MKTG335 University of Michigan Von’s Supermarket Retail Marketing Strategies Paper Must use citation from Chapter 14 from this Book : https://b-ok.cc/book/

MKTG335 University of Michigan Von’s Supermarket Retail Marketing Strategies Paper Must use citation from Chapter 14 from this Book : https://b-ok.cc/book/3413317/3a3ecb

2 full pages, word count at least 650

Writing instruction:

Overview:

In this study, we will apply our understanding of the unique challenges of developing the retail marketing mix by observing and analyzing retail marketing activities at a local retail store.

Background:

Assume you are part of a marketing consulting team, and your task is to develop a competitive analysis for your (hypothetical) client’s store. You will start your competitive analysis with something that Mark Cuban affectionately (but somewhat unfairly) calls “real marketing”. You will be visiting a competing

retailer (an actual store) to take a look at how they apply the retail marketing mix at their store, and then sharing that information with your hypothetical client. Visiting competing retailers to observe their activities is something that new startups and large corporations engage in, and you will find that it is relevant to a good competitive analysis, as well as to a basic understanding of marketing topics.

Assignment:

1) Visit a retail store of choice, preferably a store that is not busy and has a broad variety of products easily viewed and accessed.
2) Find a manager and explain to them that you are doing an assignment for Marketing 330 at NCU and that you will be taking some digital photos of shelves of products (and that you will definitely not take any photos of customers), strictly for the purposes of the assignment and will not use the photos for any other purposes.

 If the manager does not allow photos, try another store. As a last resort you may use stock photos found online (make sure to cite your sources), although I highly recommend using your own photos if at all possible so that they match your observations.

3) Observe the retail presentation strategy (one of the 6 Ps of the retail marketing mix), and consider all factors relating to the presentation strategy. Snap related photos.
4) Choose two other strategies from the retail marketing mix (6 Ps), and make in-depth observations of those two retail strategies as applied in the store. Take related photos.
5) Make an assessment of what you have observed, including who you assess the target customer(s) to be, and whether or not this store is successfully applying the retail marketing strategies you observed.
6) Compile your assessments into a 2-page or 3-page report on the “Retail Marketing Strategy of [Store]”. Format your paper as:
Introduction – overviewing the strategies you observed, the store you visited (including address), the time and date of visit, and the assumed target segment(s) the store attracts
Presentation Strategy – summarizing your observations, discussing effectiveness of the strategy, with photo(s)
Two Other Strategies – summarizing your observations, discussing effectiveness of the strategy, with photo(s)
Conclusion – overall assessment of this store’s retail marketing effectiveness, including suggestions for improvement

 Cite your own photos  put your citation directly under each photo (not as a reference or footnote), and cite it like this: [Photo 1. Cereal Aisle, Walmart in Eugene, OR. November 1, 2018.] Grading criteria
Submitted by
deadline
On time
2points
INTRODUCTION – Very Clear
presents clear
3points
information on the
store clearly
showing why that
store was selected
for observation,
presents target
segment(s) for the
store
Satisfactory
2points
PRESENTATION
STRATEGY summarizes
observations,
expresses why or
why not the
presentation
strategy is effective
Well developed,
supporting the
purpose and
conclusions of the
assignment
3points
Satisfactory
2points
OTHER TWO
SELECTED
STRATEGIES
WITHIN RETAIL
MKTG MIX summarizes
observations,
expresses why or
why not these
strategies are
effective
Well developed,
supporting the
purpose and
conclusions of the
assignment
3points
Satisfactory
2points
CONCLUSION Very strong
presents concepts of 3points
retail marketing,
presents at least one
logical suggestion
for improvement
Satisfactory
2points
PHOTOS – are
clear, related to
observed and
discussed ideas, and
include cited source
(even if it is your
original photo)
FORMAT – applies
business document
format, is free of
spelling and
grammar errors,
uses proper APA
citations for info
sources used (if
any), applies
language
appropriate for a
300-level business
course
Very Well
Matched with
Observations +
Proper APA
Citations Below
Photos
3points
Satisfactory
2points
OL ADP MKTG330 Marketing [Veach]
OL MKTG330 Field Study Assignment:
Retail Marketing Field Study
Overview:
In this study, we will apply our understanding of the unique challenges of developing the retail marketing
mix by observing and analyzing retail marketing activities at a local retail store.
Background:
Assume you are part of a marketing consulting team, and your task is to develop a competitive analysis
for your (hypothetical) client’s store. You will start your competitive analysis with something that Mark
Cuban affectionately (but somewhat unfairly) calls “real marketing”. You will be visiting a competing
retailer (an actual store) to take a look at how they apply the retail marketing mix at their store, and then
sharing that information with your hypothetical client. Visiting competing retailers to observe their
activities is something that new startups and large corporations engage in, and you will find that it is
relevant to a good competitive analysis, as well as to a basic understanding of marketing topics.
Assignment:
1) Visit a retail store of choice, preferably a store that is not busy and has a broad variety of
products easily viewed and accessed.
2) Find a manager and explain to them that you are doing an assignment for Marketing 330 at
NCU and that you will be taking some digital photos of shelves of products (and that you will
definitely not take any photos of customers), strictly for the purposes of the assignment and
will not use the photos for any other purposes.

If the manager does not allow photos, try another store. As a last resort you may use
stock photos found online (make sure to cite your sources), although I highly recommend
using your own photos if at all possible so that they match your observations.
3) Observe the retail presentation strategy (one of the 6 Ps of the retail marketing mix), and
consider all factors relating to the presentation strategy. Snap related photos.
4) Choose two other strategies from the retail marketing mix (6 Ps), and make in-depth
observations of those two retail strategies as applied in the store. Take related photos.
5) Make an assessment of what you have observed, including who you assess the target
customer(s) to be, and whether or not this store is successfully applying the retail marketing
strategies you observed.
6) Compile your assessments into a 2-page or 3-page report on the “Retail Marketing Strategy
of [Store]”. Format your paper as:
a. Introduction – overviewing the strategies you observed, the store you visited
(including address), the time and date of visit, and the assumed target segment(s) the
store attracts
b. Presentation Strategy – summarizing your observations, discussing effectiveness of
the strategy, with photo(s)

c.
Two Other Strategies – summarizing your observations, discussing effectiveness of
the strategy, with photo(s)
d.
Conclusion – overall assessment of this store’s retail marketing effectiveness,
including suggestions for improvement
Cite your own photos  put your citation directly under each photo (not as a reference or
footnote), and cite it like this: [Photo 1. Cereal Aisle, Walmart in Eugene, OR. November 1, 2018.]

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