This paper is an analysis of the statement “A good location may let a retailer succeed even if its strategy mix is mediocre.” A retailer deals with small individual products selling them directly to the consumer (Dacko, 2008).
While choice of business location may not matter to people who work virtually like online businesses, it is paramount for a retailer. However, location alone cannot guarantee success of the business. Armstrong & Kortler (2010) noted that for a business to succeed, the owner must utilise a right combination of the elements of marketing mix.
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