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Retail Management Report

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Submitted By zheng8470
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Pages 37
| Retail Management Report | | |

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Table of Content
PART A3
A.Park’ n Shop4
B. Circle K, East Asia Hall, UMAC 20
C. San Miu Supermarket, Flower City, Taipa 28
D. Seven Eleven, Flower City, Taipa 42
PART B50
A. Background Information 50
B. Appearance50
C. Fixtures53
D. Promotion54
E. Layout55
F. Merchandising57
G. Summary & Recommendation57

Part A Retailors | Park’N Shop, Taipa | Circle K, East Asia Hall, UMAC | San Miu Supermarket, Flower City, Taipa | Seven Eleven, Flower City, Taipa | Merchandise | Product 1 | Fresh Milk | Product 2 | Dark Chocolate | Product 3 | Potato Chips | Product 4 | Ice Cream | Product 5 | Soda Cracker | Product 6 | Can/Bottle Coffee | Product 7 | Convenient Fried Noodle |

A. PARK’N SHOP, Taipa Product #1: Fresh Milk Type of Product: Food PARK’N SHOP, Taipa Variety(Based on Brands) | Assortment(Based on Categories) | Package | Price | Price Discount Promotion If Any | VITA | Family Milk Gable | 236ml | $5.90 | | | Family Milk Gable | 946ml | $23.90 | | | Hi-Cal Whole Milk | 236ml | $6.50 | | | Hi-Cal Whole Milk | 946ml | $23.90 | | | 200% Chocolate Milk | 236ml | $5.90 | | | 200% Chocolate Milk | 946ml | $21.90 | | KOWLOON DAIRY | Fresh Milk | 236ml | $6.90 | | | Fresh Milk | 946ml | $24.50 | | | Bottle Fresh Milk | 235ml | $7.60 | | | Hi-Calcium Milk | 236ml | $6.90 | | | Papaya Slimmilk | 236ml | $6.90 | | | Skimmed Milk | 236ml | $6.90 | | | Chocolate Milk | 236ml | $6.20 | | | Hi-Calcium Slimmilk | 946ml | $24.50 | | | Skimmed Milk | 946ml | $24.50 | | | Hi-Calcium Skimmed | 946ml | $24.50 | | Nestle Dairy | Fresh Milk | 236ml | $6.30 | $12/2PC | | Hi-Calcium Milk | 236ml | $6.30 | $12/2PC | | Skimmed Milk | 236ml | $6.30 | $12/2PC | | Hi-Cal Low-Fat Chocolate Milk | 236ml | $5.20 | | | Fresh Milk | 946ml | $23.80 | $22.00 | | Skimmed Hi-Calcium Milk | 946ml | $23.80 | $22.00 | | Fresh Plastic Bottled Milk | 1.89LIT | $38.90 | | | Hi-Calcium Milk | 1.89LIT | $38.90 | | Masters Pura | Fresh Milk | 1 LIT | $32.90 | $28.90 | | Hi-Cal Low Fat Milk | 1 LIT | $32.90 | $28.90 | | Slimmilk | 1 LIT | $32.90 | $28.90 | Green Fields | Fresh Milk | 1 LIT | $25.90 | | | Skimmed Milk | 1 LIT | $25.90 | | California | Fresh Milk | 946ml | $21.90 | |

Additional Information:
Types of Retail Institution: Supermarket
Number of Brands: Six
Location: On the refrigerator shelves inside the supermarket. As all kinds of milk in our investigation are fresh milk which can retain freshness within only several days, they must be put in the refrigerator to keep fresh.
Other Comments: Actually, we have no specific comments on this type of product for Park’N Shop, it will be Ok as long as the supermarket can guarantee the freshness of the milk for its customers

Product #2: Dark Chocolate Type of Product: Food PARK’N SHOP, Taipa Variety(Based on Brands) | Assortment(Based on Categories) | Package | Price | Price Discount Promotion If Any | Hershey’s | Kisses Jar | 150g | $29.90 | | Galler | Mini Bar Pochketbag Dark Chocolate | 180g | $65.00 | $59.90 | Goldkenn | Famous Goldbar Dark | 300g | $129.90 | | | Fine Gold Dark | 150g | $45.00 | $39.90 | Droste | Pastilles dark | 100g | $21.90 | $18.90` | Ferrero | Ronduoir Crisp Dark Chocolate | 40g | $12.80 | | Meiji | Black Chocolate Box | 140g | $30.90 | | | Melty Kiss Black Chocolate | 60g | $22.90 | | | Melty Kiss Black Chocolate | 60g x 5 | $114.50 | | Kit Kat | 4F Dark Chocolate | 45g | $8.50 | $6.50 | Snickers | Dark Chocolate Bar | 51.9g | $7.50 | | Toblerone | Chocolate dark | 50g | $8.90 | | Ritter Sport | Dfine Extra Dark | 100g | $19.90 | | | Dark Whole Hazelunt Chocolate | 100g | $19.90 | | The Belgain | Belgium NSA Dark Chocolate | 100g | $25.50 | | Dove | 71% Cacoa Dark Chocolate | 100g | $20.90 | | | Dark Chocolate Bar | 43g | $8.90 | | Lindt | Excellence Thins 70% Dark | 125g | $58.00 | | | Excellence Thins 85% Dark | 125g | $53.50 | $49.90 | | GrandesNoisettes Blanc | 150g | $65.00 | $59.90 | | Dark Supreme-Noir 90% Cocoa | 100g | $30.90 | | | Dark Chocolate 85% Bar | 100g | $30.90 | | | Dark Chocolate 70% Bar | 100g | $30.90 | | | Extra dark 60 Trio | 37g | $13.70 | | | Thins Dark | 40g | $26.00 | | | Single Extra Dark | 100g | $24.90 | | | Heart Shape Metal Tin | 96g | $48 | | Maltesers | Dark Chocolate | 37g | $8.50 | | JACQUOT | Bittersweet Classic Heart Truffle | 200g | $35.90 | | Belgian Specialty | Dark Chocolate | 65g | $32.00 | | | Dark Chocolate | 110g | $59.90 | | Cadbury | Old Gold Liqueur Flavored SLEC | 200g | $31.90/1pc | $27.90/1pc$55.90/2pc | FREY | Noir Extra Fin Dark Chocolate | 100g | $16.90 | | | Supreme Noir Dark Choc 85% | 100g | $25.00 | | VIVANI | Organic Dark Chocolate With Orange | 100g | $28.00 | | | Organic Dark Chocolate Col Cassis | 100g | $28.00 | | Poulan 1848 | Noir Framboise | 100g | $26.90 | | | 76% Cacao | 100g | $29.90 | | | 86% Cacao | 100g | $29.90 | | | Noir Subtil | 100g | $29.90 | |

