Write a report, based on a retailer, which demonstrates the application of theory, best practice and critical reflection with the retailer’s management and marketing in the last quarter of the year (the so-called Golden Quarter) of October, November and December. This will focus particularly on any autumn/winter, Halloween, Black Friday, Cyber Monday, Christmas and Winter/New Year and/or ‘Sales’ marketing campaigns, in addition to the usual activities that the retailer undertakes. This should cover whatever methods and media channels the retailers employ – online, print, in-store etc. The report can be based on the retailer used for the presentation and will demonstrate how the retailer is using management techniques that attempt to distinguish the retailer from their competitors, create interest and footfall, and ultimately gain sales. It should also include references to how the impact of the pandemic has been addressed and handled by the retailer.
While you can use the same retailer as used for the presentation, do not repeat information about store design and layout unless the retailer has done something specific for this quarter. You may select a different retailer and you are advised to use one that has a physical and an online presence (this will make the assignment more interesting and accessible with any pandemic restrictions). Your retailer can be an online only one. Supermarkets and big name retailers are the best for this assignment. They have large budgets and their spending is easy to see and analyse.
