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
