Retailing Management
FamilyMart
http://www.family.com.tw
Emer, Orlando, Cook
Contents
1
Introduction
2
Retailer Characteristics
3
Customers Buying Behavior
4
Retail Market Strategy
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
Cigarette
Type
Cigarette
Major Brand
Mild Seven
Rice Balls
Lunch Boxes
Fast Food
Sandwiches
Fruit
Family Mart
Noodles
Jelly and Puddings
Cold Drinks
Drinks
Milk
Kuang Chuan
Tea
Uni-President
Coffee
Uni-President
Juice
Uni-President
Drinks
CocaCola
Retailer Characteristics
 Variety and Assortment
Category
Type
Major Brand
Drinks
Cigarette
Mild Seven
Frozen Foods
Microwave Foods
Family Mart
Chips
Lay’s
Chewing Gums
Airwaves
Bread
Family Mart
Instant Noodles
Uni-President
Instant Coffees
King Car
Instant Tea
Uni-President
Snacks
Instant Foods
Household
Household
Prepared Foods
Prepared Foods
Healthy and Beauty
Healthy and Beauty
Family Mart
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