RETAILER ANALYSIS

RETAILER ANALYSIS 

1.Choose retailer to analyze and submit . I choose Starbucks Below is the paper instructions, I will upload the Retailer Analysis Final Paper Instructions in the files as well. To start your analysis paper, select a retailer that you have an interest in for this assignment and clear the retailer with me so that we can be sure you will find the information you need to complete the assignment using library databases and resources. You should not be relying on the retailer to provide you with the information you need. You can start with the Mintel Reports in the library databases which you can find a link to on the Library Resources page located in the ‘Start Here’ section or by clicking on the link MRKT 495 library resource link. If you select a retailer that is profiled in that database, you will begin with a strong base of information. Prepare a paper about your retailer using the guidelines listed below. In researching and preparing your paper, you should use a minimum of 7 sources of information. Develop a reference list of your sources and appropriately reference them throughout the paper as you present information from them. Do not summarize information without giving credit to the source. The following is an outline of what you need to include in your paper. You will need to touch on each of the 6 areas. If you are not able to provide information on a specific section or bullet, please explain why it doesn’t not relate or apply to your specific retailer. The paper should be no longer than 12 pages. Be concise and please, do not repeat previously presented information. Each section should contain different information. Some information my overlap so when it does use that opportunity to expand it further. 1. Overview and Current Climate (20 pts) Take time to do this. It is the basis of your analysis. Write this as though your reader knows nothing about the company. What is your retailer’s primary business? Describe the current climate and situation that your retailer finds itself in as it attempts to compete. Describe what is occurring in the industry. Provide a brief overview of the retail sector in which the retailer operates. What environmental and economic factors are affecting the retailer? Describe competitive pressures, changing demographics and buying preferences, consumer behavior issues, image issues, etc. that affects this retailer and how they conduct business? How has the industry changed as a result of ecommerce and technology? (TIP – look ahead to other sections in this paper. What information can you put here to set the stage for your paper without then repeating information later in the paper?) 2. Retail Model, Strategy and Analysis (30 pts) What is their business model (how do they choose to operate)? What is their retail strategy? What are their goals? What parts of their business are growing (growth strategy) and generate the most revenue? How is your retailer seeking to increase revenue in the future? Does your retailer have a parent company? Who are they? What retailers are part of their portfolio/what other companies do they own? What is the parent company’s overall market strategy and how does your retailer fit into their overall strategy? 3. Competition (20 pts) Who are the retailers’ competitors (both direct and indirect)? How does your retailer compare to these competitors in terms of its size, market dominance/share, sales, profitability, etc.? What is your retailer’s competitive strength? How do they try to compete? Are there strategies that have not worked for them? What retailers have they identified as competitive threats? Why?