Additional Information:
Types of Retail Institution: Supermarket
Number of Brands: Twenty
Location: On the shelves inside the supermarket. And the shelves with the chocolate are almost put in the middle of the supermarket. Since Christmas is coming, Park’N Shop is doing promotion for some kinds of chocolate and displaying them at the entrance of the supermarket to encourage customers’ purchase.
Other Comments: It is a good chance for Park’N Shop to do the promotion on chocolate as Christmas is coming. We believe that the supermarket can benefit from this strategy of seasonal offer to increase its sales. Product #3: Potato Chips Type of Product: Food (Snacks) PARK’N SHOP, Taipa Variety (Based on Brand) | Assortments (Based on Categories) | Package | Price | Price Discount Promotion If Any | Jack’N Jill | Black Diamond Black truffle FL | 52.50g | $9.90 | | | Potato Chips Hot | 60g | $7.90 | | | Potato Chips BBQ | 60g | $7.90 | | | Potato Chips Tomato | 60g | $7.90 | | | Potato Chips Salmon Sushi Flavor | 52.50g | $8.90 | $7.90 | | Potato Chips Takoyaki Flavor | 52.50g | $8.90 | $7.90 | Wise | Potato Chips-Tomato | 22g | $4.20 | | Calbee | Potato Chips Curry | 25g | $4.30 | | | Potato Chips-BBQ | 25g | $4.30 | | | Ethinicans Chips Curry | 25g | $4.30 | | | EthinicansPotato Chips | 60g | $8.90 | | | Potato Chips-BBQ | 60g | $8.90 | | | Potato Chips-Pizza | 90g | $13.70 | | | South China BBQ Potato Chips | 70g | $9.60 | | | Potato ChipsOkonomiyaki | 110g | $13.70 | | | Ethinicans Potato Chips | 110g | $13.70 | | | Potato Chips-BBQ | 110g | $13.70 | | KashiHonpo | Potato Chip Thick Cut-Original | 60g | $7.00 | | Binggrae | Binggrae crab Ships (Hot) | 46g | $8.90 | | | Binggrae crab Ships (Original) | 46g | $8.90 | | Lay’s | Potato Chips Regular | 184.2g | $18.90 | $17.90 | | Potato Chips BBQ | 184.2g | $18.90 | $17.90 | | Potato Chips Sault & Vinegar | 184.2g | $18.90 | $17.90 | | Potato Chips Sour Cream & Onion | 184.2g | $18.90 | $17.90 | | Sour Cream & Onion (Can Potato Chips) | 5.5oz | $11.90 | | | Original | 5.5oz | $11.90 | | | Cheddar Cheese (Can Potato Chips) | 5.5oz | $11.90 | | Ruffles | Potato Chips-Regular | 184.2g | $19.90 | $17.90 | | Potato Chips-Reduced Fat | 184.2g | $19.90 | $17.90 | | Potato Chips-Bull’s Eye BBQ | 184.2g | $19.90 | $17.90 | | Potato Chips-Source Cream & Onion | 184.2g | $19.90 | $17.90 | | Potato Chips-Cheddar & Source CR | 184.2g | $19.90 | $17.90 | Coastal Cali | Potato Chips-BBQ | 170g | $17.90 | | | Potato Chips-Saulted | 170g | $17.90 | | | Potato Chips-Source Cream & Onion | 170g | $17.90 | | Crik Crok | Extra thick & Crunchy Potato Chips | 130g | $26.50 | | | Extra Crunchy Potato Chips | 50g | $14.50 | | | Ketchup Potato Chips | 50g | $14.50 | | | Bell’s Italia Potato Chips | 50g | $14.50 | | Tyrrells | Sea Salt & Black Pepper Chips | 150g | $33.90 | | | Lightly Salted Potato Chips | 150g | $33.90 | | Kettle Chips | Potato Chips-Lightly Salted | 20z | $9.90 | | | Potato Chips-Lightly | 50z | $19.90 | | | Potato Chips-Honey Dijon | 142g | $17.30 | | | Potato Chips-Sea Salt & Vinegar | 56g | $9.90 | | | Potato Chips-Sea Salt &Vinegar | 5oz | $19.90 | | | Potato Chips-Sea & pepper | 5oz | $22.50 | | Maxi | Mixed Root Chips Coriander Sea | 80g | $15.90 | | | Mixed Root Chips alt & Vinegar | 80g | $15.90 | | Walker | Potato Chips Variety Pack | 6 x 25g | $25.50 | | | Baked Salt & Vinegar | 37.50g | $10.90 | | | Cheese & Onion | 34.50g | $5.30 | | | Salt & Vingar | 34.50g | $6.70 | | EDO Pack | Spicy Flavor | 150g | $15.30 | | | Tomato Flavor | 150g | $15.30 | | | Salacream Flavor | 150g | $15.30 | | TERRA | Blue Potato Chips | 5oz | $34.50 | $21.90 | | Mediterrabean Exotic Vegetable | 7.5oz | $47.70 | $26.90 | | Chips-Tomato & Basil Vinegar | 5oz | $34.90 | | | Mexicano Vegetable | 7.5oz | $36.00 | $32.90 | | Exotic Vegetable Bonus | 7.50z | $30.90 | $24.90 | | Arrabiata | 5oz | $21.40 | $15.90 | | Pesto Smoked Mozzarella | 5oz | $36.90 | $17.90 | | Crimkles Garlic Mashed | 5oz | $29.10 | $22.90 | | Kettle Sea Salt & Pepper | 13.5oz | $45.90 | | Pringle’s (Can Potato Chips) | Reduced Fat Original | 162g | $17.90 | $12.90 | | Sour Cream & Onion | 181g | $17.90 | $12.90 | | Cheddar Cheese | 181g | $17.90 | $12.90 | | Sour Cream & Onion | 160g | $13.90 | | | BBQ | 160g | $13.90 | | | Hot & Spicy | 160g | $13.90 | | | Cheese | 160g | $13.90 | | Burts | Hot Chillilernon | 40g | $12.90 | | | Firecracker Lopster | 40g | $12.90 | | | Mature Cheddar | 40g | $12.90 | | | Stick Potato Sticks | 40g | $14.50 | | | Pineapple Chips | 40g | $9.90 | | Dirty | Mesquite | 2oz | $10.50 | | | Sour Cream & Onion | 2oz | $10.50 | |
Additional Information:
Types of Retail Institution: Supermarket
Number of Brands: Eighteen
Location: On the shelves inside the supermarket. And the shelves with the potato chips are also almost put in the middle of the supermarket, near the chocolate.
Promotion: Some brands are doing promotion by providing price discount for certain categories, eg. Jack’N Jill, Lay’s, Ruffles, TERRA and Pringle’s (Can Potato Chips).
Other Comments: Park’N Shop provides many kinds of potato chips from different brands with different flavors. Some of them are foreign brands. Therefore, we noticed that many foreign customers came to purchase potato chips during the time we did the observation research. However, we believe that the main target customers of Park’N Shop are still local people, so we highly recommend the supermarket to also put Chinese label on the shelves, not just the English version.

