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Evaluating the need for advertising in UK Retail industry Case study of WalMart Background The UK retail industry has undergone operational changes in past two decades besides which the level of

Evaluating the need for advertising in UK Retail industry: Case study of Wal-Mart Background: The UK retail industry has undergone operational changes in past two decades besides which the level of competition has even risen. Several UK retail businesses are forced to alter their business models to bring about modernization, face stiff competition and difficult economic condition. The competition has brought about alteration in the process by which the retailers advertise their products and services to the mass. Advertising have helped businesses to soon reach their products to the target mass and develop the beneficial effect of using the specific products or services. However, it is necessary to bear in mind that if the advertising is undertaken poorly, the brand might lose chances of developing product knowledge, its usefulness and USP in the viewpoint of its end users. Also it is necessary to bear in mind the cost factor associated with each of the advertising techniques. The reach of different advertising modes should be considered by marketers in UK retail sector so as to be sure of the fact that the intended advertising messages is reaching the target audience and they are able to denote the messages clearly. Lit. Review related articles/names: The proposed research would study several related parameters regards to how advertising can reduce competition or the process by which the current technique can increase awareness of retail’s products and services. Related information’s can be collected from publications such as: http://www.davidreiley.com/papers/DoesRetailAdvertisingWork.pdf. Company details can be found from: http://www.nbcnews.com/id/12618548/ns/business-us_business/t/wal-mart-reviews-advertising-strategy/. Sample size, research method and data collection type: Both qualitative and quantitative details would be assembled from 40 customers and 4 marketing managers of Wal-mart. In order to fulfil data gathering within time frame, the researcher would send over the quantitative questionnaire to the selected sample. However, in order to accumulate qualitative data, the researcher would personally visit the respondents and conduct interview sessions.

Jul 24 2020 View more View Less

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