PROJECT ASSIGNMENT MKTG 3346 - RETAILING 1. Overview 1.a.

Assignment As a requirement of Retailing, MKTG3346, you must complete a project as a member of a research team. For this assignment, each team will focus on a retailer, analyzing its market, customers, competitive advantage, positioning and retail mix, then make recommendations for improvement. The project will require analyzing secondary data as well as gathering and analyzing primary data from and about customers. Teams will compile the results and present their research results to the class using MSPowerpoint. Objectives 1.b.1. Provide an application to improve your understanding and appreciation for the issues that retail managers face. 1.b.2. Evaluate your understanding and knowledge of retail management. 2. Requirements 2.a. Overview The research project will done using the following sequential process: 2.a.1. Select a retail company Each team will select one of the following retail companies: - Autozone - Delia*s - Hot Topic - Neiman Marcus - Radio Shack - Urban Outfitters The companies all have local stores. It is preferable to select as store at which one or more students in the group shop or work. When selecting a retailer, consider that you
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1.b.

will need to observe a store or stores and interview some customers 2.a.2. Analyze the retailer's market Identify the primary market(s) in which the retailer competes. This includes what products are sold at what price levels, as well as who its customers and competitors are. You will use secondary data, accessed through the internet and/or the BIC's subscription databases. 2.a.3. Analyze the retailer's competitive advantage and positioning Identify the basis of the retailer's competitive advantage. You will find this again mainly from secondary data. Then, describe the retailer's positioning in the market in which it competes. The positioning should reflect how the retailer wants to be viewed relative to competitors by its customers and potential customers. The retailer's positioning can be determined in its advertising and communications, which are available in store or in the newspaper. 2.a.4. Evaluate the retail mix How do the retailer's products (variety and assortments), prices, promotions, customer service, in-store environment and store locations compare to its main competitors? To answer this question, you will need to visit the retailer's store(s) and those of its competitors. Secondary data from internet and BIC sources may also be helpful. 2.a.5. Gather primary data In order to assess the retailer's positioning and retail mix, you will need to gather primary data: - Interview at least 15 of the retailer's customers to determine why they shop at the retailer and how its retail mix compares to competition - Observe customers exiting one of the retailer's stores for at least an hour (preferably at different times of the day) to determine what percentage of its shoppers actually make purchases. Repeat this observation exercise for a store of the retailer's key competitor to determine the percentage of its shoppers who make purchases. 2.a.6. Make recommendations about positioning and retail mix Based on your primary and secondary research, develop recommendations to improve the retailer's positioning and retail mix.

2.a.7. Report research results Report your findings and recommendations in the form of an MSPowerpoint presentation. It can be organized using the step-by-step approach outlined above or by offering findings and recommendations for each area. 2. Dates Oct 21 Nov 18 Milestones Requirement Team Formation Project Day Task(s) Submit names of team members, between four and six per team. Each team will meet with the professor to discuss their progress; teams should have conducted their primary research (interviews and observations) by this meeting. Each team will do a twenty-minute presentation of its project using MSPowerpoint during the class period. A written copy of the presentation will be handed in before the presentation.

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Project Presentations

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Miscellaneous 3.a. Grades 4.a.1. The project represents 25% to the students final grade for this course. It will be graded on a scale of 0 - 25. 4.a.2. Upon completion of the project, each team member must submit an evaluation of the contribution of all team members. Grades will be affected by individual contribution. 3.b. Rules 4.b.1. Collaboration within teams is obviously necessary. Collaboration between teams is allowed, so long as you do not share a common client. 4.b.2. As always, the honor code applies. You must observe intellectual property and copyright laws. No plagiarism is allowed.