Product #4: Ice Cream Type of Product: Food (Snacks) PARK’N SHOP, Taipa Variety (Based on Brand) | Assortments (Based on Categories) | Package | Price | Price Discount Promotion If Any | Haagen-Dazs | HD Chocoholiz Pleasure MP | 4’s x 1 | $78.90 | | | HD Chocoholiz Moment MP | 4’s x 1 | $78.90 | | | Mini Passions ( 6’s Mul Tipack) | 6’s x 1 | $78.90 | | | Mini Classic ( 6’s Mul Tipack) | 6’s x 1 | $78.90 | | | Vanilla/Almond Choc Stick Bar | 3’s x 1 | $65.90 | | | Coffee/Almond Choc Stick Bar | 3’s x 1 | $65.90 | | | HD Fruity Moment Mini Cup MP | 100ml x 4’ x 1 | $78.90 | | | HD Coffee/Almond Choc Stick Bar | 80ml x 1 | $26.90 | | | HD Vanilla/Almond Choc Stick Bar | 80ml x 1 | $26.90 | | | HD Crispy Sandwich Vanilla | 66ml x 1 | $26.90 | | | HD Vanilla Dixie Cup | 100ml x 1 | $23.90 | | | HD Ice-cream Mini Cup | 100ml x 1 | $23.90 | | | HD Apricot Mini Cup | 100ml x 1 | $23.90 | | | HD Strawberry Dixie Cup | 100ml x 1 | $23.90 | | | HD Belgain Chocolate Mini Cup | 100ml x 1 | $23.90 | | | HD Vanilla Ice-cream | 474ml x 1 | $67.90 | | | HD Belgain Chocolate Pint | 474ml x 1 | $67.90 | | | HD Green Tea Pint | 474ml x 1 | $67.90 | | | HD Rum Raison 1/C Pint | 474ml x 1 | $67.90 | | | HD Vanilla Ice-cream | 474ml x 1 | $67.90 | | | HD Macadamia Nut Pint | 474ml x 1 | $67.90 | | | HD Strawberry Ice-cream | 474ml x 1 | $67.90 | | | HD Mango Passion Fruit Pint | 474ml x 1 | $67.90 | | | HD Cookies & Cream Ice-Cream | 474ml x 1 | $67.90 | | | HD Dark Choc Orange Pint | 474ml x 1 | $67.90 | | | HD Coffee Ice-cream | 474ml x 1 | $67.90 | | | HD Apricot Pint | 474ml x 1 | $67.90 | | Dreyer’s | Mocha Almond Fudge | 887ml x 1 | $51.20 | $88.00/2pc | | Rocky Road | 887ml x 1 | $51.20 | $88.00/2pc | | Vanilla Choco Chip | 887ml x 1 | $51.20 | $88.00/2pc | | Vanilla Chip | 887ml x 1 | $51.20 | $88.00/2pc | | Cookies & Cream | 887ml x 1 | $51.20 | $88.00/2pc | | Strawberry | 887ml x 1 | $51.20 | $88.00/2pc | | Chocolate Ice-cream Cake | 887ml x 1 | $51.20 | $88.00/2pc | | Toasted Almond | 887ml x 1 | $51.20 | $88.00/2pc | | Mint Chocolate | 887ml x 1 | $51.20 | $85.00/2pc | | Sensations Mango | 437ml x 1 | $33.80 | | | Sensations Strawberry | 437ml x 1 | $33.80 | | Nestle | Foutsie | 150ml | $5.00 | | | Mega Mint Chocolate | 90ml | $6.30 | | | Mage Truffle | 90ml | $6.30 | | | Mega Vanilla Chocolate Twist | 90ml | $6.30 | | | Sago Coconut Stickline | 60ml | $6.00 | | | Fruito-Juicy Mango | 78ml | $5.80 | | | Tropical Sundae | 70ml | $6.30 | | | Joystick Vanilla | 70ml | $6.30 | | | Frosti Lemon | 60ml | $4.20 | | | Frosti Orange | 60ml | $4.20 | | | Lam Lam Jelly Black Currant | 60ml | $6.00 | | | Lam Lam Jelly Grape Fruit | 60ml | $6.00 | | | Ginger Sweet Potato Stichline | 60ml | $6.00 | | | Red Bean Beano | 70ml | $5.40 | | | Green Bean Beano | 70ml | $5.40 | | | Rocky Road | 65ml x 6 | $42.00 | | | Joystick Vanilla | 65ml x 6 | $42.00 | | | Coconut Red Bean Stick | 65ml x 6 | $42.00 | | | Wonder Bar | 65ml x 6 | $42.00 | | | Church Ice-cream Bar | 65ml x 6 | $42.00 | | | Tropical Sundae bs-Pineapple | 65ml x 6 | $42.00 | | | Moge | 65ml x 6 | $42.00 | | | Family Y Pack Coffee Vanilla | 900ml | $34.00 | | | Family Y Pack Neapololitas Sipple | 900ml | $34.00 | | | Drumstick Chocolate | 125ml | $7.00 | | | Drumstick Mango | 125ml | $7.00 | | | Rocky Road Co. | 125ml | $7.00 | | | Vanilla | 125ml | $7.00 | | | Chocolate Banana | 125ml | $7.00 | | | Classic Cup | 150ml | $6.80 | | | Vanilla | 150ml | $6.80 | | | Pineapple | 150ml | $6.80 | | | Chocolate | 150ml | $6.80 | | Meiji | Green Tea & Red Bean Ice-cream | 60g | $37.00 | | | Lemon & Papaya Frozen Confection | 70g | $37.00 | | | Chestnut & Red Bean Ice-cream | 60g | $37.00 | | | Strawberry Frozen Confection | 65g | $37.00 | | | Mini Milk Frozen Confection | 25g x 10 | $37.00 | | | Mini Peanut & Chocolate | 30g x 10 | $37.00 | | | Honey & Pear ice-cream | 70g | $37.00 | | King’s | Potong-Yarn | 115ml | $4.00 | | | Potong-Corn | 115ml | $4.00 | | | Red Bean | 115ml | $4.00 | | | Mini G Triple Chocolate | 115ml | $4.50 | | | Durian | 115ml | $4.00 | | | Cutie Moo | 115ml | $3.50 | | | Mini Tiramisu | 115ml | $4.50 | | Snow Brand | Unami Gentei Uji Maecha | 130ml | $22.80 | | | Kurim Vanilla | 130ml | $22.80 | | | Yogurt | 130ml | $22.80 | | Lotte | Big Suika Bar | 135ml | $14.80 | | | Chocolate-Parfalte Ice-cream | 190ml | $22.80 | | | SOH-Strawberry Yogurt | 190ml | $14.80 | | | Melon Sorbet | 145ml | $14.80 | |

