rework
MKT 315 - Retail Marketing, Spring 2017 – Assignment #5: Analysis of a Retailer
Total points: 24, i.e., 6% of your final grade
1) Assignment Description:
Select and visit a local retailer (I suggest you pick a ‘pure’ retailer, i.e., a retailer that is not also a wholesaler). After making some observations on its strategy and operations, you will write a report on this retailer. In order to obtain all of the information required to write this report, you should set up an interview with the owner (or manager) as well as do some research about this retailer in the library and on the Internet before and possibly after your visit to the store.
2) Assignment Format (Conformance to the format requirements is worth 2 points!):
Use the table in the next two pages (more like 1.5 pages) for your assignment. The report should be written in Arial 11 font with 1.0 inch margins top, bottom, left, and right; and should not exceed 2 pages, including these instructions sections. Anything on a third page will not be graded.
3) Assignment Outline:
Below is the outline to be followed and the corresponding points (Total points: 22):
| Your Name: | |
| Section 1 | Introduction of the retailer (a total of 9 points for this section) |
| 1.1 | Name of the retailer; location you’ve visited; who and when did you interview? (1 pt) Retailer name: Address: Interviewee name and job title: Date of visit: |
| 1.2 | Type of retailer by retail mix and by ownership (e.g., by retail mix, a retailer can be a corporate-owned, independent, franchise) (1 pt each for a total of 2 pts) Type by mix: Type by ownership: |
| 1.3 | Direct (i.e., intratype) and indirect (i.e., intertype) competitors of this retailer (At least one of each and indicate which one is which) (1 pt each for a total of 2 pts) Direct: Indirect: |
| 1.4 | Variety and assortment this retailer offers (describe them and then evaluate their characteristics such as breadth, etc.) (1.5 pts each for a total of 3 pts) |
| 1.5 | The channel(s) this retailer operates in (e.g., store, catalog, online) (1 pt) |
| Section 2 | Strategy and operations of the retailer (a total of 10 points for this section) |
| 2.1 | Primary target market description (1 pts each for a total of 3 pts) Demographic characteristics: Psychographic characteristics: Geographic characteristics: |
| 2.2 | Bases on which this retailer can build (or has already built) sustainable competitive advantage (describe why: difficult to imitate, etc.) (1.5 pts) |
| 2.3 | Briefly describe one: CRM activities OR customer loyalty programs (Make sure you also note whether the owner/manager you interviewed perceives that the existing programs of this retailer are successful or not and indicate why or why not.) (1.5 pts) |
| 2.4 | The nature of relationships with main vendors (e.g., do they have category captains?) (1 pt) |
| 2.5 | An example of a fashion and staple merchandise category this retailer offers (1 pt each for a total of 2 pts) Fashion: Staple: |
| 2.6 | Performance measures (e.g., input, output, or productivity) used to evaluate store operations (Select one and indicate what type of performance measure it is) (1 pts) |
| Section 3 | Your recommendations for the retailer (a total of 3 points for this section) |
| 3.1 | One operational recommendation to improve sales or profits, strengthen competitive position, etc.(1.5 pts) |
| 3.2 | One strategic recommendation to improve sales or profits, strengthen competitive position, etc. (1.5 pts) |
END OF YOUR ASSIGNMENT! Please do not add new lines!
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