ASSIGNMENT NO.

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Retail Management

Submitted to: Mr. Junaid Shah

Submitted by: Rehab Shaikh (1611199)
`19th, November 2018
BBA-4(B)
Retail Management

ACKNOWLEDGEMENT

I would like to take this opportunity and express my acknowledgement distinctly to

(Mr. Junaid Shah) for directing about all the aspects of the report.
I have tried my level best to cover targeted aspects of the topic and I hope that this
assignment will serve its purpose. All rules and regulations for the preparation of the formal
assignment have been taken into consideration.

Sincerely,
Rehab Shaikh.

Introduction:
Any business running in the retail market will vary from time to time and it can be a reason for competitive
advantage. Some advantages are sustainable (For Long Run), while others are of trial nature. A retailer puts
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its full energy to keep competitors away from the market.

Because retailers are providing, the same goods and services and by following the same price policy, any
retailer can face the retailing competition. For suppose, on one hand, the retailer is thriving and doing good
in its business due to its wide merchandise assortments, and on the other hand, its competitors can provide
broader and deeper merchandise to attract the customers. The competition is rigorous and hard for retailers
to survive in the retail market. That's why retailers create certain competitive advantages that help them to
survive against all problems or competition presented by its competitors.
Knowing competitive advantage for our business is difficult for its competitors and even for retailer himself.
Competitive advantage is your unique skills and inherent resources dedicated to your business that
competitors cannot predict easily.
Though competitors continuously try to weaken these advantages and they will try best to damage there
created system, but being successful retailers is to sustain these advantages by building sturdy cover against
competitors to survive in long run.

Introduction of Assignment:
As being a business student under the course of Retail Management, We were assigned the assignment to
know how a retailer can create such advantages which will help them in their business for the long run and
had to create competitive advantages for any 5 retail shops located in Larkana.
Retailers Selected:
1. Stylo.
2. Mid-town.
3. Junaid Jamshed (J).
4. Ideas.
5. Ayan Enterprises.

No.#1
Stylo: Stylo began in 1974 by Mr.Azhar Siddiqui by setting up a single leased outlet in Lahore. Until
2003, it had just four shops and afterwards with a forceful extension design from 2004 onwards, the brand
accomplished nearness in 52 urban communities and gloats 87 retail outlets. Furthermore, bit by bit
expanding outlets in all finished Pakistan and it ends up one of the brands characterizes forms. Presently
stylo is one of the most prominent guest ladies frills offering systems and it is extraordinarily known for its
footwear

Target Market:
According to the Retail strategy the very first competitive advantage can be there target market that they
have targeted people living in a small town as in Larkana people don't have enough facilities to avail and
with this retailers got an excellent idea to open the store in Larkana.

Customer Loyalty:
Loyal customers are long-term assets for a retail market. Retailers build an emotional bond with customers.
From a retailer’s point of view, customers is not an easy task. customer loyalty means that customers are
committed to buying goods and services. By providing customer discounts and voucher cards they are
building a bond between there customers.
Location:
Store location is one of the main advantages for any retailer because it ultimately decides the future and
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overall profitability of the store. Buying a good location does not only assure success but is must for smooth
flow of day-to-day operations. According to my analysis, Stylo is located at Bandar Road. As it is one of the
central areas of Larkana. Bunder road is most suffocated and traffic-oriented area which is not perfect for the
customer because of traffic most people avoid to go bunder road for shopping that’s why the location is not
perfect in my view. Along with this, they can avail competitive advantage by providing a parking facility to
their customers. They should change their current location because it's inappropriate for those customers
who do not like to visit suffocated areas.
Pricing:
The prices at Stylo are affordable for people of Larkana. They can increase variety so that people can have
more options regarding selecting what they want. And they can bring new designs in town on low prices to
compete with their competitors
Customer Services and selling:
And Stylo is providing excellent services to their customers. They respect the privacy and security of their
users. They are providing online facilities as well. Salespersons are very cooperative and even they are
providing select first buy later facility.
Human Resource Management:
Here in Larkana mostly I noticed in stores the selection of employees is not that much-given attention.
Human resource management plays a vital role in the success of retailing. Retailers rely on people to
perform fundamental retail activities such as procurement, displaying merchandise and providing service to
customers. Retailers should have to know the importance of hardworking and loyal employees so their
advantage can increase in the long run.

