Retail Marketing Case Study - the Body Shop in Hong Kong
Group Assignment
Course Code: 2096MKT Course Title: Retail Marketing Convener: Dr. Owen Wright
Group Members: Cheng Kwok Hung, Pat (2815157) Ng Wun Ying, Tiffany (2815764) Wan Po Yee, Lilian (2815159)
Due Date: 06-01-2011 Word Count: 3710
Bachelor of Business (Marketing) Program
Table of Contents
Executive Summary 1. Literature Review 1.1 Sustainability 1.2 Store Design 1.3 Sustainable Store Design 2. Introduction of The Body Shop 3. Case Study: The Body Shop 3.1 Current Store Design 3.1.1 Store Infrastructure 3.1.2 Store Layout 3.1.3 Merchandise spatial planning 3.1.4 Visual Merchandising 4. Recommendation 5. Conclusion 6. References 1 2 2 3 6 7 8 8 9 11 12 13 14 23 24
Appendices
26
Executive Summary
In Hong Kong, the concept of sustainability is not popular in the retailing industry, especially in the store design. Therefore, this report is to study the sustainability of retailing in Hong Kong about the store design.
Firstly, the literature review explains that what sustainability and store design is. Sustainability is defined as the ability maintaining the certain status or process in existing system. That can be focus on three different parts: (1) Environmental, (2) Social and (3) Economic. In this part, we also stated the objective of store design and the four major categories in store design: (1) Store Infrastructure, (2) Store Layout, (3) Merchandising Spatial Planning and (4) Visual Merchandise.
Second part of the report is the current situation of the retailing market. We have selected the retailing store, which is The Body Shop located at the Sai Yeung Choi Street South, for our case study. By observing the store, we analysis and stated the current store design base on the four major categories. And evaluate whether the current store design is sustainable or not.
Finally, after the observation and our evaluation of the sustainable store design, we give some recommendations for The Body Shop to improve the
Course Code: 2096MKT Course Title: Retail Marketing Convener: Dr. Owen Wright
Group Members: Cheng Kwok Hung, Pat (2815157) Ng Wun Ying, Tiffany (2815764) Wan Po Yee, Lilian (2815159)
Due Date: 06-01-2011 Word Count: 3710
Bachelor of Business (Marketing) Program
Table of Contents
Executive Summary 1. Literature Review 1.1 Sustainability 1.2 Store Design 1.3 Sustainable Store Design 2. Introduction of The Body Shop 3. Case Study: The Body Shop 3.1 Current Store Design 3.1.1 Store Infrastructure 3.1.2 Store Layout 3.1.3 Merchandise spatial planning 3.1.4 Visual Merchandising 4. Recommendation 5. Conclusion 6. References 1 2 2 3 6 7 8 8 9 11 12 13 14 23 24
Appendices
26
Executive Summary
In Hong Kong, the concept of sustainability is not popular in the retailing industry, especially in the store design. Therefore, this report is to study the sustainability of retailing in Hong Kong about the store design.
Firstly, the literature review explains that what sustainability and store design is. Sustainability is defined as the ability maintaining the certain status or process in existing system. That can be focus on three different parts: (1) Environmental, (2) Social and (3) Economic. In this part, we also stated the objective of store design and the four major categories in store design: (1) Store Infrastructure, (2) Store Layout, (3) Merchandising Spatial Planning and (4) Visual Merchandise.
Second part of the report is the current situation of the retailing market. We have selected the retailing store, which is The Body Shop located at the Sai Yeung Choi Street South, for our case study. By observing the store, we analysis and stated the current store design base on the four major categories. And evaluate whether the current store design is sustainable or not.
Finally, after the observation and our evaluation of the sustainable store design, we give some recommendations for The Body Shop to improve the