METRO Cash & Carry is the leading international player in self-service wholesale sector. Under the brands METRO and MAKRO it operates over 700 wholesale stores in 29 countries throughout Europe, Asia and Africa. The wholesale offers a broad range of products and services customized to the specific demands of professional customers, such as hotel and restaurant operators, catering firms, independent small retailers, institutions and offices. (METRO cash & Carry, 2012)

METRO opened its first cash & carry wholesale center in Pakistan in 2007 and then expanded to 5 wholesale centers in a short span of 18 months. After the merger with Habib Group, the local business partners in 2012, today the company is operating 10 wholesale centers in Lahore, Karachi, Islamabad and Faisalabad cities. (Metro Cash & Carry Pakistan, 2012)

The company has a simple and efficient business concept: cash & carry wholesale, which is defined through its customer base: only professional customers are allowed to purchase at METRO-Habib Cash & Carry, all of them duly registered and provided with a customer card. It is not a super- or hypermarket chain for private consumption, but a modern form of wholesale exclusively tailored to the needs of businesses and companies. The core customers are small and medium-sized retailers as well as hotels, restaurants and caterers. The company offers business customers a comprehensive product range both in food and non-food and efficient business solutions to enhance the customer's competitiveness in their own markets. (Metro Cash & Carry Pakistan, 2012).

Q1. Identify how microenvironmental (only one) and macroenvironmental (only one) factors have affected Metro, a strong, established business now.(3)

Q2. Being the marketing manager of Metro Cash& Carry, how would you respond to the Pandemic by realigning the Marketing mix (4). Justify your answer keeping in mind all the factors. (3.5)

Q3. Identify any cultural, social, psychological and personal factor that could influence the behavior of domestic/household consumer towards shopping from big whole sale retailers like Metro and Carrefour (Hyper star) etc.(3.5)