Conventional Supermarkets

1524 Words Jan 13th, 2013 7 Pages
Retail Branding Strategy
Retailer branding strategy can be defined as an approach planned by the organisation to achieve the organisation’s missions and goals. Retail branding strategies also facilitates in their competitive advantage in the industry. With strategies applied, companies can be viewed as a distinctive store as compared to other companies. There are various strategies that retail companies can adapt and one of the retailing strategies consists of seven factors; operating procedures, location, merchandising customer services, consumers, pricing, and promotion factors. (cite book)
Conventional Supermarket
An industry that we would also touch upon is conventional supermarket. Conventional supermarket is a departmentalized food
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Sheng Siong supermarket provides customers with both “wet and dry” shopping experience and their merchandises include a wide assortment of seafood, meat and vegetables, processed, packaged and/or preserved food products as well as general merchandise such as toiletries and essential household products.
Sheng Siong Strategy
Sheng Siong has complied with most of the strategies stated in the above. Firstly, the supermarket offers wide variety of food products and general merchandise. They also provide both generic and house brands products. The Housebrands stated in the image below are owned by Sheng Siong supermarket.

(Sheng Siong 2012)
These house brands allow bigger savings for consumers as they are priced lower than other generic products. Prices at Sheng Siong are generally low but competitive as we are able to find same products at other supermarkets at the same price. Sheng Siong supermarkets are located strategically in the heartlands of Singapore. With 33 stores located in the North, South, East, West and Central parts of Singapore, it shows that Sheng Siong aims to targets on every family in Singapore regardless of income status or age.

Photo of Sheng Siong supermarket at Bedok Reservoir Road

Photo of Neighbourhood opposite Sheng Siong supermarket @ Bedok Reservoir Road
In complying with the operational procedures that are set by government bodies e.g. National Environmental Agency, Singapore Civil
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