1. Begin your analysis with a proper introduction. Your introduction will describe both retailing and the retail marketing strategy. Within your introduction, explore the importance of the retailing industry as well as how retailing changed over the last five years.
2. Next, select a retail store that you frequently shop at (grocery stores can be used).
3. In your analysis paper, identify your retail store and provide a brief background about this establishment. Note: when developing an analysis paper, you should never assume that the reader is familiar with your subject matter).
4. Within the body of your analysis, explore the following concepts:
- Identify who the target market is for this retailer and explain why you fit into that segment.
- Identify the ownership, level of service, product assortment and price structure for this retailer.
- Next, explain how this retailer utilizes the retailing marketing mix to attract the target market.
- Does this retailer have an Internet site? Do you visit this site? Does it add value? How?
- Finally, the wheel of retailing describes how establishments change overtime.
- Where does this establishment fall on the wheel? Since you have been shopping at this establishment (Passage of Time) have you noticed an evolution for this establishment. Explain your rationale.
- Thinking about the retail life cycle, where does this establishment currently fall? Has there been movement in the cycle since you have been shopping at this establishment or has it always maintained its current place within the cycle. Why do you believe this is the case?
5. Conclude your paper with insights you gained from this analysis.