Retail Marketing

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Retail Marketing [ ?] Objectives

Specifically , the assignment assesses ability to understand why one retailer is more successful than another and the way this can be tested

Overview

The coursework requires you to carry out a retail evaluation project from the point of view of a consultant or analyst . Firstly , comparing two retailers and attempting to show how one is more successful than the other . Secondly , to show how the performance of one could be improved

The businesses to compare are McDonalds vs . KFC ( alternatives can be substituted

p Task 1 - Research

Investigate and evaluate the two organisations in terms of their characteristics , history and performance as retailers . This task involves primary and secondary research . You should carry out a customer questionnaire survey (very simple ) of at least a small number of customers and where possible interview staff members . If you wish , you may work in a study group with other students for the data gathering stage , but your analysis and evaluation must be individual

The evaluation should relate the past and current consumer trends and describe the effect this has had on current retailing in the sector Your report may present findings on for example , retail marketing mix elements such as

- Product design

- Shelf price

- Brand image

- Advertising

- Product range

- Shelf space

- Logistics

- Information and

- Customer relationships . Compare and evaluate those aspects that you consider most critical in to attempt to EXPLAIN HOW ONE OF THE RETAILERS IS MORE SUCCESSFUL THAN THE OTHER

Task 2 - Planning

Use your findings and conclusions from Task 1 and other sources as appropriate , to evaluate those aspects which you consider most critical The aim is to attempt to explain the success or otherwise of the retailers and make recommendations to achieve growth for McDonalds . You may choose to structure your recommendations (e .g ) around some of the above headings from Task 1 and what you consider to be likely future trends in retail activity

Task 1

Research : McDonalds and KFC

Retail Marketing is a sector of the business arena where in organizations cannot work and operate in a vacuum but they have to be analyzed and examined taking into perspective the competitive environment of other giants in the industry . Similarly , McDonalds and KFC are the fast food giants which cannot be looked about in isolation but have to be understood as the firms of the same industry

McDonalds Business Analyzes

The distinctive competences of McDonalds give us an insight into the strengths of the business giant . The main areas where this food giant has shown its capabilities are in the sections of image , market leadership , financial resources and buyer-supplier relations . According to the study conducted McDonalds is the largest and number one fast food chain store having around 40 million customers visiting it per day . The main aim of the food chain is to create an image into the minds of the consumers and instilling in them the corporate culture of the...