Retail Marketing Analysis Report: Melrose Ave, Marketing Strategies

This report provides a retail marketing analysis of Melrose Ave, a shopping, dining, and entertainment destination in Los Angeles. The analysis includes a SWOT analysis, highlighting strengths like affordable prices and weaknesses such as small store size and limited social media use. Opportunities include store expansion and student discounts, while threats involve market competition. The industry analysis emphasizes buyer power, substitution, and intense competition from brands like Factorie and Cotton On. The report concludes that the retail industry is highly competitive and recommends unique marketing strategies for growth. The introduction discusses retail marketing principles, consumer behavior, and branding, setting the stage for an examination of Melrose Ave's current strategies and potential improvements, referencing key online sources. This report is available on Desklib, a platform offering students access to past papers and solved assignments.

RETAIL MARKETING
ANALYSIS REPORT

EXECUTIVE SUMMARY
Melrose Ave is known throughout Los Angeles and across the US as a destination for
shopping, dining and entertainment. The concept of retail includes the interaction with customers
where retail marketing make proper use of principles of marketing mix such as product, price,
place and promotion. It also includes the process by which retailers create awareness and interest
of goods and services in the minds of customers. In this report, there is a situation analysis of
Melrose Ave by SWOT which includes the main strength is they provides goods at affordable
prices. On the other side, the size of their store is small and lots of competition in the market.
Main opportunity for the company is to expand the size of store and offer discounts to the
students. There is a less use of social media for marketing is the threat for the company. Further,
this report covers industry analysis includes that there is a capacity of buyer power and
substitution in this sector. In addition to this, there is lot of competition in the market which
affects the brand image and it has a impact on success of the company. The various competitors
of the company are Factorie, Cotton on who established their stores near Melrose Ave. Thus, it is
concluded that the retail industry is highly competitive and they should adopt unique marketing
strategies to grow in the market.

Table of Contents
INTRODUCTION...........................................................................................................................1

INTRODUCTION
Retail marketing is a process by which range of activities in which retailers promote
awareness and interest of their goods and services and sales of their company's product. It
includes effective marketing strategies, shopping and behaviours of consumers and branding and
advertising. Present report is based on Melrose Ave, which is a shopping, entertainment and
dining destination in Los Angeles(Sandilands, 2016). Currently, Melrose Ave providing a good
quality of products at affordable prices according to the customers. According to the market
research, company is growing number of people by online store and so that they are able to do
shopping at home. However, at some time company lacks due to the minimum use of social
media techniques. So to resolve the problem of this, company created awareness of using internet
among the walking of their stores. To promote their store online by various promotion strategies.
Further, company expand the size of their stores and offer special discount to the students. It
helps them to grow fast in their retail business(Stiglitz, 2016). In fashion industry, there is lot of
competition in the market which influence the stated organisation. The cited organisation adopted
effective marketing strategies for promotion of goods and services. It helps them in achieving the
goals and objectives of company. Melrose Ave relies completely on their brand and image for
success. The cited organisation have all kind of products which are demanded by the customers
at reasonable price. Thus, Melrose Ave initially started as a small store and after a span of time
they started growing and created a big store to provide different kinds of product at various
ranges to the customers(Garyasanchez, 2016).
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REFERENCES
Online
Sandilands, T., 2016. Definition of Retail Marketing. [Online] Available through :
<http://smallbusiness.chron.com/definition-retail-marketing-40196.html> [Accessed on
24th October, 2016]
Stiglitz, K., 2016. 10 Retail Marketing ideas to Boost Sales. [online] Available through :
<http://www.verticalresponse.com/blog/10-retail-marketing-ideas-to-boost-sales/>
[Accessed on 24th October, 2016]
Garyasanchez., 2016. 5 Powerful Low Cost Retail Marketing Ideas. [online] Available through :
<http://www.garyasanchez.com/5-powerful-low-cost-retail-marketing-ideas> [Accessed
on 24th October, 2016]
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