Module 24 - Long Reports
Appendix 24-R: A Long Report Example
The final reason frat members should be the primary target market is that not only do they shop there
more often, but they also like the products and store qualities more than the others do. The research data
supports this, and it follows from their shopping at Redwood and Ross more often. If they did not like the
products, it is logical to assume that they would not shop there.
The research I have done shows that 70% of fraternity members like the style and quality while 62% of
the others like these features of Redwood and Ross. The biggest difference between fraternity members and
non-members occurs in their perceptions of the prices. Thirty-nine percent of the Greeks perceive the prices as
high, while 80% of non-Greeks think prices are too high.
In conclusion, fraternity members represent a better target market than non-members because they shop
more often, are more aware of Redwood and Ross, and like the present store characteristics.
Freshmen, in contrast to fraternity members, buy fewer clothes and are less aware of Redwood and
Ross. But, if Redwood and Ross could get men's patronage while they were freshmen, a four-year clientele
relationship could be established. In the long run, Redwood and Ross could benefit from the effort to reach
There are about six thousand freshmen who go to school at the U of I. Almost half, or three thousand,
have shopped in the C-U area for clothing since they came to school. This is a sizable market which has
potential for growth.
Redwood and Ross must somehow increase its awareness among freshmen. Approximately 75% do not
know what product style or quality Redwood and Ross carries. If Redwood and Ross is to successfully make
freshmen a target market, then Redwood and Ross must develop strategies for increasing awareness.
ADVERTISING STRATEGIES FOR REDWOOD AND ROSS
Advertising can serve several purposes for a retail clothing store. First of all, advertising gives people
information about product lines, prices, store hours, and store location. Also, advertising can help a store
create an image. If the ad is sophisticated and portrays a sophisticated image of the store, people will get the
impression that the store is sophisticated. Successful advertising can create any type of image the store
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