Omnichannel strategy

This part of the assessment will take the form of a written 1700 -word essay (excluding references, citations, footnotes, endnotes, and appendices) that will be submitted two weeks after the end of course.

The report will be a critical review on how a company, selected by the student, has built its Omnichannel strategy to get adapted to the latest market developments. The company choice will be entirely at the students convenience across one of the following sectors: Shopping Center, Department Store, Franchise store or Store chain in any of these sectors (consumer goods, financial services, electronic devices, retail, telecommunications, media and travel & leisure). Additional requirements; Company needs to operate at least in 2 different continents and have relevant digital presence (website, presence in ecommerce channel and presence on an international social media platform (i.e. snapchat, wechat, linkedin, twitter, Instagram…).
. Assignment will be due by midnight on this date and late submissions will
You are entitled to include additional 200 words describing the company if it is not one of Interbrand ranking (Top 100 global brands)
Assessment criteria will be based on:
– Academic strength of the report and the ability to build a sound case
– Appropriate use of the tools, techniques and business models on which the essay is based
– Practical and results-oriented nature of the work.
Marking proportions will be the following
– Theory and understanding 15%
– Analysis and implementation 30%
– Evaluation and conclusions 45%
– Style and structure 10% –
The essay is expected to be grounded on both academic literature and the candidates own judgment; therefore, it should go beyond commonsensical arguments and be written as if it was to be presented to an existing firms management.
Key areas that need to be covered are:
– Company business introduction
– Current business challenge
– Proposed Omnichannel strategy to the company
– Conclusions