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Topics: Management, Retailing, Marketing Pages: 2 (401 words) Published: September 24, 2014
APPENDIX 2B: Retail Plan [Presentation 2, 20 mins] Marking Guide

Student Name
Student ID

Poor Excellent 1.
Background / Introduction: Provides a concise introduction to the topic. Demonstrates the significance of the need for a new retailer operation to service the market. Identifies current industry participants and overview of marketplace prospects for the new retailer. 1

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Situational / SWOT Analysis: Demonstrates a clear understanding of the mission; retail management structure; and, services / goods category of the new retail operation. Clearly articulated SWOT analysis for the new operation and shows a clear understanding of relevant marketplace factors. 1

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Retailer Objectives: Clearly stated and justified range of retailer objectives and positioning. Demonstrates clear link to the situational / SWOT analysis for the operation. 1

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Identification of Consumers: Clear identification and definition of target market consumers and overall targeting approach that will be used to service these customers. 1
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Factors Impacting Strategy: Shows understanding of the impact of Un-controllable factors upon the retailer’s strategies designed to service the chosen target consumers. Demonstrates how chosen strategy is appropriate given the potential range of consumers, competition, technology, economic conditions, seasonality and legal restrictions (un-controllables) within the operating environment. 2

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Specific Activities: Discusses the specific (controllable) elements, namely; (1) the chosen store location, (2) managing the business, (3) merchandise management & pricing, and (4) communicating with the customer. Provides clear justification for each of these elements of retail activity. 3

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Control: Discusses...
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