- Overview of the Retailers (1 page)
a. Retailer A (Replace this subsection title with a retailer’s name. Apply this to all sections below.)
[Provide an overview of Retailer A in the following areas: industry type (e.g., grocery business, department stores, apparel business, consumer electronics business), retailer type (Ch. 2), key merchandise categories, the website address.]
(Provide the following information for Retailer A: location of the headquarters, names of CEO, CMO, and Chief Merchandising Officer, and annual sales in 2018, 2019, and 2020.)
b. Retailer B (Replace this subsection title with the other retailer’s name. Apply this to all sections below.)
[Provide an overview of Retailer B in the following areas: industry type (e.g., grocery business, department stores, apparel business, consumer electronics business), retailer type (Ch. 2), key merchandise categories, the website address.]
(Provide the following information for Retailer B: location of the headquarters, names of CEO, CMO, and Chief Merchandising Officer, and annual sales in 2018, 2019, and 2020.)
- Comparison of Key Target Consumer Segments (1 page)
a. Retailer A
1) Demographic segmentation variables
(Identify Retailer A’s target consumer segments in terms of age, gender, income, and/or education.)
2) Psychographic segmentation variables
(Identify Retailer A’s target consumer segments in terms of social class, lifestyle, and/or personality.)
3) Behavioral segmentation variables
(Identify Retailer A’s target consumer segments in terms of visit occasions, visit rate, benefits sought, and/or loyalty status.)
(Tip: Pay attention to people featured, graphics, dominant colors, font size and type, emphasized features, and layouts of the landing pages.)
b. Retailer B
1) Demographic segmentation variables
(Identify Retailer B’s target consumer segments in terms of age, gender, income, and/or education.)
2) Psychographic segmentation variables
(Identify Retailer B’s target consumer segments in terms of social class, lifestyle, and/or personality.)
3) Behavioral segmentation variables
(Identify Retailer B’s target consumer segments in terms of visit occasions, visit rate, benefits sought,
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