Additional Information:
Types of Retail Institution: Supermarket
Number of Brands: Seven
Location: Ice-creams are exhibited at the entrance of the supermarket, and near the cashier. It is convenient for customers because they can pick up ice-cream at last, preventing the ice-cream from melting.
Promotion: Only Dreyer’s is doing some promotion by providing price discount if customers buy two 887ml ice-cream.
Other Comments: Park’N Shop provides a great variety of ice-cream for its customers. Nevertheless, the same recommendation as the previous one, it will be much more convenient for customers if Park’N Shop provides Chinese labels. Something interesting happened when we were recording the product information, some customers asked us for help because they could not understand English.

Product #5: Soda Crackers Type of Product: Food PARK’N SHOP, Taipa Variety (Based on Brand) | Assortments (Based on Categories) | Package | Price | Price Discount Promotion If Any | Select | Saline Cracker | 180g | $7.90 | | | Spring Onion Cracker | 180g | $7.90 | | | Seaweed Cracker | 180g | $7.90 | | | Oat Cracker | 180g | $7.90 | | | Sesame Cracker | 180g | $7.90 | | Pacific | Spring Onion Cracker | 200g | $8.50 | | | Spring Onion Cracker | 130g | $5.00 | | | Sesame Soda Cracker | 180g | $5.00 | | Four Seas | Sesame Crackers | 100g | $4.90 | $4.50 | | Spring Onion Crackers | 100g | $4.90 | $4.50 | | Saltine Crackers | 100g | $4.90 | $4.50 | Garden | Garden Spicy Seaweed | 25g | $4.50 | $10.50/3pc | | Original | 100g | $4.60 | | | Seaweed Cracker | 100g | $4.60 | | | Original Saltine-Calcium ADD | 200g | $8.90 | | EDO Pack | Cheese Cracker | 197g | $11.90 | | | DHA Crackers | 197g | $11.90 | | | Potato Cracker | 197g | $11.90 | | | Almond Cracker | 133.g | $11.90 | | Jacob’s | Hi-Fibre Cracker | 26.2g x 6 | $12.90 | | | Wectameal Wheat Cracker | 108g | $12.90 | | Best Buy (Private Label) | Malkist Cracker | 350g | $12.90 | | | Cream Cracker | 350g | $12.90 | | | Gala Cracker | 350g | $12.90 | |

Additional Information:
Types of Retail Institution: Supermarket
Number of Brands: Seven
Location: Soda crackers are exhibited in the right part of the supermarket.
Promotion: All the products of Four Seas brand are for discount. The special price is $4.50 compared with the original $4.90. Besides, the 25g Garden Spicy Seaweed is also on sale. Customers can spend $10.50 to get three packages.
Other Comments: None

Product #6: Can/Bottle Coffee Type of Product: Drinks PARK’N SHOP, Taipa Variety(Based on Brand) | Assortments(Based on Categories) | Package | Price | Price Discount Promotion If Any | Uni Presiden | Mater Café Black Coffee Sugar | 235ml x 6 | $29.80 | | | Master Café Tiramisu Coffee 6P | 235ml x 6 | $29.80 | | AJI-UCC | Espresso | 250g | $6.80 | | | Original Milk Coffee | 250g | $6.80 | | HANAMASA | Café Latte | 190g | $7.90 | | | Black Coffee | 190g | $7.90 | | Starbucks | Double Shot Espresso & Cream | 200ml | $14.50 | | Nescafe | Crème White | 250ml | $4.50 | | | Rich 6P | 250ml x 6 | $25.90 | $43.80/2pc | | RID Coffee With Milk & Sugar | 250ml x 6 | $25.90 | $43.80/2pc | | Extra Rich 4P | 250ml x 4 | $17.90 | | | Mocha Can | 250ml x 4 | $17.90 | |

Additional Information:
Types of Retail Institution: Supermarket
Number of Brands: Five
Location: This kind of coffee is exhibited in the left of whole supermarket, in the shelves. Since people do not buy the can/bottle coffee for family often, Park’N Shop only sells five brands.
Promotion: Only Nescafe is doing some promotion by providing price discount if customers buy two bundles of the Rich 6P and RID Coffee with Milk & Sugar.
Other Comments: None

Product #7: Convenient Fried Noodle Type of Product: Food PARK’N SHOP, Taipa Variety(Based on Brand) | Assortments(Based on Categories) | Package | Price | Price Discount Promotion If Any | Nissin | 大酱炒面-蚝油牛肉 | 120g | $6.00 | | | 大酱炒面-炸酱 | 115g | $6.00 | | | UFO飞碟炒面-柱侯牛腩 | 120g | $7.00 | | Sau Tao | Noddle King-海鲜酱 | 85g | $6.90 | | | Noddle King-XO酱 | 85g | $6.90 | | | Noddle King-炸酱 | 85g | $6.90 | | Additional Information:
Types of Retail Institution: Supermarket
Number of Brands: Two
Location: The convenient fired noodles are placed in the middle of whole supermarket, in the bottom shelves.
Promotion: No promotion
Other Comments: We suggest that it should introduce more brands and provide customers more choices for the convenient fired noodles.

B. Circle K, East Asia Hall, UMAC Product #1: Fresh Milk Type of Product: Food Circle K, East Asia Hall, UMAC Variety (Based on Brand) | Assortments (Based on Categories) | Package | Price | Price Discount Promotion If Any | KOWLOON DAIRY | Fresh Milk | 236ml | $6.50 | | | Hi-Cal Low Fat | 225ml | $6.90 | | | Bottle Fresh Milk | 180g | $6.90 | | | Bottle Fresh Chocolate Milk | 180g | $6.90 | |

Additional Information:
Types of Retail Institution: Convenient Store
Number of Brands: Only One
Location: This kind of milk is exhibited in the refrigerator in the corner of the store.
Promotion: No promotion.
Other Comments: As a convenient store in the campus, we think Circle K provides too limited number of milk for students to choose from. We know that milk is the necessity in daily life for most people. Thus, we highly recommend this convenient store to provide more kinds of different milk.

Product #2: Dark Chocolate Type of Product: Food Circle K, East Asia Hall, UMAC Variety(Based on Brands) | Assortment(Based on Categories) | Package | Price | Price Discount Promotion If Any | Snickers | Dark Chocolate | 51.9g | $7.90 | | Ferroror | Ronduoir Crisp Dark Chocolate | 40g | $11.90 | | Dove | Dark Chocolate | 24g | $4.50 | | Hershey’s | Special Dark 65% Cacao | 30g | $7.90 | |

Additional Information:
Types of Retail Institution: Convenient Store
Number of Brands: Four
Location: The chocolate is exhibited near the entrance of the store, on the shelves.
Promotion: None
Other Comments: None

