For this assignment, you will go to a retailer's store of your choice and evaluate all aspects of the store. Be sure to usecourse concepts to analyze each of the aspects of the retailer. If a manager asks you questions because of your ‘suspicious' note taking, explain that you are a student at EWU and to contact me if needed.

You will first need to analyze the following aspects of the retailer.

1. Location (i.e. is the location appropriate for the merchandise offered, etc.)

2. Appearance and Design (i.e. is the store's environment consistent with the retailer's strategy, merchandise, location, target market, etc.; are the store's fixtures and lighting appropriate)

3. Layout (i.e. what type of layout is used; does the layout draw people in and throughout the store; does the layout facilitate purchasing)

4. Goods (including variety and assortment)

5. Services offered (i.e. what services are offered by the store at no charge; what services can be purchased)

6. Visual merchandising (i.e. is the merchandise organized and displayed appropriately?)

7. Promotion (i.e. is the store's signage appropriate; has the retailer used any ‘theatrical' effects; has the retailer been creative in some way)

8. Employees (i.e. are the staff consistent with the store's intended image; does the staff promote effectively; isthe staff friendly and helpful)

With each of these areas, do not merely answer the questions provided; these are mere suggestions intended to point you in the right direction of inquiry. Also, as with the retailer comparison project, your discussion of these topics should primarily come from your own analysis and observations of the retailer rather than any material provided directly from the retailer.

You should also evaluate how this retailer can realistically provide more value to its target market, increase its sales, and improve its image.

The maximum length for this assignment is fifteen pages, which does not include a title page with the team members' names or a references page.