Retailing
Order Description
TESCO AND SAINSBURYS:
Prepare a report comparing the retail strategy and implementation of two retailers 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.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
The pair of stores to be analysed is subject to seminar leader’s agreement (if in doubt discuss this with your seminar leader).
(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.
