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For a Retail Organization of Your Choice Evaluate the Elements of Its Retail Marketing Mix, in Terms of the Effectiveness with Which They Are Used to Appeal to the Core Target Market

In: Science

Submitted By savito85
Words 2548
Pages 11
SCHOOL OF MANAGEMENT
Learning to make a difference

MKIB: 230
Retail Marketing

Coursework assignment:
“For a retail organization of your choice evaluate the elements of its retail marketing mix, in terms of the effectiveness with which they are used to appeal to the core target market”

ZARA – flagship chain store

List of Contents I. Introduction: 2 II. Background 2 III. Retail Marketing Mix 3 1. Merchandise assortment 3 2. Location 3 3. Price 4 4. Store design and Visual merchandising 4 5. Advertising and promotions 5 6. Customer service 5 IV. Competitors 6 V. Conclusion 6 References 7
Appendix I………………………………………………………………...…..9
Appendix II…………………………………………………………………..10
Appendix III…………………………………………………………………11

I. Introduction:
The following report is about the evaluation of the marketing mix of “ZARA” clothing, which is considered to be one of the most successful clothing brands in the UK nowadays. This report will focus your attention on the main elements of the its retail marketing mix. The main objective of the report is to show how effectively those elements are used by Zara to appeal to the core target market. For the report were used primary and secondary researches. The secondary data was derived from various academic books, journals, websites, Internet resources, annual reports. The primary data was collected through qualitative approaches. Some observations of the stores were made, as well as exploring the staff and watching the customers’ behavior and reactions.
The theory that is used in this report as a leading one is by “Varley and Rafiq”. According to them “The retail marketing mix is the set of controllable variables the retailer can use to satisfy customers’ needs and to influence their buying behavior and compete effectively in the market”. Different authors have different theories about the...

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