Importance of Product Strategy – A Study into UK Superstores (2016)

Importance of Product Strategy Dissertation – Over the past few years, retailing or business of superstores has matured considerably with high concentration, overcapacity and in many cases product and price driven marketing strategies which have also led to differentiation of retailing or superstore services from competitors. Due to increased globalization and increased competition, many industries including superstores have together being affected and require attaining competitive advantage for survival and sustainability.

The most challenging element for retailers and superstores at present is wider product assortment which the consumers demand at reasonable prices. The superstore market of UK margins are being driven low, the industry has become increasingly competitive which in simple words means that profitable operations relies on low cost and heavy volume retailers. The changing characteristics of the retailers and superstores also forces relationships between suppliers and retailers and the decision between sourcing choices and high rate of expense of merchandise make procurement extremely discriminating for a retailer to contend in the market.

The needs and wants of the customers have also increased dramatically due to increased competition and it has hence; become very difficult for superstores to retain existing customers and retain more. This study investigates various product strategies used by superstores in UK to increase their number of customers.

The aim of this dissertation is to ascertain an effective product strategy for UK superstores in order to increase their number of customers. However, this aim is achieved through following objectives.

  • To identify the importance of product strategy for superstores
  • To explore the role of segmentation in developing effective product strategy
  • To determine how diversification in product strategy increases number of customers
  • 15,000 words – 58 pages in length
  • Excellent use of literature
  • Excellent analysis of subject area
  • Well written throughout
  • Includes questionnaire
  • Ideal for marketing students

1: Introduction
Background And Context
Statement Of Problem
Research Questions
Research Aim And Objectives
Brief Overview Of Methodology
Rational For The Study
Structure Of Research

2: Literature Review
Concept Of Product Strategy
Importance Of Market Analysis For Product Strategy
Evaluation Of Market
Product / Service
Entry Strategies
Product Strategy Segmentation And Targeting
Factors Of Segmentation
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation
Development Marketing Program
Ansoff Growth Matrix
Market Penetration
Market Development
Product Development

3: Methodology
Philosophy Of Research
Adopted Philosophy
Research Design
Case Study
Cross Sectional
Experimental Design
Adopted Design
Sampling And Data Collection
Quantitative Data Collection
Sample Size
Research Methods
Ethical Consideration
Informed Consent
Limitations Of The Research

4: Analysis and Discussion
Sample Characteristics
Survey Analysis
Linking Findings With Research Objectives

5: Conclusion and Recommendations
Review The Research Objective
Findings And Answer To The Research Question


Survey Questionnaire

Importance of Product Strategy at UK Superstores Dissertation
Importance of Product Strategy at UK Superstores Dissertation

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