The document describes a small supermarket chain that is seeking to update its retail strategy to better target younger customers while still serving older customers, as the demographics of its trading area have changed. It outlines the purchasing preferences and needs of both the older customers currently served as well as the younger singles and working couples now inhabiting the area, noting gaps in the supermarket's current offerings for the newer demographic groups. The owner is evaluating how to modify the chain's strategy and product assortment to appeal to both customer segments.

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Please enter your analysis directly into the template below. By
doing this, you will be
developing a complete retailing plan. Good luck!
Brief Description of Retail Business:
1. Situation Analysis
• Current organizational mission:
• Current ownership and management alternatives:

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• Current goods/service category:
2. SWOT Analysis
• Current strengths:
• Long term strengths:

3. • Current weaknesses:
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• Long term weaknesses:

4. • Current opportunities:
• Long term opportunities:
• Current threats:

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• Long term threats:
3. Objectives
• Sales:
• Profit:

6. • Positioning:
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• Satisfaction of publics:
4. Identification of Customers
• Mass marketing:

7. • Concentrated marketing:
• Differentiated marketing:
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8. 5. Overall Strategy
Controllable variables
• Goods/service strategy:
• Location strategy:
• Pricing strategy:
• Promotion strategy:
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Uncontrollable variables

9. • Consumer environment:
• Competitive environment:
• Legal environment:
• Economic environment:
• Technological environment:
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6. Specific Activities

10. • Daily and short-term operation:
• Responses to environment:
7. Control
• Evaluation:
• Adjustment:
Brief Description of Retail Business: Current organizational
mission: Current ownership and management alternatives:
Current goodsservice category: Current strengths: Long term
strengths: Current weaknesses: Long term weaknesses: Current
opportunities: Long term opportunities: Current threats: Long
term threats: Sales: Profit: Positioning: Satisfaction of publics:
Mass marketing: Concentrated marketing: Differentiated
marketing: Goodsservice strategy: Location strategy: Pricing
strategy: Promotion strategy: Consumer environment:
Competitive environment: Legal environment: Economic
environment: Technological environment: Daily and shortterm
operation: Responses to environment: Evaluation: Adjustment:

11. Title
ABC/123 Version X
1
Week 4 Practice Worksheet
PSY/315 Version 6
4
University of Phoenix MaterialWeek 4 Practice Worksheet
Prepare a written response to the following questions.
Chapters 9 &11
1. Two boats, the Prada (Italy) and the Oracle (USA), are
competing for a spot in the upcoming America’s Cup race. They
race over a part of the course several times. The sample times in
minutes for the Prada were: 12.9, 12.5, 11.0, 13.3, 11.2, 11.4,
11.6, 12.3, 14.2, and 11.3. The sample times in minutes for the
Oracle were: 14.1, 14.1, 14.2, 17.4, 15.8, 16.7, 16.1, 13.3, 13.4,
13.6, 10.8, and 19.0. For data analysis, the appropriate test is
the t-Test: Two-Sample Assuming Unequal Variances.
The next table shows the results of this independent t-test. At
the .05 significance level, can we conclude that there is a
difference in their mean times? Explain these results to a person
who knows about the t test for a single sample but is unfamiliar
with the t test for independent means.
Hypothesis Test: Independent Groups (t-test, unequal variance)

12. Prada
Oracle
12.170
14.875
mean
1.056
2.208
std. dev.
10
12
n

13. 16
df
-2.7050
difference (Prada - Oracle)
0.7196
standard error of difference
0
hypothesized difference

14. -3.76
t
.0017
p-value (two-tailed)
-4.2304
confidence interval 95.% lower

15. -1.1796
confidence interval 95.% upper
1.5254
margin of error
2. The Willow Run Outlet Mall has two Haggar Outlet Stores,
one located on Peach Street and the other on Plum Street. The
two stores are laid out differently, but both store managers
claim their layout maximizes the amounts customers will
purchase on impulse. A sample of ten customers at the Peach
Street store revealed they spent the following amounts more
than planned: $17.58, $19.73, $12.61, $17.79, $16.22, $15.82,
$15.40, $15.86, $11.82, $15.85. A sample of fourteen customers
at the Plum Street store revealed they spent the following
amounts more than they planned when they entered the store:
$18.19, $20.22, $17.38, $17.96, $23.92, $15.87, $16.47, $15.96,
$16.79, $16.74, $21.40, $20.57, $19.79, $14.83. For Data
Analysis, a t-Test: Two-Sample Assuming Unequal Variances
was used.
At the .01 significance level is there a difference in the mean
amount purchased on an impulse at the two stores? Explain

16. these results to a person who knows about the t test for a single
sample but is unfamiliar with the t test for independent means.
Hypothesis Test: Independent Groups (t-test, unequal variance)
Peach Street
Plum Street
15.8680
18.2921
mean
2.3306
2.5527
std. dev.
10
14
n

17. 20
df
-2.42414
difference (Peach Street - Plum Street)
1.00431
standard error of difference
0
hypothesized difference

18. -2.41
t
.0255
p-value (two-tailed)
-5.28173
confidence interval 99.% lower
0.43345
confidence interval 99.% upper
2.85759
margin of error

