National Chiao Tung UniversityDepartment of Management ScienceDeFinal ExaminationTerm: Fall Year: 2009Student 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 Course Abbreviation and NumberDMS4633Course Title零售學, RetailingInstructor張力元老師, Professor TrappeyFinal ProjectFinal ProjectDue DateJanuary 7, 2010Number of Homework Pages25Homework TypeGroup, typed, class hand-in, e3 logAdditional Materials AllowedTextbookMarking Scheme:Grade:Table of ContentIntroduction1Literature Review1Section I: Family Mart2Research Background2Research Objects2Types of Merchandise2Variety and Assortment3Services Offered4Prices and the Cost of Offering Breadth and Depth of Merchandise and Services4Customer Buying Behavior4Retail Market Strategy4Section II: Bellavita5Research Background5Research Objects5Types of Merchandise5Variety and Assortment5Services Offered6Prices and the Cost of Offering Breadth and Depth of Merchandise and Services6Customer Buying Behavior7Retail Market Strategy7Section III: H&M Location7Introduction7Products Categories & Markets8Supply Chain8Why no H&M in Taiwan?9ECFA9The Economic and Political condition9Competition10Comparison10Locations in Hong Kong and Taiwan11Trade area12i Taipei Q square12ZhongXiao DunHua TongLin Department Store and Breeze ZhongXiao13Hankyu Department Store13Huff Gravity Model14Transportation Categories15Section IV: Costco15Introduction15Membership Warehouse Club15History16Retail Market Strategy16Target Market Strategy16Products16Promotions17Price17Presentation18Layout18Personnel and Customer Service19Human Resource Management19Human Resource19Objectives19Organizational Structure and Plan20Information System20Customer Relationship Management20Merchandise Management20Managing Merchandise Assortments20Warehouse21Conclusion21References22IntroductionTo 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 retail 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 retailing. 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, retailing 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 observations. 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 combinations 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, evaluation, 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 merchandise, 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 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 strategy provides the direction retailers need to deal effectively with their environment, customers and competitors. Three important elements of retail strategythe target market segment, retail f