Conventional Supermarkets Essay

sell Branding StrategyRetailer branding strategy can be defined as an approach planned by the organisation to carry through the organisations missions and goals. Retail branding strategies similarly facilitates in their head-to-head-enterprise(a) advantage in the industry. With strategies applied, companies can be viewed as a characteristic store as comp bed to other companies. There are various strategies that sell companies can adapt and wholeness of the retailing strategies consists of seven factors operating procedures, location, trade customer operate, consumers, pricing, and packaging factors. (cite book) effected SupermarketAn industry that we would excessively touch upon is ceremonious supermarket. Conventional supermarket is a departmentalized regimen store with a simple cat of regimen and related products. The supermarkets are usually differentiated by their sizes e.g. a stuffy supermarket is between 500 and 2000m2. (cite pdf)Supermarket StrategyGoodsConv entional supermarkets should have a basic retailing strategy that they can adapt globally. Firstly, what goods do conventional supermarkets want to offer? A conventional supermarket typically offers a simple range of products and assortment and their switchs would intromit both private and generic labels. common soldier labels are also known as house brands in food retailing. House brands were introduced to promote brand loyalty and are usually wrongd at affordable prices as compared to other brands that the supermarket takes in.PricesPrices are generally competitive in conventional supermarkets referable to high competition within many firms for the aforementioned(prenominal) consumer with homogeneous product offerings (Dolan and Simon, 1996 Kotler, 2003 Lucas et al., 1994) Competitive price is defined as price of a product is based on what other competitors are charging consequently it is not relatively as crushed as the old-fashioned neighbourhood doohickey stores that are also locally known as Indian Mama Shops.ConsumersSecondly, a supermarket has to decide on the target consumers in put to proceed with the location of the supermarket. Since conventional supermarkets offer largely food and related household products, they aim mainly on families that come from middle to low-down income. In addition, it targets working or non-working adults that are aged above 30 divisions.LocationSince conventional supermarkets target on families, these supermarkets are located in the neighbourhood area with large affair area. The supermarkets are situated in residential areas as it is highly accessible and gives convenience for consumers. Their location superpower also be influenced due to location of competitors as it would enhance their trading areas.Operating proceduresThe operating procedure of supermarkets starts with Supermarket Licence which is mandated by the Environmental cosmos Health Act. Every business owners has to comply with cleanliness and f ood safety guidelines to resist any food-borne diseases. The basic operating procedures that supermarkets have to follow are jeopardise Analysis and Critical Control point (HACCP) system, cleaning and sanitation programs, plague control programs, waste management, transportation of finished products and maintenance program (Agri-Food & vet Authority of capital of capital of Singapore 2012).Store Atmosphere & Customer ServicesConventional supermarkets have average store atmosphere whereby it is neither isolated nor to a fault crowded. A good strategy that supermarkets do is categorizing the items for shoppers convenience in hard-hitting for goods. Customer services should be good as staffs play classical role in assisting customers at the counters and shelves.PromotionConventional supermarkets are one of the market players in the industry that invest highly in their publicitys. Promotions include heavy use of newspaper, flyers and TV advertisements. These promotions have to be kept in line with the customers that supermarkets are targeting e.g. if the supermarket aims to attract younger customers, online promotions would bepreferred.Sheng Siong SupermarketSheng Siong is one of Singapores largest retailers with over S$578.4 million in revenue for year 2011. Sheng Siong supermarket provides customers with both wet and dry obtain experience and their merchandises include a wide assortment of seafood, meat and vegetables, processed, packaged and/or pre practised food products as well as general merchandise such as toiletries and essential household products.Sheng Siong StrategySheng Siong has complied with most of the strategies stated in the above. Firstly, the supermarket offers wide variety of food products and general merchandise. They also provide both generic and house brands products. The Housebrands stated in the image below are own by Sheng Siong supermarket.