19. 3. Fry Brothers heating and Air Conditioning, Inc. employs
Larry Clark and George Murnen to make service calls to repair
furnaces and air conditioning units in homes. Tom Fry, the
owner, would like to know whether there is a difference in the
mean number of service calls they make per day. Assume the
population standard deviation for Larry Clark is 1.05 calls per
day and 1.23 calls per day for George Murnen. A random
sample of 40 days last year showed that Larry Clark made an
average of 4.77 calls per day. For a sample of 50 days George
Murnen made an average of 5.02 calls per day. At the .05
significance level, is there a difference in the mean number of
calls per day between the two employees? What is the p-value?
Hypothesis Test: Independent Groups (t-test, pooled variance)
Larry
George

20. 4.77
5.02
mean
1.05
1.23
std. dev.
40
50
n

21. 88
df
-0.25000
difference (Larry - George)
1.33102
pooled variance
1.15370
pooled std. dev.
0.24474
standard error of difference
0
hypothesized difference

22. -1.02
t
.3098
p-value (two-tailed)
-0.73636

23. confidence interval 95.% lower
0.23636
confidence interval 95.% upper
0.48636
margin of error
Chapters 11 & 12
4. A consumer organization wants to know if there is a
difference in the price of a particular toy at three different types
of stores. The price of the toy was checked in a sample of five
discount toy stores, five variety stores, and five department
stores. The results are shown below.
Discount toy
Variety
Department
$12
15
19
13
17
17
14
14
16
12

24. 18
20
15
17
19
An ANOVA was run and the results are shown below. At the
.05 significance level, is there a difference in the mean prices
between the three stores? What is the p-value? Explain why an
ANOVA was used to analyze this problem.
One factor ANOVA
Mean
n
Std. Dev
13.2
5
1.30
Discount Toys

25. 16.2
5
1.64
Variety
18.2
5
1.64
Department
15.9
15
2.56
Total
ANOVA table
Source

26. SS
df
MS
F
p-value
Treatment
63.33
2
31.667
13.38
.0009
Error
28.40
12
2.367
Total
91.73
14
5. A physician who specializes in weight control has three
different diets she recommends. As an experiment, she
randomly selected 15 patients and then assigned 5 to each diet.
After three weeks the following weight losses, in pounds, were
noted. At the .05 significance level, can she conclude that there
is a difference in the mean amount of weight loss among the
three diets?
Plan A

27. Plan B
Plan C
5
6
7
7
7
8
4
7
9
5
5
8
4
6
9
An ANOVA was run and the results are shown below. At the
.01 significance level, is there a difference in the weight loss
between the three plans? What is the p-value? What can you do
to determine exactly where the difference is?
One factor ANOVA
Mean

28. n
Std. Dev
5.0
5
1.22
Plan A
6.2
5
0.84
Plan B
8.2
5
0.84
Plan C
6.5
15
1.64
Total

29. ANOVA table
Source
SS
df
MS
F
p-value
Treatment
26.13
2
13.067
13.52
.0008
Error
11.60
12
0.967
Total
37.73
14

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reserved.
Copyright ©2013 by Pearson Education, Inc. All rights
reserved. Used with permission
CASE SCENARIO:
Scenario 7: Small Supermarket Chain
Changing demographics have forced an owner of a small
supermarket chain to reconsider its overall retail strategy.
Originally, the trading area served by the chain had a high
concentration
of older shoppers. Now, it has become increasingly inhabited
by young singles and by working couples. The current strategy
is built on the store’s picking and delivering orders to a
customer’s home for a $5 additional charge, a “heat and serve”
department featuring broiled chickens and fried fish, and a large
selection of high-quality meats and fruits and vegetables.
Promotion has been through a weekly circular distributed with
the Sunday local newspaper. The chain’s owner wants to better
target the youngerSHOPPER without alienating the older
shopper. The owner has mapped out some of the major
purchasing factors for his older customers:
· Older customers who are mobile may shop at multiple food
stores or shop multiple times per week. Those who are less
mobile use the store’s picking and delivering option and order
on a weekly basis. The picking and delivering option is
especially popular during snowstorms.
· Many older customers seek out store specials. They are also
prone to use manufacturerCOUPONS.
· Many older customers are concerned about the salt content of
prepared foods. Some also prefer bland food recipes and

31. comfort foods such as mashed potatoes, meat loaf, and roasted
chickens. The owner has also mapped out some of the major
purchasing factors for his young singles and working couple
customers:
· These customers typically have smaller annual supermarket
purchases due to their eating several meals per week at
restaurants or on a take-out basis.
· A number of young customers would rather order via computer
or by fax.
· Some would prefer a computer system that contained last
week’s purchases so that commonly purchased items could be
more easily reordered.
· Many of the younger customers do not purchase the store’s
prepared foods. Instead, they prefer ethnic
foods (such as Italian, Chinese, and Japanese) that can be
purchased on a take-out basis in local restaurants or on a
prepared basis in larger supermarkets.
In evaluating its current strategy against the needs of both
segments, the supermarket chain’s owner is aware that the firm
currently does not offer fax or computer-based ordering, and
that
its selection of ethnic prepared foods is poor.
All of the supermarket’s stores are located in strip
neighborhood shopping centers. Typically, the neighboring
stores in these centers include a dry cleaner, pharmacy, and
bakery. The
supermarkets are open from 8 A.M. to 9 P.M. seven days per
week.