Group Project Retailing Management, MKTG326 Spring 2014

A. i!tor" o# t$e %ompan"& '(0 pt!.) Who did you interview? (Full name, position, email). Include his/her business card. How long have they been in business? How has their business changed over the years? What is their mission statement? o they plan to e!pand, penetrate, diversi"y, or change their retail "ormat in the near "uture?

*. Retail Strateg" 1. +$o i! t$eir Target Mar,et& '1( pt!.) e"ine their customer according to demographics (age, gender, income level, education etc.)

2. -n.ironmental Anal"!i!& '1( pt!.) Who are your competitors? How competitive is the industry? (#orter$s "ive "orces% power o" suppliers, power o" customers, threat o" substitutes, threat o" new entrants, competitive rivalry) &W'( analysis (strength, wea)ness, opportunity, and threat) uman Re!ource!& '1( pt!.) How does this store prepare and train their sales people? *re they paid on commission, salary, or hourly wage? *re the sales people allowed to cross sell? (i" there are separate departments) o they outsource any activities in their business?

3.

4. Store /ocation& '1( pt!.)

Where is this retail store located? (+, , &hopping +enter, &pecialty +enter, -. ) Why do you thin) they chose this location? Is this site accessible "or the customer? What type o" lease do they have? (may not be willing to give this in"ormation out)

(. Pricing& '1( pt!.) What is this stores pricing policy? (/veryday 0ow #ricing, High/0ow #ricing etc.) What other practices do they use to compete with price? (+oupons, 1ebates, #rice ,undling) oes this retailer use the cost2oriented method o" pricing or demand2oriented pricing. Is there a "re3uent shopper program?

6. %ommunication Mi0& '1( pt!.) What type o" paid advertisements does this business use? 4What type o" unpaid communication does this business use? (#ublicity) 4 oes this retailer use cooperative advertising? With whom? 4What type o" sales promotions does this retailer use? (&ales, &ampling, emos, +ontests etc.)

1. Store /a"out& '1( pt!.) What type o" design layout does this store use? (5rid, 1acetrac), Free Form etc.) Is it e""ective "or customer "low? What type o" "i!tures do they use? What type o" lighting are they using? Is music constantly playing? What type? What type o" scent is in the store? oes it detract or attract?

2. %u!tomer Ser.ice& '1( pt!.) What type o" services does this store o""er? (*lterations, gi"t2wrapping etc.) (al) to 6 customers 2 What is their perception o" this stores customer service? How does this store handle customer complaints? oes this store have 7mystery shoppers8 to chec) level o" service? Is the salesperson 7empowered8 to ma)e decisions or is it up to management?

%. %ompetiti.e A3.antage& '(0 pt!.) oes this retailer have a 7competitive advantage8 over similar stores? How can they retain this advantage or achieve an advantage over their competition? ((his section should be 926 paragraphs minimum 22 thin) about it:)