Term 1 –
Group presentation (10 mins) 30%

(Eligible for tutor reassessment, covers learning outcomes 2-6)

Term 1 Group Presentation Brief

“Consumers are rapidly turning first to their mobile devices when shopping online and this is expected to continue in coming years. According to a recent article in The Telegraph newspaper, “The mobile phone has finally conquered our wallets… [Industry experts] attributed the apparent surge in shopping on the go to a combination of the arrival of bigger screens on smartphones—a response to the growing use of video—and improvements by retailers themselves in making their online shopping sites easier to view on mobile devices”.
A recent report from Ofcom noted that the strong performance of smartphones has been “driven by the increasing take-up of 4G mobile broadband…Smartphone users with 4G are shopping online more than those without 4G (55% of 4G users do this compared with 35% of non-4G users)”.” (Passport, 2016)

“As young men take an increasing interest in fashion and their appearance, more male 16- 24s are spending their spare money on clothes in 2016 (48%) vs 2014 (41%). This is helping to drive value sales in the market. With menswear set to grow at a faster rate than womenswear, retailers including New Look and Boohoo, have made this an area of focus.” (Mintel, 2016)

Technology has become increasingly more important to fashion consumers as it offers a seamless shopping experience. Fashion retailers are focusing their attention on adopting appropriate technologies in store, online, through apps or m-commerce targeted marketing to create competitive advantage to maintain or increase their market share.

You will see there are opportunities in developing aspects of either webrooming or showrooming, or other areas including changing rooms, smartphone integration across many areas and delivery innovations. There are many retailers who are already looking to improve the retail experience for their consumers by offering appropriate technologies to their consumers

Please consider the following:

1. THE MARKET

a. Look at the market environment.
What are the main technological factors that are shaping the market? How are retailers and brands incorporating these changes? How are they affecting the consumer in the UK?

Look at these to identify the key opportunities for growth.

b. Identify the competition.

Who are the main competitors for the retailer for this age group? What is the size of the market and current market share?

What technological enhancements do the competition offer their customers in store and online?

c. Understand the consumer.

Exactly who are the retailer’s current consumers and how are they to changing? Areas you can look at could include:

Their buying habits (frequency, sales channels, retailers, brands)? What are the 15-24 year olds looking for in their shopping experience?

2. TRENDS AND TECHNOLOGY

a. Current trends and Future trends

What are the major trends in technology currently and which consumer groups are adopting these trends?
How is digital technology going to change in the future?

Which innovations will be appropriate for Topman’s consumers?

You must provide visuals in this section of key innovations that are being adopted and adapted in the market. Remember you can look at innovations outside of just the fashion sector for your inspiration.

3. THE PROPOSAL

What are you proposing for Topman? What new technologies can the retailer adapt or develop to appeal to their customer? You must provide valid justification as to why this will be appropriate for both the retailer and the consumer. You will get this by analysing all
your research.

Opportunities for formative feedback sessions for the group coursework have been timetabled in to the delivery schedule. Please refer to section 4.1. You will be asked to prepare for these sessions to enable staff to offer guidance on your work in progress.

You will be required throughout the development of the group project to meet in your teams outside the tutorial/lecture sessions. Your progress will be monitored by the module leader throughout the term. Please note that your team contribution represents 15% of your overall coursework mark. Successful teamwork is a joint responsibility. Students who do not meet the requirements for teamwork will have 15% deducted from their group work mark. In certain instances, an individual may be removed from the team and have to complete the work on an individual basis.

Additional journal articles and marketing reports will be made available to assist you with your research. Using the My Reading tab on Unilearn can access these.

Please also ensure that you have fully referenced your presentations and have used the APA6th Referencing system as required by the University. You will find a copy of the guidelines for using APA6th in Learning Resources as well as through the University website.

