PROJECT ASSIGNMENT
MKTG 3346 - RETAILING
1.
Overview
1.a.
Assignment
As a requirement of Retailing, MKTG3346, you must complete a
project as a member of a research team. For this assignment,
each team will focus on a retailer, analyzing its market, customers,
competitive advantage, positioning and retail mix, then make
recommendations for improvement. The project will require
analyzing secondary data as well as gathering and analyzing
primary data from and about customers. Teams will compile the
results and present their research results to the class using
MSPowerpoint.
1.b.
Objectives
1.b.1. Provide an application to improve your understanding and
appreciation for the issues that retail managers face.
1.b.2. Evaluate your understanding and knowledge of retail
management.
2.
Requirements
2.a.
Overview
The research project will done using the following sequential
process:
2.a.1. Select a retail company – Each team will select one of the
following retail companies:
- Autozone
- Delia*s
- Hot Topic
- Neiman Marcus
- Radio Shack
- Urban Outfitters
The companies all have local stores. It is preferable to
select as store at which one or more students in the group
shop or work. When selecting a retailer, consider that you
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will need to observe a store or stores and interview some
customers
2.a.2. Analyze the retailer's market – Identify the primary market(s)
in which the retailer competes. This includes what products
are sold at what price levels, as well as who its customers
and competitors are. You will use secondary data,
accessed through the internet and/or the BIC's subscription
databases.
2.a.3. Analyze the retailer's competitive advantage and positioning
– Identify the basis of the retailer's competitive advantage.
You will find this again mainly from secondary data. Then,
describe the retailer's positioning in the market in which it
competes. The positioning should reflect how the retailer
wants to be viewed relative to competitors by its customers
and potential customers. The retailer's positioning can be
determined in its advertising and communications, which are
available in store or in the newspaper.
2.a.4. Evaluate the retail mix – How do the retailer's products
(variety and assortments), prices, promotions, customer
service, in-store environment and store locations compare
to its main competitors? To answer this question, you will
need to visit the retailer's store(s) and those of its
competitors. Secondary data from internet and BIC sources
may also be helpful.
2.a.5. Gather primary data – In order to assess the retailer's
positioning and retail mix, you will need to gather primary
data:
- Interview at least 15 of the retailer's customers to
determine why they shop at the retailer and how its retail
mix compares to competition
- Observe customers exiting one of the retailer's stores for at
least an hour (preferably at different times of the day) to
determine what percentage of its shoppers actually make
purchases. Repeat this observation exercise for a store of
the retailer's key competitor to determine the percentage of
its shoppers who make purchases.
2.a.6. Make recommendations about positioning and retail mix –
Based on your primary and secondary research, develop
recommendations to improve the retailer's positioning and
retail mix.
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2.a.7. Report research results – Report your findings and
recommendations in the form of an MSPowerpoint
presentation. It can be organized using the step-by-step
approach outlined above or by offering findings and
recommendations for each area.
2.
Milestones
Dates
Oct 21
Requirement
Team
Formation
Task(s)
Submit names of team members, between four
and six per team.
Nov 18
Project Day
Each team will meet with the professor to discuss
their progress; teams should have conducted
their primary research (interviews and
observations) by this meeting.
Dec 2, 5
Project
Presentations
Each team will do a twenty-minute presentation
of its project using MSPowerpoint during the
class period. A written copy of the presentation
will be handed in before the presentation.
3.
Miscellaneous
3.a.
Grades
4.a.1. The project represents 25% to the students’ final grade for
this course. It will be graded on a scale of 0 - 25.
4.a.2. Upon completion of the project, each team member must
submit an evaluation of the contribution of all team
members. Grades will be affected by individual contribution.
3.b.
Rules
4.b.1. Collaboration within teams is obviously necessary.
Collaboration between teams is allowed, so long as you do
not share a common client.
4.b.2. As always, the honor code applies. You must observe
intellectual property and copyright laws. No plagiarism is
allowed.
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