Individual Report Organisation and methodology

References: We expect students to do a thorough and in-depth research on their topic.
Students consequently must reference their sources in a correct and exhaustive manner.
Using academic APA references is mandatory.

Individual Assessment Topic :
We have seen during the first week why a brand is going to select retail channel to expand
and why selecting this channel, versus other possibilities of distribution.
Nevertheless, we have seen that retail is complex and need to have a lot of element under
control in order to perform well. Also we have seen the cost of retail operation.
Lately Brands are strating to pull out of key destination like Hong Kong due to the reduction
of Chinese traffic and high rent cost. Within this challenging situation, I would like you to
establish 2 step strategies.
The first topic will be to put yourself within the Role of a Store manager for a Rolex
boutique in Hong Kong and to provide me an action plan that you would put in place
for your boutique in order to :
• Establishing new process to improve cost and staff optimisation
• Develop additional sales
• …..
The Second topic will be on a higher strategic position and I want you to think how to
transform a standard retail operation strategy based mainly on physical individual
pos toward new distribution channels…
We remain with the Rolex Brand as a case for your elaboration.
• Demonstrate the strength and weakness of a standalone retail strategy in luxury
retail
• Propose transformation alternatives
• Elaborate customer strategy in order to go with this transformation
• Formulate managerial recommendations providing possible solutions for the
problem that was analysed.

The objective of this deeper analysis should be complementary to the brand positioning and
future vision of distribution.
I would like you to develop a complete proposition from brand positioning, distribution,
definition of territories, range of actions that can be undertaken at brand level to build a
competitive advantage