Each student will visit a chosen retail shop in Karviná[1] (Tesco, Lidl, Kaufland, Hruška, Billa,
Penny, etc.) and observe the retail mix adopted by the store (i.e. merchandise, location, customer
service, store design, pricing and promotion). The student should further examine the competitive
advantages compared to other stores that sell similar merchandise. You may purchase some products
by yourself and analyse the purchase experiences to assist your evaluation of the retail mix. Each
student will present the findings in the class (about 20 minutes for each team) and make
recommendations on how the chosen retailer might improve the retail mix in order to achieve growth
in sales or profit.


Key observations:

•      Merchandise – width and depth of the product portfolio, depth only in categories: shampoo,
milk, toothbrush.

•      Location – strengths and weaknesses

[DEL: •      :DEL] [DEL: C :DEL] [DEL: ustomer service level :DEL] (cancelled due to the
situation)[DEL: :DEL]

•      Store design type

•      Sales promotion – what products, where and how.

•      Competitive advantages compared to other stores that sell similar merchandise.



                          !!!Warnings regarding the COVID19 situation!!!

 Do not visit the shop just for the research purpose. Always connect your trip with a shopping so
                     you minimize number of occasions you travel to the site.

 Proceed with your observation only if you are able not to be surrounded by other customers. Mind
                                   the recommended 2m distance.

           Do not conduct the study if you experience any symptoms typical for COVID19.

Do not conduct the study if you believe it is risky for your own health or health of the others. In
     this case, send me an email, and we arrange supplementary task. There is no penalisation.
________________________________

[1] If you are still in your home country, you can visit local shop, but the same COVID19 rules
apply to you! If you are currently traveling, you can visit local shops in Prague, Brno, Katowice
or wherever you are.