There are two background files Supermarket Confidential and Anatomy of a Grocery Store. You need to print both-preferably in colour-as they provide the basis for the assignment and the further research needed to complete the assigned tasks.
Visit TWO different BRANDED supermarkets and as the size of the store may be a contributing factor to store layout make sure you eliminate this factor by having stores of ‘equivalent' sizes-do not have a large and a small store.
You are required to:
1. Draw the layout (approximately in proportion) of each store and if possible include photographs-make sure you indicate the brand on the diagram;
2. Given the information inSupermarket Confidential and Anatomy of a Grocery Store compare and contrast each layout-with each other and the ‘ideal' layout put forward in the articles;
3. Describe two target markets of each branded supermarket. Whilst you may describe them using socio-economic or psychographic or lifestyle profiles from marketing theory remember that observation research is a valid method for data collection. Your lecturer can provide some guidance with this;
4. Given these target markets,analyse consumer influences on purchase behaviour, e.g. how much time each target market has to shop, how often they shopand the role that shopping plays in the overall lifestyle of the consumer, and how the layout of supermarket assists (or hampers) their shopping.
This list may be expanded if you wish
a. Construct a table with Influences as rows and each of theTwo Target Markets as columns and record your data/judgements/observations
b. Analyse the table, expanding on the insights and observations by linking them to theories and conceptscovered in this course; and
5. For each branded supermarket make recommendations to improve the shopping experience of the identified target markets. These could cover store layout, use of POS advertising, lighting, music, product and store information, etc. The possible range of recommendations is very wide-they must be relevant to the identified segments AND explicitly linked to the concepts and theories covered in this course.