GENERAL INFORMATION

This assignment involves you being a ‘mystery shopper’ at a store of your choice.  Please refrain from the old standbys such as Walmart, Starbucks, Kroger’s, Macy’s. Please choose organizations you know little about and can learn from.

The objective is to visit the store and evaluate the overall in-store marketing used by the retailer. You will appraise the store layout, design and visual merchandising techniques employed as itemized below.

Be sure you select a retailer that has a website and/or researchable information for Part B.

If a store employee begins to question you because of your suspicious note-taking, just explain that you are a university student at Post and if they have questions, they should contact your professor.

You will submit a four-page report (not including separate cover and reference pages) explaining and analyzing your research. Use 3-4 outside references in APA format.  You should incorporate specific consumer concepts and terminologies in your paper.  This paper is due at the end of Unit 3.

PART A

Location/Target Market

What is the retailer’s name, location, essential product lines, and four of their primary competitors?  Identify and describe the characteristics of their target market(s).

Appearance

• Is the store layout, design and visual merchandising effective in attracting their targeted customers, particularly considering their competition?
• Does the store need a face lift, update, remodel or renovation? What improvements would you suggest?  What about the customer service counter?

Image

Does the sales staff use suggestive selling? Is the image of the staff consistent with the image of the store?  Explain.

PART B

Research the Company you visited and comment on how the following contributes to its success:

• Company Headquarters
• Company History
• Demographics
• Marketing and/or Business Strategy
• Revenue and Financials
• Projected New Markets
• Industry Analysis – What is the present industry doing?
• Your Thoughts on the Organization and Where it is Heading.

Value Proposition

What do you perceive to be the retailer’s value proposition?  Do you think the store’s operations supports the company’s value initiatives?