Comparative Analysis in Retail Store Design

Coursework 3: Comparative Analysis in Retail Store Design
Choose two retailers in the same product sector but which each have a different market position and target consumer. • Briefly summarise the value proposition that each of the two retailers are offering to their specific target consumers. • Using the SOR model, critically compare and contrast how the two retailers design their stores. Consider the store layout, design, atmospherics (use of colour, sound, smell, graphics etc.,), merchandising and service they use to engage with consumers. • Provide diagrams and photographic images to support points made. Report Format • The main report should be around 2000 words, +/- 10%. • Additional appendices can be provided, but they should only be used for additional illustrative material such as data, charts and photos and brief accompanying explanatory notes. • The report should be presented in Times New Roman, 12 pt font, single spaced, and in A4 format. Marking Criteria • Evidence of use of the concepts and principles behind value propositions, store design and retail marketing issues. • Evidence of the ability to apply concepts in practice through choosing relevant examples and identifying differences in strategic and tactical marketing approaches by managers and organisations. • The extent to which the text is clearly structured and follows a coherent style and argument for each part of the task. • Evidence of the use of a wide range of sources including use of theory and/or sources not explicitly covered in class. • The extent to which the report adheres to the format specified (font, spacing etc) and the quality of supporting store design illustrations.
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