No.#2

Mid town:
Midtown Mall Larkana is one of the favourite Retail Store located at Pakistani chowk, Listed under Grocery
and food store in Larkana. And it is overall perfect and advantageable for the people living in Larkana at the
moment.
Customer Loyalty:
Having loyal customers is sort of blessing for retailers. Loyal customers are long-term assets for a retail
market. They are failed to build an emotional bond with their customers. They need to work on dedicated
floor staff, efficient customer service, and unique merchandise.

Knowledge Of Employees:
The primary issue at the mid-town store was the knowledge. They need to train their employees because
they had no idea that how to treat customers. Or they can hire employees, sales associates, who already have
that knowledge. They can beat their competitors by having knowledgeable employees.

Merchandise Assortment:
A competitive assortment is one pretty much the same as that offered by most others in the marketplace. A
differentiated or focused assortment means a unique assortment that can’t be found elsewhere. It means you
are the only place where the customer can find this assortment in the area. Mid-town’s retailers should work
on their assortments and price tagging the merchandise so the customer can easily buy and see whatever
they want and need. The word of mouth can be their competitive advantage.

Target Market:
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According to the Retail strategy the very first competitive advantage can be there target market that they
have targeted people living in a small town as in Larkana people don't have enough facilities to avail and
with this retailers got a good idea to open the store in Larkana. For salaried people, it is the perfect store to
go and purchase monthly groceries.

No.#3
Junaid Jamshed:
J (Dot) has found its popularity more in the last five years than its launch in 2002. Because of the beautiful
and intricate patterns, excellent quality of the fabric, radiant colors and hues, and affordable price range, J.
has made its mark and place in the clothing industry. J.’s journey began and expanded with many a different
line. For instance, men’s clothing line, women’s wear (both pret and unstitched), children/teen’s wear,
groom’s clothing line (sherwani) etc. In the recent year, though, J. has expanded their business to other lines
as well such as jewelry, makeup and perfumes.
Low Cost Supply:
The pricing strategy of j. is so much high according to the people of Larkana. So they can also restructure
their pricing strategy people can easily afford there products.

Return policy:
This can be a great relief if they start to provide return policy on their products. It can help
them to build loyal relationship with their customers as well and it can benefit them in long
run.

No.#4
Aleem’s:
It is a local general/cosmetics store located in Resham Gali Larkana. They are providing outstanding
services to there customers.

Target Market:
They have targeted females and this is there solid and competable advantage.

Location:
There location is perfect in the premises of Resham Gali, it is located in very centre of the market. The area
is fully crowded with females and this shop is being the main for them to visit.

Customers loyalty:
They’ve very loyal customers and this is a big advantage. They have built their name in the town and word
of mouth for them is very impressive and attractive. Even though their price range is high but people are
preferring them, because they give the surety of the quality and all in one sort of shop for females.

Competative Advantage:
1. The number of variety can be their competitive advantage because people trust them and if they
bring new brands which are mostly available online or we buy them from big cities nearby. This can
be a significant advantage for them in the market.
2. They can increase their exposure in overall and they can also provide home delivery to their
customers so those customers who are not able to reach their store physically can easily purchase or
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order products.
3. They should also bring online buying system or facebook page for the people of Larkana.

No. #5
Saeed Ghani:
Saeed Ghani has been in Indian subcontinent since 1888, serving with pure and finest products of natural
perfumes (Attar) and PURE HAIR OILS, during the course of time since a hundred years Saeed Ghani start
developing quite considerable range of herbal products with natural ingredients in category of SKIN CARE,
HAIR CARE, TONICS and TREATMENTS.

Location:
Located in Resham Gali Larkana, the known market of the town. It is a speciality sort of store.

Customer loyalty:
There customer loyalty is perfect, and they have gained half of their brand's name by with being loyal to
their customers. They are taking advantage of customers loyalty

Competative advantages:
1. The display is good and but they should vast the area of their branch
2. The display can attract more customers they should also work on assortment.
3. Often advertising can help them gain more attention from customers.
4. As they have wide range of products but they need to engage more people and cahnnels through
which they can aware people about their product line.
5. They need to present geographic represenation about their branches on website or on there facebook
page.
6. They should work on there website and can make it more attractive and easy to use.