2500 word (max) report
You will be producing a retail marketing plan for an organisation of your choice. This organisation can be in any retail sector, advice on choice of companies will be provided by tutors.
The plan should be presented as a business report, written and structured in a manner that would be acceptable as a working document in your chosen organisation.
Although this is a business document, you must support your arguments, conclusions and recommendations by making reference to appropriate theory. Referencing should use the UWE Harvard Style.
Reportstructure
In order for your retail marketing plan to meet the assessment guidelines, you are advised to structure your report around the following:
1. A situational analysis of your chosen retail organisation which would typically contain theoretical structures such as:
SWOT/TOWS, Competitor analysis, market factors, positioning, target consumers and consumer profiling. (25%)
2. An analysis and critique of the organisation’s product and brand offer, channels to market, retail marketing communications, visual merchandising, customer service and retail operations. (25%)
3. Proposed actions for the organisation which may be as a result of opportunities, threats, or be challenges or recommendations you have identified.
This should be structured using selected appropriate theoretical frameworks such as 7P’s, retail life cycle, wheel of retail, accordion or any other model which is suitable. (40%)
Additional notes:
· To complete some aspects of this report to a good standard, you may need to visit a physical store location. Please bear this in mind when choosing your organisation.
· Whilst you will need to conduct a comprehensive audit in order to develop these priorities, this should be documented as an appendix rather than in the main body of the plan. Marks will be awarded for research and knowledge, analysis, evaluation and synthesis. Therefore, extensive descriptive information such as audits or PESTLE should NOT be included in the main body of the report.
· Effective use of appendices will be necessary in order to achieve this.
Key authors for this coursework:
-Retail Marketing Management by Helen Goworek
-Retail Management, a Strategic Approach by Berry Berman
The organisation I am thinking about is ZARA.
Tell me if you can write a good report.
