MKT 2277
Major Assignment: Retailer Interview
(Value 15%)
Part One: Preparation Stage—who are you going to interview, and why are you interested in this retail business. Complete the Part One form.
Due: Thursday, November 5, 2020
Part Two: A) Your interview questions, and B) answers from the retailer, and C) your thoughts and analysis about their answers. E.g., What did you find surprising? What did you learn? What aligned with the text theories?
Due: Thursday, November 26, 2020
Remind your retailer/interviewee that they do not need to answer any questions that they feel uncomfortable answering, and that this is simply an educational assignment for your class.
You will need to set a time where I can set up a Zoom meeting (recorded) for you and your interviewee.
Questions: You must cover some areas (required) and may go into many other optional areas:
Required:
Strategy of the business – including target markets, formats, and competitive advantage.
Location – what issues do they have concerning their location?
Layout and design – what do they like best about their current store layout?
Optional:
Current challenges?
Competition–are there new competitive threats?
Inventory issues–how do they lower the logistical costs?
Shrinkage—how do they combat theft?
Human Resource Management issues–staffing and turnover issues.
Customer Relationship Management issues.
Length of Interview: One student –approximately 40 minutes (8-12 questions). Two students—approximately one hour (12-16 questions.)
MKT 2277 Due: November 6, 2020
Part One Form (10% of your assignment mark)
Student Name(s): _____________________________________________
Name of the Retailer (Interviewee): _______________________________
Business Name _______________________________________________
Title or Position: _______________________________________________
Business Address: _____________________________________________
Retailer Contact information: Email _______________________________________
Work phone number ___________________________
(The retailer being interviewed should be an owner, manager, or assistant manager of a retail business, or in a high enough position within the business to answer the strategic retail questions.)
Thoroughly answer the following two questions:
- Why are you interested in interviewing this retailer from this business?
- List at least 12 specific and follow-up questions that you are going to ask during the interview.
