After making some observations on its operations, write a report on this retailer
1) Description of the Assignment:
Select and visit a local retailer (I suggest you pick a ‘pure’ retailer (i.e., a retailer that is not also a
wholesaler). After making some observations on its operations, write a report on this retailer. In order to
obtain all of the information required to write this report, you may decide to either set up an interview with
the owner (or manager) or research the retailer in the library and on the Internet before your visit to the
store.
2) Format of the Assignment (Conformance to the format requirements is worth 1.5 points):
The report should be double spaced, minimum 2 pages long, and should not exceed 3 pages. Also, it
should be written in Arial 11 font with 1.0 inch margins (top, bottom, left, and right).
3) Submission of the Assignment:
There are two ways to submit this assignment on March 28th, 2008:
Note: Do not e-mail me your assignment!
4) Outline of the Assignment:
Below are the outline and the corresponding points (Total points: 18.5):
Section 1: Introduction of the retailer (a total of 6.5 points for this section)
Location you’ve visited and the type of retailer (1.0 pt)
Type of retailer by retail mix and by ownership (1.5 pts)
Competitors of the retailer (major, direct, and indirect competitors) (1.0 pt)
Variety and assortment it offers (describe and evaluate their characteristics) (2.0 pts)
Channel(s) it operates in (1.0 pt)
Section 2: Strategy of the retailer (a total of 10 points for this section)
Target market (primary and secondary targets) (2.0 pts)
Retail format (1.5 pts)
Bases on which it can build (or has already built) sustainable competitive advantage
(2.0 pts)
Describe one: CRM activities OR customer loyalty programs (1.5 pts)
The nature of relationships with main vendors (1.0 pt)
An example of a fashion and staple merchandise category this retailer offers (0.5 pt
each, for a total of 1.0 pt)
Performance measures (input, output, or productivity) used to evaluate store operations
(1.0 pt)
Section 3: Recommendations for the retailer (a total of 2 points for this section)
Growth opportunities, operational, or strategic recommendations (Select two of the three only) (1.0 pt
each, for a total of 2.0 pts
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