ALL the information below should be in detail related to the organization we selected and a presentation of 15 slides
Provide a brief description of the company background/history.
- Current situation analysis:
Provide a brief overview of the retail sector in which the retailer operates.
What environmental, social/cultural, political/legal, and economic factors affect the retailer? Describe what is occurring in the industry, including competitive pressures, changing demographics and buying preferences, consumer behavior issues, etc., that affect this retailer. How has the industry changed as a result of e-commerce and technology? How has your retailer changed and evolved? Which type is your retailer (by ownership/store-based strategy mix/web/other forms)? What is their business model (how do they choose to operate)? What is their corporate strategy? What are their goals?
2) Positioning and targeting:
What image do they want to convey? How do they attempt to position themselves in the minds of consumers in the market? What is their current image in the industry and the minds of consumers? Is this image working for them? How does this compare with the image of competitors?
Target Customers: Who is their target audience?
(describe demographically and psychographically) How does this compare to the competition?
Who are the retailers’ main competitors (both direct and indirect)? What retailers have they identified as competitive threats? Why? How does your retailer compare to these competitors in size, market dominance/share, sales, profitability, etc.? What is your retailer’s competitive strength? How do they try to compete? Are there strategies that have not worked for them?
- Retailing strategy:
What is their pricing strategy, and how does this affect their profitability?
Describe their approach to communicating with customers – store atmosphere and promotional strategies. Has it been effective for them?
Describe their merchandising strategy – how they buy, what they buy, breadth vs. depth of merchandise, etc. How do they utilize technology (web and e-commerce, supply chain management, information systems, etc.)? How has technology affected the way they conduct business?
What is their location and distribution strategy? Why have they chosen this strategy?
What challenges does your retailer face regarding the retail strategy mix described above (bold terms)? Do some of these strategy elements appear to be working better than others?
What is their global presence and strategy? What countries have they entered? How successful have they been expanding into these countries? What obstacles have they faced? (if this part is applicable)
What is their approach to managing human resources?
- Recommendation: If you were hired as the CEO, what specific strategies would you pursue in the future for this retailer? What opportunities would you capitalize on? Why? What are their biggest challenges now and in the future? How are they preparing to meet those challenges? Use your retailer’s