Analysis of Retail Strategy

 

Assignment Remit

 

Programme Title MSc Marketing Suite
Module Title Retail Marketing
Module Code O7 21436
Assignment Titles Individual Assignment: Retail Marketing Strategy
Level MSc
Weighting 70%
Lecturers Dr. Sarah Montano
Feedback Post Date See Canvas
Assignment Format Report
Assignment Length 1,500 words max
Submission Format   Online Individual

 

Assignment 2 – Individual Assignment

Assignment Title: Analysis of Retail Strategy

Select ONE retailer of your choice. Using your retailer discuss their strategic response to COVID-19. Your retailer may be either online, in-store or both. The following areas must be discussed:

  1. Analyse your retailer’s pre- COVID core retail strategy. Your retailer may have multiple strategies but, in this section, you should identify what the main strategy is e.g. experience, store design, product range or low price.

(25 marks)

  1. Critically evaluate your retailer’s strategic response to COVID-19. In this section you should focus on the changes that your retailer has made to their strategy e.g. did they offer a new click and collect service or move experiences online?                                                                                   (25 marks)
  2. You may assume that “normal retail life” resumes in September 2021, make 2 evidence-based recommendations as to how your retailer can improve their retail strategy in order to overcome the impact of COVID-19 and enhance their experiential offering.                                                        (25 marks)

The report should contain substantial evidence of wider academic reading. A minimum of 10 peer reviewed academic journal articles should be used.                                                  (25 marks)

*You must use retail theory and not general marketing theory e.g. Porter’s 5 Forces/ BCG Matrix. To gain maximum marks you should provide evidence for the statements that you make. This may include applying further retail theory to your chosen retailer.

Word Length:

A maximum of 1500 words – please ensure that the word count is listed on your coursework. There is no additional allowance. This excludes tables, appendices and the reference list.

Allocation of Marks:

 

Section A 25 marks
Section B 25 marks
Section C 25 marks
Use of literature 25 marks

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Assessment Rubric:

 

Section Marks Awarded Qualitative Comments
Analyse your retailer’s pre- COVID core retail strategy. Your retailer may have multiple strategies but, in this section, you should identify what the main strategy is e.g. experience, store design, product range, low price.

 

25 marks 80+ This report shows originality of insight when analysing the pre- COVID core retailer’s strategy and excellent intellectual engagement. Of a high standard beyond normal expectations when analysing the retailer’s pre- COVID core strategy. An exceptionally detailed original analysis of the retailer’s pre- COVID core strategy is offered that shows outstanding insight into retail strategy. Convincing, fluent arguments are presented that go beyond received wisdom, highly relevant arguments the retailer’s pre- COVID strategy

 

 

70+ Shows a sound understanding, offering a consistent and mature analytical insight into the retailer’s pre- COVID core strategy. A detailed and complete analysis of the retailer’s pre- COVID core strategy is offered that shows a good insight into retail operations. Incisive and persuasive with strong evidence for the conclusions drawn; highly relevant arguments made regarding the retailer’s pre- COVID strategy

 

60+ A good insight is demonstrated into the retailer’s pre- COVID core strategy and displays solid knowledge. Some analysis and detail is offered around the pre- COVID core strategy. Some insight demonstrated. Argues in an assured way with some clear development and some understanding of the retailer’s pre- COVID; relevant material covered

 

50+ Shows a competent if dependent or incomplete understanding of the retailer’s pre- COVID core strategy. A basic analysis of the retailer’s pre- COVID core strategy is offered. Presents the general outline of an appropriate argument; basic relevant material covered regarding the retailer’s pre- COVID strategy

40+ Shows some limited understanding of the retailer’s the retailer’s pre- COVID core strategy. Little analysis of is offered. Presents some elements of an appropriate argument(s); questionable relevance of material

 

Less than 30 Shows little understanding of the retailer’s the retailer’s pre- COVID core strategy. No evidence of analysis. Ill- considered or poorly constructed arguments regarding the retailer’s pre- COVID strategy

