+1 862 207 3288 1)Answer BOTH questions
Questions carry equal weight
Word limit 1500 words per answer (3000 for the whole assignment). Penalties will be imposed if either question is more than 10% over the word limit.
Essay or report format (executive summary not necessary)
References should be cited using an accepted academic system (Harvard or Footnotes recommended)
Please Note: You should NOT research any data for this assignment. You should rely on the information in the scenario and make reasonable assumptions (articulate your assumptions). You should review and use materials covered in class and are advised to undertake some research into distribution and retail theory by deepening and broadening your knowledge of distribution and retail beyond that covered in lectures.
The final assignment on this module is to be submitted only electronically via Blackboard). It will automatically be scanned through a text matching system (designed to check for possible plagiarism).
• DO NOT attach a CA1 form or any other form of cover sheet;
• YOU MUST include your name and student ID on the first page of your assignment.
To submit your assignment:
• Log on to Blackboard at https://learning.westminster.ac.uk;
• Go to the Blackboard site of BMKT505 Distribution and Retailing;
• Click on the ‘Submit Coursework’ link in the navigation menu on the left-hand side,
• Click on the link for ‘Final Assessment’;
• Follow the instructions.
The electronic copy must be submitted as ONE Word document in 1.5 spacing
Question 1
‘Youthful’ is an upscale cosmetic positioned at the very top of the market. The company produces only one skin care product targeted at affluent middle aged women. The product is positioned around an especially powerful ingredient that is said to have an almost magic effect on preventing and in some cases improving wrinkles, improving skin texture and lessening blemishes. Available in 3 sizes Youthful is distributed in a limited number of department stores in the world’s major cities. In London for example it is only available at Harvey Nichols, Harrods and Selfridges. The large tub (75ml) retails at £300 with the medium tub (45ml) at £200 and the small tub (20ml) retailing at £100.
Youthful does not advertise but encourages inclusion of the product in product trials conducted by glossy magazines that are relevant to the target market. Mostly Youthful relies on word of mouth with a bit of spontaneous celebrity endorsement from users. Sales attendants in the department stores are trained to recognise visitors to the counter who have the potential to become users of the product to give them a sample to try.
The company is eager to expand their market and sales while preserving the Youthful brand. They have decided to develop a new range of products utilising the magic ingredient somewhat diluted but still effective. The new range of products is not to carry the Youthful brand name. It is to be named ‘ONE’. The positioning is to be based on excellence of the product in encouraging a clear skin and preventing lines and the signs of ageing. The range of products is to remain simple, a cleanser (in face wash form) for all skins, tonic for 3 skin types and moisturiser for all skins. Cleanser and tonic in 200ml plastic bottles to retail at £25 with the moisturiser in a 40 ml tub £40. ONE is to be targeted at image conscious men and women aged 25 – 40.
You have been retained as channel strategy consultant to the company.
a) What are the alternatives for distributing ONE? (50%)
b) Which strategy do you recommend? Explain your answer. (50%)
Make any reasonable assumptions necessary. Articulate you assumptions
Question 2
Recommend the retail mix for a start up retailer of men’s clothing targeted at men aged 40+ of the A and B social grades. The main competitors are department stores and specialty stores including bespoke tailors (made to measure). The business intends to sell goods and will not make suits for individuals.
Make reasonable assumptions where necessary and make these assumptions clear.
2)Learning Resources
Essential Reading
The programme of study (p4) associates chapters of the textbook with topics/seminars. The text book chapters often deal with material relevant to more than one topic. In the programme each chapter is associated with the topic or seminar to which it is most relevant. There will be other relevant material in other chapters and each specified chapter deals with material that is relevant to other chapters. By the end of the module you should have covered the whole book. Several chapters are case studies showing application of the theory.
Fernie, J., Sparks, L., (2014) Logistics and Retail Management. (4th Edition) London: Kogan Page
This book is available as an e-reading. You can access it through the Reading List link on the module blackboard site (left hand menu just under ‘Learning Material’)
Further Reading
Coughlan, Anderson, Stern and El-Ansary (2006) Marketing Channels. (7th Edition) Upper Saddle River NJ:Prentice Hall
Cox, R., Brittain, P. (2004) Retailing: An Introduction. (5th Edition), Harlow: Pearson
Kent T, Ogenyi O, (2002) Retailing. Basingstoke: Palgrave
Levy, M., Weitz, B. (2013) Retailing Management. (9th Edition) New York: McGraw Hill
Rosenbloom, B. (2013) Marketing Channels (10th Edition) London: Dryden Press
Varley, R., Rafiq, M. (2011) Principles of Retail Management. (2nd Edition) Basingstoke: Palgrave
Journals, magazines and newspapers
The retail sector is particularly well covered on the financial pages of newspapers. Retail and distribution applications are often carried in mainstream journals of most disciplines and there are journals aimed at the distributive trade
International Journal of Retail and Distribution Management
International Journal of Physical Distribution and Logistics Management
Journal of Marketing
Journal of Marketing Management
European Journal of Marketing
Journal of Retailing
Trade journals are also very useful. The main retail trade magazine is Retail Week You can access it through the Reading List link on the module blackboard site (left hand menu just under ‘Learning Material’)
Web sites
www.chinalabourwatch.org
www.ilo.org
www.bangladeshaccord.org
www.forumforthefuture.org
www.actionsustainability.com
www.ethicaltrade.org
www.defra.gov.uk
www.ecovadis.com
www.globalaction.org.uk
www.bsigroup.com
www.traidcraft.co.uk
https://blog.westminster.ac.uk/sustainability/
https://www.betterworldbooks.co.uk/info.aspx?f=facts
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