Marketing practices of supermarkets in Singapore
The supermarket scene in Singapore has largely been a peaceful one. The major players have co-existed and played complimentary roles in providing better products and services to the consumer. But, times have changed and so have the strategies adopted. From this study, the authors observed that t...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/64510 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | The supermarket scene in Singapore has largely been a peaceful one. The major
players have co-existed and played complimentary roles in providing better products
and services to the consumer. But, times have changed and so have the strategies
adopted.
From this study, the authors observed that the Singapore consumer has become
more affluent and sophisticated. In response to these changes, the supermarkets adopted
various strategies which tend to target the competitor's market segment. The major
players are competing more vigorously for the same grocery-market. The survey
confirmed that there is consistency in the marketing philosophy and the targeted
consumer market of the supermarkets.
Though there is no specific recipe for a successful supermarket, all indications
lead to a key factor - location. |
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