The report helps in analyzing the different marketing strategies of a supermarket in Singapore named Giant Hypermarket. The marketing strategies have to be appropriately ascertained as this will assist in analyzing different requirements of the supermarkets along with proper implementation of the conceptual framework as well. The hypermarkets as well as supermarkets play a significant function in the distribution of food.
The main aim and rationale of the report is to analyze the role of the supermarkets by both the organization as well as the consumers. The model of distribution has a major role to play in the lives of the consumers and the hypermarkets and supermarkets are more and more appreciated by the different customers compared to the different marketable formats as well.
The structure of the report includes the conceptual framework, definition as well as the research design and methods that are used by the respective company named Giant Hypermarket in Singapore. The proper findings as well as discussions have to be correctly analyzed as this will assist in analyzing the importance of the marketing strategies of Giant supermarket in Singapore. The conceptual framework has to be properly ascertained as this will help in proper understanding of globalization strategies along with proper strategy decisions.
Definitions
Supermarket is the self service kind of a store that helps in offering wide variety of household as well as food merchandise that are properly organized into different kind of departments (Ahlers et al., 2015). The supermarket is larger in size and this helps in providing wider selection than the grocery store that are traditional in nature and they are smaller than the hypermarket or the superstore.
Hypermarket is the superstore that helps in combining supermarket as well as departmental store (wherein goods that are sold are furniture, apparel, electronic appliances as well as other line of products such as hardware, paint, toiletries, and cosmetics along with other toys, equipments as well as other sporting goods) that is being the proper result of the large retail kind of facility (Ahearne, Lam & Kraus, 2014). This helps in carrying enormous range of goods as well as services under one single roof that includes full line of general merchandise as well as grocery items as well.
The different marketing strategies has been explained in the diagram below that will help in analyzing the strategy of marketing as well as performance of the respective supermarket named Giant Hypermarket as well. The proper financial as well as sales performance has to be understood as this will help in analyzing the strategies of marketing used by Giant Hypermarket in Singapore. The homogeneity of the product has been explained properly as this will help in analyzing the performance of the customers as well. The proper implementation of the stages of product life cycle has been shown in the diagram that provides brief analysis on the marketing mix that is required.
Figure 1: Conceptual framework
(Source: Created by author)
In order to understand the marketing mix of the Giant supermarket, it is essential in nature to understand the tools as well of marketing that includes the 4-PS such as product, pricing, promotion as well as distribution. These are the different key areas that have to be properly taken care as these satisfy the requirements of the customers. According to Perreault Jr, Cannon & McCarthy, (2013), every constituent of the marketing mix strategies is premeditated properly to congregate the needs of the customers. The proper relationship between the four Cs as well as Ps has been explained in the diagram below:
Figure 2: Relationship between Cs and Ps
(Source: Created by author)
As per Atwal & Williams, (2017), the decision regarding a product includes the different goods and services that have to be obtainable to the different groups of patrons. As stated by Baker & Saren, (2016), the policy of product is the essential constituent of the marketing mix. The product is the essential medium that is used by Giant Hypermarket is to persuade the requirements of the customers.
As commented by Leonidou et al., (2013), price is the chief constituent of the marketing mix as this helps in representing the different things that are received by the company for the marketing of different products as well as services. Giant Hypermarket will spend thousands of dollars on proper research of the new concepts of products that will help in researching about the perception of the customers to different level of pricing as well (Galician, 2013).
According to Atkinson, (2016), place includes different decisions that concerns about the channels of distribution that can be used to understand the transportation methods as well as other level of inventory. The manufacturers of Giant Hypermarket are concerned with distribution and delivery of points of service as well as accessibility of customers.
Baker & Saren, (2016) commented that promotional strategies help in analyzing the different tools in order to attract customers and this will help in influencing the feelings, beliefs as well as behavior of the audiences. Giant Hypermarket uses different tools such as proper advertisements, sponsorship as well as direct marketing technique in attracting customers and this will help them in increasing their sales.
The major objective of this paper is to properly identify different marketing strategies for the supermarkets mainly for the ones that are related to the maintenance of the quality of product as well as proper building proper customer satisfaction as well. According to Kothari, Mizik & Roychowdhury, (2015), the main focus is on the Point of Sale merchandising wherein it is done through proper promotional activities as well as other display forms. There has been a different research that has properly explained that grocery store includes local store, hypermarket as well as supermarket as well as other department stores as well (Canel, Bejou & Khumawala, 2015). There have been different theoretical approaches that are as follows:
The theory related to Central Place Theory was first analyzed as well as formulated and it was developed by (Armstrong et al., 2015). It is defined as the most normative theory that is related to the location of the retail store and this theory is predicated upon the equilibrium seeking as well as static assumptions that is essential in the dynamic retailing kind of environment. The theory based on spatial interaction theory helps in analyzing the hypothesis that the customers trade off the different attractiveness of the different other areas of shopping that are alternative in nature against the deterrent distance effects and this helps in analyzing the interaction that is behavioral in nature (Johanson & Mattsson, 2015).