Product #3: Potato Chips Type of Product: Food (Snacks) Circle K, East Asia Hall, UMAC Variety (Based on Brand) | Assortments (Based on Categories) | Package | Price | Price Discount Promotion If Any | Jack’N Jill | Potato Chips BBQ | 60g | $7.70 | | | Potato Chips BBQ | 140g | $15.60 | | Wise (Can Potato Chips) | Potato Chips-original | 110g | $17.90 | | Calbee | Ethinicans Chips Curry | 25g | $4.50 | | | EthinicansPotato Chips | 60g | $9.90 | $15.00/2pc | | EthinicansPotato Chips | 110g | $16.10 | | | Potato Chips-BBQ | 110g | $16.10 | | | Potato Chips-BBQ | 50g | $9.90 | $15.00/2pc | | Thin Potato Chips-Original | 90g | $16.10 | | | OKONOMYAKI | 60g | $9.90 | | Lay’s | Classic Potato Chips | 42.50g | $6.90 | | | BBQ Potato Chips | 42.50g | $6.90 | | | Sour Cream & Onion Potato Chips | 42.50g | $6.90 | | EDO Pack (Can Potato Chips) | Potato Chips-Tomato | 150g | $17.90 | | | Potato Chips-Spicy | 150g | $17.90 | | EDO Pack | Baked Potato Chips | 50g | $8.90 | |

Additional Information:
Types of Retail Institution: Convenient Store
Number of Brands: Seven
Location: The potato chips are exhibited near the entrance of the store, on the shelves.
Promotion: Only one brand is doing some promotion by providing price discount if customers buy two pieces of the products.
Other Comments: None

Product #4: Ice Cream Type of Product: Food (Snacks) Circle K, East Asia Hall, UMAC Variety (Based on Brand) | Assortments (Based on Categories) | Package | Price | Price Discount Promotion If Any | Nestle | Cone Ice-cream Chocolate | | $8.90 | | | Cone Ice-cream Vanilla | | $8.90 | | | Cone Ice-cream Mango | | $8.90 | | | Cone Ice-cream Strawberry | | $8.90 | | | Ice-cream Cup | | $8.50 | | | Ice-cream Bar Chocolate | | $11.50 | | | Ice-cream Bar Vanilla | | $11.50 | | | Red Bean Beano | 70ml | $5.90 | | | Green Bean Beano | 70ml | $5.90 | | | Joystick Vanilla | 70ml | $6.80 | | | Frosti Lemon | 60ml | $5.00 | | | Frosti Orange | 60ml | $5.00 | | Apollo | Monaka Chocolate | | $8.80 | | | Monaka Mocha | | $8.80 | | | Monaka Strawberry | | $8.80 | | | Fruit Cone | | $8.80 | | | Red Bean Bar | | $5.80 | | | Fun Pie | | $5.80 | |
Additional Information:
Types of Retail Institution: Convenient Store
Number of Brands: Two
Location: The ice cream is exhibited in the refrigerator in the corner of the store.
Promotion: No promotion.
Other Comments: We highly recommend Circle K to provide more kinds of ice-cream. Actually, in another course in Year2, we have conducted a survey, from which we got the information that many students would like the campus convenient store to provide more kinds of ice-cream. Thus, increasing the variety of ice-cream can satisfy many students’ needs and help to increase Circle K’s sales. Product #5: Soda Crackers Type of Product: Food Circle K, East Asia Hall, UMAC Variety (Based on Brand) | Assortments (Based on Categories) | Package | Price | Price Discount Promotion If Any | Garden | Salt & Pepper Soda Cracker | 100g | $6.90 | $9.00/2pc | Pacific | Spring Onion Cracker | 100g | $6.60 | $11.00/2pc | | Sesame Soda Cracker | 100g | $6.60 | $11.00/2pc | | Milk Cracker | 100g | $6.60 | $11.00/2pc |

Additional Information:
Types of Retail Institution: Convenient Store
Number of Brands: Two
Location: The soda crackers are exhibited on the shelves inside the store.
Promotion: Both brands are doing some promotion by providing price discount if customers buy two pieces of the products.
Other Comments: None

Product #6: Can/Bottle Coffee Type of Product: Drinks Circle K, East Asia Hall, UMAC Variety(Based on Brand) | Assortments(Based on Categories) | Package | Price | Price Discount Promotion If Any | AJI-UCC | Master Coffee | 190g | $8.50 | | Nescafe | Crème White | 250ml | $6.80 | | | Rich | 250ml | $6.80 | | | Original | 250ml | $6.80 | | | Extra Rich | 250ml | $6.80 | | | Bottle Milk Cafe | 268ml | $7.90 | | Four Seas | POKKA | 340ml | $6.80 | |

Additional Information:
Types of Retail Institution: Convenient Store
Number of Brands: Three
Location: This kind of coffee is places in the refrigerator.
Promotion: None
Other Comments: We recommend the store to lower the price of the coffee, because there is a vending machine near Circle K, in which the price of the coffee is much cheaper.

Product #7: Convenient Fried Noodle Type of Product: Food Circle K, East Asia Hall, UMAC Variety(Based on Brand) | Assortments(Based on Categories) | Package | Price | Price Discount Promotion If Any | Nissin | 大酱炒面-蚝油牛肉 | 120g | $6.50 | | | 大酱炒面-炸酱 | 118g | $6.50 | | Doll | 公仔炒面王-香辣酱 | 118g | $6.90 | | | 公仔炒面王-耗油海鲜 | 118g | $6.90 | |

Additional Information:
Types of Retail Institution: Convenient Store
Number of Brands: Two
Location: On the shelves inside the store
Promotion: None
Other Comments: As this is a kind of new product, we suggest Circle K can do some promotion to market this product.

