1. Assignment 2
Retail Management

2. Task
• Your group is assigned as a business consultant
to a large Australian Retail Group (ARG).
• They have requested you to submit a 2,500-
word written report on an existing large Chinese
retail institution of your choice in Zhengzhou for
this assignment.
• Your group will also need to make an oral
presentation (PPT) to the ARG’s Chairman when
he is visiting Zhengzhou soon. PPT is limited to
not more than 30 slides.

3. Report
1. Industry Analysis
– The opportunities and threats associated with the
retail sector the store is in. (ZZ’s urban
development)
2. Competitor Analysis
– Based on the industry analysis identify three
competitors. Describe the competitor’s retail
strategies. (Strengths and weaknesses)
3. Retail Strategy
– Describe how the market in the retail sector has
been segmented. (Market segmentation by
geographic, demographics & etc)

4. Report
4. Consumer Behaviour
– How does a typical consumers move through the
consumer decision making process. Provide
research to support this section. How do they search
for merchandise and store information? (Lecture 4)
5. Retail Site Evaluation
– Identify five site criteria that are critical to the
success of the store. (Lecture 5)
6. Conclusion
– What have the group learnt from this assignment?
Which one of Section 3, Section 4, and Section 5, is
the most attributable to the success or failure of the
retail institution? Discuss suggestions for
improvements.

5. Notes
• Break groups
• Select an existing retail institution appropriate
for your assignment
• Not more than 30 PPTs
• Include graphs and pictures to enhance your
presentation