零售学英文论文

1、.PAGE ：.；PAGE 1National NationalDepartment of Management ScienceDeFinal ExaminationTerm: Fall Year: 2021Student Name (Chinese Characters): 關樂生 Student ID Number:9531049 Student Name (Chinese Characters): 許育凡 Student ID Number:9632035 Student Name (Chinese Characters): 吳東陽 Student ID Number:9631051 C

2、ourse Abbreviation and NumberDMS4633Course Title零售學, RetailingInstructor張力元老師, Professor TrappeyFinal ProjectFinal ProjectDue DateJanuary 7, 2021Number of Homework Pages25Homework TypeGroup, typed, class hand-in, e3 logAdditional Materials AllowedTextbookMarking Scheme:Grade:PAGE PAGE 23Table of Con

3、tent TOC t 樣式3,1,樣式4,2,樣式5,3 Introduction PAGEREF _Toc250538108 h 1Literature Review PAGEREF _Toc250538109 h 1Section I: Family Mart PAGEREF _Toc250538110 h 2Research Background PAGEREF _Toc250538111 h 2Research Objects PAGEREF _Toc250538112 h 2Types of Merchandise PAGEREF _Toc250538113 h 2Variety a

4、nd Assortment PAGEREF _Toc250538114 h 3Services Offered PAGEREF _Toc250538115 h 4Prices and the Cost of Offering Breadth and Depth of Merchandise and Services PAGEREF _Toc250538116 h 4Customer Buying Behavior PAGEREF _Toc250538117 h 4Retail Market Strategy PAGEREF _Toc250538118 h 4Section II: Bellav

5、ita PAGEREF _Toc250538119 h 5Research Background PAGEREF _Toc250538120 h 5Research Objects PAGEREF _Toc250538121 h 5Types of Merchandise PAGEREF _Toc250538122 h 5Variety and Assortment PAGEREF _Toc250538123 h 5Services Offered PAGEREF _Toc250538124 h 6Prices and the Cost of Offering Breadth and Dept

6、h of Merchandise and Services PAGEREF _Toc250538125 h 6Customer Buying Behavior PAGEREF _Toc250538126 h 7Retail Market Strategy PAGEREF _Toc250538127 h 7Section III: H&M Location PAGEREF _Toc250538128 h 7Introduction PAGEREF _Toc250538129 h 7Products Categories & Markets PAGEREF _Toc250538130 h 8Sup

7、ply Chain PAGEREF _Toc250538131 h 8Why no H&M in Taiwan? PAGEREF _Toc250538132 h 9ECFA PAGEREF _Toc250538133 h 9The Economic and Political condition PAGEREF _Toc250538134 h 9Competition PAGEREF _Toc250538 h 10Comparison PAGEREF _Toc250538 h 10Locations in Hong Kong and Taiwan PAGEREF _Toc250538 h 11

8、Trade area PAGEREF _Toc250538 h 12i Taipei Q square PAGEREF _Toc250538 h 12ZhongXiao DunHua TongLin Department Store and Breeze ZhongXiao PAGEREF _Toc250538140 h 13Hankyu Department Store PAGEREF _Toc250538141 h 13Huff Gravity Model PAGEREF _Toc250538142 h 14Transportation Categories PAGEREF _Toc250

9、538143 h 15Section IV: Costco PAGEREF _Toc250538144 h 15Introduction PAGEREF _Toc250538145 h 15Membership Warehouse Club PAGEREF _Toc250538146 h 15History PAGEREF _Toc250538147 h 16Retail Market Strategy PAGEREF _Toc250538148 h 16Target Market Strategy PAGEREF _Toc250538149 h 16Products PAGEREF _Toc

10、250538150 h 16Promotions PAGEREF _Toc250538151 h 17Price PAGEREF _Toc250538152 h 17Presentation PAGEREF _Toc250538153 h 18Layout PAGEREF _Toc250538154 h 18Personnel and Customer Service PAGEREF _Toc250538155 h 19Human Resource Management PAGEREF _Toc250538156 h 19Human Resource PAGEREF _Toc250538157

11、 h 19Objectives PAGEREF _Toc250538158 h 19Organizational Structure and Plan PAGEREF _Toc250538159 h 20Information System PAGEREF _Toc250538160 h 20Customer Relationship Management PAGEREF _Toc250538161 h 20Merchandise Management PAGEREF _Toc250538162 h 20Managing Merchandise Assortments PAGEREF _Toc

