Retailer’s Challenges of Demonetization in India

Abstract

Retailing strategy is a comprehensive marketing plan, which summaries how a merchant (retailer) has the intention of offering the merchandise and/or services to customers and inciting their buying decisions, which comprises the target market of the merchant, the retail format planned to exercise to serve the target market and bases for having sustainable competitive advantages. The target market is the segment of the market, which will be the focal point of the merchant’s resources and offering a mix. The format explicates the elements of its offering mix service assortment, pricing, promotion and communication, premises (i.e. location, store design, etc.), presentation (i.e. layout and visual merchandise), personnel, and other physical evidence], decided to serve the target market. A sustainable competitive advantage is an edge to the merchants over its competitors. In this demonetization time, the retailer has a lot of problems faced and the challenges of currency note it's very difficult. So the government is lots of currency notes issued at demonetization time. Demonetization is the current biggest challenge in the retail sector in India have described in this paper.