The objective of this assignment is to have you take the retailer’s, rather than the consumer’s, perspective and think about the different strategies that the retailer you selected and another retailer might have, as well as how these strategies result in different retail mixes. The assignment is to conduct a comparison of the retail offerings for a specific merchandise category, such as PDAs, men’s suits, country/western CDs, women’s athletic shoes, or house paint, for two different retailers. The other retailer selected might be a direct competitor using the same format or a retailer selling similar merchandise to a different target market with a different format.
Your comparison should include the following:
• The strategy pursued by the two retailers—each retailer’s target market and general approach to satisfying the needs of that target market.
• The retail mixes (store location, merchandise, pricing, advertising and promotion, location of merchandise category in store, store design, customer service) used by each of the retailers.
• With respect to the merchandise category, a detailed comparison of the variety and depth of assortment. In comparing the merchandise offerings, use a table similar to that in Exhibit 2–2, located in the eBook.
To prepare this comparison, you need to visit the stores, observe the retail mixes in the stores, and play the role of a customer to observe the service.