Introduction/Background (approximate word count: ~300)

This section should provide relevant information to provide context for your analysis of the retail strategy. Consider incorporating marketing tools such as a perceptual map or a segmentation table. In this section, you should include the following: Description of your chosen retailer and competitor, including identification of main target audience (customer persona) for each. In describing the retailer, you should apply the concepts discussed in relation to how retailers are classified. In describing the retailer, you should apply the concepts discussed in relation to how retailers are classified.

The chosen retailer is JB HI-FI and the competitor is HARVEY NORMAN