现代零售学论文（英文版）.docx

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1、National Chiao Tung UniversityDepartment of Management ScienceDeFinal ExaminationTerm: Fall Year: 2009Student Name (Chinese Characters): 關樂生 Student ID Number:9531049 Student Name (Chinese Characters): 許育凡 Student ID Number:9632035 Student Name (Chinese Characters): 吳東陽 Student ID Number:9631051 Cou

2、rse Abbreviation and NumberDMS4633Course Title零售學, RetailingInstructor張力元老師, Professor TrappeyFinal ProjectFinal ProjectDue DateJanuary 7, 2010Number of Homework Pages25Homework TypeGroup, typed, class hand-in, e3 logAdditional Materials AllowedTextbookMarking Scheme:Grade:Table of ContentIntroducti

3、on1Literature Review1Section I: Family Mart2Research Background2Research Objects2Types of Merchandise2Variety and Assortment3Services Offered4Prices and the Cost of Offering Breadth and Depth of Merchandise and Services4Customer Buying Behavior4Retail Market Strategy4Section II: Bellavita5Research B

4、ackground5Research Objects5Types of Merchandise5Variety and Assortment5Services Offered6Prices and the Cost of Offering Breadth and Depth of Merchandise and Services6Customer Buying Behavior7Retail Market Strategy7Section III: H&M Location7Introduction7Products Categories & Markets8Supply Chain8Why

5、no H&M in Taiwan?9ECFA9The Economic and Political condition9Competition10Comparison10Locations in Hong Kong and Taiwan11Trade area12i Taipei Q square12ZhongXiao DunHua TongLin Department Store and Breeze ZhongXiao13Hankyu Department Store13Huff Gravity Model14Transportation Categories15Section IV: C

6、ostco15Introduction15Membership Warehouse Club15History16Retail Market Strategy16Target Market Strategy16Products16Promotions17Price17Presentation18Layout18Personnel and Customer Service19Human Resource Management19Human Resource19Objectives19Organizational Structure and Plan20Information System20Cu

7、stomer Relationship Management20Merchandise Management20Managing Merchandise Assortments20Warehouse21Conclusion21References22IntroductionTo realize the whole concept of retailing, we try to analyze four retailers-Family Mart, Bellavita, H&M and Costco-in Taiwan Market. From different manners of reta

8、il concepts-such as types of retailers, customer buying behavior, retail market strategy, retail locations, human resource management, information systems and supply chain management, customer relationship management, merchandise management and customer service- we realize the basic knowledge of ret

9、ailing. We discussed the four store through the semester and then make some survey to apply the retailing concept.Literature ReviewRetailing is the set of business activities that adds value to the products and service sold to consumers for their personal or family use.* In the retailing world, reta

10、iling managers need to know the environment in which they operate before they can develop and implement effective strategies. So what they do first is to realize the customers buying behavior, from observing customers daily buying behavior. Then they make retailing strategies based on these observat

11、ions. Finally, they implement the effective strategies.Variety is the number of merchandise categories a retailer offers. Assortment is the number of different items in a merchandise category.* Different kinds of retailers have different combinations of these two characteristics. Specific kind of co

12、mbinations will attract different kinds of customers. How to choose proper products and services combinations and variety becomes an important thing to the retailing managers.Customers usually have their own buying behavior based on the following process: need recognition, information research, eval

13、uation, choice, visit and loyalty.* An effective retail strategy satisfies customer needs better than do competitors strategies. Use the information of customer buying behavior, we know about how consumers can be grouped into market segments. How individual customers evaluate and select stores and m

14、erchandise, the factors affecting their decision making and retail market segment are three important manners for retailers.A retail strategy is a statement identifying: the retailers target market, the format the retailer plans to use to satisfy the target markets needs, and the bases upon which th

15、e retailer plans to build a sustainable competitive advantage.* The growing intensity of retail competitiondue to the emergence of new competitors, formats, and technologies, as well as shifts in customer needsis forcing retailers to devote more attention to long-term strategic planning. The retail

16、strategy provides the direction retailers need to deal effectively with their environment, customers and competitors. Three important elements of retail strategythe target market segment, retail format, and sustainable competitive advantagecertainly influence the direction of the retailer to face an

