YOUR NAME:

Overview

To develop a great retail strategy, you must understand the competition. Understanding your competition helps retailers stay informed about changes in their industry and adapt strategies accordingly. It also helps build strategies to differentiate themselves and gain a competitive advantage.

So far, you$$ve learned about the value retailers bring to consumers, distribution channels, types of retailers, consumer buying behaviours and what the industry refers to as the $$retail mix$.$ For a refresher, visit the textbook Chapter $1,$ Page $18,$ Exhibit $1-8.$

In this assignment you will analyze a retailer as if they were your competition.

Select a Retailer

Use the list below to select the retail you will analyze for this assignment. Pick wisely because you will use this same retailer for Assignment #$2$ and Assignment #$3.$

Retailers

$$ Aritzia

$$ Dynamite

$$ Lululemon

$$ Roots

$$ American Eagle

$$ Gap

$$ H&M

$$ Old Navy

$$ Zara

Add the retailer you selected and their website URL below.

Retailer URL

Analyze Their Website

Examine the way your retailer has organized $4$ elements of their retail mix $($product$,$ place, physical, promotion$).$ Answer the below questions. Make sure you link your analysis back to the information you learned in the textbook.

NOTE: You MUST use in$-$text citations and submit a reference page at the end using APA formatting for all information and images used in your report. If in$-$text citations and reference page are missing, this assignment will not be graded as it will fall into the plagiarized category under college policies.

Step Question$($s$)/$Prompts Research

Step $1$ Place: What is your retailers market strategy? Textbook page $17-18$ Describe the retailer$$s online store. What does it look like?

What channels does the retailer use to reach their customer?

Chapter $3$

How do they promote products on the website? Do they use any celebrities to endorse the company, or market the products?

What kind of brand personality are they trying to convey to their customers? Is it fun, serious, cool, or conscientious? Be detailed in your descriptions. Do your research.

You could start by reading What is Brand Personality by Investopedia

Step $2$ Product: What$$s the nature of their product assortment? Textbook pages $5,29-31$ Which types of merchandise have they focused on carrying? Be clear, detailed, and specific.

Who are their target customers? What relationship do these products have with their target customer?

Chapter $3$ Market Segmentation & Chapter $4$ Target Market

What is the breadth and depth of merchandise they offer?

Chapter $2$

Step $3$ Physical: What type of atmosphere is generated while browsing online? Textbook pages $55-59$ Evaluate the visual aspects of their website. What is the first impression you get when you access their homepage?

What is compelling or unique about the home page $($colour$,$ images, fonts, layout, and animations$/$videos$,$ etc.$)?$

Is this website easy to navigate? How do you feel about your experience? Would you return to this website?

Step $4$ Promotion: How does your retailer promote themselves? Textbook pages $67-70,$ exhibit $2-16$ Where is the retailer promoting themselves outside of their website?

Do you see them promoting in print ads, television, YouTube, social media? How else are they reaching customers?

Does their website have any special online promotions currently?

Step $5$ Analysis: How have you been influenced? Which one part of the retail mix had the most positive influence over you and why?

$($Place$,$ product, physical or promotion$)$

Explain why this facet of their strategy influenced you positively. What about it made you want to purchase the brand?

If this were your business what about this retail strategy would you improve? Explain.

References

Add your references here in APA format.

Note: If in$-$text citations and reference page are missing, this assignment will not be graded as it will fall into the plagiarized category under college policies.

Once you$$ve completed your report, upload it to the e$.$centennial assignment folder by the end of week $3.$

Rubric on page $4...$

Rubric