Provide students with the opportunity to observe marketing applied in the real world by observing and analysing a retailer's marketing behaviour. Overview: As consumers we are often not aware of the different marketing tactics and the strategy used by retailers to get us to purchase their product. It can be as simple as a sale price on our favourite snack food, to creating a feeling about a brand that we want to be associated with. For this project students will pick a retailer that is operating in Canada, and to follow and observe their marketing efforts for most of the term and report back their observation on how that retailer is applying the marketing planning principles. See below for qualifying retailer details. Students should use all publicly accessible information to "observe" the retailer. This can include: retailer web site social media email storefronts and displays advertising material (print, outdoor, TV, radio etc.). It can not include talking to any of the staff or your friends or family that might work there. I would encourage you to pick a retail brand you like and admire as it is often fun to see what they are doing and how it might benefit you. Report: Students are to develop a maximum 1000-word report (body copy only), which is APA formatted. Your report can observe and analyze the entire marketing plan-annual, or you can select a specific campaign such as spring or back to school. Photos/images in the appendix are encouraged. I realize that this report is based on your observation and the application of principles we will learn in class. You are not expected to know the details of how the retailer operates or their profits/loss, this is simply an observation of how they are approaching their marketing and, in your eyes, does it work? Warning - do not get caught up on sale banners and sale pricing, these are only one part of the 4Ps, focus on the customer value proposition/competitive advantage that the retailer offers. The report should include your observations on the following: (Please use similar headings). 1. Mission, Objective of the campaign/plan 2. Situation Analysis 3. Segment, Targeting and Positioning they are using 4. How are the Four Ps used 5. What, in your eyes would define success-try and be specific. 6. Are their any ethical issues that you become aware of? 7. Summary-based on what you observed do you think this will be successful? Retailer qualification: 1) Must operate both a physical and an e-commerce store in Canada. 2) Must have been in business for more than 3 years in Canada. 3) The retailer must sell its own unique or branded products. (For example, Walmart is a reseller, they do not qualify). 4) Can not be a major retailer that is primarily a reseller of goods (i.e., Walmart, Amazon, Canadian Tire, Costco, etc.). Ask the instructor if not sure. 5) Should have a definable brand presence (is known for something-for example Levi's). 6) You or your friends or family can not be employed by the retailer. Some exceptions may be possible, please ask the instructor.