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BACKGROUND • Comet is interested in expanding its business by launching a new line of Cometbranded frozen prepared meals in the US. Comet Meals would be the first 100% sustainable frozen food option. Comet currently does not have any prepared foods in grocery stores. • Comet would like to make Half Foods its exclusive retail partner. The deal would involve a commitment from Half Foods to sell Comet Meals in all of its US stores during the first year of its proposed partnership. • Half Foods are hesitant about signing this deal with Comet, given the competitive landscape of the frozen food category and the current US economic environment. • The Head of Business Intelligence has asked Comet to prove that the proposed partnership is a worthwhile opportunity for Half Foods
Elements of manufacturer’s store • Products (quantity, assortment…) • Services (front-line employees, process, product return policy, after sale service…) • Infrastructure (layout, design, cleanliness,…) • Convenience (location, parking area…) • Advertising and promotional programs • Store atmosphere (sensory marketing: color, lighting, smell,…) • Other customers • Brand image Homework • Visit a manufacturer’s store and use the list of different store elements to assess its effectiveness • State your comments on each element (Good/Bad) • Explain why? • What are your suggestions for the store to improve its effectiveness? (For this activity, you are encouraged to visit a foreign company’s store in Vietnam)