Download Giant Case Study. A Case of Successful Retailer PDF

TitleGiant Case Study. A Case of Successful Retailer
File Size716.8 KB
Total Pages18
Document Text Contents
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Table of Contents
INTRODUCTION ....................................................................................................................................... 2

MARKETING ENVIRONMENT ................................................................................................................... 3

MICROENVIRONMENT ........................................................................................................................ 3

MACROENVIRONMENT ....................................................................................................................... 5

SWOT ANALYSIS ...................................................................................................................................... 6

MARKETING MIX ................................................................................................................................... 10

PRODUCT .......................................................................................................................................... 10

PRICE ................................................................................................................................................. 11

PLACE ................................................................................................................................................ 12

PROMOTION ..................................................................................................................................... 13

CUSTOMER DRIVEN MARKETING STRATEGY ........................................................................................ 13

SEGMENTATION ................................................................................................................................ 13

TARGETING........................................................................................................................................ 15

DIFFERENTIATION AND POSITIONING .............................................................................................. 15

REFERENCES .......................................................................................................................................... 17

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stores and for the low prices. Customers do not need to go to other retail’s shop to buy

products as Giant can provide all of it. By doing that, Giant will get more customers and

customer will be loyal to them.

Technological advancement can also acts as opportunities to Giant as improvement in

technology means improvement in lowering cost of production. Technology may lower the

cost of production, decrease the time taken to complete a specific task and increase the

efficiency of Giant's daily operations as well as marketing promotion strategies.

Threats

Threats is unfavorable situations that the firm should beware in order to minimize any loses.

With the fluctuations or much uncertainties in Malaysian economics, Giant Hypermarket

should pay attention to trends and consumer spending patterns. Thus, with the decline of

economics in Malaysia, Giant Hypermarket may offers products with low prices everyday in

order to attract consumers to keep spending at Giant rather than the competitors.

Giant also face a stiff competition within the retailing industry. There are so many retailing

companies that can be a threat for Giant such as Tesco, Aeon, Jusco and others companies

in Malaysia. Other companies can be a threat to Giant is if the competitors do some

promotion or do something innovative products that can attract Giant’s customer, which

will be a big problem if Giant does not do something.

Another threats that been faced by Giant is although Giant has their own home brand, that

brand is not the most preferable by their customers. Their customer more prefer to other

popular brand. Survey had been made in Sabah for this situation. People in Sabah cannot

accept the ‘Giant’ brand because of many reasons. This situation could be the poison to

Giant because if the customers cannot consider their brand, they may experience decrease

in sell due to many customer had gone to other retail shop.

Last threats faced by Giant are online shopping which is become popular among the people

right now. Now, we are living in an IT world which means we will use computer to do our

daily task. Almost every day we will use computer and do not have enough time to go

shopping for some goods. So we almost do everything by using computer such as pays the

bills, transfer money, and others. There are many alternatives of online shopping such as

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http://www.ukessays.com/essays/marketing/company-analysis-on-giant-hypermarket-malaysia-marketing-essay.php
http://www.ukessays.com/essays/marketing/company-analysis-on-giant-hypermarket-malaysia-marketing-essay.php
http://www.giant.com.my/
http://www.thestar.com.my/Business/SME/2014/01/28/Growing-with-the-market-Retail-group-works-on-plans-to-accelerate-its-brands-this-year/?style=biz
http://www.thestar.com.my/Business/SME/2014/01/28/Growing-with-the-market-Retail-group-works-on-plans-to-accelerate-its-brands-this-year/?style=biz
http://www.theborneopost.com/2012/08/19/giant-hypermarket-remains-as-shoppers-favourite/
http://www.theborneopost.com/2012/08/19/giant-hypermarket-remains-as-shoppers-favourite/
http://www.scribd.com/doc/13637469/Project-on-Retail-or-Hyper-Market

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