MBA7012: STRATEGIC RETAIL MANAGEMENT
CARDIFF METROPOLITAN UNIVERSITY
INTERNATIONAL UNIVERSITY
COLLEGE, BULGARIA
MBA7012: STRATEGIC RETAIL
MANAGEMENT
SEMESTER 2
MODULE LEADER:
Ivelina Yoveva
CONTACT DETAILS:
Email: ivelina.yoveva@vumk.eu
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MBA7012: STRATEGIC RETAIL MANAGEMENT
Aims:
1) The central aim of the module is to allow the student to develop knowledge and
understanding of the key issues associated with Strategic Retail Management.
2) The student will learn how to develop a pre-defined and well-integrated strategy,
3) How to approach decision-making and how to adapt to today’s changing and complex
retail environment
4) To develop skills in researching and analysing retail opportunities.
5) To gain an understanding of how to assess an organisation's ability to enter and compete
in an international markets.
Learning Outcomes:
1. Knowledge & Understanding
On successful completion of this module you will have developed an understanding of major
issues related to Strategic Retail Marketing
2. Subject-Specific Skills
On successful completion of this module you will have developed prerequisite skills to
develop and implement a successful strategic retail plan.
3. Personal Transferable Skills
On successful completion of this module you will be able to assess an organisation's ability
to enter and compete in a differentiated retail environment.
Outline Syllabus:
An overview of Strategic Retail Management
Situation Analysis
Targeting Consumers
Choosing a Location
Managing the Retail Environment
Merchandise, Marketing and pricing
Communicating with Consumers
Integrating and Controlling Retail Strategy
MBA7012: Lecture /Seminar Programme: SEMESTER 2, 2011/2012
The following provides an indication of the areas to be covered in lectures.
Wk
1
Topic (note topic not sequential)
Introduction to Strategic Retail Management
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MBA7012: STRATEGIC RETAIL MANAGEMENT
2
3
4
5
6
7
8
Situation Analysis: Understanding the Environment
Identifying and Understanding Consumers / Information Gathering
Trading Area Analysis
Retail Organization and Human Resource Management
Developing Merchandise Plans /Implementing Merchandise Plans
Establishing and Maintaining a Retail Image /Promotional Strategy
Integrating and Controlling the Retail Strategy
IMPORTANT RESOURCES
Recommended course textbooks
Levy, Michael, Weitz, Barton A., (2009) Retailing Management
Berman, Barry, Evans, Joel R., (2009) Retail management: A Strategic Approach
Omar, Ogenyi E., (1999) Retail Marketing
Cox, Roger, Brittain, Paul, (2004) Retailing: An Introduction
Davies, Barry J., Ward, Philippa, (2002) Managing Retail Consumption
Waller, Derek L., (2003) Operations Management: A Supply Chain Approach
Varley, Rosemary, (2005) Retail Product Management: Buying and Merchandising
Additional books which you may find useful
1. Blythe, J (2003), Marketing Strategy, FT Prentice Hall
2. Brassington F, Pettitt S, (1999), Principles of Marketing, 4/E, FT Prentice Hall
3. Crouch, S (1996), Marketing Research for Managers, CIM/ Butterworth-Heinemann
4. Kotler, P. (2006), Marketing Management 12th Ed , FT Prentice Hall
5. McDaniel, Gates. (2007), Market Research 7th Ed , Wiley
6. Proctor, T (2000), Essentials of Marketing Research, FT Prentice Hall
7. Schiffman L, Kanuk, L (2000), Consumer Behaviour, Prentice Hall
8. Wetherly P (2008), The Business Environment , Oxford, Oxford University Press
9. West D, Ford J, Ibrahim E (2006), Strategic Marketing, Oxford University Press
10. Wright, R (2006), Consumer Behaviour, Thomson
Other resources
International Journal of Retail & Distribution Management
Journal of RetailingAcademy of Management Journal
Academy of Management Review
Strategic Management Journal
Journal of International Business Studies
Harvard Business Review
Journal of Business Research
Plagiarism and Referencing
You may be tempted to hand in essays, projects or other pieces of assessed coursework
containing work that you know are not completely your own, hoping that the tutor won’t
notice. This may be for several reasons such as shortage of time, hoping for a better grade
than would be achievable under a particular set of circumstances or perhaps even lack of
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MBA7012: STRATEGIC RETAIL MANAGEMENT
knowledge regarding how to correctly reference the sources of data used. This is plagiarism –
it is a matter that the University takes very seriously indeed - and it usually takes one of four
forms.
