Prepare a report comparing the retail strategy and implementation of two retailers (Topshop and H&M )with a UK presence competing in the same market sector (based on both desk research and store visits) in the light of the competitive environment.
Comparing Topshop and H&M
UK presence
Each company should be a multi-store retailer brand (chain) although they do not need to be public companies, UK owned or national chains they should have a presence of three or more sites in London.
Same market sector
(based on both desk research and store visits)
Research should be broad and deep. Read retail theory, sector and company information and observe stores. Your report should have at least 5 academic references, beyond the references to other secondary sources.
Evaluate the retailers’ retail strategy and implementation in the light of the competitive environment
Your analysis should focus on the following:
Situation Analysis: Evaluate the sector in which the selected retailers operate and how their current retail strategies address the emerging opportunities and threats. Tools that can prove useful here: PESTLE analysis, Porter’s 5 Forces analysis, Competition (Direct and indirect) analysis, SWOT analysis.
Objectives: Compare and contrast the objectives that are driving the selected retailers’ retail strategies.
Positioning, Targeting and Image: Compare and contrast the selected retailers’ positioning and their target market(s). Evaluate their image.
Retail mix: Compare and contrast the selected retailers’ retail mix: range of merchandise; pricing; communications; store location; store design, layout, visual merchandising, atmospherics; customer service; multi-channel offering.
Conclusions
The report should make clear your assessment of how successful each of the retailers have been in their selection of a strategy to follow and in its implementation.
Assessment criteria
Analysis and evaluation of retail strategy and implementation exhibited by selection of appropriate theory and example. This involves the quality and sources of the information collected during the research and the skill used in selection, analysis and presentation (including your own research deepening and broadening your knowledge and understanding of retail theory).
Ability to analyse retail situation in the competitive environment demonstrated by the application of the theory. This involves the degree of insight shown in the analysis and evaluation of strategy and implementation made on the basis of research findings (secondary research and observation).
Critical evaluation of the relationship between elements of strategy and the retail mix exhibited by explanation and justification of answer. This involves synthesising the different aspects of strategy and implementation to provide your (evidenced) views on the effectiveness of the strategy and implementation of the retailers being examined.
Your ability to work to a deadline, to length, producing a systematic, well structured and organised, professional looking report, with full sourcing of all quoted material, including all material drawn from your own observations.
Contents page
- Background- Fashion
H&M
Topshop
Research Objectives
- Macro-environment analysis
Pestle
Competitive Environment
3.MARKET SEGMENTATION AND COMPETITIVE POSITIONING
Market segments
- Demographics
- Psychographics
- Behavioural
Customer Preferences
Positioning Map
Positioning statement
- RETAILER’S CRITICAL EVALUATION
Characteristics of different answers- Grading
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Assessment criteria |
12 – 13
(60 – 69%) |
| Selection of appropriate theory and examples. This involves the quality and number of sources of the information collected during the research (10%) [including your own research, deepening and broadening your knowledge and understanding of retail theory]. | Research covers data, industry and retail.
There may be evidence of additional individual study of theory
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| Demonstrating the ability to analyse the retail situation in the competitive environment by applying theory (analysis)
Macro environment (10%) Competitive environment(10%)
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Covers most of the major issues, mainly analytic stance, appropriate use of several analytic techniques. May be some less relevant material |
| Demonstrating the ability to evaluate the retail situation in the competitive environment demonstrated by degree of insight shown in the analysis and evaluation made on the basis of research findings (evaluation)
Macro environment (10%) Competitive environment (10%) Evaluation of strategic options (10%)
|
Good grasp of relevant theory with strong application |
|
Providing a critical evaluation of how well the retail mix strategy matches the overall positioning strategy given the competitive environment. Exhibited by explanation and justification of answer. This involves synthesising the different aspects of strategy and implementation to provide your (evidenced) views on the effectiveness of the strategy and implementation of the retailers being examined (20%) |
The answer contains evidence of critical analysis some evaluation. The answer contains evidence of awareness of interrelationships and/or synthesis. All elements of the mix are covered
|
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Presentation: Your ability to work to a deadline, to length, producing a systematic, well-structured and organised, professional looking report (10%) with full sourcing of all quoted material, including all material drawn from your own observations (10%) |
The answer shows an organised progression of argument/explanation that goes a good way to answering the brief. Near professional appearance. Referencing mostly robust |
