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Course: Marketing Strategy
Internal Assignment Applicable for September 2023 Examination

Assignment Marks: 30
Q1. Explain the concept of Value Chain Analysis with an example. (10 Marks)
Answer: Value Chain Analysis:
Value Chain Analysis is a strategic tool used by businesses to identify and evaluate the various activities involved in the creation of a product or service, from the initial raw material sourcing to the final delivery to customers. It helps organizations understand how each activity contributes to the overall value delivered to customers and how they can optimize these activities to gain a competitive advantage.
The value chain consists of two main types of

Q2. What do you mean by Strategy? Explain Corporate, Business & Functional level strategy. (10 Marks)
Answer: Strategy:
Strategy refers to a set of deliberate plans and actions that an organization employs to achieve its goals and objectives. It involves making choices about how to allocate resources, position the organization in the market, and respond to competitive pressures in order to create a sustainable competitive advantage.
There are different levels of strategy within an

Q3. Pratap Kapoor’s wild dinning format is unique and one of its kind in Mumbai. Advertised as a jungle theme restaurant, it is named as “Sher Baugh.” Wild dinning is more of an amusement park then dining space with all the facilities, which can delight a family. It delivers its promises through robotic animals and a simulated thunderstorm, features that would delight children. It gives the feeling of living in the wild for the urbanites and gives them a break from the typical fancy restaurants. Mr. Pratap was planning to convert his venture into a franchise format with opening of outlet in all the metro cities in India. However, he is not sure of the sale ability of this kind of retail format in the Indian context. This critic of his venture says that for adults who put the food over the experience of eating in an artificial jungle the wild dining restaurant is not all that fun. In addition, the cost incurred in setting up the format is a point of concern
a) 1What kind of format is Pratap trying to offer to its customers, what kind of cutomer profile/target market should he focus on? (5 Marks)
Answer: Pratap Kapoor’s Format and Target Market:
Pratap Kapoor is offering a unique and innovative dining experience through his venture named “Sher Baugh,” which is a wild dining restaurant with a jungle theme. This format can be categorized as an “Experiential Dining” format. Experiential dining goes beyond just serving food and aims to create a memorable and immersive experience for customers while they dine.
Customer Profile / Target Market:
Given the nature of the “Sher Baugh” restaurant and its wild dining concept, Pratap Kapoor should focus on the following customer profile and target

b) 2 Many retailers have tried to make their store entertaining. What are the pros and cons of providing entertainment in the retail store or restaurant? (5 Marks)
Answer: Pros and Cons of Providing Entertainment in Retail Stores or Restaurants:
Introducing entertainment elements in retail stores or restaurants, like Pratap Kapoor’s wild dining venture “Sher Baugh,” can offer unique experiences for customers. However, there are both advantages and challenges associated with providing entertainment in such settings.
Pros:
1. Enhanced Customer Experience: Entertainment elements can significantly enhance the overall customer experience. Customers are more likely to remember and revisit establishments that offer memorable

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