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Global Retailing NMIMS Solved Assignment

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Q1. Why did Blackberry loose out to the competition. What were the reasons for the failure of this brand?  (10 Marks)

Q2. You are supposed to set up a store for an exclusive brand Titanium and Platinum jewellery for the niche segment? What is the kind of display that you can think of to increase the sale of this jewellery? (10 Marks)

Q3. Case Study

Honda relaunches Amaze with a tuck and a tweak

Over the years, Honda has burnished a reputation for itself that sits on three core pillars. Its cars are reliable, exciting to drive and will not burn a hole in the pocket when it comes to repairs and maintenance.

In the subcontinent where Honda’s ride over the last two decades has been a mixed bag of hits and misses, the Japanese company that’s famed for its prowess in engineering has managed to get at least two things right every time.

Its most recent launch, the Amaze – a compact sedan that is priced competitively and is perfect for busy cities-looks like it has been modified since its last launch in 2018.

With a few tweaks, the Amaze looks like a brand new car, something Honda is adept at achieving. The front is stronger, more square-jawed and bears a strong resemblance to its elder sibling-the Honda City. This is a good thing given that its cost at the entry level is almost half of the City. The rear, too, has been carved into a more sculpted and definite shape, giving the Amaze a truly sedan-like identity of its own, a departure from the old Amaze that looked too much of a cross between a hatchback and a sedan. Inside, the Amaze feels larger than it is owing to its features and gadgetry. An infotainment screen, steering-mounted controls, well- designed air vents, storage, and compartments for cups and water bottles are all thoughtfully in place. The car’s dashboard is reminiscent of the Old City or even the Civic.

However, Honda ought to be focusing on one area to improve-the gearshift. A manual stick shift placed in a faux-leather-like bag is outdated and could do with a modern replacement for at least two reasons; that it feels light and toy-like; and that it does not age well and its numbers get scratched off easily with time. In addition, the feeling of being locked into gear is not substantial.

The seating, both front and rear, is comfortable, thanks to ample legroom and high-quality materials. Honda could, however, throw in air-con vents at the back, too.

The car is powered by Honda’s 1.2L i-VTEC petrol engine and 1.5L i-DTEC diesel engine, available in manual and CVT versions for both fuel options.

It is key to note that the Amaze is Honda’s strategic entry model, specially developed for the Indian consumer. Honda claims to have achieved 95 per cent localisation for the Amaze in terms of local parts and components, which goes to say that the cost of ownership is likely to be more affordable as compared to its foreign competitors. That’s also a reason why close to half a million cars have sold since it was first introduced in 2013.

Questions

  1. How has Honda done the makeover of its car Amaze. How is it priced and what do you think of the strategy? (5 Marks)
  2. What are the features in the car and what do you think that Honda should add in this car to make it more marketable? (5 Marks)

 

NMIMS AssignmentsGlobal Retailing NMIMS Solved Assignment
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