- You are required to investigate the appropriateness of the retail mix for an international retailer of your choice. You must include the following elements:
Learning Outcome
1. For a non-domestic retailer operating in a country of your choice analyse each element of the retail mix. The analysis should include:
- Merchandise range and assortment
- Retail communications
- Store layout, design and visual merchandising
- Customer service and facilitating services
- Formats and locations
- Pricing strategy and tactics
2. Assess the extent to which the retail mix provides a basis for sustainable competitive advantage
3. Evaluate the challenges to continued international growth that will be faced by your chosen retailer. Consider, for example, PEST factors, the competitive context, growth objectives, growth strategy, market selection and entry methods, emerging retailing trends.
*This assignment should be presented as a business report to the Marketing Director of your chosen organisation. Students are encouraged to create an outline plan, addressing the above assessment criteria, and seek feedback from their tutor mid-semester prior to drafting the assignment in full.
