Paper Assignment
Length: 10 pages.
Based on companies Guess and SuperDry.
Comparison should include:
a. Strategy pursued by the two retailers, each company‘s target market and general approach to satisfying the needs of that target.
b. The retail mixes (store location, mdse, pricing, advertising and promotion, location of the category in store, store design, customer service, used by each retailer
c. After visiting each of your selected retailers, discuss all the things that the store does to try to stimulate customers to buy merchandise at each stage of the consumer decision making process.
d. Does consumer behavior vary in the store perimeter versus the aisle? Why or why not?
e. Identify your retailers' direct competitors, and their strategy in relationship to competition and bases for developing a competitive advantage.
f. Outline and explain your retailers' SWOT
g. Audit the variety and asst of the specific merchandise you've selected in your retail companies. Record the breadth and depth of the assortment and average number of items or sku's in the category. Compare and contrast your findings in the two stores.
h. What pricing strategies do your selected retailers utilize? E.g. high/low, edlp? Are the prices on the websites the same as in store? Do you think the strategy used is the best for the retailers based on the target market?
i. Do all the means by which your retailers attempt to communicate and convince a customer base make sense? Look at social media, advertising, promotion techniques, selling staff, etc. Are all communication methods sending out a consistent message to the customer? Why or why not? What could be improved?
j. Visit each of the selected retailers. Are the store layout, design and visual merchandising techniques consistent with the exterior of the store and its location?
k. To what extent are the store's layout, design and merchandising techniques flexible?
l. Is the store design environmentally friendly? Describe. Why or why not?
Format your assignment according to the give formatting requirements:
a. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
b. The response also includes a cover page containing the title of the assignment, the course title, the student's name, and the date. The cover page is not included in the required page length.
c. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.