The COVID-19 pandemic has upended the retail industry, forcing the closure of ph

The COVID-19 pandemic has upended the retail industry, forcing the closure of physical stores and causing uncertainty for the future of the in-store experience. These abrupt shifts have left many retailers scrambling to effectively serve customers through other channels. Digital-first and omnichannel retailers have pivoted more easily, but retailers that prioritized physical stores and face-to-face engagement over omnichannel strategies have struggled to respond.
For retailers, the starting point matters in a crisis. Organizations that can quickly reimagine their omnichannel approach to create a distinctive customer experience will recover faster from the pandemic.” Mckinsey & Company
In the past decades, retailers faced a lot of new challenges that they have never met before, such as the rise of internet, online shopping, globalization, etc. Some retailers have already started to change their business models to capture the opportunities and avoid the threats from those changes. However, COVID-19 pandemic, accelerates the change in consumer behaviour, and whether the retailers can successfully transform their marketing strategies in the digital world become a life or death matter.
Your Task
Select a retail organisation/brand (e.g : Lego) of your choice. This brand must operate at national and/or international level and must have a presence in the Asia Pacific
Thoroughly research your chosen organisation/brand (e.g : Lego) and the marketing environment within which it operates, to:
Critically evaluate the challenges faced by those responsible for marketing the organisation/brand in the digital era (50% weighting).
Critically evaluate the transformations in their marketing practices and thinking that are occurring in response to changes in the technological and social environments and whether they are adopting an integrative approach (50% weighting).
Your work should be underpinned with theory and illustrated with evidence from a range of recent, credible academic and practitioner sources.

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