Term 2 –

Individual briefing document (3,500 words) [final assessment] 70%
(Eligible for tutor reassessment, covers learning outcomes 1-5)

Term 2 Individual Report Brief

The UK supermarket sector, until recently, has been dominated by the ‘big four’ (Tesco, Sainsburys, Asda and Morrisons). However, their dominance is beginning to subside and the newcomers, Aldi and Lidl, have a growing market share and are continuing to attract UK
consumers as it isn’t just price that attracts these new consumers, the small store size and choice makes the experience easier. In addition, the discounters are increasing their store portfolio to make them more accessible (Mintel, 2016). By contrast, the ‘big four’ offer large
store formats and greater product choice as well as developing their own convenience store formats, non-food categories and a strong internet presence which can be developed to their advantage in future strategies (Mintel, 2016; Passport, 2017). The introduction of
AmazonFresh in 2016 now offers a platform for specialists to sell to consumers and may present challenges to traditional supermarkets in the near future (Mintel, 2017). Many consumers have responded to this increase in choice by adapting their shopping behaviour
including the frequency of their grocery purchases, the channels they use and the number of supermarkets they choose to buy from (Mintel, 2016).

“Discounters continue to be the standout channel in grocery retailers in 2016, posting current value growth of an impressive 11% in 2016. Growth was supported by rising consumer price-sensitivity and ongoing expansion in the leading players' store networks, alongside a growing focus on luxury discounting.” (Passport, 2017)

“The UK may be Amazon’s second largest foreign market, but what makes it truly attractive for an AmazonFresh expansion is current state of the online grocery market. The British are ahead of the curve when it comes to buying groceries online and the competitive
environment illustrates that. Tesco, Asda, Sainsbury’s, Waitrose, Ocado, and Morrisons all offer delivery services and a number (including many of the above) offer click and collect service as well. The proliferation of options has enabled a number of different pricing
schemes and service variations, such as a range of pick up windows, yearly subscription plans, delivery fees that change based on the time, and premium options like being eligible for promotional items or holiday delivery…….. Online grocery shopping is becoming embedded in average consumer behaviour in the UK.”

Select one of the ‘big four’ supermarkets (Tesco, Sainsburys, Asda or Morrisons). Assess the current market environment they and their competitors currently trade in. How have changes in the market environment also affected the UK consumer? Please then consider their current retail strategy. How are they adapting to the changes in the market

(environmental and competitive forces)? How are they responding to their consumer’s changing needs? From your research and analysis please provide recommendations for future strategies for the supermarket to maintain or increase their market share by counteracting competitor activity as well as adapting for the future needs of the consumer.

1. THE MARKET

a. Define the market.

What are the main environmental factors that are shaping the UK retail market? Remember these are any political, economic, social or technological factors that affect all industries – how are they affecting all retailers? And the consumer in the UK?
Identify the competition.
Who are the main competitors?
What is the size of the market and current market share?
What do the competitors offer their customers?

Understand the consumer.
Exactly who are the retailer’s current consumers and how are their expectations changing?
Areas you can look at could include:
What are their buying habits (frequency, sales channels)?
What do they want from their shopping experience: products, services, brands?

2. RETAILER
a. Current strategy

What is the supermarket’s current strategy? Remember that a retailer’s strategy is really a statement by the retailer that identifies:
who their customer is (target market)
what formats the retailer is going to use to attract the target market (such as the types of products, pricing, sales channels, appropriate promotions and services) their point of difference. What do they offer that their competitors do not? Please look at applying appropriate retail theories in here in your discussion as this is an important requirement of the report.

b. Future strategy

Please suggest appropriate recommendations for the retailer to implement in the future to attract more consumers and increase / maintain market share. Look at what you have researched regarding the consumer in the UK and what is going to change in the
supermarket sector

Retailers adopt new strategies to not only keep their existing customers and attract new ones but to also counter-act competitor activity.
Additional journal articles and marketing reports will be made available to assist you with your research. Using the My Reading tab on Unilearn can access these.

The marking criteria are attached in the marking scheme in appendix 2

Please also ensure that you have fully referenced your reports and have used the APA6th Referencing system as required by the  University. You will find a copy of the guidelines for using APA6th in Learning Resources as well as through the University website
The University operates word limits against written assignments. The limits exist within a 10% above or below the specified word count boundary. Where a student exceeds the minimum or maximum word count figure, the School-based policy for exceeding the word
count applies; all text will be discounted after the word count has been reached