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Assignment briefPrepare a report comparing the retail strategy and implementation of tworetailers with a UK presence competing in the same market sector (based onboth desk research and store visits) in the light of the competitive environment.Format:- Should be in a report format with an introductionWord limit:- 3000Two retailers:- Tesco- WaitroseGuidance on the Assignment briefTwo retailersEach student will select the two companies they wish to investigate and analyse.Tescos and Waitrose, UK. UK presenceEach company should be a multi-store retailer brand (chain) although they do notneed to be public companies, UK owned or national chains they should have apresence of three or more sites in London.Same market sector
(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 thecompetitive environmentYouranalysisshouldfocusonthefollowing:SituationAnalysis:Evaluatethesectorinwhichtheselectedretailersoperateand how their current retail strategies address the emerging opportunities andthreats. Tools that can prove useful are: PESTLEanalysis, Porter’s 5 Forcesanalysis, Competition (Directandindirect) analysis, SWOT analysis.Objectives: Compare and contrast theobjectivesthat are drivingtheselectedretailers’ retailstrategies.Positioning, Targeting and Image:Compareandcontrasttheselectedretailers’ strategic positioningandtheirtargetmarket(s). Evaluate their image. Visual in store comments as well. Retailmix:Compareandcontrasttheselectedretailers’ retailmix: rangeofmerchandise; pricing; communications; location (multi-channeloffering?); storedesign, layout, visualmerchandising, atmospherics; customerservice.ConclusionsThe report should make clear your assessment of how successful each of theretailers have been in their selection of a strategy to follow and in itsimplementation.Assessment criteriaAnalysis and evaluation of retail strategy and implementation exhibited by selection ofappropriate theory and example. This involves the quality and sources of theinformation collected during the research and the skill used in selection, analysis andpresentation (including your own research deepening and broadening your knowledgeand understanding of retail theory). 2
Ability to analyse retail situation in the competitive environment demonstrated by theapplication of the theory. This involves the degree of insight shown in the analysis andevaluation 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 mixexhibited by explanation and justification of answer. This involves synthesising thedifferent aspects of strategy and implementation to provide your (evidenced) views onthe effectiveness of the strategy and implementation of the retailers being examined.Your ability to work to a deadline, to length, producing a systematic, well structuredand organised, professional looking report, with full sourcing of all quoted material,including all material drawn from your own observations.Demonstrating the abilityto evaluatethe retail situation in the competitive environmentdemonstrated bydegree of insight shown in the analysis and evaluation made on the basis of research findings (evaluation)3
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