MKTG 222 Assignment #2 Template_W24 (1)
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MKTG 222 Retailing
Assignment #2 Define Your Trade Area (Individual)
TEMPLATE
Add a title page.
Include: Your name, student ID, name of assignment, course name and section, professor’s name, date due, and the name of the retailer (which is the same as Assignment #1).
Note
This is only a template. Use this template to help guide you through Assignment #2.
Your retailer MUST be the same as what you selected in Assignment #1
Add your retailer to the table below. Retailer
Research the demographic your retailer is targeting.
1.
Google your retailer to find the demographic they are targeting. For example: age, gender, income, etc.
2.
Write a ½ page report on your findings about their target. DO NOT COPY AND PASTE THIS INFOR-
MATION FROM A WEBSITE. It must be in your own words.
(From your Environics reports you will now be able to identify the count of people within each demo-
graphic you researched
. You must be sure that the count is sufficient for your retailer to be suc-
cessful in selling to this group.) Retailers Demographic
½ page
Page 1 of 5
MKTG 222 Retailing
Assignment #2 Define Your Trade Area (Individual)
TEMPLATE
Evaluate the Demostats-Highlights Trade Area (report #1 of your assignment)
The following information is based on your Trade Area and not
your Benchmark.
Use the table below to:
a)
List the top 5 demographics
b)
Count, percentage to the count, and the index c)
Write a paragraph on
each
of these demographics and why they are important to your retailer.
Add the count
Add the percentage to the
count
Add the index
Demographic 1
Explanation
Demographic 2
Explanation
Demographic 3
Explanation
Demographic 4
Explanation
Demographic 5
Explanation
Evaluate the PRIZM Trade Area (report #2 of your assignment)
a)
List the top 3 PRIZM groups, by SESI number, Name and Count.
b)
Write a ¼ page description for each
PRIZM (refer to references) including, but not limited to the following: Income, Family Status and Age of Children, etc. Add other important information which might be relevant to your retailer. Your selected PRIZM groups MUST be relevant to your
retailer’s target market.
PRIZM Segment #
PRIZM Segment Name
Count
Population Size
(Of Trade Area NOT Benchmark)
1
Description
2
Description
3
Description
c)
Compare yourself to the top 3 Prizms in your area. Describe which one fits you best and why? Write a ½ page explanation.
Page 2 of 5
MKTG 222 Retailing
Assignment #2 Define Your Trade Area (Individual)
TEMPLATE
Compare and Contrast
½ page
Evaluate eShopper trade area (reports #3 of your assignment)
a)
Based on your retailer, how would you identify the best way to reach your target?
Count
Percentage of Count
Index
Topic = b)
What product information do they search online?
Count
Percentage of Count
Index
Topic = c)
What is their most common attitude?
Count
Percentage of Count
Index
Topic = d)
What did they purchase most often in the past year on the computer?
Count
Percentage of Count
Index
Topic = e)
What is the highest factor that influenced this purchase?
Count
Percentage of Count
Index
Topic = Recommend if the retailer should open a store in your postal code
With the information you have obtained from all your reports, write a minimum of a 250-word report
on your recommendations of why you would or would not open a location of your assigned retailer in this postal code area.
Recommendation
250 words
Page 3 of 5
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