I chose the store to be ZARA, if you want to change it let me know. Don’t change it before asking me please
Option 2
This research paper should be written in paragraph form, double spaced, 12 font with the preset (normal) margins. Please use the headings listed below (A. the Company, B. Retail Strategy, 1. Target Market etc. …) to make your paper flow well. A well-researched paper should be at least 6-10 pages long.
Prepare a paper and presentation about your retailer using the guidelines that follow. The presentations will be done at the end of the semester so that this becomes a collaborative learning experience. In researching and preparing your paper, you should use a minimum of 4 sources of information.

Name of company

1. Identify the company that you have chosen. When founded and where, , type of retailer they are.

2. External Environment
Describe the current climate and situation that your retailer finds itself in as it attempts to compete. Describe what is occurring in the industry. Provide a brief overview of the retail sector in which the retailer operates. What environmental and economic factors are affecting the retailer? Describe competitive pressures, changing demographics and buying preferences, consumer behavior issues, image issues, etc. that affects this retailer and how they conduct business? How has the industry changed as a result of ecommerce and technology?

3. Competition
a. Who are the retailers’ competitors (both direct and indirect)? How does your retailer compare to these competitors in terms of its size, market dominance/share, sales, profitability, etc.? Identify growth, market share…
b. What is your retailer’s competitive strength? How do they try to compete? Are there strategies that have not worked for them?
c. What retailers have they identified as competitive threats? Why?

4. Retail Market Strategy
a. Target Audience – Who is their target audience? (describe demographically and psychographically (lifestyle) , if possible) How does this compare to the competition?
b. What image do they want to convey? How do they attempt to position themselves in the minds of consumers in the market? What is their current image in the industry and in the minds of consumers? Is this image working for them? How does this compare with the image of competitors?
c. How do they make use of technology (web and ecommerce, supply chain management, information systems, etc.)? How has technology affected the way they conduct business?
d. Does the company have a global presence and strategy? What countries have they entered? How successful have they been expanding into these countries? What obstacles have they faced?
e. What is their location strategy? Why have they chosen this strategy?
f. Describe their merchandising strategy – how they buy, what they buy, breadth vs. depth of merchandise, etc.
g. What is their pricing strategy and how does this affect their profitability?
h. What challenges does your retailer face in terms of the retail strategy variables just described? Do some appear to be working better than others?

5. Summarize your retailer’s primary strengths and weaknesses and support your assessment. What are their biggest challenges now and in the future? How are they preparing to meet those challenges? What do they view as their opportunities for the future?

6. What do you think the future holds for this retailer? If you were hired as the CEO, what specific strategies would you pursue in the future for this retailer? What opportunities would you capitalize on? Why