Assignment, Marketing: retail marketing

Assignment, Marketing: retail marketing
AIM: To enable you to research a foundation area of retail marketing in greater depth through the literature and associated fieldwork, and thereby apply theory to retail practice.
DESCRIPTION: The retail categories of (1) CONVENIENCE STORES (2) CAFES and (3) CHARITY/NOT-FOR-PROFIT retailing are highly competitive in Australia, despite issues about concentration in the market place. Your decision: choose two store-front retailers in ONE of the abovementioned retail categories.
You must be able to visit these retailers to conduct UNOBTRUSIVE observations. You MUST NOT interview anyone, or take any photographs, as you do not have ethical clearance from the University for such activities.
Your task: compare and contrast how the chosen retailers manage store design and merchandise assortment to support their retailer (corporate) brand.
To get started you will need to read the textbook, and then research the relevant literature especially the academic journal articles (See Chapter references as a starting point). From this work, you will be able to write your Literature Review and to develop your Observation Checklist.
Next, you will need to observe the actual retailers and include your written observations as an Appendix (the observation checklist represents part of the tutorial activities). You will then interpret your observations to help you to assess each retailer and make and justify recommendations for improvements for each and explain any scope for retail innovation (such as opportunities for energy efficiency in store design, recycling programs for products that reach end-of-useful-life). Finally, you will look for common issues or opportunities for the retailers, and write your conclusions. Make sure you can justify your recommendations no matter how small you think they are (for example, how much will they cost to implement, what resources will be needed; impacts of staffing including skills, what will be the benefits). THE BIG TEST: would your recommendations convince a retailer or investor?
RATIONALE: Preliminary research of relevant literature develops students conceptual and analytical skills. Structured fieldwork observations assist students acquisition of skills in gathering business intelligence. Applying the theory identified to actual retailers enhances problem solving and decision-making skills, and the writing of the report develops the students skills in synthesizing complex information and writing well structured and well argued business reports.
LAYOUT: (note: Double Spacing and FONT no smaller than 12pt Times New Roman)
1. Executive Summary (this section should summarise the report and include recommendations)
2. Table of Contents
3. Page one: Introduction, background to the two retailers, identification of each retailer (corporate) brand
4. Pages Two and Three: Literature Review
5. Pages Four, Five and Six: Compare and contrast store design and merchandise assortment for the two retailers 6. Pages Seven and half of Page 8: Recommendations and justification
7. Half of Page 8: Conclusion
8. References (use APA 6th referencing style)
Appendix 1: Include both Observation Checklists (may be completed by hand)
Appendix 2: Include a one page Individual Reflection on your increased awareness of sustainability and retail marketing (maximum 500 words).
The reference list must be a complete and accurate list of all referenced academic works and business materials cited (APA 6th style). All works in the reference list must be cited in the main report. Refer to the GBS Resources bank for additional guidance. 2. The Report format should comply with the guidelines in this section and in Section B and the submission should include a Department of Marketing Title page for the report. Marking Guidelines and Feedback: will be posted on learning@griffith and discussed in class. Written feedback will be given.
Criteria & Marking:.
Please use the Marking Criteria posted on BlackboardLearn to help you to design and implement your study and to write your report.
A brief summary of the marking criteria for this assignment is:
1. Evidence of systematic UNOBTRUSIVE OBSERVATION
2. Clarity of content (including synthesis of of research and observation)
3. Scope and depth of content (research of literature and quality of observations)
4. Recommendations and conclusions (relevance to the research/observation and substantiation)
5. Grammar, spelling, and referencing quality
6. Executive summary quality (succinctness and clarity of key points from the report - especially recommendations)

Click Here For More Details on How to Work on this Paper......

Need a Professional Writer to Work on this Paper and Give you a 100 % Original Paper? Click Here and Get this Essay Done………………