C. San Miu Supermarket, Flower City, Taipa Product #1: Fresh Milk Type of Product: Food San Miu Supermarket, Flower City, Taipa Variety(Based on Brands) | Assortment(Based on Categories) | Package | Price | Price Discount Promotion If Any | VITA | Hi-Cal Low-Fat Milk | 236ml | $6.50 | | | Hi-Cal Low-Fat Milk | 946ml | $22.50 | | | 200% Chocolate Low-Fat Milk | 236ml | $5.50 | | | Chocolate Milk | 236ml | $5.50 | | | Chocolate Milk | 946ml | $20.80 | | KOWLOON DAIRY | Fresh Milk | 236ml | $6.80 | | | Fresh Milk | 946ml | $24.50 | | | Golden Fresh Milk | 236ml | $4.80 | | | Bottle Fresh Milk | 225ml | $5.80 | | | Papaya Slimmilk | 236ml | $6.80 | | | Golden Chocolate Milk | 225ml | $6.20 | | | Low-Fat Chocolate Milk | 236ml | $5.80 | | | Hi-Calcium Skimmed milk | 236ml | $6.80 | | | Hi-Calcium Skimmed Milk | 946ml | $24.50 | | | Hi-Cal Low-Fat Milk | 236ml | $6.80 | | | Hi-Cal Low-Fat Milk | 946ml | $24.50 | | Nestle Dairy | Fresh Milk | 236ml | $6.50 | | | Hi-Calcium Low-Fat Milk | 236ml | $6.50 | | | Skimmed Milk | 236ml | $6.50 | | | Hi-Cal Low-Fat Chocolate Milk | 236ml | $4.80 | | | Fresh Milk | 946ml | $24.00 | | | Hi-Calcium Low-Fat Milk | 946ml | $24.00 | | Bourbon | Selective 3.6 Milk | 1 LIT | $31.50 | | Bigshot | Bottle Fresh Milk | 200ml | $4.50 | | | Sweet Milk | 200ml | $5.00 | | | Fresh Milk | 200ml | $5.00 | Buy 2,get 1strawberry yoghurt free |

Additional Information:
Types of Retail Institution: Supermarket
Number of Brands: Five
Location: The bottle milk is placed on the refrigerator shelves inside the supermarket near the entrance. Since the milk is easily going bad and it should be kept fresh at a low temperature in refrigerator.
Promotion: Only the Bigshot brand has the promotion merchandise and it is the 200ml fresh milk. The customers can buy 2 bottles of this milk and get one Bigshot brand strawberry yoghurt for free.
Other Comments: We suggest that they should do regular cleaning work for the refrigerator which holds the milk and give customers a good impression when purchasing.

Product #2: Dark Chocolate Type of Product: Food San Miu Supermarket, Flower City, Taipa Variety(Based on Brands) | Assortment(Based on Categories) | Package | Price | Price Discount Promotion If Any | Hershey’s | Dark Chocolate-Orange | 30g | $7.00 | | | Dark Chocolate-Orange | 100g | $20.00 | | | Dark Chocolate-Coffee | 30g | $7.00 | | | Dark Chocolate-Coffee | 100g | $20.00 | | Ferrero | Ronduoir Crisp Dark Chocolate | 40g | $12.80 | | | Ronduoir Crisp Dark Chocolate | 120g | $35.00 | | Toblerone | Chocolate dark | 50g | $8.90 | | | Chocolate dark | 100g | $16.00 | $10.90 | Dove | Dark Chocolate Bar | 43g | $8.20 | | Maltesers | Dark Chocolate | 37g | $8.50 | | | Dark Chocolate | 90g | $15.50 | | Tudor Gold | Dark Chocolate-Cheese nuts | 90g | $9.00 | | | Dark Chocolate-Cheese Hawaii nuts | 90g | $9.00 | | | Dark Chocolate | 165g | $17.00 | Buy 2,get 1 free |

