Mystery Shopping

Marketing Management – Marketing Management
(MBAG MKT 116)
Individual Assignment - Mystery Shopping
Assigned at: Day/Session 1 – 30.10.23

Submission deadline: 08.11.23
Weight: 20% (of the total mark)
By using the theory covered in this course you will be conducting a mystery shopping activity
for a retail brand of your choice in Singapore and developing recommendations on how to
enhance the customer experience for the target segment.
Your task is to select a retail brand/shop in Singapore and conduct a mystery shopping activity
to evaluate the marketing mix elements (7Ps)
Product/Promotion/Price/Place/People/Process/Physical evidence, customer service
standards, customer satisfaction, and the overall experience provided to customers. In doing
so, you should first identify the segmentation and target market for the chosen retail brand
and evaluate customer satisfaction and experience based on the specific needs and
preferences of the target market.
After conducting the group mystery shopping activity, you are required to develop
recommendations on how to enhance the customer experience for the target segment. Your
recommendations should be tailored to the needs and preferences of the target market and
may address, including others, the following areas:
1. Marketing mix elements (7Ps) recommendations – discuss how improvements in

the 7Ps can enhance customer satisfaction, ultimately leading to increased loyalty
and repeat business.
2. Store Layout, Display, Digital Displays - How can the store layout and display be
improved to better appeal to the target market? Are there any changes that can
be made to better highlight products that are popular with the target market?
3. Customer Service - How can the customer service provided by the sales staff be
improved to better serve the needs and preferences of the target market? Are
there any changes that can be made to the way sales staff engage with customers
to better align with the target market's preferences and to enhance purchase and
post-purchase service support?
4. Payment and Checkout - How can the payment and checkout process be improved
to better meet the needs and preferences of the target market? Are there any
changes that can be made to the payment options, timing or process to better suit
the target market's preferences?
The brands will be discussed and assigned to students at the beginning of the course. Multiple
students may work individually on the same brand.
Guidelines for the Assignment
You are expected to work on this assignment individually.
The assignment should be 1,500 words long, (excluding appendices, diagrammes and
references). It must be a Word document, with a spacing of 1.5 lines and a font size of 12.
The assignment must have a cover page including the title, student’s name, course and
programme details, submission date, tutor’s name etc. A table of contents should follow this.
The assignment will have to cover the relevant theoretical concepts but also demonstrate the
student's ability to apply these concepts in practice. Students should tackle the report in an
analytical rather than a descriptive way.
Your submission should include a report of your mystery shopping activity, along with your
recommendations for enhancing the customer experience for the target segment. Your report
should be structured with an introduction, main body, and conclusion, and should be
supported with relevant data and examples.
The assignment must use proper scientific style and expression. Furthermore, proper use of
the English language (quality, spelling, grammar, syntax, etc.) is important.
Assignment Rubric
This rubric describes a set of components for assessing written assignment. The
measurements not being tested in the assignment are to be deleted by the instructor.
Unit:
Assignment Summary:
Student Roll Number:
Date:
Parameter Score (0-10) “10” being highest Comments, if any

score and “0” being the lowest
Use of a relevant framework
Analysis of data/information
Understanding of key issues
Identification of decision among

alternatives
Articulation of thoughts
Average Score

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Marketing Management – Marketing Management

(MBAG MKT 116)

Individual Assignment - Mystery Shopping

Assigned at: Day/Session 1 – 30.10.23

1. Marketing mix elements (7Ps) recommendations – discuss how improvements in

Guidelines for the Assignment

You are expected to work on this assignment individually.

Student Roll Number:

Parameter Score (0-10) “10” being highest Comments, if any

Understanding of key issues

Identification of decision among

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