I 'UI II lull IUI I- Assessment Brief Newcastle Business School UNVEI'SWY NEWCASTLE The Brief: Google Merchandise Store The Google Merchandise Store is an ecommerce site that sells Google-branded merchandise. They sell a mix of apparel, lifestyle products and stationery across the globe. As one of the world's largest companies (Statista, 2019), Google employs over 170,000 people. However, the Google Merchandise Store contributes a very small part of their overall revenue, generating around 4,000 revenue per month. The CEO of the company, Sundar Pichai, is of the opinion that the company's marketing strategy should try and improve merchandise sales in the future. He has recruited you as a consultant to carry out some digital marketing analysis and advise him on the digital marketing strategy of the Google Merchandise Store. Sundar has provided some specic details and instructions, which are set-out below, to guide your analysis. 1. Given its importance as a storefront, the Google Merchandise Store's website should adhere to a high standard of accessibility and user experience (UX) in the retail industry. He feels that an accessibility and UX evaluation of his closest competitors' websites would tell him what the industry benchmark is. This in turn will set the standard for improving his company's website. You are required to carry out this accessibility and UX analysis on the top two players in the fashionlrnerchandise industry (based on your own evaluation) and report on the results of your analysis in comparison to the Google Merchandise Store. (10 marks) Sundar would also like you to conduct some social listening into this industry, and report on the state of social media engagement, looking at most popular social networks, sentiment, influencers, engagement and content types. (10 Marks)