High street retailers in the UK face two serious challenges: the convenience of online shopping; and poor economic conditions that have significantly eroded individual and household spending power.
The balance of power has shifted to favour consumers. Retailers must reassess how they do business. According to the British Retail Consortium, improving customer service, providing better value for money and superior shopping experiences are essential for retailers’ survival.
For this assignment, imagine that you have been retained as a consultant by a retailer of your choice within the greater Leeds metropolitan area. You have been commissioned to write a report for their Board of Directors analysing their market and competitive set. Your report must be based on thorough secondary and primary research identifying key issues and making recommendations of the activities which should be followed by your client.
Leeds is a vibrant city with extensive city centre shopping facilities and your report needs to take into account this context. You may find more information on the Leeds City Council website: www.leeds.gov.uk.
Your research must show an understanding of theoretical concepts of Retail Marketing as well as their practical application. It is up to you to choose the most effective theoretical frameworks and to explain your findings in a way that is relevant to your imagined client.
Your research will combine primary research with customers and in-store with relevant academic literature and industry reports.
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