For this assignment, select a retailer that interests you. That interest can be a retailer that you would like to potentially have an internship or full time position, or you can just select a retailer that you find interesting. The only restrictions on your selection are the following:
1. You can’t use Kohls, since that it the example I will be using through the rest of the course.
2. the retailer must have some physical locations. So Amazon is OK but only if the focus is on Whole Foods or Amazon Go stores. Warby Parker, Bonobos, and Blue Nile all have physical locations, so although they are mainly online, they would be OK. More traditional retailers, such as Macy’s, Dick’s Sporting Goods, PetSmart, Bed Bath & Beyond, Rite-Aid, Trader Joe’s, Lowe’s, Target, Costco and so on are good selections. You may choose smaller retailers as well. Global retailers are also interesting, such Ikea, Aldi, H&M, and several high end fashion such as Gucci, Louis Vutton. Branded stores, like Patagonia, Timberland, and L.L. Bean are good selections too.
3. The retailer must mainly sell merchandise, and not primarily services. So Warby-Parker sells eyeglasses, so it is OK. The store can offer services, but it has to mostly sell merchandise.
4. You have to be able to get access to information about the retailer through published documents (including the retailer’s own information from annual reports or its website)
For this assignment, you will need to do some research on your retailer, and write a brief summary (approximately 250-300 words) of its Retail Market Strategy, using the elements described in Chapter 5 in your text and discussed in the lecture. This would include at minimum:
a) target market
b) retail format
c) how it seeks a sustainable competitive advantage
d) its growth strategy (adding stores, growth of existing stores, geographic expansion, diversification, new formats, vertical integration)
