CONTINUING ASSIGNMENT Go visit the retailer you have selected for the continuing assignment and perform an audit of its manufacturer’s and store brands. Ask the manager to comment on the store’s philosophy toward manufacturer’s versus store brands. Why does it use store brands? Does it offer different store brands to appeal to different customer segments? Select three different merchandise categories.

Compare the price of the same item for store versus the manufacturer brand. Has the percentage of store brands increased or decreased during the past five years? On the basis of what you see and hear, assess its branding strategy.