WORK MUST BE ORIGINAL AND NOT SHARE THE SAME STRATEGY OR ANALYSIS WITH ANY OTHER STUDENTS' SUBMISSIONS. 1) Justify your choices and outline how they will work together to improve your store's Value Proposition (5 points). Example: how do these choices complement each other & why they are attractive to your Target Market. 2) For each of your choices, state which element of the retail mix and which retail success factor this involves (5 points). State which element of your Retail Mix each of your choices applies to. LO1 Retail Mix Elements Retail Mix Elements Product Place Price (Value) Promotion 14 People Process * Physical