Select ONE retailer of your choice. Using your retailer discuss their strategic response to COVID-19. Your retailer may be either online, in-store or both. The following areas must be discussed:
Analyse your retailer’s pre- COVID core retail strategy. Your retailer may have multiple strategies but, in this section, you should identify what the main strategy is e.g. experience, store design, product range or low price.
(25 marks)
Critically evaluate your retailer’s strategic response to COVID-19. In this section you should focus on the changes that your retailer has made to their strategy e.g. did they offer a new click and collect service or move experiences online? (25 marks)
You may assume that “normal retail life” resumes in September 2021, make 2 evidence-based recommendations as to how your retailer can improve their retail strategy in order to overcome the impact of COVID-19 and enhance their experiential offering. (25 marks)
The report should contain substantial evidence of wider academic reading. A minimum of 10 peer reviewed academic journal articles should be used. (25 marks)