12、250538163 h 20Warehouse PAGEREF _Toc250538164 h 21Conclusion PAGEREF _Toc250538165 h 21References PAGEREF _Toc250538166 h 22IntroductionTo realize the whole concept of retailing, we try to analyze four retailers-Family Mart, Bellavita, H&M and Costco-in Taiwan Market. From different manners of retai

13、l concepts-such as types of retailers, customer buying behavior, retail market strategy, retail locations, human resource management, information systems and supply chain management, customer relationship management, merchandise management and customer service- we realize the basic knowledge of reta

14、iling. We discussed the four store through the semester and then make some survey to apply the retailing concept.Literature ReviewRetailing is the set of business activities that adds value to the products and service sold to consumers for their personal or family use.* In the retailing world, retai

15、ling managers need to know the environment in which they operate before they can develop and implement effective strategies. So what they do first is to realize the customers buying behavior, from observing customers daily buying behavior. Then they make retailing strategies based on these observati

16、ons. Finally, they implement the effective strategies.Variety is the number of merchandise categories a retailer offers. Assortment is the number of different items in a merchandise category.* Different kinds of retailers have different combinations of these two characteristics. Specific kind of com

17、binations will attract different kinds of customers. How to choose proper products and services combinations and variety becomes an important thing to the retailing managers.Customers usually have their own buying behavior based on the following process: need recognition, information research, evalu

18、ation, choice, visit and loyalty.* An effective retail strategy satisfies customer needs better than do competitors strategies. Use the information of customer buying behavior, we know about how consumers can be grouped into market segments. How individual customers evaluate and select stores and me

19、rchandise, the factors affecting their decision making and retail market segment are three important manners for retailers.A retail strategy is a statement identifying: the retailers target market, the format the retailer plans to use to satisfy the target markets needs, and the bases upon which the

20、 retailer plans to build a sustainable competitive advantage.* The growing intensity of retail competitiondue to the emergence of new competitors, formats, and technologies, as well as shifts in customer needsis forcing retailers to devote more attention to long-term strategic planning. The retail s

21、trategy provides the direction retailers need to deal effectively with their environment, customers and competitors. Three important elements of retail strategythe target market segment, retail format, and sustainable competitive advantagecertainly influence the direction of the retailer to face and

22、 grow.Section I: Family MartResearch Background Family Mart was introduced from Japan in 1988 and the company was founded on August 18 with NTD$0.2 billion capital. In the same year, the first store “Taipei Main Station Branch opened in the Taipei train station area. Until Sep. 2021, there are alrea

23、dy 2,387 Family Mart branches opened in Taiwan.* Family Mart, being a convenience store, offers useful things in the daily life in a very convenient way. The object we chose in this report is located near the Dormitory Thirteen in National Chiao-Tung University (NCTU). The surrounding in this store

24、is bright and clean. The estimated floor space is 81 square meters ( 10.8 * 7.5 ). Research ObjectsTypes of Merchandise The types of merchandise in Family Mart are described in Table.1. They can firstly be divided into cigarettes, fast food, cold drinks, drinks, frozen foods, snacks, instant foods,

25、media goods, household, prepared goods, and health and beauty items. During the merchandises, we can obviously realize that there are no really major brands in the category Media goods, Household, Health and Beauty items, which is marked “balanced in the tree diagram. But for the categories of other

26、s, especially for the fast food and prepared foods, there are major brands and most for Family Mart itself as listed in Table 1 below.Table 1 Types of Merchandise in Family MartCategoryTypeMajor BrandCigaretteCigaretteMild SevenFast FoodRice BallsFamily MartLunch BoxesSandwichesFruitNoodlesJelly and

27、 PuddingsCold DrinksMilkKuang ChuanDrinksTeaUni-PresidentCoffeeUni-PresidentJuiceUni-PresidentDrinksCocaColaCigaretteMild SevenFrozen FoodsMicrowave FoodsFamily MartSnacksChipsLaysChewing GumsAirwavesBreadFamily MartInstant FoodsInstant NoodlesUni-PresidentInstant CoffeesKing CarInstant TeaUni-Presi