(Sheng Siong 2012)These house brands allow bigger savings for consumers as they are priced lower than other generic products. Prices at Sheng Siong are generally low but competitive as we are able to find homogeneous products at other supermarkets at the same price. Sheng Siong supermarkets are located strategically in the heartlands of Singapore. With 33 stores located in the North, South, East, West and Central part of Singapore, it shows that Sheng Siong aims to targets on every family in Singapore regardless of income status or age.Photo of Sheng Siong supermarket at Bedok Reservoir RoadPhoto of Neighbourhood reverse gear Sheng Siong supermarket Bedok Reservoir Road In complying with the operational procedures that are set by government bodies e.g. National Environmental Agency, Singapore Civil Defence power and AVA, Sheng Siong has acquired licenses, permits, approvals and certifications for the business operations in Singapore (Sheng Siong 2012). Sheng Siong is also strategically categorise their merchandise for shoppers ease of identifying and convenience. S heng Siong also provides consumers with a unique push-basket for customers to shop at ease.Row 7 Snacks/TidbitsWheeled basketCustomer service is not very accent in Sheng Siongs values but the supermarket offers weighing services for customers and they have many staffs in the supermarket to assist customers. Lastly, Sheng Siong has come up with promotion strategy using flyers and newspapers. One of their current promotions is lucky draw and winners are announced on the Sheng Siong Show. Weighing Service Sheng Siong Lucky Draw promotion 2012 NTUC Fairprice SupermarketOne of the largest competitors of Sheng Siong is NTUC Fairprice. NTUC Fairprice is Singapores largest retailer with a network of over 230 outlets comprising FairPrice supermarkets, FairPrice Finest, FairPrice Xtra, FairPrice Xpress and Cheers convenience stores.NTUC Fairprice StrategyFairprice supermarket offers a wide range of foods products and household merchandise as well. Similarly, they provide house brand which is named after the companys name i.e. Fairprice. NTUC Fairprice supermarket has come up with a strategy of having discounts on their detail house brand in order to attract customers to patronize their private brands instead. The image below shows the differences of the prices between their generic and house brand products.Also, Fairprice supermarket has also strategically located itself in the heartlands within walking distance from accommodate estates and competitors. They currently have over 90 stores of Fairprice supermarkets located across Singapore to cater to varied needs of consumers. This strategy is to gather more consumers as competitors would increase the trading area for Fairprice supermarket.Fairprice supermarket located nearby Guardian and 7-11 convenience stores Fairprice supermarkets have also complied with the licenses and regulations of supermarket in Singapore. In fairprice, customer service is emphasized as a key value in order to serve customers better. They a lso provide self-service methods for the consumers to have a freedom in their goods choice. Their promotions are similar to Sheng Siongs such as newspapers and flyers. Fairprice supermarket also offers festal promotions such as discounts in Christmas period.Pros & Cons of Conventional SupermarketsConventional supermarkets serve both advantages and disadvantages to both retailer and customer. Firstly, supermarkets have the advantage of low cost of operations thus being able to sell goods at lower price. ascribable to low cost of purchasing products from suppliers, it enables customers to purchase products at discounted prices as compared to accessible stores which mark up prices of the products. Conventional supermarket definitely offers the freedom of selection to customers due to wide variety and ease of shopping.They also have high peak of efficiency due to elimination of service such as packing. It is also an advantage to customers as the shelves are easily reached out and th e size of the shopping experience is neither too big nor small e.g. convenient stores offers limit products and hypermarkets offer too wide of variety for customers who do daily shopping. However, in that location are downsides regarding conventional supermarkets.ReferencesGenessa M. Fratto, Michelle R. Jones, Nancy L. Cassill, (2006),An investigation of competitive pricing among apparel retailers and brands, daybook of Fashion Marketing and Management, Vol. 10 Iss 4 pp. 387 404Barry Berman and Joel R. Evans. 2012. Retail Management, A strategical Approach. http//www.fairprice.com.sghttp//ageconsearch.umn.edu/bitstream/9407/1/sp07be06.pdfhttp//singaporesupermarketrecipes.com/fairprice-ntuc-weekly-promotions-week-37/ (ntuc promo pic) http//www.sgsaleinfo.com/v2.0/tagsearch/Sheng%20Shiong/1 (sheng siong promo pic) http//www.guidemesingapore.com/industry-guides/retail/setting-up-a-retail-outlet-in-singapore http//www.ava.gov.sg/FoodSector/FoodTradersAndEst/LicOtherFoodProcessEst/ http//www.asiaone.com/News/The%2BStraits%2BTimes/Story/A1Story20080205-48245.html http//singaporesupermarketrecipes.com/category/shopping-guide/supermarkets/sheng-siong/ (supermarket)