Order Description
MKT 344
Spring 2016
Project Part 1
Research and propose a retail business concept to an investor. Choose a type of retail concept that interests you or that you believe would create a successful retail store. Use chapters one (1) through three (3), online sources, and research of various retail stores to compile the information for this report. There is also a Sample Strategic Plan on page 75 of your textbook. Be sure to complete all the sections of the assignment, missing sections will be graded harshly. Consider each section carefully, show me that you have given thought and done outside research in creating your project. Follow the outline guidelines listed below.
Doing your project on a franchise establishment is acceptable (i.e. McDonalds), but you cannot do your project on a non-franchise chain (i.e. Trader Joe’s).
PLEASE, no Apple system documents. Save as “docx” or “rtf” files when you submit your assignments.
Turn in via MU Online in the Assignments tab by February 7th at 11:59p.m.
LATE SUBMISSIONS WILL NOT BE ACCEPTED!!!
1. COVER PAGE
a. Project Name
b. Your Name

2. TABLE OF CONTENTS

3. LETTER TO INVESTOR
a. Summarize below project requirements into a letter convincing an investor to help you with financing for your retail establishment. Explain your “retail concept” – pg. 13, your estimated start-up cost, how much money you like your potential investor to give you, along with how and when you will pay-back your investor. Letter must be at least 1 page and in proper letter format. You can make up the investor name and address info.

4. SITUATION ANALYSIS
a. Current organizational mission
b. Current ownership and management alternatives
c. Current goods/service category

5. SWOT ANALYSIS
a. CURRENT strengths, weaknesses, opportunities, and threats
b. Put this into a TABLE format:
STRENGTHS:
1.
2.
3. and so on…. WEAKNESSES:
1.
2.
3.
OPPORTUNITIES:
1.
2.
3. THREATS:
1.
2.
3.

6. OBJECTIVES
a. Positioning
b. General Financial Info (ex: Goals for market share or emphasis on future profits, expansion plans, growth in sales, etc.)

7. IDENTIFICATION OF CUSTOMERS
a. Choice of target market approach

8. OVERALL STRATEGY
a. Controllable Variables (4 P’s – Goods/services, Location, Pricing, Promotion)
b. Uncontrollable Variables (Consumer, competitive, legal, economic, and technological environments)

9. REFERENCES/SOURCES

Format:
1 inch margins
Size 12 Calibri Font
Double-spaced
Cover Page (ONE page)
Table of Contents (ONE page)
Letter to Investor (ONE page)
Parts 4 – 9 (THREE to FIVE pages)
References (ONE page)
Grading criteria:
Grades for the project will be based on the following criteria:
1. Thoroughness of report: were all aspects of choosing a retail store concept adequately examined and discussed? Was the outline followed and complemented with related information?
2. Clarity of the report: how well was the report written? Is it clear, well organized, attractive? Are there spelling or grammatical errors that detract from the review? Were the formatting guidelines followed?
3. Insight of the report: does the report provide clear insight to the reasons why the particular concept was chosen? Was all the necessary information included to support your decisions?