Retail Marketing
RETAIL STRATEGY ASSIGNMENT
Instructions:
Select a retailer. Remember a retailer sells to the “ultimate consumer.” You need to choose a retailer with a physical store who sells a physical product – otherwise it will be difficult to complete this assignment. If you are thinking of opening your own store, choose a retailer that sells the same type of merchandise that you would like to sell. ( i.e . ski shop, music store, pizza place, furniture store, apparel boutique, hardware store etc)
A. History of the Company: (10 pts.)
B. Retail Strategy
1. Who is their Target Market: (10 pts.)
• Define their customer according to demographics (age, gender, income level, education etc.)
2. Merchandise Assortment: (15 pts.)
• What are the major brands they carry?
• Do they have private brands?
• Does this retailer carry convenience goods, shopping goods or specialty goods?
3. Human Resources: (10 pts.)
• How does this store prepare and train their sales people?
• Are they paid on commission, salary or hourly wage?
• Are the sales people allowed to cross sell? (if there are separate departments)
• Do they outsource any activities in their business?
4. Store Location: (15 pts.)
• Where is this retail store located? (CBD, Shopping Center, Specialty Center)
• Why do you think they chose this location?
• Is this site accessible for the customer?