28、dentHouseholdHouseholdPrepared FoodsPrepared FoodsFamily MartHealthy and BeautyHealthy and BeautyVariety and Assortment For a convenience store, Family Mart plays a good role on this. They have different kinds of products for people daily lives. With a huge variety, you can find various kinds of pro

29、ducts you need in Family Mart, but may not be all what you want. Basically, Family Mart offers you the basic needs of daily life. And for the storage of Family Mart, there are nearly 600 SKUs in their storage, except of the fresh foods, prepared foods, and fast foods. As illustrated in Fig.1, it sho

30、ws the variety and assortment in Family Mart.Fig. 1 Floor Diagram of Family MartServices Offered To do the whole service of daily operation, for Family Mart, there would be three people working in every period. But in the midnight, there would be fewer servers in the store. To provide sufficient ser

31、vices, such as copy, fax, ticket order, and food heating, they adjust number of servers to hand all conditions. The servers always open one cashier when they are not in the busy hours, and in the rush hours, usually in the dining time, they open two cashiers, to prevent a long waiting period.Prices

32、and the Cost of Offering Breadth and Depth of Merchandise and Services Most of merchandise wont have high cost. For the food (including frozen food), drinks, and snacks, their costs are about from 15 to 60 NT dollars. Cigarettes are belonging to higher cost level, and their average costs are 20 to 3

33、0 NT dollars. Media goods cost are higher than food, they are estimated about 50 to 300 NT dollars. Household includes bigger varieties, so the cost of the household from about 10 to 250 NT dollars. Family Mart keeps the amount as twice as the good on the shelves, except of food that easily get rott

34、en.Customer Buying Behavior Because there are not lots of brand for each type of merchandise, except snacks. The consumers who go to the Family Mart usually dont put emphasis on the brand, but they choose the exactly merchandise they want. Usually they buy bread, milk, or juice in the morning before

35、 11 oclock as breakfast, for easy to carry to the class. In the lunch time and dinner time, consumers go to Family Mart for some instant food or frozen food. These three times are most crowded time, and the other times are not as busier as the rushers. There are still consumers go into the store to

36、buy some other things, like drinks or snacks. Because the convenience store mainly offers the daily items, consumers go there to buy some immediately things they want.Retail Market Strategy As mentioned in background, Family Mart was founded on August 12 1988 with NTD$ 0.2 billion capital. In ten ye

37、ars, Family Mart opened 500 stores in Taiwan. With store expansion, Family Mart was listed company in 2002, with NTD $ 2.23 billion. With the spirit of innovation, Family Mart has successfully introduced new services that brought in profits and better services for customers. For instance, in 198 the

38、 company launched the payment service for parking fees in Taipei city, pioneering in the industry. In 2002, Family Mart created the pre-order service for Chinese New years banquets, also a whole new business model in the industry. In 2005, the company introduced Virtual Distribution Section II: Bell

39、avitaResearch Background Bellavita is a new shopping center that held its opening on September 21, 2021. Bellavita own the luxury stores of international top brand was kept eyes on by the high-scale clients, which Taipei 101 and Breeze Center might not have reached in the past, and aims to give thes

40、e “walking spending powerhouses tailor-made services. With 20,879 square meter, Bellavita houses more thResearch ObjectsTypes of Merchandise As mentioned in Fig. 2, the merchandises of Bellavita can be grouped as the floor directory. We can classify them into several parts, food, luxury products, li

41、fe style, and body shaping, etc. As for the major brands, for every store in Bellavita, there are all major brands since the retailing type is a shopping center.Variety and Assortment We conclude the variety and assortment of Bellavita as Table 2 below.Table 2 Variety and Assortment of BellavitaFloo

42、rBrandTypeB1StarbucksCoffee shops1FBar & Restaurant a3Sandwiches shopsBvlgariJewelryChristofleSilverwareHermesClothesHermes、Puiforcat、Saint LouisMetal PlatesJohn LobbShoesRoger VivierShoesTodsBags, ClothesVan Cleef & ArpelsJewelry2F03ClothesGiuliano FujiwaraClothesBrandTypeLevel 6ixClothes3FSalon De

43、 The de Joel RobuchonCoffee, dessertsErosHair stylistSocieBody stocking4FBeata TeRestaurantHaleakalaRestaurant5FLatelier de Joel RobuchonRestaurant6FTon 28RestaurantServices Offered For Bellavita just open for few days, many services are still in planning. For example, the special service for VIP an

