GGR 252H1F – MARKETING GEOGRAPHY (Fall 2022 – Swales)
GGR 252H1F – MARKETING GEOGRAPHY (Fall 2022 – Swales)
ASSIGNMENT ONE (25%) – RETAIL SUPPLY
A major focus of the course is the provision of private and public services. This assignment
addresses retail supply. It requires that you conduct virtual online fieldwork on two different types
of retail to assess their character, market orientation and location. First you will make virtual field
observations for the two retail areas, then you will compare and contrast the two types of retail
using the information you collected. You do not need to visit the locations. Do not interview
anybody or use census data in conducting this assignment; your answers are to draw from your
own virtual field work observations and related material in the textbook only. Read textbook
chapters one, two and nine for terminology and context. Chapter nine has a typology of retail
supply, including retail strips and ancillary retail which you explore in this assignment. In your
textbook reading pay particular attention to the concepts of ancillary retail, retail strip, BIAs and
the PATH system. There is no need to use any other secondary sources. The combination of your
field work and the textbook is sufficient. Read all of this assignment before you proceed and
before you ask questions.
PART A: Virtual Online Field Observations of Two Retail Areas
Select an ancillary retail area and retail strip according to the following schedules.
Ancillary Retail: Select an ancillary retail area according to the first letter of your surname (last
A-F: Pearson Airport Terminal 3 Departures: (All stores and restaurants south of check
in desks 333-352 and 407-434 including the Level 2C Gates area.)
G-L: Pearson Airport, Terminal 1, Level 2 Departures (All stores and restaurants south
of departure gates E85 and E82) Link to Pearson maps
M-Q: First Canadian Place (Concourse Level)
R-V: Toronto Dominion Centre (Concourse Level)
W-Z: Richmond Adelaide Centre (Concourse and Food)
Visit the official website for your designated area and explore virtually the nature of the retail. Each
retail area has a map that you can use as a template for your own map (below). Note that you
may have to hover or zoom over the store to get the name, or click on the name to get the location
on the map. The last three of these shopping areas are within the downtown PATH system.
Retail Strip: Select the retail strip from the list below according to the last number of your student
number (no exceptions!).
Virtually navigate the retail strip using the Street View function in Google Maps (you may
have to download Google Maps again if this function is not showing in the bottom right of the
map). Note the retail uses along your retail strip beginning at the assigned intersection. Be sure
you are navigating in the correct direction. In the bottom right of the map note the date of the
Gerrard Street East west from Craven Road (last number of student number 0-1)
Dundas Street east from Spadina Avenue (last number of student number 2-3)
Bloor Street west from Markham Street (last number of student number 4-5)
Danforth Avenue east from Chester Avenue (last number of student number 6-7)
Dundas Street west from Dovercourt Road (last number of student number 8-9)
Create a map of each of the retail areas that should include:
Approximately 45 stores in total on the retail strip (use both sides of the street) and all of
the stores in your designated ancillary retail area. Include stores that appear to be
Name of each store
Type of store/outlet (restaurant, female fashion, shoes, dental office, etc.)
Ownership (retail chain or independent)
The nature of the nearby land uses (just note these, no need to draw them)
For both the maps above, create a scheme (legend) that concisely portrays the name, type and
ownership of the stores. Keep each of your maps to a manageable size – no larger than 8.5 x 11
paper. Note on each of the maps the date you collected the information and the date of the
‘image capture’ for the retail strip.
Create a table to concisely compare the two retail areas in the following characteristics:
– How many (and what %) of the stores are retail chain and independent stores?
– Estimation of the demographic composition of the “shoppers”. What is your evidence?
– Where do you think the shoppers (market) for this retail come from?
– What is the nature of the street or mall “furniture” (benches, lamp posts, flower beds,
signage, flags, etc.) you observe?
– Is this planned or unplanned retail?
– Is this public or private space?
The table component of this assignment should be approximately one type-written page, 12-
point font, single spaced.
PART B: Discussion
Using the information you generated above, compare and contrast the two types of retailing
activity. Among other things that you think important, this discussion should address the
location, accessibility, market orientation, degree of specialty and design and composition of the
retail. Using specific evidence from your observations, also compare the extent to which the two
areas are controlled/managed environments. Would a physical field exploration of the retail areas
be better than your virtual study and why? To what extent can you get the sense of place of the
two retail areas from your virtual fieldwork?
The discussion component of this assignment (exclusive of maps and table) should be
approximately 5-6 type-written pages (but it is possible to do a good job in less). Use 12-point
font, double spaced. Do not exceed six pages.
NOTE: Your assignment must be submitted in Quercus by 11:59 pm EST October 11,
2022 (Eastern Standard Time). Late penalties apply. Late penalty: up to one week late 15%; not
accepted thereafter without documented good cause.
Academic Misconduct: Read carefully the guidelines on academic misconduct:
http://www.artsci.utoronto.ca/osai/The-rules/what-is-academic-misconduct. It is essential that
you avoid plagiarism and consequential penalties including failing the course.
Otherwise, have a productive and enjoyable experience with this assignment.
Prof. Stephen Swales