Additional Information:
Types of Retail Institution: Supermarket
Number of Brands: Six
Location: On the shelves in the left part of the supermarket
Promotion: In the middle of food section, a special promotion shelf is placed for the Toblerone 100g dark chocolate, the discount price is $10.90, and the original price is $16.00. Besides, the Tudor Gold brand is also promoting its 165g dark chocolate. The promotion mix is buy two and get one free.
Other Comments: Since Christmas is coming and chocolate is a popular gift, it is essential for the supermarket to offer more promotion merchandises to attract customers. Product #3: Potato Chips Type of Product: Food (Snacks) San Miu Supermarket, Flower City, Taipa Variety(Based on Brands) | Assortment(Based on Categories) | Package | Price | Price Discount Promotion If Any | Lay’s | MAX Onion | 184g | $19.90 | | | MAX BBQ | 184g | $19.90 | | | MAX Original | 184g | $19.90 | | | Potato Chips-Original | 184g | $19.90 | | | Potato Chips-BBQ | 184g | $19.90 | | | Potato Chips-Sour Cream & Onion | 184g | $19.90 | | Lay’s Can Potato Chips | Spicy Seafood Flavor | 120g | $11.50 | | | Original Flavor | 120g | $11.50 | | | BBQ Flavor | 120g | $11.50 | | Calbee | Thin Potato Chips | 50g | $8.20 | | | BBQ Chicken Wing Flavor | 55g | $8.20 | | | Ethinicans Potato Chips | 25g | $3.20 | | | Ethinicans Potato Chips | 60g | $8.20 | | | Ethinicans Potato Chips | 110g | $14.50 | | | Ethinicans Potato Chips | 200g | $23.00 | | | Low Salt Original | 55g | $8.20 | | | Potato Chips-BBQ | 25g | $3.20 | | | Potato Chips-BBQ | 200g | $23.00 | | | Potato Chips-BB | 110g | $14.50 | | | Potato Chips-Cali | 60g | $8.20 | | | Potato Chips-Tomato | 90g | $7.80 | | Jack’N Jill | Potato Chips Hot | 50g | $5.00 | | | Potato Chips Hot | 90g | $7.80 | | | Potato Chips Spicy | 60g | $6.80 | | | Potato Chips Spicy | 20g | $3.00 | | Pringle’s (Can Potato Chips) | Shallot | 140g | $10.50 | | | Grilled BBQ | 140g | $10.50 | | | Hot & Spicy | 140g | $10.50 | | | Creamy & Cheese | 140g | $10.50 | | | Mini Sour Cream & Onion | 43g | $5.00 | | EDO Pack (Can Potato Chips) | Potato Chips-Tomato | 160g | $10.80 | | | Potato Chips-Spicy | 160g | $10.80 | | Mr. Potato (Can Potato Chips) | Tomato | 160g | $9.90 | | | Spicy | 160g | $9.90 | | | Original | 160g | $9.90 | | | BBQ | 160g | $9.90 | | | Sour Cream & Onion | 160g | $9.90 | | Additional Information:
