Retail and Services Marketing (M019)

International Retail Marketing Analysis: Coursework 1

Assignment Brief:

This assessment is the culmination of all the work so far in this module. Students are
required to draw up an International Retail Marketing Analysis.
Following your initial study of the nature and role of retail and the international
environment, you are required to create an International Retail Marketing Analysis
for either “Ted Baker, Tesco or Zara”. Students are required to present your
answer in a report format and be able to apply the learning from this module within
their report.
In order to present a well-constructed report you must carry out a thorough
evaluation of your chosen organisation’s international Retail marketing activities
and that of its key competitors, as well as investigating the latest trends and
developments within its particular sector. A strategic report (analysis and
recommendations) should be presented to your chosen organisation’s senior
marketing team, using the standard “Report” format and presented to your tutor for
assessment through the usual channels.

Additional Notes
You can only choose one company: (Ted Baker, Tesco or Zara) to construct your
report.

As the assignment title is "International Retail Marketing Analysis" - you must

choose an International country where your chosen company is ACTIVE/PRESENT
(the choice of country must be outside of UK; as for the purpose of this assignment
“UK” is considered as domestic market)
• (if the brand is not present in your selected country, no analysis can take
place and you will not get any mark for this coursework. You must pick a
country where the brand is currently operating).
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Key Areas to focus within the assignment (to meet the learning outcomes and as per
the marking criteria)
• Situation Analysis - Demonstrating and evidencing understanding of the
Retail Marketing Environment (internal and external factor (micro and macro
factors). This section needs to supported and evidenced with the literature
review: relevance and completeness (content). Analysis of the Retail
Marketing Environment: Need to consider – internal analysis and External
Analysis and the factors identified need to be fully discussed (not just
describing or listing) in regard to your selected brand; for example not just
listing "social factors" - instead you must look at culture and how reference
groups/influencer etc are impacting on the selected brand in the chosen
country. You also need to think of the importance of retailing in your chosen
country and how the retail sector is divided and its players (market leader,
market challenger, market followers etc) and how your chosen company fits in
within its marketplace.

• Market Entry strategy: you must discuss the market entry strategy you
believe your selected brand has used to enter the selected country.
.
• Segmentation/Targeting/Positioning (S/T/P): need to demonstrate the STP
process, highlighting links between an overall market and how your chosen
company chooses to compete in that market. This section needs to be
critically analysed and discussed (to include bases used by the selected
brand for segmenting, target strategy “(for example which target strategy is
being used "differentiated/undifferentiated” etc) used and brand positioning.
o Segmentation refers to the process of splitting a market into smaller
groups with similar product needs or identifiable characteristics, for the
purpose of selecting appropriate target markets. Targeting refers to
selection of a suitable market segment (or segments) with the intention
of heavily focusing the firm’s marketing offers and activities towards
this group of related consumers. Brand Positioning is the target
market’s perception of the product’s key benefits and features, relative
to the offerings of competitive products.
• Retail Marketing Programmes - Providing an in-depth analysis of specific
Retail marketing activities (for example Store Design, Retail Buying) in
relation to the full Retail marketing mix (7 Ps) and how these activities are
assisting in regard to achieving the Retail objectives. You can further look at
existing Trends and Retail marketing practices linking to the Retail objectives
(Acquisition and retention) and strategy.
o You will not get mark for only writing on 7Ps; the 7ps will need to be
expanded fully to cover areas such trends/innovation/
acquisition/retention as well as liking to external analysis (example of
cultural implication on adapting the product, price, place, promotion etc
to the chosen country).
o Analysing how the chosen company is satisfying its customers in the
international selected country. You need to look at analysing the
strategy/tactical being used for example "Pricing strategy, Distribution
strategy, Marketing Communication strategy, Product strategy "here
looking at Adaptation v/s standardisation within the selected country"

• Recommendation section: Within the recommendation section (this can be

based on your retail analysis) you can highlight what your brand can do in this
current climate towards “Acquisition and retention”, how they need to adapt
pro-actively to trends etc within your selected country to derive a competitive
advantage etc.
• Additional Notes:

You need to show clear evidence of learning from this module within your work (from
week 1-4)

• Week 1: International Retailing

• Week 2: International expansion/market entry strategies
• Week 3: Store Design
• Week 4: Retail Buying

• The Use of Retail Marketing theories and frameworks to support the analysis
is required at this level. You also need to use and make reference of the
recommended textbook.