Assignment 2: Retail Marketing Strategy Introduction Assignment 2 is designed to assist you in applying and integrating the course learning materials you have used in this module. The concepts in the module provide a foundation on which the marketing concepts are built in Modules 3 and 4. Assessing your understanding will help ensure that you are heading in the right direction to complete the course successfully. Assignment 2 is worth 15% of your final grade. It is marked out of a total 100 possible marks.Maximum allowed length is 2700 words (not including the calculations). 2.1: Strategic Planning (15 Marks) Length:Please write your response in point form and limit your response to 750 words at the most (cover and references are not included in the word count). Anything beyond this limit cannot receive marks. Assessment:This part of the assignment will be assessed using the following criteria:

• Depth (detail) of the analysis
• Insight into the differences between annual and strategic planning
• Explanation of why retailers should plan strategically

Answer the following questions about annual and strategic planning:

1. What are five (5) differences between annual planning and strategic planning? (10 points)
2. Discuss five (5) reasons why retailers should plan strategically. (5 points)

2.2: Case Study-Starbucks Retail Marketing Strategy (30 Marks) Length:Please write your response in point and paragraph form and limit your response to 1200 words at the most. Anything beyond this limit cannot receive marks.. Assessment:This part of the assignment will be assessed using the following criteria:

• Depth (detail) of the analysis
• Insight into the implications for sales and marketing
• Explanation to support your answers to the three questions

ReadCase 35: Starbucks Coffee Company. In addition, review Activity 2, Retail Marketing Strategy (2), and your discussion posting for this activity. When you have done the above answer for the following questions:

1. Who is Starbucks target market? Describe the target market using two (2) different types of consumer characteristics. Explain why you think this group of people is the target market for Starbucks. (10 points)
2. Describe each of the six (6) elements of the retail format/retail mix for Starbucks? (6 points)
3. Select three (3) of the elements of the retail format and explain how they contribute to satisfying the needs and wants of the target market you identified above. (9 points)
4. Does Starbucks have a competitive advantage? (5 points)
   1. If yes, describe what it is and give details of its primary source of its competitive advantage. Explain why you think this is a competitive advantage or a sustainable competitive advantage.
   2. If no, explain why you think Starbucks does not have a competitive advantage. What should the company do to develop one and what should be its primary source? Discuss your reasoning for selecting the primary source as the basis of the development of a sustainable competitive advantage.

2.3: Case Study-Strategic Profit Model (50 Marks) Length:Please write your response in point and paragraph form and limit your response to 750 words (not including the two Strategic Profit Models) at the most. Anything beyond this limit cannot receive marks. Assessment:This part of the assignment will be assessed using the following criteria:

• Depth (detail) of the analysis
• Insight into the Strategic Profit Model
• Determination of the financial margin, ratios and factors and the explanation of the implication for their results for the retail chains.

Synopsis:Both Nordstrom and Walmart sell customer goods although both have different retail strategies and financial performance measures. As of 2019, Nordstrom operates more than 379 stores in five different formats in the US, Canada, and Puerto Rico. Walmart is a major player in the department store segment with 11,766 stores World Wide as of 2019. Illustrate the construction and interpretation of the Strategic Profit Model. Compare the financial performance and results of these two different retail formats. Note You can review the Strategic Profit Model material in Chapter 6, pages 157 to 167 in your textbook. When you have done the above answer for the following questions:

1. Construct one (1) Strategic Profit Model for each of Nordstrom and Walmart using data from their 2016 financial figures. These are found In Chapter 6, Financial Strategy, on page 160 in Exhibit 6-3 Income Statements for Nordstrom and Walmart. You can also use the financial figures for these two retailers that are included throughout Chapter 6. Input the 2016 financial figures as needed into your Strategic Profit Model. You can do these calculations by hand or use the Strategic Profit Model Excel spreadsheet that is available below. (30 points)
   1. The Excel spreadsheet below calculates the key ratio used in the strategic profit model and the productivity measures discussed in the textbook.
   2. Strategic Profit Model Excel Spreadsheet Example
2. For each of the following financial factors, provide an explanation of the implication from a marketing perspective: Why would you expect gross margin percentage, expenses-to-sales ratio, net profit margin, inventory turnover, and asset turnover to be different for Nordstrom and Walmart? (10 points)
3. Assess which retail chain has better overall financial performance. Explain why you think one retail chain is better than the other retail chain? (10 points)

