The students are required to conduct retail marketing audit. The chosen retailer can be of any size or
of any country of origin as long as they trade in the UK. The retail audit should be presented in an
individual written report, no longer than 2,000 words (excluding references and appendices). The
report should have a clear report structure and presentation throughout. Only secondary data
should be used to evaluate the chosen retailer.
Students should choose and analyse ONE of the following retail concepts to the selected U.K. retail
store in the U.K.
● Retail store branding
● Retail Communication
● Retail Technology (e.g. AR, magic mirrors)
● Retailers and sustainability
● Future trends in retailing
● Future trends and impacts on technology on services
In addition, to the above retail concepts, students should choose and analyse ONE of the following
retail service to the chosen retail store in the U.K.
❖ Servicescape
❖ SERQUAL model
❖ Retail Services – importance to customers
The following criteria will be used to assess your work:
● Presentation of the retailer and the analysis of its market environment
● Appropriateness of theoretical analysis, relevance of theoretical frameworks/ concepts;
effectiveness and quality of theoretical analysis; evaluation and critique of essential
aspects of the work
● Application of the theories and concepts to the selected retailer
● Issue/problems identification (opportunities/ challenges) and recommendations
● Referencing and additional research: Evidence of academic research, standard of
referencing and overall report presentation
Report Structure:
1. A brief introduction to the report and justification of the chosen company (300 words)
2. A brief PEST (macro environment analysis) – please present this in a table (table is
excluded from the word count)
3. Discussion and Analysis of ONE chosen retail concepts (Remember to choose ONE
concept for discussion only) 700 words
✔ Retail store branding
✔ Retail Communication
✔ Retail Technology (e.g. AR, magic mirrors)
✔ Retailers and sustainability
✔ Future trends in retailing
✔ Future trends and impacts on technology on services
4. Discussion and Analysis of ONE chosen retail service (e.g. evaluation of the service
offered in relation to the retail service models / frameworks) – Remember to choose
ONE service for discussion only) 500 words
✔ Servicescape
✔ SERQUAL model
✔ Retail Services – importance to customers
5. SWOT analysis (Please present this in a table – table is excluded from the word
count)
6. Identify major issues facing the retailer – BULLET POINTS 300 words
7. Make short term (1-3 years) and long term (4-5 years) recommendations (based on the
identified issues) to the retailer – BULLET POINTS 200 words
8. References