Retail Strategy Comparison Report

The assignment requires students to prepare a report comparing the retail strategy and implementation of two retailers with a UK presence, Tesco and Waitrose, in the same market sector. The report should be in a format that includes an introduction, word limit of 3000 words, and analysis of the retailers' situation, objectives, positioning, targeting, image, retail mix, and conclusions. The evaluation will focus on the competitive environment, including macro and micro factors, and assess the effectiveness of each retailer's strategy and implementation.

Assignment brief
Prepare a report comparing the retail strategy and implementation
of two retailers with a UK presence competing in the same market
sector (based on both desk research and store visits) in the light
of the competitive environment.
Format:
- Should be in a report format with an introduction
Word limit:
- 3000
Two retailers:
- Tesco
- Waitrose
References:
6
Guidance on the Assignment brief
Two retailers
Each student will select the two companies they wish to investigate and analyse.
Tescos and Waitrose, UK.
UK presence
Each company should be a multi-store retailer brand (chain) although they do not
need to be public companies, UK owned or national chains they should have a
presence of three or more sites in London.
Same market sector
The pair of stores to be analysed is subject to seminar leader’s agreement (if in doubt
discuss this with your seminar leader).
(Based on both desk research and store visits)
Research should be broad and deep. Read retail theory, sector and company
information and observe stores. Your report should have at least 6 academic
references, beyond the references to other secondary sources magazines,
newspaper articles, and journals, online.
Evaluate the retailers’ retail strategy and implementation in the light of
the competitive environment
Your analysis should focus on the following:

Situation Analysis: Evaluate the sector in which the selected retailers operate and
how their current retail strategies address the emerging opportunities and threats.
Tools that can prove useful to use 2 of these here: PESTLE analysis, Porter’s 5
Forces analysis, Competition (Direct and indirect) analysis, SWOT analysis.
Objectives: Compare and contrast the objectives that are driving the selected
retailers’ retail strategies.
Positioning, Targeting and Image: Compare and contrast the selected retailers’
strategic positioning and their target market(s). Evaluate their image.
Retail mix: Compare and contrast the selected retailers’ retail mix: range of
merchandise; pricing; communications; location (multi-channel offering?); store
design, layout, visual merchandising, atmospherics; customer service.
Conclusions
The report should make clear your assessment of how successful each of the
retailers have been in their selection of a strategy to follow and in its implementation.
Assessment criteria
Analysis and evaluation of retail strategy and implementation exhibited by selection
of appropriate theory and example. This involves the quality and sources of the
information collected during the research and the skill used in selection, analysis and
presentation (including your own research deepening and broadening your
knowledge and understanding of retail theory).
Ability to analyse retail situation in the competitive environment demonstrated by the
application of the theory. This involves the degree of insight shown in the analysis
and evaluation of strategy and implementation made on the basis of research
findings (secondary research and observation).
Critical evaluation of the relationship between elements of strategy and the retail mix
exhibited by explanation and justification of answer. This involves synthesising the
different aspects of strategy and implementation to provide your (evidenced) views
on the effectiveness of the strategy and implementation of the retailers being
examined.
Your ability to work to a deadline, to length, producing a systematic, well structured
and organised, professional looking report, with full sourcing of all quoted material,
including all material drawn from your own observations.
Demonstrating the ability to evaluate the retail situation in the competitive environment
demonstrated by degree of insight shown in the analysis and evaluation made on the basis of
research findings (evaluation)
Macro environment
Competitive environment
Evaluation of strategic options