2.4: Report Presentation and Structure (5 Marks) Remember, you will be judged by the structure, clarity, presentation and quality of your work, which in this case are your assignments and your Final Exam. They are to be prepared and presented in a formal manner suitable for business. To ensure the quality of your written work, refer to the section onAssignment ContentandAssignment Criteria. Assignment Content Assignments will be evaluated against the following performance measures:

1. Content-Address all points of information as outlined in the criteria and requirements for the assignment.
2. Knowledge-Demonstrate your knowledge, understanding, skills, and perspectives on the modules learning materials in the assignment through your use of the course concepts, information and terminology, and the application of the same in the assignment.
3. Theory and Practice-Demonstrate your ability to connect your own experiences and opinions with the course learning materials and any other outside sources.
4. Critical Thinking-Demonstrate your ability to express your opinion clearly and to draw the best possible conclusions from your findings and analysis.
5. Presentation-Remember that you will be judged by the quality of your work, which in this case will be your assignment. To assist you with the quality of your written work when preparing your assignment, refer to the writing guidelines included in the Course Guide.

Assignment Criteria Be sure to save your assignment as a Word document and name it: MKTG4431_Lastname_Assign2. Reminders before submitting the assignment:

• Put your name, student number, word countand the assignment number on the cover page of the document.Make sure to include the word count! Anything beyond the word limit of 2700 words cannot receive marks.
• Submit all parts of the assignment in one PDF document.
• Organize your assignment with clear headings and sub-headings (questions and questions within the questions) based on the assignment questions.We cannot give marks for answers we cannot find or are left to guess.
• Use marketing concepts, information, and terminology from the course learning materials in your assignment but source the majority of your statements and information you base your conclusions on from academic journal sources. Please see the posted Referencing Expectations. You must follow the instructions there.
• Restating of the course learning materials should not be included in the assignments, nor is it considered part of analysis. Anyone reading your report will be familiar with the course learning materials therefore you need only to mention those facts relevant to your analysis and recommendations.
• Stay within the required length for each assignment. Communications should be clear, concise, and to the point.
• Use 1.5-line spacing in all parts of your document to improve readability for your Open Learning Faculty Member.
• Use an 11-point or 12-point font.
• Include numbers on all the pages.
• Use a spell checker to eliminate spelling errors.
• Use grammar checking to avoid grammatical errors such as run-on sentences.
• Cite references, using correct APA referencing format, if you are unsure what this is use TRUThe APA Citation Style Guide.
• Review thisTRU videoto understand what you can and cannot do in academic writing.
• Once you have finished writing, proofread your work and then print a hard copy to proofread it again. Fix the errors before submitting the assignment to your Open Learning Faculty Member.

Remember, being clear and concise is important to good communication. IMPORTANT In answering the questions in the assignment, it is critical to emphasize the justification for each action recommended. The assignment should take account of all the information covered in the course learning materials for this module. Grading is weighted in favour of answers that demonstrate reasoning and application behind the answer as well as references to course notes, readings, or any outside sources. Reference all quotations appropriately using the APA style (author, date, title, publisher, and page number) and when needed provide website URLs or references. Visit theTRU Library Online Catalogueand access How do I? for further information about how to cite resources and review the posted Referencing Expectations. Submission status

Attempt number	This is attempt 1.
Submission status	No attempt
Grading status	Not graded
Last modified	-
Submission comments	Comments (0)

Attachments:

assignment-2.....docx