現(xiàn)代零售學(xué)論文.doc

National Chiao Tung UniversityDepartment of Management ScienceDeFinal ExaminationTerm: Fall Year: 2009Student Name (Chinese Characters): 關(guān)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 Course Abbreviation and NumberDMS4633Course Title零售學(xué), 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:22 / 26Table of ContentIntroduction1Literature 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 Background5Research 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 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: Costco15Introduction15Membership Warehouse Club15History16Retail Market Strategy16Target Market Strategy16Products16Promotions17Price17Presentation18Layout18Personnel and Customer Service19Human Resource Management19Human Resource19Objectives19Organizational Structure and Plan20Information System20Customer 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 retail 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 retailing. 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, retailing 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 observations. 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 combinations 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, evaluation, 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 merchandise, 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 the 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 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 and 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 already 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 store 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, 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 others, 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 and PuddingsCold DrinksMilkKuang ChuanDrinksTeaUni-PresidentCoffeeUni-PresidentJuiceUni-PresidentDrinksCocaColaCigaretteMild SevenFrozen FoodsMicrowave FoodsFamily MartSnacksChipsLaysChewing GumsAirwavesBreadFamily MartInstant FoodsInstant NoodlesUni-PresidentInstant CoffeesKing CarInstant TeaUni-PresidentHouseholdHouseholdPrepared 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 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 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 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.Prices 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 to 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 rotten.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 before 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 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 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 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 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.Section 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 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 retailer 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, 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 shops1FBar & Restaurant a3Sandwiches shopsBvlgariJewelryChristofleSilverwareHermesClothesHermes、Puiforcat、Saint LouisMetal PlatesJohn LobbShoesRoger VivierShoesTodsBags, ClothesVan Cleef & ArpelsJewelry2F03ClothesGiuliano FujiwaraClothesBrandTypeLevel 6ixClothes3FSalon De The de Joel RobuchonCoffee, 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. 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 provide 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 Bellavita 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 cost 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 environment 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 come 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 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 with exclusive designer merchandise and excellent customer service. To raise their market share, shopping malls usually attempt to increase the amount of exclusive merchandise they sell, undertake marketing campaigns to develop strong images for their stores and brands, and expand their online presence. Bellavita build up a luxury building and make news to locate themselves a luxury image on the name Bellavita. And then they try to show that Bellavita is not only for the high-end people but to attract people who can not really afford for products but enjoy the environment.Section III: H&M LocationIntroductionHennes & Mauritz (H&M) is a Swedish clothing company, known for its fast fashion clothing offerings for women, men, teenagers and children. H&M has around 2,000 stores in 35 different countries and employs over 73,000 people.H&M describes its mission as “Fashion and quality at the best price”. H&Ms goals for 2008 have been to intensify the sales in the existing stores, as well as to increase the number of new stores by 10% to 15% per year. Expansion and maintaining of financial stability are H&Ms strategic goals.Products Categories & MarketsThe womens collections are intended for fashion-minded women of all ages. The extensive range includes everything from modern basics to tailored classics, sportswear, maternity clothes and cutting-edge fashion.The mens collections include everything from timeless tailored pieces to modern basics, leisurewear and seasonal fashions that reflect the latest trends. The childrens range is divided into various concepts for babies (0 18 months), children (1.5 8 years), and H&M Young (9 14 years). H&Ms Divided department offers fashion with a younger look. The range includes denim and street fashions for all occasions, from everyday looks to party wear, complemented by matching accessories and underwear. The jeans concept &denim includes everything from traditional five-pocket jeans to trendy fashion jeans.H&Ms cosmetics department provides a wide range of makeup, skin care and body care products. Supply ChainFig. 3 Supply Chain of H&MThe supply chain of H&M is simple. H&M does not own any manufactory. It has contracts with about 900 suppliers and these suppliers also have contract to about 2700 factories in 21 countries which labors salaries are lowest. Actually, these suppliers become a role of ODM to receive the H&Ms orders and produce on large scale by local material. Then, H&M will send people to these manufactories to control and manage the production procedure at fixed period. As a result of this way of management, H&M can get the gross profits about 53% by selling the products at low price. Why no H&M in Taiwan?The whole procedure of the product was designed, produced and conveyed to the stores is just about 3 weeks. With low cost materials and low salaries labors, the countries have these conditions in Asia are about China, Vietnam.In fact, some H&Ms products are come from the manufactories in Chi