Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages To Order 5-10 Pages Description/Paper Instructions
Hi, please help me with the final paper. The structure should be the same in the image of the screen shot. I have the memo and the annotated bibliography for some reference that you can use. If you have more questions, please contact me.MEMORANDUM
To: John Taylor, Senior Director; Barbara Arden, Senior Associate
From: Student’s Name, Associate, Marketing Department
Date: October 23, 2017
Subject: Proposal to develop a plan for adjusting the internal environment of Macy’s stores in terms of layout, design, and services to ensure the provision of the unique and positive consumer experience.
Proposal
The growing pressure from the major competitors, including Nordstrom and Saks Fifth Avenue, requires a response in the form of an increase in the quality of services provided to the customers on the part of Macy’s. However, the recent examination of the retail chain has allowed me to uncover numerous shortcomings when it comes to organization of its work. The infrastructural issues are the most major of those, with the shops being poorly decorated and not consumer-friendly. In particular, their product areas often lack distinctive marks and their overall layout can be confusing, especially for the new visitors. Next, the clothes sold at Macy’s usually do not have a designated section, being mixed with the other products, which creates inconveniences for the buyers that may want to try them on. Finally, the capabilities of the company in the field of online shopping are quite limited, which also does not contribute to its attractiveness. Of course, even despite these problems, Macy’s manages to remain popular among the consumers due to reasonable prices, a wide selection of goods, and its status as one of the oldest retail chains in the United States (Zentes, Morschett, & Shramm-Klein, 2017). However, the shopping environment is important even for the cheapest stores and thus must not be ignored.
With these facts in mind, I would like to propose a plan to make the consumer experience at Macy’s more fulfilling, with convenience being its integral component. The primary focus of the proposal will be the change of the internal structure of Macy’s stores, as well as the development of the online capabilities of the organization in the form of e-shop that will provide the consumers with an opportunity to order certain goods via the Internet.
Rationale
Under the conditions of increasing competition between the different retail chains, the ability to provide a positive consumer experience becomes one of the major strengths of any organization involved in this field of activity. However, the current situation at Macy’s makes it possible to expect the outflow of the customers in the long-term perspective, primarily due to the low level of convenience (Oliver, 2015). In turn, the market share of the company, as well as its profits will be lowered, creating numerous obstacles for its further development. The development of a comprehensive plan for improvement of the internal structure of the shops will allow addressing this issue and, therefore, retaining the competitiveness of Macy’s in the long-term perspective.
Research Plan
The proposed project is expected to consist of the following stages:
- Gathering the information on the consumer preferences regarding the retail chains, as well as the feedback of the buyers at Macy’s. In the first case, it is possible to analyze the scholarly works and articles on this topic from marketing-focused journals and online databases. As a result, I will be able to obtain the information on the components of consumer experience that contribute to the attractiveness of retail stores in the eyes of the buyers. In the second case, I will organize a survey at one of the Macy’s shops located in the downtown area of the city to ensure the maximum coverage of the buyers. The randomly chosen visitors will be asked to assess their experience at the store (layout, convenience, design) on the scale from 1 to 10, as well as to provide their opinion on the online shopping (Oliver, 2015). Such measure will allow identifying the primary directions of improvement thus avoiding the dispersion of limited resources of the company.
- Next, I will conduct an analysis of the approaches towards the store design and work organization implemented by the competitors of Macy’s, namely Nordstrom and Saks Fifth Avenue. This step will involve the visits to these shops with their subsequent examination in a manner similar to the one I used when assessing Macy’s. By doing so, it will be possible not only to identify the key factors of success of the other retail chains but also avoid copying the solutions utilized by those – a practice that does not contribute to the creation of a distinctive and recognizable image of the store (Zentes, Morschett, & Shramm-Klein, 2017).
- The findings obtained in the course of the first two steps of the plan will be subject to a comparative analysis. Its primary purpose will be the identification of a unique way of solving the presented issue that will allow distinguishing Macy’s from its competitors in terms of the consumer
- I will create a presentation on the basis of the conducted analysis. It will contain the description and ranking of the issues that must be addressed immediately, complemented with the data gathered in the course of the survey. The ways of resolving the problems will also be presented, with the possibility of adjusting those. I will demonstrate the presentation to you and use the obtained feedback to make the necessary adjustments to the project.
Resources and Budget
The implementation of the measures described above will require the following resources. In terms of time, I will require 40 hours to gather and analyze the information, with 10 hours of this time being dedicated to the field work (the assessment of the competing retail chains). Additionally, I will need 14 hours of the working time of the staff of the chosen Macy’s store (2 hours per day) to organize and conduct a consumer survey mentioned earlier. All of these tasks will not have a considerable impact on my usual productivity as I will manage to do additional hours during the two weeks while dealing with field work during weekends.
Conclusion
The shortcomings in the organization of work of Macy’s stores have a negative effect on the consumer experience provided by the retail chain. In order for the company to remain competitive and profitable in the long-term perspective, it is imperative to make changes to the internal structure of the shops (layout, design, and so on) and provide the additional services to the customers (a convenient e-shop), using the feedback from the buyers, the recent trends in the industry, and the practices utilized by competitors as the basis. In turn, it will be possible to expect an increase in the popularity of Macy’s, as well as the loyalty of its customers.
References
Oliver, R. L. (2015). Satisfaction: A behavioral perspective on the consumer (2nd ed.). New York, NY: Routledge.
Zentes, J., Morschett, D., & Shramm-Klein, H. (2017). Strategic retail management: Text and international cases (3rd ed.). New York, NY: Springer.
RUBRIC
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. The can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. GET THIS PROJECT NOW BY CLICKING ON THIS LINK TO PLACE THE ORDER
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