MKTG1338 Retail Audit and Strategic Recommendations: The Retail Concepts

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MKTG1338 Retail Audit and Strategic Recommendations

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Requirements:
Choose one of the retailers located in Raffles City Shopping Centre. ‘Mont Blanc’ OR ‘Coach’ For your analysis, you must also identify a direct competitor to your retailer located within Raffles City Shopping Centre.Your report should discuss your chosen store’s retail strategy in comparison to one of its main competitors. You are not trying to discuss every aspect of the retailer’s strategy, just the major strengths and weaknesses in comparison to a direct competitor in Raffles City. Your report will conclude with strategic recommendations for the chosen store.

Your report should show evidence of research and the application of the retail concepts covered during the semester.
Report Structure:
1. Description of retailer and competitor, including identification of main target audience for each. (3marks)
2. Identify and describe four main challenges or opportunities faced by the retailer’s industry. Be sure to reference the source of this information. (8 marks)
3. Store layout and position of store within the shopping centre – your analysis should focus on the main strengths and weaknesses compared to the competitor. Reference any information sources. (6 marks)
4. Customer Service - your analysis should focus on the main strengths and weaknesses compared to the competitor. Reference any information sources. (6 marks)
5. Promotion - your analysis should focus on the main strengths and weaknesses compared to the competitor. Reference any information sources. (6 marks)
6. Recommendations – your report should conclude with three insightful recommendations for your selected retailer. Your recommendations should address the retailer’s weaknesses compared to their competitors or an opportunity or threat in the industry. (9 marks)
7. Presentation of the report (2 marks)

Other Requirements:
• This assessment must be submitted on Canvas (via Turnitin) by the deadline so please allow adequate time to upload your assignment. After that time, a late penalty will apply.
• A rubric is available on Canvas to assist you with the expectations for each grade.
• This assessment should be presented in a business report format in Word:
a) Include a cover page which clearly indicates your name and student number.
b) 2.5 cm margins on all sides.
c) 11 point Arial (or similar) typeface, single-spaced.
d) Both the in-text references and the reference list must be in the appropriate format.
e) Descriptive headings and subheadings should be used.
f) Bullet points and tables are acceptable (tables are included in the word count).
g) Appropriate business/marketing language should be used.
h) This is a business report, so consider the layout and use of images to enhance the impact and readability of your report.
i) Do not include any appendices. All relevant information should be included in the body of your report.

• All questions should be posted to the discussion board on Canvas. The course coordinator will be monitoring the discussion board daily (Monday to Friday).
• Please note that this final assessment task is to be done individually and without consultation with others. You should not attempt to access past assignments. Any student who is found to have breached this requirement through any form of media or contact will be investigated for academic misconduct.

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