Learning Outcomes:

1. Demonstrate the ability to formulate marketing strategies that incorporate psychological and sociological factors which influence consumers decision. (Lo-3)

2. Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the changing global environment. (Lo- 4)

Case Study

Read the Chapter Case Study entitled ASHLEY STEWART from Chapter- 17 Retailing and Omni-channel Marketing Page:535 given in your textbook Marketing (7th Edition)by Dhruv. Grewal and Michael. Levy (2020) and answer the following Questions:

Assignment Question(s):

1. Describe Ashley Stewarts retail strategy using the 6 Ps. (2Marks)

2. Who is Ashley Stewarts target market? Could/should that target market be expanded? Explain. (1.5 Marks)

3. What are Ashley Stewarts bases for sustainable competitive advantage? Discuss. (1.5 Marks)