Assessment 2- 80% Individual (word document) reportPlease read carefully the individual report requirements.Module Title: RETAIL AND SERVICES MARKETINGMaximum Word Length: 2500 wordsUnless otherwise specified, the word count is for the main body of the text and ignores the reference list and appendices. If you exceed the word length you will be penalised. For details see the Management School Handbooks.
Please note that SUMS does not have a word count tolerance – it is a stated maximum as outlined above.
Requirements:During your group assignment (component 1) you have identified some issues facing the retailer/service provider. (Assessment 1 is the group PPT, which I will provide), You need to focus in depth on ONE main problem you have identified in the group presentation (YOUR PART). You need to provide a detailed analysis and evaluation to support your recommendation. You need to use relevant retail and services literature to support your analysis and evaluation. As such your individual report may discuss ONE problem you identified and solutions you offer. These need to be based on theory and evidence from your research . Even though you are not asked to conduct a literature review you are asked to apply the theory. For instance you may wish to apply the flower of services on your selected retailer service provider to inform your structure and argument. You may wish to explain what problem you identified, present your evidence supporting the existence of that problem, what current research and studies are available tackling that problem (example use of magic mirrors in retail) and how can the retailer deal with that problem (will they need to adapt and adopt the technology? Or find another way of dealing with this issue?). Here you need to act as the consultant where you report the problems and offer sustainable solutions based on your analysis.You may use the following guidance to structure your report:Individual cover sheet (to be downloaded from blackboard)Title of the report (please also mention your group name)Executive summaryIntroduction and problems identified during the group presentation as well as methods (your part)Problem 1. Discussion of the applied literature and discussion of the recommendation (with evidence)Concluding remarksReferences (excluded from word count)Appendices (these will not count towards the total word limit).You may wish to include your own transcripts and any other information (example photos etc) needed.