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ASSIGNMENTS:
Internet Shopping—4 groups
Assignment
Assume you are interested in buying a digital camera. Go to
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IKEA Case—Discussion Questions—2 groups
(first group will take questions 1 and 2. Second group will take questions 3, 4, and 5.)
1. Why is IKEA successful globally when other retailers stumble?
2. How is IKEA positioned relative to other furniture retailers?
Defining a Retail Strategy
The purpose of this assignment is to give you an opportunity to get out and examine retailing strategy
from an objective, professional, and non-consumer point of view. The assignment is to compare two
retailers’ strategy as defined on pp. 128-137 of Retailing Management.
Financial Strategy
Compare financial strategies of “your store” and another store that sells similar merchandise categories,
but to a very different target market. If yours is a high margin/low turnover store, compare it with a low
margin/high turnover store.
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the two stores. Assess which chain has better overall financial performance. Your grade will be
primarily based on your analysis of why these ratios are different.
Santa Bears Case—Discussion Questions—One Group
1. What was the unit gross margin and total gross margin for the Santa Bears?
2. What would have been the unit profit and total profit if the bears had sold for $10?
3. What was the actual profit for Santa Bears?
Location Analysis Presentation—All Groups
Go to “Your Store.”
Merchandise Budget Plan Case—All Groups
(Case 22 in text)
L.L. Bean Case—2 Groups
Discussion Question: L.L. Bean is experimenting with bricks and mortar stores. Evaluate what they are
Zara Case—One Group
Discussion Questions:
On what bases has Zara developed a sustainable competitive advantage?
Are these efficiencies sustainable for expansion in the U.S.?
Retail Game—All Groups
Sample Syllabus Format and Schedules
You need to submit two documents
When you have completed all your decisions you will be able to print out your results page. The results
page will list all of your decisions and a blank store layout. You will be asked to defend each of your
decisions.
2. Accompanying PowerPoint report
The PowerPoint report that you hand in should include a print out of your results pages and the store
layout plan. (Please submit only your final set of print outs, not every attempt you may have made). The
PowerPoint report gives you the opportunity to provide more details on the justification for your choices,
highlighting both strengths and potential weaknesses of your decisions. The report should, in particular,
cover the key areas of overall strategy, stock selection, space allocation, staffing, and shrinkage
prevention. You should note any best practice you may have seen in retail outlets with which you are
familiar and used to make your decisions.
In making your decisions, consider the following:
1 Have a clear marketing strategy in terms of which customers you are targeting, and making sure
your assortment plan reflects that target market.
2 Consider your overall objective. Is it to maximize sales or profit.?
Mitchells/Richards Case—Two Groups
How do the Mitchells work toward keeping the four service gaps closed?
Which elements of the retail mix will provide a sustainable competitive advantage?
How does Mitchells develop and maintain loyal customers?
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Store Layout and Design
(All groups will present)
Go to “your store” and evaluate the store layout, design, and visual merchandising techniques employed.
Explain your answers to the following questions:
1. In general, is the store layout, design and visual merchandising techniques used consistent
with the exterior of the store and location?
6. Are the fixtures consistent with the merchandise and the overall ambiance of the store? Are
they flexible?
7. Evaluate the store’s signage. Do they do an effective job in selling merchandise?
8. Has the retailer used any theatrical effects to help sell merchandise?
9. Does the store layout help draw people through the store?
10. Evaluate the retailer’s use of empty space.
11. Has the retailer taken advantage of the opportunity to sell merchandise in feature areas?
16. Ask the store manager if plan-o-grams are used. If so, try to determine what factors are
considered when putting together a plan-o-gram.
17. Has the retailer employed any techniques for achieving greater space productivity such as
using the “cube”, down-sizing gondolas and racks, and minimizing non-selling space?
