Distribution and retail

Comparative Analysis in Retail Marketing Choose two retailers in the same product sector and compare and contrast their approach to retail marketing. You should choose two retailers that have a different market position and target consumer. Your report should address the following questions: • Briefly summarise the value proposition that each of the two retailers are offering to their specific target consumers. • Critically compare and contrast how the two retailers design their stores – in terms of layout, atmospherics and merchandising – in order to engage with consumers. Provide diagrams and photographic images to support points made. • Critically compare and contrast how these retailers use TWO of the following additional marketing elements to appeal to and convert target consumer - location, pricing, added value services, and/or marketing communications Part 1 Briefly summarise the value proposition that each of the two retailers are offering to their specific target consumers. What combination of features makes the retailer attractive to customers? Part 2 Critically compare and contrast how the two retailers design their stores – in terms of layout, atmospherics and merchandising – in order to engage with consumers. • Refer to the SOR Model to help structure your review • • Provide diagrams and photographic images to support points made. Part 3 Critically compare and contrast how these retailers use TWO of the following additional marketing elements to appeal to and convert target consumer: • Location • Pricing • Added Value Services • Marketing Communications        

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