44、d the website of Bellavita. Moreover, all stores and floors have not opened for customers yet. In the opening day, Bellavita provided some services like free parking service and the waiters help to place dishes for free.Besides, the famous stores in Bellavita provide different services. For example,

45、 Borsalini and Job Lobb provide products of personalization and customization. Prices and the Cost of Offering Breadth and Depth of Merchandise and Services To collect famous luxury store, Bellavita plays a good role to provide high price products, with good service of every brand store. Focus on hi

46、gh-end customers, what Bellavita provides some limited categories during the stores, such as shoes, clothes, foods, desserts, body shaping, etc. In the manner of merchandise depth, Bellavita provides only the types of products that the stores being famous. With narrow breadth and large depth of merc

47、handise, the prices and cost of offering the products are high. For example, a hand-made pair of shoes of John Lobb is priced above 127,000 NT dollars; a hand bag of Roger Vivier is priced from 170,000 to 900,000 NT dollars. Customer Buying Behavior Most of the consumers in Bellavita do window shopp

48、ing, or just enjoy the environment of Bellavitabuild like a European palace. Focus on high-end customers, people who can afford the high prices of products usually just pick up what they want and pay for them, as the custom shopping behavior for most customers in ordinary department store. But for o

49、ther people, they usually come to Bellavita just for feeling the glory and beautiful environment, or they try to buy products with a test attitude. Besides, customers of Bellavita usually come for shopping during afternoon and night of a day. There are no obviously peak hours in Bellavita.Retail Mar

50、ket Strategy With more than 8 billion NT dollars investment, Bellavita was held on Sep 21, 2021. C.C. Leung, Quanta Computer Incs vice chairman and president, use five years to build up this shopping mall, focusing on high-end customers including Taiwan and Mainland China. In the manner of focus cus

51、tomer group, with the structure of luxury brands, Bellavita makes a definite manner on rich customers. As mentioned in the textbook, Bellavita can be located in the first class of department store: includes upscale, high fashion chains with exclusive designer merchandise and excellent customer servi

52、ce. To raise their market share, shopping malls usually attempt to increase the amount of exclusive merchandise they sell, undertake marketing campaigns to develop strong images for their stores and brands, and expand their online presence. Bellavita build up a luxury building and make news to locat

53、e themselves a luxury image on the name Bellavita. And then they try to show that Bellavita is not only for the high-end people but to attract people who can not really afford for products but enjoy the environment.Section III: H&M LocationIntroductionHennes & Mauritz (H&M) is a HYPERLINK /wiki/Swed

54、enSwedish clothing company, known for its HYPERLINK /wiki/Fast_fashionfast fashion clothing offerings for women, men, teenagers and children. H&M has around 2,000 stores in 35 different countries and employs over 73,000 people.H&M describes its mission as “Fashion and quality at the best price. H&Ms

55、 goals for 2021 have been to intensify the sales in the existing stores, as well as to increase the number of new stores by 10% to 15% per year. Expansion and maintaining of financial stability are H&Ms strategic goals.Products Categories & MarketsThe womens collections are intended for fashion-mind

56、ed women of all ages. The extensive range includes everything from modern basics to tailored classics, sportswear, maternity clothes and cutting-edge fashion.The mens collections include everything from timeless tailored pieces to modern basics, leisurewear and seasonal fashions that reflect the lat

57、est trends. The childrens range is divided into various concepts for babies (0 18 months), children (1.5 8 years), and H&M Young (9 14 years). H&Ms Divided department offers fashion with a younger look. The range includes denim and street fashions for all occasions, from everyday looks to party wear

58、, complemented by matching accessories and underwear. The jeans concept &denim includes everything from traditional five-pocket jeans to trendy fashion jeans.H&Ms cosmetics department provides a wide range of makeup, skin care and body care products. Supply ChainFig. 3 Supply Chain of H&MThe supply

59、chain of H&M is simple. H&M does not own any manufactory. It has contracts with about 900 suppliers and these suppliers also have contract to about 2700 factories in 21 countries which labors salaries are lowest. Actually, these suppliers become a role of ODM to receive the H&Ms orders and produce o

60、n large scale by local material. Then, H&M will send people to these manufactories to control and manage the production procedure at fixed period. As a result of this way of management, H&M can get the gross profits about 53% by selling the products at low price. Why no H&M in Taiwan?The whole proce