Development and implementation of a retail shop audit; Motor Industry Company Ltd.

Abstract

The objective of the study was to evaluate MICO's performance in the highly competitive trade goods market at the retail level. For this pourpose a continuous retail shop audit was formulated and implemented in various cities in the four V.B.regions. Retail audit formats and a software package to analyse the incoming information from the respondents were developed. From the analysis of the first month`s data the following inferences could be drawn. 1. Trade goods should have a wider retailer network to increase sales. 2. Stock levels can be improved. 3. Pricing decisions have to be reconsidered. 4. Quality of horns and clutch plates should be improved.

These inferences could be substantiated after further analysis over a period of time. For this pourpose the system developed can be used. Information arising from this study could be used to review and if necessary modify marketing plans of the selected trade goods.