Retail and Services Marketing

Assessment - Retail Marketing Plan

This assessment is the culmination of all your work in this module. You are required to draw up a marketing plan (which you are to present to them in the form of a proposal) for a clothing store chain to enter a country of your choice from the following countries: Bangladesh, Canada, Germany or Kenya. In order to present a well-constructed plan you must carry out a thorough evaluation of the client's current retail marketing strategy and that of their competitors, as well as investigating the latest trends and developments within their particular retail sector.

The evaluation and proposed plan should be presented as a 'Proposal' for the client's senior marketing team, using the standard 'Proposal' format and presented to your tutor for assessment through the usual channels.

A report consisting of 2500 words will be required to support your answer.

Notes to Candidates:

o The retail marketing plan must focus on one of the following countries: Bangladesh, Canada, Germany or Kenya.

o The plan should be based on a country where the branded retailer is not currently present.

o Clear focus should be made on the market entry, marketing objectives, marketing programmes, implementation, budget and control.

o A country analysis comparison is required (to be included in the appendix) to support the choice of country.

o Clear references and appendices should be used.

o A report consisting of 2500 words will be required to support your answer.