The IBM Smarter Retailer by Texas Tech MBA Team 2012
BUSINESS CHALLENGE & PROJECT:
The University of Hertfordshire (UH) and the Texas Tech MBA teams will look some elements of these new generation retail environments as they are evolving in UK (UH team) and US (Texas Tech team) markets:
PART I - CONSUMER BEHAVIOR RESEARCH
The teams are asked to develop an information gathering and purchasing model which shows how Generation Y consumers (20-30 years old) access information, recommendations, offers and ultimately purchase for a chosen product/service category E.G. -Holidays, Music, Mobile Phones, Branded Clothing etc.
PART II - KEY DELIVERABLES
Each team will deliver a report that will combine together the findings from US & UK market research studies for each of the topics above. A presentation will then be given to an audience of IBM managers at either Dallas or London Offices.