compare two competing retailers using the retail mix (you can find an introduction to the retail mix on their merchandise management, pricing,
communication mix, location, customer service, and store design and display. You should assess which of the two competing retailers is performing better
as a whole based on your analysis. Finally, make some recommendations for the retailer that is performing more poorly to improve its situation.
You should also consult the online academic resources available as well as potentially the following practitioner resources:
• Euromonitor Passport
Introduction- background information(target customer, market segment) of the two competing retailers.
Comparison- Provide a critical analysis using retail concepts and theories of how and why retailers behave as they currently do.
Here are the key points to be compared and analyzed:
Merchandise Management: The offering and how it meets the customer’s needs.
Pricing: The cost to the customer and cost-plus profit to the seller.
Communication Mix: How the offering’s benefits and features are conveyed to the potential buyer.
Location: This is also known as distribution. It focuses on the location of the sales channels.
Customer Service: The importance of customer service personnel, sometimes experts and often professionals.
Performance Evaluation-Provide final evaluation of which retailer is performing better. Your evaluation needs to be justified by using retail concepts and
Recommendations-Provide some recommendations for the retailers that are performing poorer to improve their situation by your careful analysis