Challenging the supermarket giants : Sheng Siong's success and future plans.

• Main Authors: Tan, Yi Lin., Thong, Weirong., Wee, Guo Min.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Industries and labor
• Online Access: http://hdl.handle.net/10356/15242
• Institution: Nanyang Technological University

This project is a case study analysis of Sheng Siong, a local chain of supermarkets in Singapore. The analysis involves the study of its success since the 2000s, with regards to its marketing mix as well as its segmentation, targeting and positioning strategies. It examines why and how they have bee...