Sample Assignments

Retail Marketing Final Group Presentation

Objective: Apply the key learnings from each week into ONE Final Group Marketing Plan Oral and Written Presentation to be presented in class - 25%.

students will prepare a marketing plan in groups of 4-5, to be presented to a small panel (e.g. class professor, guest professor, business representatives)
The same retailer will be chosen so that groups can compare and compete with final presentations
They are to meet with the manager/owner and interview them
They will need to go to the store and study the environment

The presentation will consist of approx. 15-20 slides with the following:

Executive summary (one slide)

Situational analysis: (5 C’s) One slide per:

Customers
Company
Competitors
Context
Collaborators

STRATEGIC DEVELOPMENT (one slide per)

Segmentation
Targeting
Positioning Map
SWOT

MARKET POSITIONING STRATEGIES (4 Ps) (min one slide per P)

Product - improved from Assignment 2
Promotion - improved from assignment 3
Place - In store Layout & atmospherics
Price – price positioning in market

Summary of key recommendations, estimated costs, and impact to business (up to 3 slides)

Appendices

Shopper Research Assignment

Objective: Present a recommendation plan to increase customer engagement during the purchase phases based on research conducted on a small retailer.

Instructions:

Select a small retailer for this assignment.
You should approach them and tell them of your assignment so you can ask observe their customers, their store, and interview/survey their customers. Your retailer must be approved by the Professor.
To be presented, approx 12-15 slides

Presentation includes:

Executive Summary:

The executive summary should give an overview (not an explanation) of the report. Often, executives will only read the executive summary.

Research Methods:

Use at least two research method Provide details of what method(s) you used for each (e.g. survey, observation, interviews)

Summary of research findings with insight in each of shopping phases

Recommendations for the pre-purchase shopping phase, that would Attract more customers to the location: can they do more to get customers attention and participation

Recommendation for the purchase shopping phase, based on your research what experience would keep customers engaged in the location longer and motivate customers to purchase more

Recommendations for post-purchase shopping: advocacy and loyalty. Based on your research that would create positive post-purchase customer behaviour (loyalty, positive WOM, customer satisfaction, etc.)

Retail Management Assignment

Objective: Apply the key learnings from each weeks into developing a Retail Plan for a new retail concpt.

Your group of 4 students will present a new retail concept (hypothetic - as if you were going to open a new retail business).

Using the accumulated concepts learned in class, your presentation of approx. 12-15 slides will include:

Executive summary of the concept (1-2 slides),
Retail Strategy:
- Target market (1 slide)
- Positioning Map (1 slide)
- retail mix (P’s) (1-3 slides per P),
- How you will build sustainable advantage over your competitors (why you will succeed, how you will grow) (1-3 slides)
- Appendices

Ensure you use a key concepts and terminology from each week’s lesson