Furthermore, the land value theory helps in proposing the location of different formats related to retailing. Lastly, there is a principle of minimum differentiation that includes proper stability in the competition and the principle helps in suggesting that the number of stores those are operating in the same sector in the market can achieve proper and superior performance when they are clustered together. According to Trim & Lee, (2014), supermarkets use different kind of tools in order to properly lead customers in the purchasing that is done by them. These are the different tools that can proceed individually or with one another and the each store chooses the most appropriate gear to attain such purpose.
Furthermore, the dimensions of the store those are relevant to the choice of customers at grocery store has to be investigated. The supermarket is strongly driven with the help of effectiveness and competitiveness of price. According to Lusch & Vargo, (2014), pricing is defined as the competitive position of the organization and the customers properly use the price in evaluating the quality of the retailer or brand. Furthermore, Credit Sell is the other predictor of the selection of the location of the Giant Hypermarket.
Moreover, Schmidt, Spann & Zeithammer, (2014) commented that shoppers of the hypermarket consider the quality of the products to be the most essential element followed by locality, price as well as the wide range of goods and services as well as parking. Kurt & Hulland, (2013) found that shopping as well as spending vary across than within the formats as well as expenditures respond to varying levels of different assortments as well as promotion than price although the sensitivity of price is most evident in nature at grocers or supermarket (Grinblatt & Titman, 2016). There has been two studies that examined segmentation of the behaviors as this is applied to the grocery shopping or super market shopping and the findings has to be properly explained with the help of present study context as well.
The first study Tiago & Veríssimo, (2014) employed hierarchical cluster in order to properly examine socioeconomic as well as demographic variables that includes age of household or head, number of adults working as well as number of years at the address wherein they are working currently in order to properly segment the grocery consumers. A proper multinational logit model has been utilized in order to properly analyze the patterns of store patronage outside as well as within the market. The low price as well as the distance is the two key predictors of the patronage of the supermarket/hypermarket.
In the second study, Leonidou et al., (2015) commented on proper analysis of the factors to identify the six orientation factors such as recreation, consciousness of the price, selection and quality of the hypermarket or supermarket. ANOVA was properly utilized to identify the proper differences between groups of store regarding the patronage as well as demographic variables. Finally, from the different previous researches, it may be relevant for grocery store or supermarket such as consciousness of price, cleanliness as well as behavior of the personnel, shopping as well as recreational activities as well. The location makes a significant influence in each and every aspect of marketing activities (Hollensen, 2015).
Objectives of Research
The primary purpose of the study is to observe strategy of marketing as well as the behaviors of the grocers in the different locations. The entire study tries in helping identify the differences in different strategies of marketing due to the differences in location of supermarkets or grocery stores. Thus, the entire study helps in analyzing as well as exploring whether the markets or supermarkets keep their branded goods and services sell on credit, measuring the quality as well as building proper customer relationships as well.
It is the temperament of the problem of the research that will help in dictating the appropriate method of research wherein Quantification is required in analyzing the method of the research. As commented by Kumar, (2015), the technique consists of sequence of different choices that author will make throughout the entire study.
A proper qualitative learning consists of proper studying of different facts or phenomenon in the place where actually this happen (Samli, 2015). The qualitative method of research is primarily utilized in order to properly describe the problem as well as produce hypothesis. The hypotheses were formulated on the proper basis of core and essential variables as well as conclusive research were properly applied to prove hypothesis. Only qualitative research has been taken into account as this will help the Giant Hypermarket in Singapore to interpret the events as this aims in generating complete as well as detailed information in order to understand the strategies for better understanding of the subject.
The research that has been undertaken in the proper analysis of the research relating to the marketing strategies of the supermarket named Giant Hypermarket in Singapore; it can be analyzed that a proper descriptive approach can be adopted as this will help in explaining the characteristics of the phenomenon as well as population of the respective supermarket. As commented by Ledenyov & Ledenyov, (2014), a descriptive research will help them in understanding and describing their potentiality and this will help the proper presentation of the empirical data as well. The proper arrangement of the empirical data has focused on the presentation of supermarket is applying strategies. This kind of study has been chosen as it was preferred an objective as well as realistic sight of the strategies in reality. The proper picture is analyzed as well as explained through proper theory that has been composed in frame of the references segment.
Proper Advertising
In this research, proper publicity is required and is distinct as the usage of displays as well as posters inside hyper or supermarkets. According to Baker, (2014), the essential method of increasing the sales is by properly using the advertising as well as promotional tools. Proper advertising is utilized by Giant Hypermarket as this helped them in attracting customers and includes the promotional strategies as well in order to attract more customers towards their grocery store or supermarket. Furthermore, they guide the customers through proper establishment with the usage of posters in different sections (Baker, 2014).
