This paper is an analysis of the statement “A good location may let a business success even if its strategy mix is mediocre.” A retailer deals with small individual products selling them directly to the consumer (Dacko, 2008).
While the 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 the success of the business. Armstrong & Kortler (2010) noted that for a business to succeed, the owner must utilize the right combination of the elements of the marketing mix.
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