This assignment is based on the retail industry in your country.

For the purpose of this assignment you have to choose any retail group or retail brand ( for ex, Woolworths, Spar, Shoprite Checkers, Mr Price, CashBuild, Makro, Ellerines, Ackermans, Jet, Edgars, Truworths, Incredible Connection, Game, Makro, CNA) and answer the problems using this retail brand as your unit of analysis.

problem1)

1.1 Provide a brief overview of the retail group/brand that you chose for this assignment.

1.2 Identify and briefly describe four (4) trends in the macro/market environment that will have or recently had an influence on the retail industry in your country.

For each of the trends you have to

• Briefly describe the trend

• Describe the impact of the trend on the industry

• Highlight the implications that the trend has on the marketing of your chosen retail group/brand.

Structure your answer using the following table format:

DESCRIPTION OF THE               IMPACT ON INDUSTRY       MARKETING IMPLICATIONS                                  
TREND
1
2
3
4

Note: Economic, social, international, technological factors are labels to classify a trend. High inflation is an ex of an economic trend, demand for ‘green products’ is an ex of an environmental trend and the empowerment of women is an ex of a social cultural trend. Please do not use the terms: technological, economic, social/cultural, demographic, international as names of trends–define the specific trend: i.e. consumers have more disposable income instead of stating economic trend.

Maximum length: 500 words

problem2) One of the most recent changes in the environment created opportunities for marketers to ‘become green and to develop green products’ focusing on the protection of the earth’s resources and appealing to consumers who are becoming environmentally conscious.

2.1 Briefly describe the phenomena of ‘green or sustainable marketing’ in terms of the following:

• Definition

• History

• Advantages and disadvantages

• Drivers of green marketing

• Challenges.

2.2 Propose five (5) strategies/actions that your chosen retailer can implement to become green.

Maximum length: 500 words

problem3) Choose a product line/category that your chosen retailer sells (for ex, fridges or men’s clothes, cameras, fashion apparel, toys, stationery, house linen, etc.)

Use the 6W model to perform, on behalf of the retailer, a detailed customer analysis for the selected product line/category