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A4 Retail Project Guidelines Ms Trinh

The document outlines the structure and requirements for Assessment 4 of the MAR312 Retail Marketing course, focusing on a retail project worth 20% of the total grade. It includes sections on executive summary, target market analysis, retailer overview, retail strategy, and conclusion, detailing specific content to be covered in each section. The project aims to either propose a new retail concept or revamp an existing brand, emphasizing strategic planning and market analysis.

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14 views2 pages

A4 Retail Project Guidelines Ms Trinh

The document outlines the structure and requirements for Assessment 4 of the MAR312 Retail Marketing course, focusing on a retail project worth 20% of the total grade. It includes sections on executive summary, target market analysis, retailer overview, retail strategy, and conclusion, detailing specific content to be covered in each section. The project aims to either propose a new retail concept or revamp an existing brand, emphasizing strategic planning and market analysis.

Uploaded by

31231020261
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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MAR312 RETAIL MARKETING

TRIMESTER 3 2024-2025

Assessment 4 (A4): Retail Project (20%)


❖ Suggested content of Retail Project Report

Project Title
Table of Content
1. Executive Summary (5%)
• Brief overview of the project
• Purpose and scope (New retail concept or revamp of existing brand)
• Summary of key decisions and strategies
This is not the introduction, but a comprehensive one-slide summary of the whole report/
presentation including the objective, strategy and expected results.

2. Target Market and Customer Analysis (10%)


a. Market overview (Market size/ trends/ growth/offline/Ecommerce, etc.)
b. Customer analysis (customers profile: age, income, shopping behavior, etc.)
c. Competitor analysis
• Identify key competitors
• Highlights and lowlights
• Our positioning vs. competitors

3. Retailer Overview (15%)


a. Introduction
• Type of retailers (specialty store, department store, online, omni-channel…)
• Type of Merchandise (fashion, electronics, groceries, etc.)
• Retail Vision & Mission
b. Current performance & positioning in market (apply for option rebuild an existing retailer)
c. SWOT analysis
• Strength/ Weakness of the Retailers: Location, Finance, People, Brand
reputation etc.
• Opportunity/ Threat from macro economy, market, competitors, trends…
All are foundations to justify for the selected Retailer strategy (es)

4. Retail Strategy (50%)


a. Retail Strategy summaries (5%)
b. Retail Mix:
i. Location strategy (5%)
ii. Merchandise strategy (10%)
• Product Assortment: depth and breadth of inventory
• Sourcing Strategy: local, international, private label
• Category Management: layout, shelf placement, fast/slow movers
iii. Pricing strategy (10%)
• Pricing Objective: profit maximization, market penetration, etc.
• Pricing Tactics: EDLP (everyday low pricing), high/low, dynamic pricing
• Pricing vs. cost structure
• Comparison with Competitors
iv. Store design & Layout (5%)
Page | 1
MAR312 RETAIL MARKETING
TRIMESTER 3 2024-2025
v. Promotion & Communication Strategy (10%)
• Advertising Channels: digital, print (post, leaflet), TV ads, website
• Offline Promotion: coupons, discount, PwP, B1G1, loyalty programs
• Online / Social Media Marketing
• Influencer/Events/ Activation
vi. Others / Differentiations (5%)
• Customer Experience Strategy
• Retail Technology Integration (POS, Merchandise management systems, E-
commerce, Data analysis…)
• Sustainability & CSR
• Financial Overview (basic)

5. Conclusion & Suggestion (20%)


• Summary of key insights
• Long-term vision
• Suggestion plans / improvements

6. References
7. Appendix

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