(a) Copying chunks of text from books, dissertations, journals or the web without
acknowledgement. (It is permissible, even desirable; to quote extensively from the work of
other writers on your subject, but all quotations should be fully referenced).
(b) Paraphrasing ideas from texts without stating their origin. (Instead, use phrases such as
“According to Jobber (1995).” or “Wright & Taylor (1994) propose that ..” or similar
acknowledgement).
(c) Colluding with other students and submitting identical or near identical work.
(d) Copying the work of another student without that student’s consent.
References: Please note you have to properly reference minimum 20 academic sources.
If less than 20 academic sources have been properly cited in the text the mark will be
capped to 40%. Note that ALL sources must be included in BOTH the reference list at
the end of the assignments and in the text.
Attendance: If you are absent, you will be responsible for the information covered. If you
miss class, please contact another student from the course to determine what you missed. You
are responsible for any scheduling and room changes made. Announcements will be given in
class and in the Blackboard site.
Lecture Theatre Etiquette: Please be on time! It is a huge distraction to the class and the
lecturer if students arrive late to class. Please make arrangements to be on time. If you are
late more than two times (more than five minutes) we will need to set a meeting to establish
why.
Please be awake for class! If you are found to be sleeping or with your head down and eyes
closed, you will be asked to leave. In addition the following applies to all sessions:




Please turn your cell phone to silent during class.
No text messaging
Please remove earphones and turn off MP3 players in class at ALL times
including during tests.
If you bring a laptop to class, it is expected you will not be doing other work,
browsing the internet, chatting, shopping or playing computer games during
class.
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MBA7012: STRATEGIC RETAIL MANAGEMENT
CARDIFF METROPOLITAN UNIVERSITY
INTERNATIONAL UNIVERSITY COLLEGE
MBA Programme 2012
Assignment 1: Individual Assignment
SUBMISSION MONDAY 19/03/2012
Individual Essay: 50%: “All retail companies operate within a “macro environment or the
sphere of influence outside the company that shapes how companies do business” You are
required to prepare an individual essay of 2500 words in which you will be required to
discuss and evaluate how changes in the Macro environment can impact on internal strategy
decision making in the retail context.
1. Assess the theories of change and their application to the retail industry (10 Marks)
2. Clearly define what constitutes a strategy and present the theoretical underpinnings that
surround the concept (15 Marks).
3. An account of the major concepts and themes that are manifest in an evaluation of the
Macro environment (Demographic Environment, Technological Environment, Social
Environment, Political / Legal Environment, Economic Environment) and establish the
benefits of understanding the macro environment in relation to leadership and strategy
development (15 Marks)
4.. The provision of relevant examples of Retail brands that have adapted to change and why
in the context of The Role of Technology, Socio-cultural influence, and Economic pressures,
lifestyle changes and employment changes etc. (35 Marks).
5. Systematic, logical approach and a presentation font that should be Times New Roman,
size 12 with a regular typeface and 1.5 spacing. Sub-headings, page numbering, and clear
sign posts as to content are all essential (10 Marks).
6. Correct use of the Harvard referencing system and at least 20 sound academic references
that have not been simply gleaned from lecture material (15 Marks).
