Retail Management Wining Against the Onslaught of the Online Store PR & Marketing Final Assessment – Written assignment (case, essay) Activity brief

Retail Management Wining Against the Onslaught of the Online Store PR & Marketing

Final Assessment – Written assignment (case, essay)
Activity brief

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Retail Management Wining Against the Onslaught of the Online Store PR & Marketing

Final Assessment – Written assignment (case, essay)
Activity brief

BBA 324 – Retail Management & Merchandising – 2CH/3ECTS
Online campus

Professor: Mr. N. Solly MOENG | solly.moeng@euruni.edu

Description The past decade has seen the advent of the Online Store in many parts of the
world. While this phenomenon began with the sale of individual products and
services, it has fast developed into a plethora of fully fledged Online Retail Stores
selling bigger varieties of products to even fill-up whole shopping baskets. Some
Online Stores constitute the whole business while others have been positioned to
complement existing traditional retail stores to help them meet the needs of new
customers for whom a traditional in-store experience is not an attraction. The
advent of the Coronavirus, which saw lockdowns and movement restrictions being
imposed in many societies, has also created many new opportunities for online
retail businesses.

For this assignment, you are required to help a traditional retailer establish online
presence in order to retain existing customers and gain new ones. Mindful of the
kind of customer who would navigate towards online shopping, what would be the
key considerations of your plan?

Format This activity must meet the following
formatting requirements:

• Font size 12

• Type-face Ariel and Times
New Roman

• Double-spaced

• 1,200 words

• Harvard Referencing System

Goal(s) The aim of this assignment is to assess the extent to which you have understood
the key differentiators between traditional retailing and online shopping, as well as
the lifestyles and needs of the customers who would be drawn to the Online Store.
How would you target and retain them in this space? How would you position an
already known traditional retail brand in this space?

Due date Date: 20th September 2021
Time: 14:00 (CEST)

Weight towards
final grade

60% towards the final grade.

Learning
outcomes

On successful completion of this course, students will be able to:
1. explore and identify various approaches to positioning retail businesses

in the online space while either retaining or gradually moving existing
retail businesses to digital platforms at appropriate speeds.

2. analyse the key factors needed to make a success of online retail
businesses.

3. apply the theoretical knowledge of Retail Management and
Merchandising to embrace new technologies.

Assessment
criteria

The assessment of this assignment
will focus on the steps outlined in the
rubric found on the next page.

Rubric: written assignment

Criteria Accomplished (A) Proficient (B) Partially proficient (C) Borderline (D) Fail (F)

Problem
identification

The student has understood the
changing retail management
and merchandising
environment, as well as the
importance of adapting to the
ever-evolving consumer needs
and shopping patterns. Armed
with this knowledge, the student
has managed to integrate the
key elements of retail
management into new digital
platforms to seamlessly
propose an enhanced shopping
experience.

The student correctly identified
the challenges and came up
with a well thought out plan,
customized to the type of store
they’re running, to achieve
positive outcomes. Key
elements of the strategy have
been named and integrated into
a winning plan.

The student correctly identified
the case (issues), considering
obvious
environmental/contextual
drivers. There is evidence of
analysis, but it lacks depth.

The student correctly identified
the issue(s) but analysis was
weak. An absence of context –
the work is basically descriptive
with little analysis.

The student failed to correctly
identify the issue(s); analysis
was incorrect or too superficial
to be of use; information was
misinterpreted.

Information
gathering

The student showed skill in
gathering information and
analyzing it for the purposes of
filling the information gaps
identified. Comprehensive and
relevant.

Relevant information gaps were
identified and additional
relevant information was found
to fill them. At least two different
types of sources were used.
The student demonstrates
coherent criteria for selecting
information but needs greater
depth.

The student correctly identified
at least one information gap
and found relevant information,
but which was limited in scope.
Some evidence of sound
criteria for selecting information
but not consistent throughout.
Needs expansion.

An information gap was
identified and the student found
additional information to fill it.
However, this was limited in
scope. Weak criteria for the
selection of necessary
information.

Information was taken at face
value with no questioning of its
relevance or value. Gaps in the
information were not identified
or were incorrect.

Conclusions The student evaluated,
analyzed, synthesized all
information provided to create a
perceptive set of conclusions to
support the decisions and
solutions in terms of creating
winning online shopping
solutions.

The student evaluated,
analyzed and synthesized to
create a conclusion(s) which
support decisions and
solutions.

The student reached
conclusions, but they were
limited and provided minimal
direction for decision-making
and solutions.

The conclusion was reasonable
but lacked depth and would not
be a basis for suitable strategy
development.

The student formed a
conclusion, but it was not
reasonable. It was either
unjustified, incorrect or
unrelated to the case in hand.

Solutions The student used problem
solving techniques to come up
with well adapted solutions to
suit contemporary and future
shoppers.

The student used problem
solving techniques to make
appropriate decisions about
complex issues. Relevant
questions were asked and
answered. A realistic solution
was chosen. Alternatives were
identified, explored and ruled
out.

The student used problem-
solving techniques to make
appropriate decisions about
simpler issues. The solution
has limited benefit but does
show understanding of
implications of the decision.
Alternatives were mentioned
but not explored.

The student used problem
solving techniques to make
decisions about simpler issues
but disregarded more complex
issues. Implications of the
decision were not considered.
Alternatives were not offered.

The student formed a
conclusion, but it was not
reasonable. It was either
unjustified, incorrect or
unrelated to the case in hand.

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