| Summary: | 碩士 === 國立中央大學 === 高階主管企管碩士班 === 104 === Due to shifts in economic structure and consumption patterns in recent years, customers have limited disposable income which therefore influences expenditures and savings. Companies must strive for change to attract customers and satisfy customers’ need. Taiwan’s hypermarkets face fierce competition,given that their store number reaches maximum. As Taiwan has the world’s highestdensity of department stores and hypermarkets, only being innovative can help businesses maintain advantages. Competition becomes more intense when retail hypermarkets expand their reach to customers with diversified business strategies. Convenience chain stores bring fresh food into their product categories, community supermarkets are well-connected with local communities, and the rise of advanced technology and e-commerce also makes competition increasingly fierce. How businesses maintain advantages has long been a topic of discussion. This study investigates a case hypermarket and analyzes how it adjusts its business strategies to resolve challenges caused by internal and external environment shifts and to expect another sales growth.
This study adopts qualitative approach based on literature review and in-depth interview with executives of the case company. A SWOT analysis is used to examine the company’s business model and to propose action strategies. Five priorities are concluded in this study: (1) Persist the philosophy of “People First”; (2) Renovate the branch store to strengthen its competitiveness; (3) Identify the most competitive advantages and offer differentiated products; (4) Promote online shopping; (5) Adopt energetic and flexible marketing strategies.
Overall, to achieve business growth, retail industry must have innovative marketing and business strategies to develop differentiated products, service, and market. Quality and differentiation advantages within the value chain are the only way to determine success in the business competition.
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