Assignment Task
Rationale: To enhance your understanding of retail marketing concepts and retail marketing mix elements and your capacity to apply those concepts and elements.
Aim: To enhance students’ understanding of retailing concepts, retail marketing mix and operations as well as retailing context and enable them to apply some of the retail marketing concepts to real industry contexts. This is an individual task where you will prepare a report demonstrating the contexts, retail marketing mix and retail operations of a retailer of your choice.
Individual Research Report
For this assessment task, you will choose a retailer operating offline and online in Australia or in another country (this option is mostly applicable if you are an international student who has no sound knowledge of Australian retailing industry). The chosen store can have only physical stores, or online stores or both. You need to apply the following concepts to the retailer and make any recommendations to the retailer if you believe that any improvements can be made to the way the retailer applies those concepts.
Customers: Discuss the retailer’s target market and give their customer profile.
Locational options (6Rs) and strategy: Discuss whether the retailer used any of the 6Rs locational options in the past or they currently do. Discuss the threshold, catchment, and demographic mapping of the retailer.
Promotion and marketing communication mix: Discuss the range of marketing communication methods used by the retailer. Examine how effectively they use social media communication.
Sustainability: Discuss how the retailer contributes to sustainability.
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