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SCHEDULE
Date
Class Activity
Reading
Assignment
Assignments
Due/Points
1
Class Introduction
Chapters 1,2
2
Internet Shopping Presentations (4 groups)
Chapter 3
50
3
4
Strategy Presentations (all groups)
50
5
Santa Bears Case (1 group)
7
Financial Strategy Presentations (all groups)
50
8
Location Analysis Discussion
Chapters 7,8
9
Location Analysis Presentations (all groups)
50
IKEA (2 groups/split questions)
Chapters 4,5
50
10
Exam
100
11
Merchandise Budget Planning
Chapters 12,
13
12
Ethical and Legal Issues in Buying Merchandise
Chapter 14
13
Merchandise Budget Plan Case (all groups)
Open-to-Buy
Assortment Planning
50
14
Customer Relationship Management
Christine Anderson
Ch 11
15
Tour
points
18
Talbotts DC tour
19
Zara (one group)
Ch 10
50 (case)
20
Pricing
Ch 15
No class in lieu of Talbotts Distribution Center
25 extra credit
21
Pricing (Max Margin Markdown Game)
Pricing Problems Due
Ethical and Legal Issues in Pricing
25 extra credit
points to the
winning team
20 (pricing
problems)
22
Mitchells/Richards
Ch 19
50
23
Exam
100
Presentations (all groups)
Presentations continued
26
Retail Game preparation
27
Retail Game presentations (all groups)
70
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SOUTHERN OREGON UNIVERSITY
BA446 Retail Management
Joan M. McBee
Course Description: Examines market strategy planning for retail management.
Major emphasis is on small- to medium-sized retail business plans.
Discusses retail management case problems.
Online Environment: Participating in an online class is quite different than a face-to-face
class. Much of you what you get out of the course will depend on how much you put into the
course. You must keep up with the chapter readings, assignments, and class discussions. It’s
easy to put other life responsibilities before your online course, so be sure to schedule time for
If you have never taken an online course before, please make an appointment with the
instructor for an orientation.
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Topics Covered:
❖ Management decisions made by retailers
❖ Types of store-based and nonstore retailers
❖ Changing demographics and values of retail customers
❖ Approaches for entering international markets
❖ Organization structure of typical retailers
❖ Flow of information and merchandise
❖ Methods for communicating with customers
Evaluation: Activity Points
Midterm Exam 100
Final Exam 100
Weekly Assignments & DB 100
Term Project 100
Total Points Possible 400
Grading Scale
A 100–93% C+ 79–77%
A- 92–90% C 76–73%
B+ 89–87% C- 72–70%
B 86–83% D+ 69–67%
B- 82–80% D 66–63%
D- 62–60%
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midterm and final exam. You will receive up to 10 points for each exercise or discussion board
assignment. Late assignments may be discounted 10%.
Term Project: Please see the separate handout for your term project. You will be graded on
Student Responsibilities: Knowing that students often need to juggle school, work,
family, and other obligations, you need to know that I do not second-guess your
Withdrawal: The ultimate responsibility of withdrawing from the class rests with each
individual student to INITIATE and COMPLETE. Withdrawal is not automatic, but must be
requested by the student at the Registrar’s Office. Students not following school policy on
dropping classes will receive an F, E, or other appropriate grade for the work completed.
Incompletes: Students requesting an “I” grade must have taken the first three tests. The “I”
grade is intended to provide a student with additional time to complete course requirements due
to extenuating circumstances, not to reward procrastination. Students on financial aid should be
aware of the effect that “I” grades have on their award status.
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COURSE SCHEDULE
Date Subject Chapter
Week 1 Introduction to the World of Retailing 1
Types of Retailers 2
Midterm – Chapters 1-8
Week 5 Customer Relationship Management 11
Week 6 Planning Merchandise Assortments 12
Buying Systems 13
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BA446 – RETAIL MANAGEMENT
TERM PROJECT
Your final project involves three separate parts. You can get started on this at any time, but your
recommendations and the detail of your answers will need to be completed closer to the end of the term
after you have read the chapters, completed your assignments, and gained a greater understanding of the
PART A: Compare at least seven products among four food retailers on
❖ Variety
❖ Assortment
❖ Service
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TERM PROJECT: PART A
Product #___: Type of Product_____________________________________________
STORE #1
STORE #2
STORE #3
STORE #4
Variety-
How many
variations are
represented?
(How many
types of choc.
chip cookies?)
Price
Location (on
shelf, in store)
display?
facing, signs)
Type of Retail
Institution
Other
Comments
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PART B: Evaluate store layout, design and visual merchandising.
Go to a store of your choice and evaluate the store layout, design and visual merchandising techniques
employed. Be sure to reference the concepts you have learned in your chapters. If a manager begins to
question you because of your suspicious notetaking, just explain that you are a student at SOU and if they
have questions, they should contact me. If you feel more comfortable having my business card, please
ask me for it.
