Retailing Management

FamilyMarthttp://www.family.com.tw

Emer, Orlando, Cook

Contents

Introduction1

Retailer Characteristics2

Customers Buying Behavior3

Retail Market Strategy4

Introduction

History Introduced from Japan in 1988 Founded on August 18 with NTD$0.2

billion capital First store opened in the Taipei train

station area in 1988 2,376 Family Mart branches opened in

Taiwan until Nov. 2009

Introduction

Target Family Mart with Dormitory 13 in NCTU 81 square meters of estimated floor space

Retailer Characteristics

Types of Merchandise and Floor Layout

Retailer Characteristics

Variety and Assortment

Category Type Major Brand

Cigarette Cigarette Mild Seven

Fast Food

Rice Balls

Family Mart

Lunch Boxes

Sandwiches

Fruit

Noodles

Jelly and Puddings

Cold Drinks Milk Kuang Chuan

Tea Uni-President

Coffee Uni-President

Juice Uni-President

Drinks Drinks CocaCola

Retailer Characteristics

Variety and Assortment

Category Type Major Brand

Drinks Cigarette Mild Seven

Frozen Foods Microwave Foods Family Mart

Snacks

Chips Lay’s

Chewing Gums Airwaves

Bread Family Mart

Instant Foods

Instant Noodles Uni-President

Instant Coffees King Car

Instant Tea Uni-President

Household Household

Prepared Foods Prepared Foods Family Mart

Healthy and Beauty Healthy and Beauty

Retailer Characteristics

Service Offered 3 people working in every period but fewer at

midnight Sufficient services

• Copy• Fax• Ticket order• Heat foods

Cashiers upon time: 1 vs. 2

Retailer Characteristics

Prices and the Cost of Offering Breadth and Depth of Merchandise and Services Foods for 15 to 60 NTD Cigarettes for 50 to 90 NTD Media Goods for 50 to 300 NTD Households for 10 to 250 NTD About 600 SKUs Inventory: twice of the amount on shelves

Customers Buying Behavior

Market Segmentation Student Family Professor Geodemographic

Family Mart

High

Above average

Customers Buying Behavior

Characteristics Needs than Brands Most for foods, secondly for drinks, then snacks. People come more during the dining time, about 3

to 1 Come for services offered

Retail Market Strategy

Characteristics Introduced new services with the spirit of innovation

• Profits• Better services

First payment service for parking fees in Taiwan New pre-order service for Chinese New year’s banquets Virtual Distribution Center-game point card selling Tops the convenience store category in the survey on

service capability conducted by the Global Views magazine for 2004, 2005 and 2008