17、d grow.Section I: Family MartResearch Background Family Mart was introduced from Japan in 1988 and the company was founded on August 18 with NTD$0.2 billion capital. In the same year, the first store “Taipei Main Station Branch” opened in the Taipei train station area. Until Sep. 2009, there are alr

18、eady 2,387 Family Mart branches opened in Taiwan.* Family Mart, being a convenience store, offers useful things in the daily life in a very convenient way. The object we chose in this report is located near the Dormitory Thirteen in National Chiao-Tung University (NCTU). The surrounding in this stor

19、e is bright and clean. The estimated floor space is 81 square meters ( 10.8 * 7.5 ). Research ObjectsTypes of Merchandise The types of merchandise in Family Mart are described in Table.1. They can firstly be divided into cigarettes, fast food, cold drinks, drinks, frozen foods, snacks, instant foods

20、, media goods, household, prepared goods, and health and beauty items. During the merchandises, we can obviously realize that there are no really major brands in the category Media goods, Household, Health and Beauty items, which is marked “balanced” in the tree diagram. But for the categories of ot

21、hers, especially for the fast food and prepared foods, there are major brands and most for Family Mart itself as listed in Table 1 below.Table 1 Types of Merchandise in Family MartCategoryTypeMajor BrandCigaretteCigaretteMild SevenFast FoodRice BallsFamily MartLunch BoxesSandwichesFruitNoodlesJelly

22、and PuddingsCold DrinksMilkKuang ChuanDrinksTeaUni-PresidentCoffeeUni-PresidentJuiceUni-PresidentDrinksCocaColaCigaretteMild SevenFrozen FoodsMicrowave FoodsFamily MartSnacksChipsLaysChewing GumsAirwavesBreadFamily MartInstant FoodsInstant NoodlesUni-PresidentInstant CoffeesKing CarInstant TeaUni-Pr

23、esidentHouseholdHouseholdPrepared FoodsPrepared FoodsFamily MartHealthy and BeautyHealthy and BeautyVariety and Assortment For a convenience store, Family Mart plays a good role on this. They have different kinds of products for people daily lives. With a huge variety, you can find various kinds of

24、products you need in Family Mart, but may not be all what you want. Basically, Family Mart offers you the basic needs of daily life. And for the storage of Family Mart, there are nearly 600 SKUs in their storage, except of the fresh foods, prepared foods, and fast foods. As illustrated in Fig.1, it

25、shows the variety and assortment in Family Mart.Fig. 1 Floor Diagram of Family MartServices Offered To do the whole service of daily operation, for Family Mart, there would be three people working in every period. But in the midnight, there would be fewer servers in the store. To provide sufficient

26、services, such as copy, fax, ticket order, and food heating, they adjust number of servers to hand all conditions. The servers always open one cashier when they are not in the busy hours, and in the rush hours, usually in the dining time, they open two cashiers, to prevent a long waiting period.Pric

27、es and the Cost of Offering Breadth and Depth of Merchandise and Services Most of merchandise wont have high cost. For the food (including frozen food), drinks, and snacks, their costs are about from 15 to 60 NT dollars. Cigarettes are belonging to higher cost level, and their average costs are 20 t

28、o 30 NT dollars. Media goods cost are higher than food, they are estimated about 50 to 300 NT dollars. Household includes bigger varieties, so the cost of the household from about 10 to 250 NT dollars. Family Mart keeps the amount as twice as the good on the shelves, except of food that easily get r

29、otten.Customer Buying Behavior Because there are not lots of brand for each type of merchandise, except snacks. The consumers who go to the Family Mart usually dont put emphasis on the brand, but they choose the exactly merchandise they want. Usually they buy bread, milk, or juice in the morning bef

30、ore 11 oclock as breakfast, for easy to carry to the class. In the lunch time and dinner time, consumers go to Family Mart for some instant food or frozen food. These three times are most crowded time, and the other times are not as busier as the rushers. There are still consumers go into the store

31、to buy some other things, like drinks or snacks. Because the convenience store mainly offers the daily items, consumers go there to buy some immediately things they want.Retail Market Strategy As mentioned in background, Family Mart was founded on August 12 1988 with NTD$ 0.2 billion capital. In ten

32、 years, Family Mart opened 500 stores in Taiwan. With store expansion, Family Mart was listed company in 2002, with NTD $ 2.23 billion. With the spirit of innovation, Family Mart has successfully introduced new services that brought in profits and better services for customers. For instance, in 198