Placement of product
This particular strategy consists of respective organization of products using hot as well as cold zones. Hot zones are the spaces where the customer flow is heavier in nature and in these zones; products are easier to be sold as they are more visible to the customers. On the other hand, in cold zones sales are inferior in nature and these are the in-between spaces concealed in nature. These are the different products that are properly placed as the respective Giant Hypermarket knows that customer will buy from their store in any kind of situation and condition as well.
Usage of lighting, visual effects and music
These are the different tools that are related with different tools supporting them. Griffith & Hoppner, (2013), stated that music is shown in order to affect the responses of the customers to the retail kind of environment and in a positive manner as well. According to Griffith & Hoppner, (2013), music helps in properly communicating to the hearts of individuals and this serves as the powerful influence on the emotions as well.
Giant Hypermarket in Singapore uses music properly as they want the customers to properly respond to the retail environment and this will help in communicating to hearts of customers as well for the future shopping as well. The aim of implementing this policy in Giant Hypermarket is to manage the flow of human beings through the usage of dissimilar kinds of music. According to the employees of the store, depending on the kind of music, flow can be faster or slower and this will help the company in influencing the consumers in making more purchases from the respective store as well.
As stated by Griffith & Hoppner, (2013), population is the cosmos of different units from where the ample is selected and the sample is the population segment that is properly selected from investigation as well. The population in the particular research is Giant Hypermarket situated in Singapore and as a proper sample one more supermarket has been chosen named Fair Price Supermarket. With the proper example of the supermarkets, it was easier in nature to understand the differences in the two supermarkets as well as the strategies used by them as well. The selection of the sample was done with the help of the judgmental sampling that properly consists of using proper judgment in order to identify the sample that is representative in nature and this is useful as the size of sample is small in nature as well. Proper option of the illustration was made as these supermarket chains are global chains as the conclusion of the entire thesis can be generalized properly as well.
For the particular study of research, Multiple Case design has been chosen as this research involves extra case study. According to Griffith & Hoppner, (2013), the evidence that has been collected from multiple case study are compelling in nature and the overall study has been calculated to be more robust in nature as well.
During this study, primary as well as secondary information have been properly utilized. The secondary information is wherein the data is collected as well as recorded by someone else other than the researcher. The particular secondary information helped in providing better understanding of the entire issue and helped in making the methodology chapter as well. It was properly collected through several books as well as articles of marketing found in libraries as well as internet. Primary information is the kind of data that is properly gathered for the research project and the entire data is collected by researcher and it helped in exposing proper presentation of the entire empirical study research as well.
Therefore, it can be inferred that the supermarket named Giant Hypermarket as well as Fair supermarket use different kind of strategies that are required in maintaining proper marketing strategies in their respective organizations. Both the supermarkets offer additional kind of services and this make their quality better than other supermarkets in the country.
The proper qualitative analysis has been done on the two supermarkets as this helped them in creating as well as maintaining long lasting kind of relationships as well as properly and this will help in attracting more number of customers in the competitive industry as well. The advertisements that are shown in television by the Giant Hypermarket in Singapore helps them in maintaining proper relationship with the customers as well as this has made them better than the other supermarkets in the entire competitive market.
The other essential factor of successful displays as well as posters is the choice of different colors that will help in understanding the perception of the customers in the competitive market. Giant Hypermarket uses the posters and this is used by them in gaining more competitive advantage as well.
Conclusion
Therefore, it can be inferred that this chapter properly includes conclusion of each and every policy that has been studied in the study along with proper general conclusion of proper accomplishment of these strategies in the respective Giant Hypermarket of the example.
Strategies Conclusion
Proper usage of posters is essential in nature and these are used in unclear way in the different supermarkets. There is no such dissimilarity between the price that is representing the posters as well as promotional ones, however on the other hand in supermarket the difference is made clear. The main weapon of the Giant Hypermarket is lower prices than the ones in the hypermarkets. The supermarket Giant Hypermarket does not have any kind of background music as well as they do not follow such theoretical rules as well like other competitors in the market. The colors are strongly influential in nature in Giant Hypermarket in Singapore that is used for making the posters clearly visible as well.
General Conclusion
Giant supermarket is a discounted supermarket that will help in providing proper strength in lowering their prices. The respective supermarket wants to maintain proper low pricing position and this is the main reason that the company generally focuses on the strategies that consist of proper advertising with different bright colors as this will help in showing their customers lower prices. This particular company ignores the implementation of the rest of such strategies.
Therefore, it can be concluded that traditional hypermarkets used to be generally focused on the offering better services to the target customers and not offering their customers low prices. These are the companies that sell expensive products and getting a high profit margin as well.
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