Comparative Analysis - Retail Strategy, Individual Report

(1) Choose two retailers from the same sector, but with different target markets (for example, Waitrose and Aldi; Selfridges and Primark).
(2) Briefly summarise the value proposition that each of the two retailers are offering to their specific target consumers.
(3) By reflecting on the type of retailers that you choose, focus on TWO of the following (from the list below), and critically compare and contrast how the retailers take different approaches to meeting the needs of their customers:
• The way they approach customer service (e.g. SERVQUAL; training and collaboration/coordination etc)
• The way they communicate and engage with customers to develop relationships (e.g. use of different media channels; use of different retail channel operations etc)
• The assortment of products they sell (e.g. product mix, managing the brand, image and identity, etc)
• The way they design their store or their websites (e.g. SOR model etc)

Report Format:
• The main report should be around 2000 words, +/- 10%.
• Additional appendices can be provided, but they should only be used for additional illustrative material such as data, charts and photos and brief accompanying explanatory notes.
• The report should be presented in Times New Roman, 12 pt font, 1.5 spaced, and in A4 format.
• 3 different academic sources/ journals needed

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