This involves the writing of a case study, to a maximum of 2,400 words on a specific retailer, which identifies their overall retail strategy and key areas of strategic development (principally those covered over the year) and how this impacts on their operations.
It is NOT an operational assessment so you MUST NOT cover details of how the retailer operates, but how their strategy informs their operations. This case should be applied to a real retailer , secondary research should be the focus of your research. As strategy is a retailers secret weapon don’t expect to find a full strategy published for public view and therefore you have to infer their strategic decisions from the research you have found and apply it to the theories covered throughout the course.
Students may choose a retailer of their choice, possibly one where the student works, but this must be approved by your tutor. The case study should NOT include a detailed historic or operational discussion of the retailer. You must not choose a service-dominated retailer e.g. Nando’s
Please note the retailer to do for this Case study is (Tesco). I will upload the lecture slides for the whole course and example of report which was done by a student Please follow the same structure and format and same headings. Please make sure that the referencing is done properly and where is necessary.
The book for the course is:
Finne, S and Sivonen, H (2010) The Retail Value Chain, How to gain competitive advantage through Efficient Consumer Response (ECR) strategies, London, Kogan Page– CORE TEXT
Other useful text
Reynolds, J. and Cuthbertson, R (2003) Retail Strategy – the view from the bridge, London, Butterworth-Heinemann
Birtwhistle, G (2003), International Retail Marketing: A Case Study Approach, London, Butterworth-Heinemann.