Marketing practices of supermarkets in Singapore

• Main Authors: Sew, Kah Chun, Lim, Yu Yong, Pun, Teck Hua
• Other Authors: Wan Chew Yoong
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/64510
• Institution: Nanyang Technological University

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.