report 2500 words

RetailMarketingManagement-ReportBrief2019-20-resit1.docx

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assessment brief

Assessment Instructions

First attempt at assignment:

Please complete the report as outlined below. This also applies to students who had personal circumstances at the initial submission.

Second attempt at assignment:

If you have already submitted this coursework and you are resubmitting, you are required to improve on your previous submission and write a short reflection of 500-1000 words on how you used the feedback to improve your report.

Assignment task

You will be producing a retail marketing plan for an organisation of your choice. This organisation can be in any retail sector, advice on choice of companies will be provided by tutors.

The plan should be presented as a business report, written and structured in a manner that would be acceptable as a working document in your chosen organisation.

Although this is a business document, you must support your arguments, conclusions and recommendations by making reference to appropriate theory. Referencing should use the UWE Harvard Style.

Assignment structure

In order for your plan to meet the assessment guidelines, you are advised to structure your report around the following:

1. A situational analysis of your chosen retail organisation which would typically contain theoretical structures such as:

SWOT/TOWS, competitor analysis, market factors, positioning, target consumers and consumer profiling.

2. An analysis and critique of the organisations product and brand offer, channels to market, retail marketing communications, visual merchandising, customer service and retail operations.

3. Proposed actions for the organisation which may be as a result of opportunities, threats, or be challenges or recommendations you have identified.

This should be structured using selected appropriate theoretical frameworks such as 7P’s, retail life cycle, wheel of retail, accordion or any other model which is suitable.

Please note that in order to complete some aspects of this report to a good standard, you may need to visit a store location. Please bear this in mind when choosing your organisation.

Whilst you will need to conduct a comprehensive audit in order to develop these priorities, this should be documented as an appendix rather than in the main body of the plan. Marks will be awarded for research and knowledge, analysis, evaluation and synthesis. Therefore, extensive descriptive information such as audits or PESTLE should NOT be included in the main body of the report.

Effective use of appendices will be necessary in order to achieve this. If you are unclear on how to use appendices within a report please contact the Academic Success centre.

Marking Criteria

The following criteria will be used in evaluating your report:

1. A situational analysis of your chosen retail organisation which would typically contain theoretical structures such as:

SWOT/TOWS, competitor analysis, market factors, positioning, target consumers and consumer profiling. (25%)

2. An analysis and critique of the organisation’s product and brand offer, channels to market, retail marketing communications, visual merchandising, customer service and retail operations. (25%)

3. Proposed actions for the organisation which may be as a result of opportunities, threats, or be challenges or recommendations you have identified.

This should be structured using selected appropriate theoretical frameworks such as 7P’s, retail life cycle, wheel of retail, accordion or any other model which is suitable. (40%)

4. There will a further 10% of marks awarded according to standard of presentation of the report.

	Situational analysis of chosen organisation (25%)	Analysis and critique of organisation (25%)	Proposed actions for the organisation (40%)	Overall presentation 10%
70% +	Evidences wide research from a range of well referenced sources and with excellent focus on key and relevant information. The student shows an ability to extract core information. Furthermore, there will be strong integration of selected models demonstrating ability to apply the most relevant theory.	Excellent critical analysis of the organisation using data and theory to enable identification of clear areas for further exploration and research.	Creative and interesting suggestions for actions proposed actions which are grounded in theory and are supported by linkage from key information within the situational analysis.	Excellent presentation with strong structure, extensive referencing and consistently good spelling and grammar.
60-69%	Good integration of relevant, clearly referenced, research material from a good range of sources. Furthermore, there will be competent integration of selected models demonstrating ability to apply the most relevant theory.	Very good critical analysis of the organisation using data and theory to enable identification of clear areas for further exploration and research.	Clearly identified proposed actions which are grounded in theory and are supported by linkage from key information within the situational analysis	Good presentation, structure, spelling and grammar, effective referencing
50-59%	Some research although not always referenced or sufficiently focused in key areas of relevance. Limited integration of academic material. Although the models are covered, the application is weak. Student may not have considered which models are most appropriate and covered all without selection.	Reasonable critical analysis of the organisation which uses some data and theory to identify areas for further exploration.	Some actions are proposed and supported with links built from situational analysis section. Theory used to support could be more strongly applied.	Reasonable presentation, with clear structure and some references. Some spelling and grammar errors.
40-49%	Limited research and poorly referenced. Mainly anecdotal with limited integration of academic material and mainly a description of organisation strengths and weaknesses with little analytical content	Weak or lacking in critical analysis of the organisation. Data and theory either absent or poorly applied.	Some actions are proposed but links to previous sections a little weak or lacking in substantiation. Poor use of theory	Weak presentation, some structure and minimal referencing. Poor grammar.
0-39%	Very little research; poor referencing of sources; highly descriptive and unconvincing. Academic models either absent or used inaccurately so discourse is based on anecdotal information or guesswork.	No clear critique of organisation, discussion is predominantly descriptive.	Proposed actions not defined, or of a very poor quality with no substantiation.	Poor presentation, lacking structure, referencing and depth of content. Poor grammar.

Format

All work should be word processed in 12 point font Times New Roman or Arial and double spaced.

Please use the following file format: word.

Please ensure that you provide the following details on the first page of your coursework:

· Student Number

· Module Name and Number

· Word Count

Word Limit

The word limit for this coursework is 2500

· Word count includes everything in the main body of the text (including headings, tables, citations, quotes, lists, etc.).

· The references, bibliography and footnotes (provided footnotes only include references) are NOT included in the word count.

· There is no direct penalty for exceeding the word count but the marker WILL stop reading once the word limit has been reached and nothing further will be taken into account in the allocation of marks.