u This is an individual assignment, but the preparation is best started as a co-operative effort. The assignment focuses on the development of retail shops by many local and national charities, ranging from national charities like OXFAM who opened the first shop 50 years ago, to the smallest local operators.
u You might like to look at the 2004 exam paper where charity retailing formed the compulsory case study question.
Ø IMPORTANT:- please note the marking criteria, last year many students failed to justify the proposals that they made in their assignment, consequently they were unable to receive any of the 20% of total marks allocated for this crucial element in any set of recommendation.
u A number of useful articles will be posted on the web site. Good answers will utilise such articles, as well as others from journals such as the International Journal of Retail & Distribution Management (on emerald in the electronic library) and the International Journal of Non profit Marketing (EBSCO / Business Source Premier).
u Since you will need to analyse the past before making recommendations for the future. You should apply relevant RETAIL MARKETING theory, from textbook and lectures, and employ appropriate analytical models which could be taken from any areas of your study of business and marketing.
è In their article “Still serving the community? The professionalisation of the UK charity retail sector”, (International Journal of Retail & Distribution Management, 2003, Volume: 31 Number: 8), Adelina Broadbridge & Liz Parsons suggest ‘The charity retail format has experienced significant growth over the last 30 years to a situation where charity shops have now become a taken for granted feature of local high streets across the UK. Traditionally charity shops have played an important service role in their local communities by providing low cost goods and employing voluntary staff. However, alongside the growth of the sector, charities have become increasingly professional in their approach to managing their shops. Changes include the introduction of paid managers and shop assistants and an overall ‘`trading up” of the charity retail environment.’
è YOUR FIRST TASK is to research the growth of CHARITY RETAILERS over the last 30 years in order to identify the really key ISSUES of major IMPORTANCE that have contributed to the current situation. In doing this you must use appropriate analytical models that help you in understanding the marketplace.
è YOUR SECOND TASK is then to identify an individual charity (of your own choice) that actually uses retail shops to raise funds. Then you should present a strategic marketing plan for that charity (perhaps covering the next five years) that looks at its positioning as a charity retailer in the market place, competitive issues, target marketing etc.
THIS IS A FINAL YEAR MODULE AND OFFERING A 4 P’s SOLUTION IS NOT APPROPRIATE – IF YOU DO THIS YOU WILL FAIL !!!
è REMEMBER up to 20% of marks are awarded for justification of your recommendations, based on an appropriate test.
You should involve your full understanding of marketing and strategy in this assignment, especially the application of the principles of marketing to the retail market place. As this assignment is essentially a practical test on how you might apply the underlying theory, you should utilise some relevant references and show the breadth of your research in a properly presented bibliography (Harvard style) at the end of the report.
Although this is an individual task, it is possible that you might wish to submit jointly with another student. If you do this then both of you will receive the same marks, but you should highlight the fact that it is a joint effort, because if two very similar reports are seen by the marker without any such declaration, then the students concerned will be considered to have copied and will be penalised accordingly.
Ø Your report should be appropriately structured, approximately 3000 words in length, in a typed format, with an executive summary (300 words max.) at the beginning of the marketing plan.
Ø You are advised to carry out additional research outside the information found from secondary sources in order to fully appreciate the market factors and validate facts utilised.
Credit:ivythesis.typepad.com
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