Competitive Analysis Assignment Goals of Assignment: ¢ To give you insight into how companies attract and retain customers. ¢ To provide you with an overview of the factors business professionals use to evaluate the competitive landscape. ¢ To get you thinking about the factors that figure into consumer decisions. To complete the assignment: 1. Select a category you want to study and then select two retail establishments from the following list. If you want to visit establishments that are NOT on the list, please email me. If you want to study a category that is NOT on the list, please email me. Category: Department Stores: Boscov’s, Macy’s, Sears, Bloomingdales, JC Penney Discount Retailer: Target, Wal-Mart, TJ Maxx, Marshall’s, K-Mart Book Stores: Barnes & Noble, Borders, Zavelle’s Convenience Stores: Wawa, 7-11, A-Plus Home Stores: Home Depot, Lowe’s, True Value Hardware Office Supply Stores: Staples, Office Depot, Office Max Supermarkets: Wegman’s, Acme, Pathmark, Giant, Genuardi’s, Shop Rite Sandwich Stores: Subway, Quiznos, Wawa Restaurant Chains: Chili’s, Qdoba, Applebee’s, Bennigan’s, Carrabba’s, Bertucci’s Electronics Stores: Best Buy, Radio Shack, Apple Store Specialty Apparel: Gap, Old Navy, Banana Republic, Ann Taylor, Dress Barn, H&M 2. Visit EACH business establishment you are studying. Looking at a website will NOT give you the information you need to complete this assignment. You have to actually visit a location for each company you are studying. So, if you’re comparing Apple to Best Buy, you have to visit an Apple store and a Best Buy store. Be observant. Look around. Plan on spending at least 15 “ 30 minutes in each store. 3. Observe how each establishment does business, take notes, and finally evaluate each business using the template on next page. You do not have to œinterview anyone or purchase anything. 4. Complete the grid that follows. To complete the assignment, download this document, fill in the boxes (this is a WORD document that will expand as you type in it), then submit the assignment electronically. You will receive instructions on how to do this in class and the instructions will also be posted on Blackboard. It must be submitted as a WORD document or the grader will NOT be able to read it. 5. You must submit this assignment on time! A submission will be on time if it submitted to the system by 11:59 p.m. on Monday, April 1. Submissions will be cut off completely at 11:59 p.m. on Wed., April 3. Any submission received after midnight on April 1 will receive a letter grade deduction for being late. 6. If you have ANY questions, please email me. Your Name: Category Studied: Is English your second language? Topic Business #1 Business #2 Businesses studied Location How many times did you visit each place? How much total time did you spend in each place? Have you been to this establishment before this assignment? (Yes or No) If yes, please indicate if you are a regular customer. Do you plan to go back to this establishment as a customer? Why? Please Rate Establishment layout A B C D F A B C D F Lighting A B C D F A B C D F Cleanliness A B C D F A B C D F Customer attentiveness/service A B C D F A B C D F Quality of product or service A B C D F A B C D F Quality of product/service vs. value A B C D F A B C D F Overall attractiveness of location A B C D F A B C D F Overall convenience A B C D F A B C D F What message do you think each business is trying to communicate to you, as a consumer? What kind of consumers is this place trying to attract? Is there something about this place that could be considered a positive? If yes, please describe. Is there something about this place that could be considered a negative? If yes, please describe. Is the layout of the place attractive? Does it make you want to be there? Based on your experience in this place, what might customers think about this company’s cost vs. value proposition? Is the product or œexperience worth the price you pay? What advice would you give the manager of this place? How would you describe the employees of this business? Can you tell if they are treated well? How do they interact with you? Are there enough employees? If you have been a customer in this place before this assignment, is there something that you now notice about this establishment that you did NOT notice before this assignment? What have you learned by completing this assignment?
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