Assignment:
Competitive Shopping Reports Packet Guidelines for Both One
For these projects, your findings will be presented professional reports. All projects should be given to the professor in hard copy. Also, there will be no glue, paste, or taping as all images need to be scanned. Also, all images are of your own taking with professional digital cameras and not cell phones unless they are of a high resolution. If you take images from the web you will receive a ‘0' and I will take you up on plagiarism issues. Yes, lifting images from the web is plagiarism.
Goal: To know not only how to create reports, but present findings in a logical format.
These projects are designed to:
1. Develop your skills as an analytical shopper to become a merchandiser not a consumer.
2. Help you to identify competing benchmark competitors.
3. Discuss how shopping/customer service relates a store's brand image.
4. Examine examples of in-store promotional brand marketing.
5. Compare and contrast stores revealing why they are both unique and yet similar.
6. Help you distinguish how retailers present a cohesive branding message to customers through all physical (store), service and promotional channels?
7. And most importantly, for you to gain an understanding of other types of people.
8. All reports should be written in business format and not in traditional story telling style.
(2-3 Typed Pages Max with an additional 3-4 Images of your own taking)
Introduction:
Retailing involves the sale of goods to the ultimate consumer. All retailers perform certain basic functions and develop satisfying assortments of goods and services for select market segments. However, there are many different types of retailers, and stores that vary considerably in size and mode of operation.
The purpose of this exercise is to focus your attention on two retailers that compete for the same target market.
What type of stores are they?
How doe they operate?
What is their assortment?
How do they define their various departments?
Who are their target customers? ARE YOU SURE? PROVE IT.
Are both retailers selling essentially the same kinds of goods? Why/Why not?
For each store discuss the above points as well as the following:
Part One: The Store
1. Give the name and location of a retail store in the Philadelphia Metro Area. DIGITAL PHOTO OF STORE FRONT REQUIRED.
2. Briefly describe the store's merchandise assortment in terms departments and style. Is it a single-line or limited-line store (does it focus on one item or many)? Is this retailer a luxury retailer, moderate, or discount? Does the store stress high turnover or low turnover of merchandise (how quickly does it sell its goods)?
3. Briefly describe the store in terms of its price/service blend (does the store's service match its prices? Why or why not?).
4. Briefly describe the customer that the store appears to target (who is shopping in the store versus their marketing).
Part Two: Merchandise Guidelines Include
1. List 5 Key Elements of Product That Defines The Target Market
2. Where Are These Items Located and How Are They Displayed
3. List Products Being Promoted
4. How is Merchandise in Store Organized?
Part Three: Other Factors To Include That Are Not Product Related
1. What is the location of your store in geographic terms? In what type of shopping environment does it exist-mall, downtown, free standing?
2. Who is your target market? How do you know this?
3. What overall image is the retailer attempting to convey?
4. Consider these key points of layout strategy and discuss each:
a. Façade and entrances
b. Floor Plan
c. Traffic flow patterns
d. Fixtures- type and placement
e. Merchandising
f. Visual Display
g. Security factors
h. Safety factors
i. Perimeter areas
j. Ambiance- (lighting, sounds, aromas)
k. Color and material selections
l. Signage
m. Positioning of elevators, escalators, stairways (if appropriate)
n. Space productivity
o. Flexibility of floor space
p. Stock keeping and service areas
5. Consider the fine line between store layout and visual merchandising. Where does placement of merchandise and fixtures leave off, and where does artful display take over? Basically where is their visual versus merchandising?
6. Approach this project from both retailers' and customers' points of view.
7. Be creative, but keep an eye on cost effectiveness of design.
Here are the types of stores you can choose from however other types are acceptable:
Specialty Retail Store
Department Store
Supermarket or Food Superstore
Hardlines (Non-clothing) Stores
Service Retailers
Discount Store
Attachment:- Clothing.rar