Retailing Essay
SECTION 1-
Introduction and case
1. Start your work by explaining what do you consider as the failure?
2. Then talk about, in this essay, Company X will be used as a failure case.
3. Company X closed down their shops in this market/ country in this year. Or, company X lost market share in this market/ country between these periods.
4. DO NOT TRY TO WRITE ABOUT A GLOBAL FAILURE (because in each market the failure has different reasons and you would get things mixed up.)
5. Also, DO NOT TRY TO EXPLAIN SEVERAL FAILURES AT ONCE, as this would also lead to mix ups. (hence the requirements for explaining which market and what periods.)
6. Do not take cases that are not retail cases. E.g. Kodak or Nokia failure are not retail failures. There is no shortage of retail failures, so pick one that is appropriate.
Media quotes
7. After you introduced your case, briefly, move to the media quotes.
8. Explain each quote very shortly in terms of theoretical arguments. (DO NOT try to explain them in detail because you will struggle to write anything in the 3rd section of your work.)
9. Sometimes, the quotes would be easy to interpret, however, sometimes they might hint different reasons than what is obvious.
10. If you find a quote like that, try to explain the subminimal messages.
11. Once again, very shortly….
SECTION 2-in this section, review these theories.
12. Once you have done this exercise pick one or two theories t hat would explain the underlying reasons for this failure.
13. When reviewing, you would be writing about what these theories are, how they are used, what are the strengths and weaknesses????
14. A review means, you need use more than 1 or 2 resources…
15. IN THIS SECTION< YOU WILL NOT WRITE ABOUT YOUR CASE… ONLY REVIEW OF THE THEORIES.
16. These theories could come from the first section.
17. HOWEVER , we covered strategic management, leadership and institutional theories. YOU MAY PICK YOUR 2nd THEORY FROM ONE OF THESE.
18. In the lectures, we covered philosophical arguments. (THESE are introductory level theories/ they are too simple and too basic to explain a failure. )
19. DON’T SUGGEST much learning from the lectures.
SECTION 3-Apply theories from section 2 to the case from section 1.
20. Section 2 will be followed by section 3, where you will apply the theories from section 2 to the case…
21. You thought that the theories in section 2, are appropriate to explain the failure. So section 3 will show how.
SECTION 4- Is separate than the rest of the assignment
22. It is dedicated to the online game.
23. The game is built on the introductory level of marketing and retail theories.
24. Once you have developed you understanding about these, you can write this section.
25. PLEASE reflect on if these introductory theoretical perspectives are good for competitive advantage for retailers.
26. OR do you think retailers should use different approaches to gain and sustain their competitive advantage? (Consider lecture content when reflecting this part., why/ not? )
27. DO NOT make this section too long, but also, too short is not a good idea too.
28. Final notes: use subtitles to differentiate between sections and theories (specifically for section two.)
29. Use references in all sections to support your arguments.
30. Use a clear font, and at least 1.5 lines spacing when writing.
31. Appendices are not marked, so plan accordingly…