Explain your answers to the following questions:
I. Appearance
A. Is the store layout, design and visual merchandising techniques used consistent
with the exterior of the store and the location? What does it say about the type of
II. Fixtures
A. Does the lighting highlight merchandise, structure space, capture a mood, or
downplay unwanted features?
B. Are the fixtures consistent with the merchandise and the overall ambiance of the
store?
C. What type of image do the fixtures portray?
III. Promotion
A. Evaluate the store’s signage. Does it effectively sell merchandise?
IV. Layout
A. Does the store layout help draw people throughout the store? Why or
why not?
B. How does the layout facilitate purchases?
C. What type of layout is used? Would another type of layout be better?
Sample Syllabus Format and Schedules
V. Merchandising
A. Has the retailer employed any techniques for achieving greater space
productivity such as using the “cube,” downsizing gondolas and racks,
PART C: Evaluate Web Sites.
Go to the four retail web sites and shop for a product. For example, if I were shopping for a pair
of jeans, I would try to find similar jeans at four different retailers. I might view Victoria’s
Secret, GAP, J. Crew, Levi because they all offer about the same quality and target similar
markets. Answer the following questions in detail:
a) Identify the retailers you chose and why.
Sample Syllabus Format and Schedules
Syllabus
SST 2383 – Retail Merchandising / Buying & Pricing
Jo Ellen Jonsson
Objective and Goals: This course will provide a foundation for those students who
plan to work in retailing or related disciplines. We will critically analyze the retailing
process, the environment which it operates in, and the functions that are performed. We
will study extensively the six elements of the retail strategy. These important elements
include: merchandise assortment, pricing, communication mix, location, customer
service and store layout.
Required Textbook: Levy & Weitz 7th edition
Grading: No late work! I feel it is extremely important to learn how to meet deadlines.
Therefore, unless it is a medical emergency, you will not receive points for late
work. Watch the calendar carefully and make sure all assignments are turned in at the
Grading Criteria:
Exams:
Exam 1
100 pts.
Exam 2
100 pts.
Case Studies / Assignments
11 at 20 pts. each
220 pts.
100 pts.
Exam 4
100 pts.
400 pts.
1 at 50 pts. each
50 pts.
1 Getting Started Quiz
10 pts.
280 pts.
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Research Project :
Virtual Business Simulation:
9 sessions at 10 pts each = 90 pts.
Grade Breakdown:
930 -1000 A
730 – 769 C
900 – 929 A-
700 – 729 C-
870 – 899 B+
670 – 699 D+
Ethical Conduct: Any form of academic dishonesty (cheating, plagiarism, etc.) will not
be tolerated. Proof of academic dishonesty will result in a failing grade (E) for the
course.
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SST 2383 – Retail Merchandising
Week 1:
Assignments
Module 1 :
Chapter 1 – Introduction to the World
of Retailing
Complete the “Getting Started Quiz.” The 3rd row
on the home page will not be released to you until
you complete the quiz at 100%.
Week 3:
Module 3:
Read Chapter 3
Week 4:
Week 5:
Module 5:
Chapter 5 – Retail Market Strategy
Read Chapter 5
Case 8: Competitive Environment in Teen Market
Take Exam 1 on Chapters 1-5 in the WSU Testing
Week 2:
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Chapter 6 – Financial Strategy
Week 6:
Module 7 :
Chapter 7 – Retail Locations
Read Chapter 7
Week 8:
Module 10:
Chapter 10 – Information Systems and
Supply Chain Management
Read Chapter 10
Take Exam 2 on Chapters 6-10 in the WSU Testing
Center (50 multiple choice questions)
100 points possible
*Exam 2 is available Feb. 25 – March 3
Week 9:
Week 10:
Module 13:
Read Chapter 13
Week 7:
Exam 2 Review
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Chapter 13 – Buying Systems
Assignment 13 – Buying and Distribution (access in
Module 13)
Discussion Board Question #4 – access in Module 13
Week 12:
Module 15:
Read Chapter 15
*Exam 3 is available March 31 – April 7
Week 13:
Module 16
Chapter 16 – Retail Communication
Mix
Read Chapter 16
Case 25: Promoting a Sale (pages 574-575)
Week 14:
Visual Merchandising
Week 15:
Module 19:
Read Chapter 19
Week 11:
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Finals Week: