MMK317 Advanced Retail Management - Trimester 2 2024
MMK317 Advanced Retail Management - Trimester 2 2024
Assessment 1 Report (Analytical) - Individual
DUE DATE AND TIME:8pm AEST (August 9, 2024, Week 5)
PERCENTAGE OF FINAL GRADE:50%
WORD COUNT:Maximum 2000 words
Description
As an individual, you are to complete an analytical report. Each student will play the role of a consulting firms retail research analyst looking to acquire a new client. The client company is a small-medium-sized firm operating in the retail sector.
The analytical report should be no more than 2000 words. Individual completion is only permitted. The purpose of this assessment is to allow you to showcase your retail analysis knowledge in practice for a retail organisation that could thrive in the current economic context and meet todays retail challenges.
You can choose any small to medium-sized retail organisation from around the world. Some example retail brands might be:
A convenience store from Thailand such as Lawson 108A luxury retail brand Nich perfumes from Spain
A caf bakery brand from Copenhagen offering all day brunch Lille PetraA fashion brand from India FabindiaBackground Research
It is important you discuss your selected retailer with your seminar leader, to ensure it is a viable choice and you can collect enough data on the sector, your chosen brand and their competitors. Our library has a vast number of insight reports and data on the retail sector so you have a wealth of data to draw insights from. References for your information are critical. Chat GPT and other AI tools are fantastic tools to kick start your planning about what data to find, how to organise it etc but it is your demonstration of adding value and insights from what you have collected that you are graded on. Remember your seminar leader will have already used Chat GPT etc as a background check on your chosen retail brand so dont cut and past use it like every other data and draw insights from it and add your own thoughts and ideas.
Use Class and Seminar Time Weeks 1-5
From week 1, I will introduce retail operations at a strategic level and cover some of the latest retail trends. Then weeks 2 and 3 we go into depth about location choices and location management all feeding into Assessment 1. Week 4 of the trimester involves you completing a field trip with a template to complete, and this can be used as an appendix for Assessment 1.
Specific Requirements
As part of the client engagement process, you will be asked to provide an analytical report that involves the following:
Executive Summary, contents page, introduction (prepare this last) (Approximately 300 words)
Describe the market and segment: identify a retail market in Australia and the segment ie Grocery Retail Sector, Convenience store sub sector. Key information to collect is data on market worth, key competitors. Estimate the current size of the sector in Australia based on commonly available information and reference them. (Approximately 250 words)
Current sector challenges: Identify the top 5 challenges facing retail firms in the particular sector of the retail industry you have chosen. (Approximately 250 words)
Competitor analysis and insights: Identify what three leading firms operating now in the sector are doing to address each of these challenges currently. (Approximately 250 words)
Retail brand description: provide key client information including its trading name, key target customers, strengths and weaknesses, existing retail location strategy and scale (i.e. size of floor plan, or size of the customer base) in its international market (Approximately 150 words)
Retail brand analysis of strengths: Identify the current strengths of the retail brand and opportunities in Australia for your chosen international retail brand. (Approximately 200 words)
Retail brand analysis of positioning and opportunities: Describe its distinctiveness (value proposition) against the competitors listed under section 4 and any adaptation versus standardisation to location planning for entering the Australian market. (Approximately 250 words)
Outline a location strategy for the brand entering the Australian market including rational for choices and trade area information/analysis that supports your proposal (incorporating your insights from the field trip experiential learning activity) (Approximately 250 words)
Conclude your analytical report with a SWOT graphical model (strengths, weakness, opportunities and threats) and a your key insights and recommendations (approximately 100 words).
Bibliography
Analytical Report Structure
Your report should include an executive summary, contents page, introduction, body (addressing all required discussions), conclusion and a list of references. Please note that an executive summary is meant to be an overview of your entire paper. It requires explicit detail, particularly in relation to your location strategy recommendations. Your executive summary should appear on a separate page.
A good introduction will be short and will help guide the reader. It should include:
The purpose of the report;What the report will cover. If applicable, also indicate what you are not going to cover in your report so there are boundaries; and
Background information (or business information) that will assist the reader in understanding the contents of the report.
Your final paragraph should contain the conclusions that you draw from the information presented in the body of your report. Conclusions should be briefly but firmly stated. You should not introduce new information in your conclusion paragraph and the SWOT only summarises the information in earlier sections.
Your report requires you to use headings and sub-headings to give your report structure for a busy client to read. Should you wish to attach any additional information to your report (e.g. your field visit template etc), include these as appendix items.
Research sources
Bibliography: A minimum of 12 relevant references are required (ALL of which should be cited within the body of your report). Use a range of sources, e.g., industry reports, journal articles, textbooks, websites, business magazines, etc. You must use the APA referencing system, please see https://www.deakin.edu.au/students/studying/study-support/referencing
A balance of relevant retail management theory and practical analysis and advice for management is required to score a high mark for this assignment.
Font and line spacing
With regard to the text used in your paper, please use a standard font (such as Times New Roman or Arial Narrow), at 12-point, with 1.5 minimum spacing between lines, to enhance the legibility for readers.
Word count
Your report should comprise 2,000 words. Any material past 2000 words for this type of report is not useful and does not attract marks. It is your analysis of the material that you are marked on so be concise.
In-text references are included in the word count. Include the word count on the front cover page of your assignment.
Learning Outcomes
This task allows you to demonstrate achievement towards the unit learning outcomes. The ULOs are aligned with specific graduate learning outcomes that is, the skills and knowledge graduates are expected to have upon completion of their studies and this assessment task is an important tool in determining achievement of those outcomes.
If you do not demonstrate achievement of the unit learning outcomes, you will not be successful in this unit.
It is good practice to familiarise yourself with the ULOs and GLOs as they provide guidance on the knowledge, understanding and skills youre expected to demonstrate upon completion of the unit. In this way they can be used to guide your study.
Unit Learning Outcomes (ULOs) Graduate Learning Outcomes (GLOs)
ULO 1: Demonstrate knowledge and critical understanding of the theory and frameworks of contemporary retail management/marketing techniques and functions specific to the development of retail concepts and formats. GLO1: Discipline-specific knowledge and capabilities
ULO 2: Communicate and disseminate information effectively by oral, written and visual means of creative ideas and concepts in the retail space. GLO2: Communication
Submission
You are to submit your assignment to the Assessment 1 Dropbox in the MMK317 CloudDeakin unit site on or before the due date. When uploading your assignment, name your document using the following syntax: <student ID_[unitcode].doc (or .docx). For example, 9244666_MMK317.doc.
There is no option to submit hard copies.
You must keep a backup copy of every assignment you submit,until the marked assignment has been returned to you. In the unlikely event that one of your assignments is misplaced,you will need to submit your backup copy.
Any work you submit may be checked by electronic or other means for the purposes of detecting collusion and/or plagiarism.
When you submit an assignment through your CloudDeakin unit site,you will receive an email to your Deakin email address confirming that it has been submitted.You should check that you can see your assignment in the Submissions view of the Assignment Dropbox folder after upload,and check for,and keep,the email receipt for the submission.
Table for assignment cover pages
Some use of Generative AI is acceptable when working on your assignments. However, writing/drafting entire sections, or the entire assignment, using AI is not allowed.
Using AI for the entire assignment is also not recommended current AI tools tend to be very generic and better for brainstorming and re-wording than writing your assignment entirely. Just taking an answer from AI may take you in the wrong direction, especially if you do not apply your unit learnings and critical thinking to the initial output the AI provides.
You may use AI for an initial draft of a section, but from there, you are expected to edit, update, and tailor that section using your own critical thinking and communication skills, and applying the unit content.
AI use must be disclosed in this unit. Otherwise, it is a breach of the assignment instructions and an academic integrity breach. If it appears that the majority of your assignment has been completed by AI, you may be asked to resubmit, or be referred to the Academic Integrity Committee.
Please complete and copy the table below this line onto the cover page of your assignment(s).
Please use the checkboxes to indicate all of the different ways you used AI in completing this assignment.
Generative AI Uses
Brainstorming ideas FORMCHECKBOX Creative/visuals FORMCHECKBOX Drafting/writing
Which sections: FORMCHECKBOX Editing / re-wording FORMCHECKBOX References FORMCHECKBOX Other
Describe: FORMCHECKBOX No AI usage.
(Only click this if you do not click any of the other boxes.) FORMCHECKBOX
Marking and feedback
The marking rubric for this task will be posted in the MMK317 CloudDeakin unit site - in the Assessment folder (under Assessment Resources).
It is always important to understand the criteria before completing any assessment task. Criteria act as a boundary around the task and help identify what assessors are looking for specifically in your submission. The criteria are drawn from the units learning outcomes ensuring they align with appropriate graduate attribute/s.
Identifying the standard you aim to achieve is also a useful strategy for success and to that end, familiarising yourself with the descriptor for that standard is highly recommended.
Students who submit their work by the due date will receive their marks and feedback on CloudDeakin 15 working days after the submission date.
Extensions
The prevailing University and Faculty extension policies apply.
Late submission
The following marking penalties will apply if you submit an assessment task after the due date without an approved extension: 5% will be deducted from available marks for each day up to seven days, and work that is submitted more than seven days after the due date will not be marked and will receive 0% for the task.
'Day' means working day for paper submissions and calendar day for electronic submissions. The Unit Chair may refuse to accept a late submission where it is unreasonable or impracticable to assess the task after the due date.
Support
The Division of Student Life (see link below) provides all students with editing assistance. Students who wish to take advantage of this service must be organized and plan ahead and contact the Division of Student Life in order to schedule a booking, well in advance of the due date of this assignment. http://www.deakin.edu.au/about-deakin/administrative-divisions/student-lifeAcademic misconduct
For information about academic misconduct, special consideration, extensions, and assessment feedback, please refer to the document Your rights and responsibilities as a student in this Unit in the first folder next to the Unit Guide in the Resources area of the CloudDeakin unit site
Assessment 1 rubric
Performance Levels/Criteria Missing Poor Average Good
Market analysis drawing on retail management and marketing theory and frameworks,
ULO1, GLO1
0
Analysis missing or completely not related to course material. 6
The analysis provides a very basic or generic overview of the market. Includes some but not all relevant retail theory and/or frameworks but is not coherent or accurate.
9
The analysis provides a good overview of the market. Includes some references to retail management and marketing theories and frameworks but lacks depth in applying these concepts.
15
The analysis provides a thorough and detailed examination of the market, deeply integrating retail management and marketing theories and frameworks and sophistication in applying these concepts.
Market analysis of contemporary retail issues, its challenges and opportunities ULO1, GLO1
0
Analysis missing or completely not related to course material. 6
The analysis briefly mentions contemporary retail issues, challenges, and opportunities without delving into specifics or providing detailed explanations. The implications of analysis are unclear.
There is minimal context provided regarding how these issues, challenges, and opportunities are relevant to the current retail environment.
9
The analysis identifies and discusses several contemporary retail issues, challenges, and opportunities but may lack depth or comprehensive understanding. Some implications are offered but the links are not compelling.
There is some context provided, making connections to the current retail landscape, but these connections might be somewhat generic or not fully explored.
15
The analysis thoroughly identifies and explains a range of contemporary retail issues, challenges, and opportunities, providing specific examples and detailed insights. Excellent implications are offered, and the links are compelling.
The context provided is robust, clearly connecting the identified issues, challenges, and opportunities to the current retail environment and trends.
Analytical report market entry /location plan recommendations ULOs 1 GLOs 1
Analysis includes: the analysis of a retail organisation's strengths and weaknesses, positioning and market entry/location plan and includes trade area analysis 0
No coherent business plan has been provided.
6
The report shows minimal research, lacking depth and breadth in exploring market entry or location options as well as an understanding of trade area analysis.
The plan is incomplete and/or has unclear links to previous analysis.
9
The report includes a moderate level of research, covering some relevant aspects of market entry or location options and trade area analysis but missing a comprehensive view.
The plan has some required elements, with some links to previous analysis.
15
The report demonstrates thorough and extensive research, exploring a wide range of relevant factors and market entry or location options and trade area analysis in detail.
The plan is excellent and includes all required elements, with sophisticated links to previous analysis.
Written communication: professional communication ULO2, GLO2 0
Report lacks coherence and not formatted to professional standards.
1
Report has more than three mistakes in formatting or language. Failed to meet requirements of assignment structure. Components missing (page numbers etc.)
3
Report has one mistake in formatting and language. Meets assignment structure requirements. No components missing.
5
Report is professional would be likely to interest investors