NB: Reports must be submitted to the following e-mail: handin@iuc.bg by 17.00 p.m on
the due date. Plagiarism and collusion will be heavily penalised and may result in
failure of the assessment and/or module and/or exclusion from the University. Work not
correctly referenced (including data sources) will be capped at 40%. Work must be
submitted to e-mail: handin@iuc.bg as required or the marks will be withheld.
Deliverables and submission:
Students should submit to Academic Affairs Office, Varna by the due date.
Learning Outcomes:
This assignment assesses the following module learning outcomes:
1. Explain and clarify the concepts of strategy making
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MBA7012: STRATEGIC RETAIL MANAGEMENT
2. Evaluate the elements that impact on retail practise and strategy.
MARKING SCHEME:
An answer that demonstrates an excellent understanding of the question and
of the complex issues involved. There is a sound basis of relevant factual
knowledge and/or theoretical issues included. Most of the important issues as
dealt with in a detailed, specific and systematic way. Evidence of creativity,
70%+
critical analysis and a wide base of referenced material beyond that of the
1st class
core subject matter are included. No significant omissions or errors in written
or oral communication.
An answer that demonstrates a clear understanding of the question and grasp
of the complexity of the issues involved. There is a sound basis of relevant
B
factual knowledge and/or theoretical issues involved, with a few significant
omissions of errors. The issues involved are dealt with overall in a systematic
60-69%
way. Some of the issues may be limited in critical approach but organised to
2.1 class
show a comprehensive understanding.
An answer that demonstrates an understanding of the basic issues in the
question. There is a basis of factual knowledge and/or/ relevant theoretical
C
issues. Although some errors and omissions may be apparent, most issues are
dealt with clearly and accurately. The majority of issues have been dealt with
50-59%
at a level available through course material. The answer shows planning in its
2.2 class
construction, with a clear train of thought or development of argument
present. Average competent performance will be presented.
An answer that demonstrates limited understanding of the main issues. There
is relevant factual knowledge and/or awareness of theoretical issues, however,
D
this may be dealt with in a patchy and/or poor and confused for lower D
grades. Many significant errors may be present. Lacks clarity of expression.
40-49%
The answer may be poorly planned and with little development of argument.
3rd class
FAIL GRADES: grade E may be compensatable if other assessments gain high marks
An answer that fails to demonstrate any appreciable understanding of the
basic issues of the question. Relevant factual knowledge and/or factual
E
awareness of theoretical issues, if present at all, are very poor and limited.
Many significant errors and omissions are apparent. Much or all of the
35-39%
answer is irrelevant to answering the particular question. Poorly organised.
Attempts an answer, but relevant factual knowledge and/or awareness of the
theoretical issues is very poor. Only superficial points are made. The answer
F
is so short or irrelevant that only a few marks are justified. For example, one
or two points made which show only some peripheral awareness of possibly
-35%
relevant issues.
No answer presented. A zero mark may also be warranted for unfair practice
such as plagiarism or collusion.
0%
A
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MBA7012: STRATEGIC RETAIL MANAGEMENT
MBA Programme - 2012
Assignment 2: Group Assignment
SUBMISSION MONDAY 16/04/2012
Group Report: 50% You are required to work in a GROUP of 5/6 maximum. Groups
MUST BE ONLY BE DRAWN FROM WITHIN YOUR SEMINAR GROUP. If you DO
NOT JOIN A GROUP you will either be put into an ad hoc group or have to do the
assignment by yourself!
You are an established Retail Consultancy firm and have been approached to identify, for a
key fashion retailer, the suitability of launching a new range of clothing stores aimed at 35-50
year old female, professional consumers. The stores are to be opened in Sofia, Varna, and
Burgas. You are tasked with establishing for the retail group:
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The suitability of the project as a whole (you will need to evaluate key trends, growth
and decline, psychographic elements, geo-demographic suitability etc)
Competitor identification
How the retailer might satisfy consumer needs with their product portfolio
How the retailer might build long term advantage over there perceived competitors
Provide a long term strategy for product differentiation.
