Impact of Market Coverage Strategy with reference to Lulu Hypermarket Muscat

Abstract

recent competitive scenario, it is important to determine the factor affecting marketing strategy. Especially in retail industry there is a tough competition not only from tradition retailers but e-tailors too. It is necessary for every retailer to assess the impact of current market coverage strategy and ways for achieving an effective market coverage strategy implementation. The specific objectives in research is to “identify the variables for effective market coverage strategy”, “assess the impact of the current market coverage strategy by the lulu hypermarket in Oman” and “Suggest the methods for implementing effective elements for market coverage strategy”. The type is research is both quantitative and qualitative with a mixture of numerical analysis and statistical variables. With questions being distributed as questionnaires to 70 customers and 2 employees with some demographic variables to better segment the market perception based on them. The main focus of our study is on the Muscat region of the sultanate, with convenient sampling being used.