Boston College Whole Food Retail Positioning Discussion
Description
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1 NIKE BOSTON 2 URBAN OUTFITTERS 3 WHOLE FOODS 4 CRATE & BARREL 5 CVS
Visit the assigned store and evaluate its positioning in accordance with the elements indicated on this assignment sheet and write a 2-3 pages paper based on these questions.
Merchandise – what does the merchandise say about the Target Market? That is, what is the demographic and psychographic profile of this stores ideal buyer? How is this shown in the merchandise and/or display? Discuss the depth and breadth of the product line. Talk about how the merchandise [give examples] is arranged in terms of style, quality and display. How is the merchandise grouped or categorized?
Service- What level of service is provided by the store and how does that support it’s positioning?
Ambience [atmosphere and image]- what does the store ambience say about the Target Market [tie to demographics, psychographics, shopping behavior]? Give specifics to show how this store is unique in comparison to competitors-either those nearby in location or competing in the same category. How does this store use its ambience to differentiate itself?
Location- How does the store’s location establish/reinforce its positioning? How would you classify the store’s location [strip mall, shopping center, business district, etc.]?
Pricing- How would you describe the pricing policy of this store and what does that tell us about the Target Market [give specifics]? Does the pricing support the image conveyed in terms of merchandise and ambience?