33、the company launched the payment service for parking fees in Taipei city, pioneering in the industry. In 2002, Family Mart created the pre-order service for Chinese New years banquets, also a whole new business model in the industry. In 2005, the company introduced Virtual Distribution Center, which

34、 enables game point card selling through information system, not physical logistics. Service is the driving force of Family Marts competitiveness. Family Mart tops the convenience store category in the survey on service capability conducted by the Global Views magazine for 2004, 2005 and 2008.Sectio

35、n II: BellavitaResearch Background Bellavita is a new shopping center that held its opening on September 21, 2009. Bellavita own the luxury stores of international top brand was kept eyes on by the high-scale clients, which Taipei 101 and Breeze Center might not have reached in the past, and aims to

36、 give these “walking spending powerhouses” tailor-made services. With 20,879 square meter, Bellavita houses more than 15 international luxury brands including BVLGARI, Christofle, Hermes, John Lobb, Roger Vivier, Tods, Giuliano FUJIWARA, etc. to attract customers shopping. With different kinds of re

37、tailer brand stores, how Bellavita organized is now we are going to discuss. Research ObjectsTypes of Merchandise As mentioned in Fig. 2, the merchandises of Bellavita can be grouped as the floor directory. We can classify them into several parts, food, luxury products, life style, and body shaping,

38、 etc. As for the major brands, for every store in Bellavita, there are all major brands since the retailing type is a shopping center.Variety and Assortment We conclude the variety and assortment of Bellavita as Table 2 below.Table 2 Variety and Assortment of BellavitaFloorBrandTypeB1StarbucksCoffee

39、 shops1FBar & Restaurant a3Sandwiches shopsBvlgariJewelryChristofleSilverwareHermesClothesHermes、Puiforcat、Saint LouisMetal PlatesJohn LobbShoesRoger VivierShoesTodsBags, ClothesVan Cleef & ArpelsJewelry2F03ClothesGiuliano FujiwaraClothesBrandTypeLevel 6ixClothes3FSalon De The de Joel RobuchonCoffee

40、, dessertsErosHair stylistSocieBody stocking4FBeata TeRestaurantHaleakalaRestaurant5FLatelier de Joel RobuchonRestaurant6FTon 28RestaurantServices Offered For Bellavita just open for few days, many services are still in planning. For example, the special service for VIP and the website of Bellavita.

41、 Moreover, all stores and floors have not opened for customers yet. In the opening day, Bellavita provided some services like free parking service and the waiters help to place dishes for free.Besides, the famous stores in Bellavita provide different services. For example, Borsalini and Job Lobb pro

42、vide products of personalization and customization. Prices and the Cost of Offering Breadth and Depth of Merchandise and Services To collect famous luxury store, Bellavita plays a good role to provide high price products, with good service of every brand store. Focus on high-end customers, what Bell

43、avita provides some limited categories during the stores, such as shoes, clothes, foods, desserts, body shaping, etc. In the manner of merchandise depth, Bellavita provides only the types of products that the stores being famous. With narrow breadth and large depth of merchandise, the prices and cos

44、t of offering the products are high. For example, a hand-made pair of shoes of John Lobb is priced above 127,000 NT dollars; a hand bag of Roger Vivier is priced from 170,000 to 900,000 NT dollars. Customer Buying Behavior Most of the consumers in Bellavita do window shopping, or just enjoy the envi

45、ronment of Bellavitabuild like a European palace. Focus on high-end customers, people who can afford the high prices of products usually just pick up what they want and pay for them, as the custom shopping behavior for most customers in ordinary department store. But for other people, they usually c

46、ome to Bellavita just for feeling the glory and beautiful environment, or they try to buy products with a test attitude. Besides, customers of Bellavita usually come for shopping during afternoon and night of a day. There are no obviously peak hours in Bellavita.Retail Market Strategy With more than

47、 8 billion NT dollars investment, Bellavita was held on Sep 21, 2009. C.C. Leung, Quanta Computer Incs vice chairman and president, use five years to build up this shopping mall, focusing on high-end customers including Taiwan and Mainland China. In the manner of focus customer group, with the structure of luxury brands, Bellavita makes a definite manner on rich customers. As mentioned in the textbook, Bellavita can be located in the first class of department store: includes upscale, high fashion chains wi