This paper concentrates on the primary theme of Choose ONE retailer that you are familiar with that has developed a successful brand (or failed to). Explain how the company uses, or could develop in future, a strategy to build an online e-commerce capability. Include some relevant reference to theory in which you have to explain and evaluate its intricate aspects in detail. In addition to this, this paper has been reviewed and purchased by most of the students hence; it has been rated 4.8 points on the scale of 5 points. Besides, the price of this paper starts from £ 40. For more details and full access to the paper, please refer to the site.
RETAIL
MARKETING PRINCIPLES
Instructions to candidates:
a) Time
allowed: Three hours (plus an extra ten minutes’ reading time at the start – do
not write anything during this time)
b)
Answer any FIVE questions
c) All
questions carry equal marks. Marks for each question are shown in [ ]
1.
Choose ONE retailer that you are familiar with that has developed a successful
brand (or failed to).
Explain
how the company uses, or could develop in future, a strategy to build an online
e-commerce capability. Include some relevant reference to theory in your
answer, in terms of the marketing mix. [20]
2. What
are the key areas of branding that supermarkets use in order to build market
differentiation
(e.g.
through branding, or Porter’s differentiation strategy) and a competitive
advantage? [20]
3. during
the recession since 2008, shopping malls in the US and Europe have suffered a
reduction in footfall (the numbers of people passing through) and fewer
retailers taking up vacant premises. There
is some
evidence, especially from the US, that this trend is changing. Explain whether
this reduction in business has been a direct result of the recession, or part
of a wider trend in changes in retail consumer
behaviour
patterns. You can discuss trends in your own country and use your retailing
knowledge and insight to help answer this question. You do not need to know facts
and figures, or whether the statement above is correct or not. [20]
4.
Explain why some luxury goods manufacturers, and quality auto manufacturers
such as Audi and BMW, are introducing customer experience showrooms to replace
traditional retail shop-style outlets in major cities. [20]
5. To
what extent are retailers,particularly the powerful national and global
organisations, having to take account of current trends concerning social,
ethical and corporate social responsibility (CSR) issues? [20]
6.
Discuss the value of any TWO marketing models that can be used by retailers to
help them with their marketing planning and promotion. [20]
7. To
what extent can retailers use marketing communications and promotion to provide
a competitive advantage? Use examples to illustrate your answer. [20]
8. Discuss
the advantages and disadvantages to supermarkets of the concept of ‘food miles’,
where products are produced or grown in one country and flown or shipped long
distances to a retail outlet in another country. [20]