Application of different retail mix strategies of two cold storage supermarkets

• Main Authors: Leong, Valerie Phui San, Lee, Lynn, Koh, See Hui
• Other Authors: Victor Gray
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/64356
• Institution: Nanyang Technological University

The motivating force that spearheaded this research topic was the inherent competitiveness of the food retail industry in Singapore. The team wished to establish how Cold Storage Supermarkets, a local supermarket chain, had attempted to reposition itself in the face of intense competition and changing customer needs. Cold Storage Takashimaya and Cold Storage Northpoint were chosen for the purpose of this study since because both stores encountered mutually exclusive sets of competitors and customers. The in-store observations and interviews with vanous Cold Storage personnel, revealed that the marketing mixes of the designated stores and their direct competitors had supported the notion of value platform creation. Additionally, the team were able to establish linkages between the demographic characteristics of target customers as derived from secondary sources and customer shopping behaviour observed by the team. Consequently, the team was able to justifY that the in-store shopping behaviour exhibited by the stores' customers were directly linked to differences in store-level attributes. Lastly, the team discussed several dominating trends in the local retail scene emerging in the near future. The team also made recommendations as to how these two Cold Storage stores could bridge transitions to overcome these trends.