Assume, you are a CEO or CMO or Retail Marketing Director of a company (for
either an existing or a start-up company); and for this company you have been
asked to develop/formulate a retail marketing strategy for your chosen/ specific
target-market.
The main purpose of this assignment is to tie-together and bring to life the many
retail marketing concepts learned throughout the semester. For this Retail
Marketing Plan assignment:
1) Please think of both Internet/Online retailing strategies (e.g. Amazon, Apple,
Dell, Alibaba etc. who are offering ONLINE sells) as well as brick-and-morter
retail options (e.g. Walmart, Target etc. traditional street-side business that
offers products and services to its customers face-to-face in an office or store ).
2) Then you should focus on identifying a target market whose need is not
currently being met, not being met satisfactorily or even recognized. You also
should think about competitive offerings/settings of your retail strategy, and how
your retail marketing & retail communication-mix will be communicated and
delivered both to the individual consumers as well as to business customers.
3) Emphasis could be on the solution being actionable and realistic by analyzing
your current retail marketing environment (both Micro & Macro), situational &
SWOT analysis, specifying appropriate retail marketing strategies i.e., types of
your chosen retailing/site/location/channels/CRM/retail pricing/store layout/customer service etc. for any local US market or international market etc.
4) Structure/Writing Format: The structure of the retail marketing plan
should be in Essay-Format. You may, when writing this retail marketing plan, like
to highlight those key elements/concepts by using appropriate headings or subheadings so its crystal clear to any reader
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