During spring 2014, the Sage Project provided the students of Dr. Iana Castro’s MKTG372 Retail Marketing Methods course, at SDSU, the opportunity to create a new retail marketing plan for Big B Market & Deli. Big B is a corner store located in a small community of National City. The overall goal of the project is to improve Big B financially, while also ensuring that the store is able to provide the local community with healthy food options. Four teams of five students were formed to work on different aspects of the corner store conversion. The individual teams conducted a current retail strategy of Big B, the industry’s best practices, a competitor analysis, and recommendations based on a specific aspect of the corner store conversion. The areas of the retail marketing strategy that were addressed by the groups are Store Design, Merchandising, Strategic Alliance, and Integrated Marketing Communication (IMC). The research, ideas, and recommendations have been complied to create an in depth retail marketing plan for Big B Market & Deli.D
Read the final student report delivered to the local gov/community partner.
The Sage Project Contact Info
Kristofer Patron
Program Administrator
kpatron@sdsu.edu
(619) 594-0103
University Faculty Contact
Iana Castro
Marketing
Local Government / Community Contact
Development