How to Make a Documentary-Style Retail Management Case Study Video
A retail management case study that has to be delivered as a 10-minute documentary-style video is a different challenge from a written report. You need the same analysis, but you have to show it, time it and make it watchable. Many groups spend most of their effort on editing and too little on the comparison that carries the most marks.
Quick answer: Plan the video against the rubric before you film. Give the most time to the comparison of assortment, service, pricing and location, collect your evidence from store visits and official retailer channels, and use a documentary or store-visit style rather than a recorded slide presentation. End with one justified recommendation.
What a documentary-style retail case study needs
Briefs such as the BARB4203 Retail Management case study ask groups to compare six retail formats operating in Malaysia and show how each creates customer value. The rubric typically rewards the comparison and the customer relationship analysis far more than the introduction and conclusion.
| Section | Share of marks (BARB4203) | Planning priority |
|---|---|---|
| Comparative analysis of operations | 30 of 80 | Highest |
| Customer relationship management | 20 of 80 | High |
| Overview of retail formats | 15 of 80 | Medium |
| Introduction | 10 of 80 | Medium |
| Conclusion and recommendation | 5 of 80 | Short but clear |
Step 1: classify each format correctly
Before you film, agree on the format of each retailer: supermarket, hypermarket, convenience store, variety store, specialist, department store or online marketplace. Standard retail textbooks, such as Levy, Weitz and Grewal (2023), give clear definitions. A wrong label in the overview section weakens everything that follows.
Step 2: build a comparison grid from real observation
Create a grid with the four operations dimensions down the side and your six retailers across the top. Fill it from store visits, the retailers’ websites and apps, and reliable news sources. Write what you saw, not what you expect.
- Assortment: breadth across categories and depth within one category.
- Service: self-service, assisted selling, delivery and after-sales support.
- Pricing: everyday low pricing, promotions, fixed-price points or premium positioning.
- Location: mall anchor, neighbourhood store, standalone outlet or online only.
Step 3: show customer relationship management, not just loyalty cards
Payne and Frow (2005) treat customer relationship management as a strategic process that connects value creation, channels and customer information. In the video, explain how each retailer encourages repeat purchase, whether through membership, apps, personalised offers, store experience or after-sales care. Check every programme name on official channels before you mention it.
Step 4: choose a video style that fits the brief
| Style | Works well for | Watch out for |
|---|---|---|
| Store-visit documentary | Showing assortment, layout and service | Permission to film inside stores |
| Interview format | Customer and staff perspectives | Consent and short, focused questions |
| Animation or infographics | Pricing and location comparisons | Keeping data accurate and sourced |
| Slides with voice-over | Structured comparison | Must not become a recorded presentation |
Our BARB4203 retail case study video plan sample shows a rubric-based plan, a format table and a comparison grid, for reference only.
Step 5: script to time
A spoken minute is roughly 130 to 150 words. Write the script section by section and time each one against the rubric. If the comparison section runs short, add evidence rather than background.
Common mistakes
- Spending three minutes introducing the retailers and rushing the comparison.
- Filming in stores without permission.
- Making claims about prices or programmes that cannot be verified.
- Ending without a single, justified recommendation.
For support with retail and management coursework, see our case study help and management assignment help pages.
Written with
Shazia Akhtar
1963- Completed Orders
Master’s degree in Marketing, University of Malaya. Specialises in marketing research, consumer behaviour, branding and social media marketing. View Shazia Akhtar’s profile
Frequently asked questions
Can we just record ourselves presenting slides?
The BARB4203 brief states the video is not a recorded presentation. Use a documentary, interview, store-visit or animated style.
How long should each section be?
Follow the rubric timings. In BARB4203, the comparison section takes four of the ten minutes.
Do we need to visit every store?
Visits give the strongest evidence, but official websites, apps and reliable news sources can support online-only retailers.
Can two groups choose the same retailer mix?
Not in BARB4203. Each mix can be chosen by only one group.
Should we cite sources in a video?
Yes. Show short on-screen citations and include a reference slide or list if your lecturer requires it.
How do we make a recommendation?
Choose the format that best fits current Malaysian consumer needs based on your comparison, and give two or three reasons drawn from your evidence.
References
Levy, M., Weitz, B.A. and Grewal, D. (2023) Retailing management. 11th edn. New York: McGraw Hill.
Payne, A. and Frow, P. (2005) ‘A strategic framework for customer relationship management’, Journal of Marketing, 69(4), pp. 167–176.
