Group Project Retailing Management, MKTG326 Spring 2014

This research paper should be written in double spaced, 12 font with the preset (normal) margins. Please use the headings listed below (A. History of the ompany, !. "etail #trategy, 1. Target $ar%et etc. ...) to ma%e your paper flow well. A well& researched paper should be at least '&1( pages long. First step & #elect a retailer. "emember a retailer sells to the )ultimate consumer.) *ou need to choose a retailer with a physical store who sells a physical product & otherwise it will be difficult to complete this pro+ect. ,f you are thin%ing of opening your own store, choose a retailer that sells the same type of merchandise that you would li%e to sell. (i.e., s%i shop, music store, pi--a place, furniture store, apparel bouti.ue, hardware store etc...) Secon step & ,nter/iew the manager or owner at the retail store you selected. This is a required part of your project. *our paper should include the following0 !" #istor$ o% t&e 'ompan$( )*0 pts"+ 1ho did you inter/iew2 (3ull name, position, email). ,nclude his4her business card. How long ha/e they been in business2 How has their business changed o/er the years2 1hat is their mission statement2 5o they plan to e6pand, penetrate, di/ersify, or change their retail format in the near future2

," Retail Strateg$ 1" -&o is t&eir Target Mar.et( )1* pts"+ 5efine their customer according to demographics (age, gender, income le/el, education etc.)

2" /n0ironmental !nal$sis( )1* pts"+ 1ho are your competitors2 How competiti/e is the industry2 (Porter7s fi/e forces0 power of suppliers, power of customers, threat of substitutes, threat of new entrants, competiti/e ri/alry)

#18T analysis (strength, wea%ness, opportunity, and threat)

3" #uman Resources( )1* pts"+ How does this store prepare and train their sales people2 Are they paid on commission, salary, or hourly wage2 Are the sales people allowed to cross sell2 (if there are separate departments) 5o they outsource any acti/ities in their business2

4" Store 1ocation( )1* pts"+ 1here is this retail store located2 ( !5, #hopping enter, #pecialty enter, $95) 1hy do you thin% they chose this location2 ,s this site accessible for the customer2 1hat type of lease do they ha/e2 (may not be willing to gi/e this information out)

*" Pricing( )1* pts"+ 1hat is this stores pricing policy2 (:/eryday ;ow Pricing, High4;ow Pricing etc.) 1hat other practices do they use to compete with price2 ( oupons, "ebates, Price !undling) 5oes this retailer use the cost&oriented method of pricing or demand&oriented pricing. ,s there a fre.uent shopper program2

6" 'ommunication Mi2( )1* pts"+ 1hat type of paid ad/ertisements does this business use2 <1hat type of unpaid communication does this business use2 (Publicity) <5oes this retailer use cooperati/e ad/ertising2 1ith whom2 <1hat type of sales promotions does this retailer use2 (#ales, #ampling, 5emos, ontests etc.)

3" Store 1a$out( )1* pts"+

1hat type of design layout does this store use2 (=rid, "acetrac%, 3ree 3orm etc.) ,s it effecti/e for customer flow2 1hat type of fi6tures do they use2 1hat type of lighting are they using2

,s music constantly playing2 1hat type2 1hat type of scent is in the store2 5oes it detract or attract2

4" 'ustomer Ser0ice( )1* pts"+ 1hat type of ser/ices does this store offer2 (Alterations, gift&wrapping etc.) Tal% to > customers & 1hat is their perception of this stores customer ser/ice2 How does this store handle customer complaints2 5oes this store ha/e ?mystery shoppers@ to chec% le/el of ser/ice2 ,s the salesperson ?empowered@ to ma%e decisions or is it up to management2

'" 'ompetiti0e ! 0antage( )*0 pts"+ 5oes this retailer ha/e a ?competiti/e ad/antage@ o/er similar stores2 How can they retain this ad/antage or achie/e an ad/antage o/er their competition2 (This section should be 2&> paragraphs minimum && thin% about itA)