Comparative Analysis in Retail Marketing

Choose two retailers in the same product sector and compare and contrast their approach to retail marketing. You should choose two retailers that have a different market position and target consumer. Your report should address the following questions: • Briefly summarise the value proposition that each of the two retailers are offering to their specific target consumers. • Critically compare and contrast how the two retailers design their stores – in terms of layout, atmospherics and merchandising – in order to engage with consumers. Provide diagrams and photographic images to support points made. • Critically compare and contrast how these retailers use TWO of the following additional marketing elements to appeal to and convert target consumer - location, pricing, added value services, and/or marketing communications. Part 2 Critically compare and contrast how the two retailers design their stores – in terms of layout, atmospherics and merchandising – in order to engage with consumers. • Refer to the SOR Model to help structure your review • • Provide diagrams and photographic images to support points made. Part 3 Critically compare and contrast how these retailers use TWO of the following additional marketing elements to appeal to and convert target consumer: • Location • Pricing • Added Value Services • Marketing Communications