Marks will be awarded for:
1. Identifying and evaluating the segment who might utilise the product being suggested (15
Marks)
2. Identifying elements that might affect their overall plan (15 Marks).
3. Appropriate Competitor Analysis (10 Marks).
4. Identifying the best way to communicate with your identified market i.e. what type of
IMCs best suit your target consumer (10 Marks).
5. Outline a prospective entry mode (10 Marks).
6. What you intend as a follow up strategy (20 Marks).
7. Systematic, logical approach to the presentation (10 Marks).
8. Correct use of the Harvard referencing system and at least 20 sound academic references
that have not been simply gleaned from lecture material (10 Marks)
NB: Students are advised to bring to the attention of the module leader any problems at
an early stage. Students are advised to keep records of group meetings in the form of a
diary/minutes to allow for evaluation of contribution and effort (include attendance and
non-attendance, objectives set, contribution of each individual, targets met etc.).
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MBA7012: STRATEGIC RETAIL MANAGEMENT
NB By doing this, individuals who consistently miss group meetings or fail to deliver on
agreed objectives can be highlighted.
Students should submit a printed copy of the assignment and presentation slides at the
Academic Affairs Office, Varna and to the following e-mail: handin@iuc.bg by 17.00
p.m by the due date.
Learning Outcomes:
1. Understand and appreciate the underlying theories of strategic planning.
2. Critically analyse prospective opportunity
3. Demonstrate an ability to formulate and assess retail strategy.
4. Demonstrate an understanding of both the process and the complexities associated with the
implementation of a strategic plan.
MARKING SCHEME:
An answer that demonstrates an excellent understanding of the question and
of the complex issues involved. There is a sound basis of relevant factual
A
knowledge and/or theoretical issues included. Most of the important issues as
dealt with in a detailed, specific and systematic way. Evidence of creativity,
70%+
critical analysis and a wide base of referenced material beyond that of the
1st class
core subject matter are included. No significant omissions or errors in written
or oral communication.
An answer that demonstrates a clear understanding of the question and grasp
of the complexity of the issues involved. There is a sound basis of relevant
B
factual knowledge and/or theoretical issues involved, with a few significant
omissions of errors. The issues involved are dealt with overall in a systematic
60-69%
way. Some of the issues may be limited in critical approach but organised to
2.1 class
show a comprehensive understanding.
An answer that demonstrates an understanding of the basic issues in the
question. There is a basis of factual knowledge and/or/ relevant theoretical
C
issues. Although some errors and omissions may be apparent, most issues are
dealt with clearly and accurately. The majority of issues have been dealt with
50-59%
at a level available through course material. The answer shows planning in its
2.2 class
construction, with a clear train of thought or development of argument
present. Average competent performance will be presented.
An answer that demonstrates limited understanding of the main issues. There
is relevant factual knowledge and/or awareness of theoretical issues, however,
D
this may be dealt with in a patchy and/or poor and confused for lower D
grades. Many significant errors may be present. Lacks clarity of expression.
40-49%
The answer may be poorly planned and with little development of argument.
3rd class
FAIL GRADES: grade E may be compensatable if other assessments gain high marks
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MBA7012: STRATEGIC RETAIL MANAGEMENT
E
35-39%
F
-35%
0%
An answer that fails to demonstrate any appreciable understanding of the
basic issues of the question. Relevant factual knowledge and/or factual
awareness of theoretical issues, if present at all, are very poor and limited.
Many significant errors and omissions are apparent. Much or all of the
answer is irrelevant to answering the particular question. Poorly organised.
Attempts an answer, but relevant factual knowledge and/or awareness of the
theoretical issues is very poor. Only superficial points are made. The answer
is so short or irrelevant that only a few marks are justified. For example, one
or two points made which show only some peripheral awareness of possibly
relevant issues.
No answer presented. A zero mark may also be warranted for unfair practice
such as plagiarism or collusion.
9