NO Plagiarism Please read and follow all directions
Based on companies Guess and SuperDry
COMPARISON SHOULD INCLUDE:
1. -STRATEGY PURSUED BY THE TWO RETAILERS, EACH COMPANY ‘S TARGET
MARKET AND GENERAL APPROACH TO SATISFYING THE NEEDS OF THAT TARGET.
2.-THE RETAIL MIXES (STORE LOCATION, MDSE, PRICING, ADVERTISING AND
PROMOTION, LOCATION OF THE CATEGORY IN STORE, STORE DESIGN, CUSTOMER
SERVICE, USED BY EACH RETAILER
3.-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.
4.-DOES CONSUMER BEHAVIOR VARY IN THE STORE PERIMETER VERSUS THE
AISLE? WHY OR WHY NOT?
5.-IDENTIFY YOUR RETAILERS’ DIRECT COMPETITORS, AND THEIR STRATEGY IN
RELATIONSHIP TO COMPETITION AND BASES FOR DEVELOPING A COMPETITIVE
ADVANTAGE.
6.-OUTLINE AND EXPLAIN YOUR RETAILERS’ SWOT
7.-AUDIT THE VARIETY AND ASST OF THE SPECIFIC MERCHANDISE YOU’VE
SELECETED 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.
8.-WHAT PRICING STRATEGIES DO YOUR SECLECTED 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? (CH 13)
9.-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?
10.-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?
11.-TO WHAT EXTENT ARE THE STORE’S LAYOUT, DESIGN AND MERCHANDISING
TECHNIQUES FLEXIBLE?
12.-IS THE STORE DESIGN ENVIRONMENTALLY FRIENDLY? PLEASE DESCRIBE
WHY OR WHY NOT?
