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