Critically evaluate your retailer’s strategic response to COVID-19. In this section you should focus on the changes that your retailer has made to their strategy e.g. did they offer a new click and collect service or move experiences online? 25 marks 80+ This report shows originality of insight when analysing the retailer’s strategic response to COVID-19 and excellent intellectual engagement is offered. Highly relevant arguments are presented regarding the retailer’s strategic response to COVID-19

 

70+ Shows a sound understanding, offering a consistent and mature analytical insight into the retailer’s strategic response to COVID-19. Incisive and persuasive with strong evidence for the conclusions drawn; highly relevant arguments made regarding the retailer’s strategic response to COVID-19

 

60+ Some analysis and insight demonstrated into the retailer’s strategic response to COVID-19. Some understanding of the retailer’s strategic response demonstrated

 

50+ Shows a competent if dependent or incomplete understanding of the retailer’s strategic response to COVID-19. Limited analysis offered. A general outline of an appropriate argument is presented; basic relevant material is offered regarding the retailer’s strategic response to COVID-19

 

40+ Shows some limited understanding and some elements of an appropriate argument regarding the retailer’s strategic response to COVID-19. No evidence of analysis.

 

Less than 30 Shows little understanding of the retailer’s strategic response to COVID-19. Ill- considered or poorly constructed arguments regarding the retailer’s strategic response to COVID-19 are presented

 

Make 2 evidence-based recommendations as to how your retailer can improve their retail strategy in order to overcome the impact of COVID-19. 25 marks 80+ Recommendations are exceptionally detailed. All recommendations are thoroughly argued and supported by relevant academic evidence. All arguments go beyond received wisdom. All recommendations are highly relevant to the retailer and are highly congruent. Both recommendations are offered.

 

70+ Complete and thorough recommendations that incisive and persuasive and are very congruent to the retailer provider and their current strategy. All recommendations are effectively supported by relevant academic evidence. Both recommendations are offered.

 

60+ The recommendations are of a reasonable quality of and are mostly congruent with the retailer’s strategy. The recommendations are mostly supported by relevant academic evidence. Both recommendations are offered.

 

50+ Limited recommendations are offered that have some congruence with the retailer’s strategy. The recommendations lack considered supporting academic evidence.

 

40+ Limited and inaccurate recommendations that offer little congruence with the retailer’s strategy. Very little use of supporting academic evidence. Or not all 2 recommendations are offered.

 

Less than 30 Very inaccurate recommendations that are not congruent with the retailer’s strategy.  No supporting academic evidence. 2 recommendations are not offered.

The report should contain substantial evidence of wider academic reading. A minimum of 10 peer reviewed academic journal articles should be used. 25    marks 80+ References are complete, accurate and effectively presented to support the arguments made; appropriate number of citations to the word count. The assignment identifies new information from sources which are consistently appropriate, are used to develop sound arguments and go beyond the module reading list. The assignment makes extensive use of new information in order to support the arguments and recommendations made. The assignment shows an excellent grasp of the meaning and significance of new information and such new information supports the arguments and recommendations made accurately. The use of sources is succinct, innovative and creative. References are all of an academic standard

70+ References are complete and of an academic standard, accurate and effectively presented, appropriate number of citations to the word count. The assignment identifies new information from sources which are consistently appropriate and are used to develop sound arguments and mostly goes beyond the module reading list. The assignment makes effective use of some new information in order to support the arguments and recommendations made. The assignment shows a very good grasp of the meaning and significance of new information and such new information mostly supports the arguments and recommendations made accurately. The use of sources is mostly succinct. References are all of an academic standard

 

60+ References are complete and effectively presented and are mostly of an academic standard. The assignment identifies some new information from sources which are generally appropriate and there is evidence of some reading beyond the module reading list. The assignment makes use of some new information in order to support the arguments and recommendations made. The assignment shows a good grasp of the meaning and significance of new information. Where used, such new information mostly supports the arguments and recommendations made accurately. References are all of an academic standard

 

50+ References are complete but non- standardised and poorly presented; some references are not of an academic standard. The assignment identifies very little new information from sources. Little evidence of reading wider reading beyond the module reading list. The assignment makes little use of new information in order to support the arguments and recommendations made

 

40+ Few references; few references are of an academic standard. No evidence of wider reading beyond the module reading list. No use of new information from sources. No use of new information in order to support the arguments and recommendations made.

