As Fashion Merchandiser Essay

1375 Words Sep 15th, 2014 6 Pages
How to Draw Strategy from a Comparison Shopping Report
Millard’s Mini-Case

As an FMM student you have already done lots of shopping reports. This exercise is intended to show you how to use this information as an analytical tool.

Comparative shopping is done in the industry constantly. But the point of the task is to identify strengths and weaknesses of your store’s merchandise mix in comparison to the competitors’. Are you offering the customer something unique in one segment of your business, but not in others? Are you just a poor second in comparison to a strong competitor? Are you under- or over-developed in certain classifications? Are your prices in line with the rest of your store? In relation to your
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Ouch! What will this mean for your business?

Your boss sends you out to the nearest existing Wal-Mart store to shop their Men’s Sport Shirt offering. You must prepare immediately for their arrival. Here is your new competitive shopping analysis:

Men’s Sport Shirts
Size Range Price Range Millard’s Thomas & Blake (Going out of Business) Kohl’s Target Wal-Mart
(New to Town) Price Range % of Class Price Range % of Class Price Range % of Class Price Range % of Class Price Range % of Class
Regular Sizes Budget $12-18 15% $11-19 35% $10-20 100% $8-18 100% Moderate $20-40 50% $20-45 55% $20-30 65% Better $42-80 35% $48-120 45% Total 100% 100% 100% 100% 100%
Big/ Tall Sizes Budget $14-20 20% $10-22 100% Moderate $22-40 60% $25-35 65% Better $44-50 20% $42-90 35% Total 100% 100% 100%

Assignment Question

4. Given this new competitive situation, which segments of your business do you think should be expanded and which should be contracted or perhaps even abandoned? Answer this question by simply filling in the blank squares (in the chart below in bold) to show your proposed price ranges and % of class proportions.

(You will explain your decisions in question 5.)

Men’s Sport Shirts
Size Range Price Range Millard’s Thomas & Blake (Going out of Business) Kohl’s Target Wal-Mart
(New to Town) Price Range % of Class Price Range % of Class Price Range % of

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