As a major assessment, this assessment is an opportunity for you to demonstrate that you have
mastered the following course outcome(s):
- Discuss the future of retailing including demographic changes, environmental
uncertainties, and new competition. - Apply principles of consumer behavior as they relate to retailing, such as: where
consumers buy, what they buy, segmentation of consumer market. - Analyze how consumers process information and make buying decisions through
influence factors such as attitudes, personality, culture, and motivation, perception, and
reference groups on consumer decision making. - Solve common retail business problems using the principles of market research and other
tools used to analyze market opportunities and consumer responses. - Explain the factors relating to successful advertising, promotions, and publicity.
- Explain the factors relating to successful visual merchandising such as store layouts and
presentation.
Directions:
You have been hired as a consultant by the CEO of a retailer to analyze the current business plan
and to suggest strategies for growth and/or to improve profitability. The CEO has requested a
recorded presentation of your findings to submit to the business stakeholders.