marketing (Retail Reconnaissance)
Question Description
Thinking about your retailer that you’ve been following this semester: the retailer is Walmart
Go to your chosen retailer’s website or visit one of their locations and audit the breadth (variety) and depth (assortment) for one specific merchandise classification and category (for example, the book uses Girls 4-6 as the classification and sportswear as the category in Exhibit 11-1 on page 275):
- Discuss the breadth and depth of the assortment in that merchandise classification and category.
- Estimate the number of SKUs available in the merchandise category
- Now play retail consultant… should the assortment in this merchandise classification and category be larger, smaller or stay the same? Support your answer with terms from the course!
- Compare the amount of PRIVATE LABEL BRAND merchandise to NATIONAL BRAND merchandise in this assortment. Why do you think your retailer has this ratio of private to national brands?
- This one might take a little research, but – in your own words – describe one way that your retailer is dealing with legal, ethical or socially responsible behavior in regards to merchandise buying (see pages 331-336).
Please note, if you are following a restaurant for this assignment, think about merchandise classification and category as different sections and subsections of their menu. For a service provider, think about how they group their different services into different classifications and categories.
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