Retail Management Project

Students are required to complete a project which involves them “acting in a consulting capacity” for a top 100 U.S. based retailer AMAZON.COM. Each student will

select one of the top 100 U.S. based retailers (AMAZON.COM) and analyze in depth the overall strategy of this retailer. At the conclusion of the project students will

make recommendations for how the retailer can be improve, grow, and become more competitive in the industry.

MY RETAILER IS AMAZON.COM

The five steps to the project are:

Step 1: Research – history and background of the retailer, sales and profit growth, corporate mission, and key financial data from the retailer’s annual report and

balance sheet. Example of advertising and other promotional vehicles should also be included along with a discussion of important events that have helped shape the

organization. Make sure you include online promotional activities.

Step 2: Conduct a SWOT Analysis – identify internal strengths and weaknesses of the retailer as well as external threats and opportunities associated with the

industry and its competition.

Step 3- Omni-Channel Analysis- Analyze the effectiveness of the retailers’ application of omni-channel strategies to achieve a customer-centric experience

Step 4: Choose a Key Competitor and Predict Their Future – compare the retailer with an important key competitor. Note important differences and similarities in

strategy. How does their omni-channel strategies affect their business?

Step 5: Recommendations for Making Your Retailer Bigger and Better – differentiate between short term, intermediate term, and long term strategies. Develop

strategies that are both conservative and aggressive. Develop some strategies that require significant investments, as well as those that require fewer funds.

A minimum of five articles should be researched for this project. The articles may come from the following resources: refereed journals, Business Week, Fortune,

Forbes, Stores, and Wall Street Journal. Using the APA format for documentation, this ten to 12 page project (not less than ten pages) should be double spaced, 12

point font Times New Roman. ALSO TRY TO USE INFORMATION FROM THE BOOK “RETAIL MANAGEMENT: A STRATEGIC APPROAH 12E”

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