New Retail Model Dissertation

Can The New Retail Model Successfully Promote Brand Marketing and Development Strategies of Organisations?

Brand marketing and development remains an important pillar of any company considering the ever-changing business environment and the need to meet the needs of customers. The new retail model has transformed many companies to utilize modern methods for brand marketing and development. However, it remains unclear how other companies using the traditional methods, can adopt the new retail model.

The aim of this dissertation is to utilize critical research methods as well as academic resources to analyse brand marketing and development in different industries under the new retail model, using Alibaba, Tesla and Burberry as case study. The specific objectives will be to (i) find out the usefulness of the new retail model in promoting brand marketing and development strategies efficiency, (ii) establish the challenges encountered in the adoption of new retail and (iii) explore how brands can adopt the new retail model to enhance brand marketing and development efficiency. A quantitative research design using a deductive approach was used to investigate brand marketing and development in industries using the new retail model. A total of 102 customers that purchase products from Alibaba, Tesla or Burberry were recruited using systematic random sampling. Data was collected using questionnaires, entered into SPSS and analyzed for descriptive statistics.

Source: New Retail Model Marketing Dissertation