 

Less than 30 Inadequate number of references; references are not of an academic standard. No use of new information to support the arguments and recommendations made.

 

  Total = 100  
The main 3 strengths of this assignment are:    
What to improve on for next time:    

 

Report structure :

 

You should structure the assignment as a report with sub-headings indicating your areas of analysis. You may use relevant theoretical models and for maximum marks these should be adapted to your retailer. You may use pictures etc. to illustrate your points and these should be referenced using Harvard style referencing. There are no specific margin, spacing requirements but you report should be presented in a clear and legible format.

 

Assessment Rationale:

 

This individual coursework is designed to assess:

  • Your understanding of modern retail strategy
  • Your ability to analyse retailers’ response to COVID-19 and how retailers have to adapt their strategy to global challenges
  • Your ability to analyse the possible problems and opportunities encountered by retail organisations
  • Your ability to create well-argued innovative recommendations that are congruent with existing strategy
  • Your knowledge of retail theory and accuracy when applying this theory to your retailer

 

Module Learning Outcomes:

 

In this assessment the following learning outcomes will be covered:

LO1: Demonstrate a comprehensive knowledge and understanding of modern retailing and consumption practices;

 

LO4: Evaluate the complex relationships within the retail industry

LO5: Critically evaluate retail channels and formats;

LO6: Analyse the possible problems and opportunities encountered by global retail organisations

Handing in Date

 

Please check canvas for the submission date.

Plagiarism:

 

It is your responsibility to ensure that you understand correct referencing practices. You are expected to use appropriate references and keep carefully detailed notes of all your information sources, including any material downloaded from the Internet. It is your responsibility to ensure that you are not vulnerable to any alleged breaches of the assessment regulations. More information is available at:

https://intranet.birmingham.ac.uk/as/registry/policy/conduct/plagiarism/index.aspx

 

 

Questions and Answers:

 

*you may need to log into the intranet to access these links.

All links were working on 9th January 2021 – all skills materials as listed below can be found via the e-library/ Academic Skills Centre.

 

Where can I find help with academic skills?

 

https://libguides.bham.ac.uk/asg/

 

I am worried about plagiarism where can I find out more information?

 

https://intranet.birmingham.ac.uk/as/registry/policy/conduct/plagiarism/index.aspx

 

I don’t know how to reference?

 

The Harvard Referencing System must be used. Information is available at:

https://intranet.birmingham.ac.uk/as/libraryservices/library/referencing/icite/index.aspx

 

I don’t know how to write the assignment using theory and evidence?

           

Understanding assignments: https://intranet.birmingham.ac.uk/as/libraryservices/library/asc/documents/public/Short-Guide-Understanding-assignment.pdf

 

Using visuals in writing: https://intranet.birmingham.ac.uk/as/libraryservices/library/asc/documents/public/pgtusingvisuals.pdf

 

Critical Writing: https://intranet.birmingham.ac.uk/as/libraryservices/library/asc/documents/public/pgtcriticalwriting.pdf

 

How to find relevant literature:

 

https://intranet.birmingham.ac.uk/as/libraryservices/library/asc/documents/public/literature-searching-2019-PDF-872KB.pdf

 

 

 

 

 

I can’t find any references/ theories on retail marketing?

 

The e-library has a wealth of resources. You can use Google Scholar but make sure that you adjust your settings to add the Birmingham library, so that you can access the articles for free. Please see recommended journals:

 

Good databases on the e-library include:

EBSCO – journal articles, has a useful “peer reviewed” filter

Mintel – drills down to very narrow product/ service categories e.g. coffee shops/ Oat cereals

Nexis – a database of newspaper articles from around the world including those behind pay walls

 

Journal of Marketing Management

European Journal of Marketing

Marketing Research

Psychology and Marketing

Journal of Marketing

Journal of International Marketing

Journal of Services Marketing

Journal of Marketing Theory and Practice

Journal of the Academy of Marketing Science

Service Marketing Quarterly

Journal of Consumer Research

The International Review of Retail, Distribution and Consumer Research

The Retail Digest

International Journal of Retail and Distribution Management

Advances in Consumer Research

Journal of Consumer Marketing

Journal of Retailing