Paper Summary:

This paper discusses the fact that High Street retailers in the UK are facing unprecedented challenges in retail marketing and sales and not only due to the downturn in the world economy but also due to the increase in the use of the Internet by consumers. This paper proposes a study to whether today's High Street retailers are turning to the Internet out of necessity rather than out of desire in order to stay afloat in the retail marketing industry and that High Street retailers that are using web marketing strategies is on the increase.

Outline:
Introduction
Aims
Objectives
Statement of the Problem
Hypothesis
Rationale
Definitions and Terms
Literature Review
Methodology
Summary of Literature Reviewed
Analysis
Data Collection
Subject Population
Results
Recommendation

From the Paper:

"The BRC-KPMG Retail Sales Monitor reports that Christmas trading in the High Street retail sector of the UK market was the lowest it has been over the past fourteen years with speculations that the sector may very well witness only the largest of all retailers staying afloat. (Webwire, 2009; paraphrased) However, according to the RTT there is no prediction that the large retailers, comprised by only a small group will dominate high street in the coming months however, it is expected that recent occurrences on high street will affect the level of competition as well as the methods utilized in competing in the present market. After made an examination of the impact that the downturns occurring in the 1970s and 1990s will have it is acknowledge that recessions have tended to act "as a catalyst for greater market concentration." (Webwire, 2009) The RTT however, states a firm belief that constraints will always remain to bar the domination of the sector by the larger, yet smaller grouping of companies. (Webwire, 2009; paraphrased) "

Sample of Sources Used:

• Recession Will Not Spell the end of the UK High Street as we know it, says KPMG/Synote Retail Think Tank. 3 Feb 2009. Online available at: http://www.webwire.com/ViewPressRel.asp?aId=86207
• The Future of the British High Street (2009) The Times, 8 Jan 2009. in: ORCA online available at: http://www.orcawebsites.com/news/the_future_of_the_british_high_street/
• Retail: Future Trends (2009) Prospects. Online available at: http://www.prospects.ac.uk/cms/ShowPage/Home_page/Explore_job_sectors/Retail/future_trends/p!eigaad
• High Street Stores Suffer as Shoppers Hit Internet (2008) IMRG 16 Dec. Online available at: http://www.imrg.org/8025741F0065E9B8/(httpPressReleases)/08183D56323A7344802575210033086C?OpenDocument
• Charlesworth, Alan (2009) Internet Marketing: a Practice Approach. Butterworth Heinemann 2009.

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