Strategic Decision Processes : Understanding the Effect of Cultural Differences in a Superstore Expansion / Ioanna Anninou.

Format:

Book

Author/Creator:

Anninou, Ioanna, author.

Stavraki, Georgia, author.

Language:

English

Subjects (All):

Hypermarkets.

Management--Social aspects.

Management.

Physical Description:

1 online resource

Other Title:

Strategic Decision Processes

Place of Publication:

[Place of publication not identified] : SAGE Publications, Inc, 2024.

Summary:

This Data Challenge is about putting forward Mairy's Superstore's marketing strategy following the COVID-19 pandemic, which had an impact on the retail industry worldwide. This marketing strategy focuses on strategic decision processes about growth opportunities and expansion into two different markets, namely the United Kingdom (UK) and China. The hypothetical Mairy's Superstore conducts market research in these two countries to understand cross-cultural consumer behavior in superstores; it then uses this understanding to shape its marketing strategy for entering these markets. Mairy's Superstore has appointed Lucy, an experienced global marketing professional and retail analyst, as Global Marketing Manager. Lucy decides to collect data through survey research to explore the influence of cultural differences on customers' perception of crowding, shopping stress, and excitement with regard to superstores. Lucy uses SPSS statistical software and statistical processes like group comparison and regression to analyse the data. Lucy also uses additional data that are crucial for setting up a retail superstore strategy, namely macroeconomic and grocery retail market data, to explore the socioeconomic conditions of a country and (grocery) retail growth. This Data Challenge invites students to analyse the data and provide marketing strategy recommendations to the superstore's management team.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-0719-6241-8

9781071962411

OCLC:

1463991267