Retail Marketing Management

2017/18

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BABM & Marketing

Level 3

Retail Marketing Management

(MKTG30081)

Critical Success Factor Report

Assignment Details

BA (Hons) Business Management & Marketing 1

Retail Marketing Management
2017/18

September 2017

Critical Success Factor Report

Key Details

Brief Complete a critical success factor report for a small, local,

independent retailer (see below for further details)
Format Students will create an individual critical success factor report
using local primary and secondary research
Duration & 4,000 word report, 350 words of which will be devoted to an outline
Word Count audit
Deadline The report should be submitted on Thursday 4th May 2018 at 12
noon at the latest to the electronic drop-box on NOW. The retail
audit should be submitted, along with a copy of the completed
ethics form, survey questionnaire and key results on Friday 8th
December 2017 at 12 noon at the latest.
Weighting 100% of the module marks

Further Details

This is an individual, summative report and follows on from the formative

group survey completed in the first term. Students will use the results from this formative,
group survey to inform and enable decision making in the individual report. Students may
also supplement the survey findings with further, individual, primary and secondary
research. Before finally selecting the retail outlet to use as the basis of their Critical
Success Factor (CSF) report, students should consult their tutor for advice. It is also
possible to consider a concept store. Please note that students should avoid researching
exactly the same retail outlet as another CSF group studying Retail Marketing
Management. It is important to remember that the retail outlet chosen must be a small,
local, independent store and, therefore, information used in analysis and decision
making must take this into consideration.

It is important to note that ethical approval must be gained before conducting any
primary research and that all CSF reports must be accompanied by an ethical approval
form 03 signed by the tutor. A copy can be found on the Retail Marketing Management
module learning room on NOW.

Students need to have completed their formative survey by the beginning of November
2017 in preparation for the formative presentation. Following presentation of results,
they should ensure that each individual member of their survey group has a copy of key
results to use when writing the CSF report. Students will then work on an individual
basis to further analyse the information, complete the audit, carry out further
qualitative/quantitative research deemed appropriate (and with a separate,
supplementary, approved ethics 03 form) and make recommendations for the CSF
report.

The final, individual report should consider the following:

BA (Hons) Business Management & Marketing 2

Retail Marketing Management
2017/18

THE AUDIT – market definition, market size, market trends and forecasts, a micro-
environmental audit, a macro-environmental audit, strengths and weaknesses of your
retailer, marketing assets, opportunities and threats facing the market;

CRITICAL SUCCESS FACTORS – Segmentation, Digital Marketing, Merchandise, Brand

Management, Sustainability, Pricing, Communication (including communication spend),
Atmospherics, Customer Service, Human Resources, Forecasted Sales

Assessment Criteria

1. Critically analyse the local environment within which a retailer operates

An indication of what is being looked for: students need to demonstrate that they can
understand, evaluate and apply appropriate retail marketing models to analyse the local
market. In addition, students need to critically analyse the information used rather than
describing and accepting what they see. Consideration needs to be given to the
methodology and limitations of the data used. It is important to realise that national
sources alone might not be appropriate for the retailer. Information might come both
from local sources and from the survey data although national sources might be used for
comparative purposes.

(20% weighting)

2. Demonstrate an ability to synthesise, justify and articulate strategic retail marketing

critical success factors

An indication of what is being looked for: Decisions should be compiled that are pertinent
to the success of the retail outlet studied. These can be based upon current or adapted
retail marketing models and tools but it is important that you clearly identify why the
decision would help to ensure retail success. Some of the reasons could relate to the
primary research data or to academic marketing models with any limitations clearly
identified.

(40% weighting)

3. Create a critical success factor report for an independent retailer

An indication of what is being looked for: Using the primary and secondary research
data collected, a retail marketing report should be compiled which clearly identifies the
things that the retailer should focus on in order to be successful in the future. All of the
critical success factors identified in the ‘Further Details’ section of page 3 of this
assignment brief should be covered. It is also important to include a copy of key results
from the survey as well as corresponding ethics approval form(s) (Form 03) in the
appendices of your report to show that you have adhered to ethical requirements within
the primary research used.

(40% weighting)

BA (Hons) Business Management & Marketing 3