Types of Retail Institution: Supermarket
Number of Brands: Seven
Location: On the shelves in the left part of the supermarket, near the chocolate.
Promotion: None
Other Comments: Compared with the Park’N Shop, we recommend that San Miu supermarket should provide more brands of potato chips with different flavors, especially some foreign brands. Product #4: Ice Cream Type of Product: Food (Snacks) San Miu Supermarket, Flower City, Taipa Milk Top | Cream cheese (牛乳雪糕) | 120ml | $25.00 | | | Blueberry Cheese (牛乳雪糕) | 120ml | $25.00 | | | Morello Cherry(牛乳雪糕) | 120ml | $25.00 | | | Red Bean(牛乳雪糕) | 120ml | $25.00 | | | Tofu(牛乳雪糕) | 120ml | $25.00 | | | Premium Vanil(牛乳雪糕)la | 120ml | $25.00 | | | Black Sesame(牛乳雪糕) | 120ml | $25.00 | | | Strawberry(牛乳雪糕) | 120ml | $25.00 | | | Fresh Milk (牛乳雪糕) | 120ml | $25.00 | | | Mango(牛乳雪糕) | 120ml | $25.00 | | | Royal Milk Tea(牛乳雪糕) | 120ml | $25.00 | | | Green tea(牛乳雪糕) | 120ml | $25.00 | | | Blueberry(牛乳雪糕) | 120ml | $25.00 | | | Chocolate(牛乳雪糕) | 120ml | $25.00 | | | Cookie(牛乳雪糕) | 120ml | $25.00 | | | Ginger(牛乳雪糕) | 120ml | $25.00 | | | Durian(牛乳雪糕) | 120ml | $25.00 | | | Cream cheese (牛乳雪糕) | 480ml | $80.00 | | | Blueberry Cheese (牛乳雪糕) | 480ml | $80.00 | | | Morello Cherry(牛乳雪糕) | 480ml | $80.00 | | | Red Bean(牛乳雪糕) | 480ml | $80.00 | | | Tofu(牛乳雪糕) | 480ml | $80.00 | | | Premium Vanil(牛乳雪糕)la | 480ml | $80.00 | | | Black Sesame(牛乳雪糕) | 480ml | $80.00 | | | Strawberry(牛乳雪糕) | 480ml | $80.00 | | | Fresh Milk (牛乳雪糕) | 480ml | $80.00 | | | Mango(牛乳雪糕) | 480ml | $80.00 | | | Royal Milk Tea(牛乳雪糕) | 480ml | $80.00 | | | Green tea(牛乳雪糕) | 480ml | $80.00 | | | Blueberry(牛乳雪糕) | 480ml | $80.00 | | | Chocolate(牛乳雪糕) | 480ml | $80.00 | | | Cookie(牛乳雪糕) | 480ml | $80.00 | | | Ginger(牛乳雪糕) | 480ml | $80.00 | | | Durian(牛乳雪糕) | 480ml | $80.00 | | | Chocolate(牛乳布甸) | 90ml | $25.00 | | | Strawberry (牛乳布甸) | 90ml | $25.00 | | | Cheese (牛乳布甸) | 90ml | $25.00 | | | Fresh Milk (牛乳布甸) | 90ml | $25.00 | | | Milk & Chocolate(牛奶朱古力小泡芙) | | $48.00 | | | Fresh Milk(牛乳泡芙) | | $54.00 | | | Chocolate (牛乳泡芙) | | $54.00 | | | Chocolate(班戟蛋糕) | | $75.00 | | | Fresh Milk(班戟蛋糕) | | $75.00 | | | Caramel (班戟蛋糕) | | $75.00 | | 五羊牌 | Cones (甜筒)Chocolate | | $4.00 | | | Cones (甜筒)Fresh Milk | | $4.00 | | | Cones (甜筒)Mango | | $4.00 | | | Cones (甜筒)Almond | | $4.00 | | | 红豆双皮奶 | | $4.00 | | | 西域脆皮 | | $4.00 | | | 凤仙 | | $3.00 | | | 莲花杯 | | $3.00 | | | 红豆栗子 | | $3.00 | | | 红豆批 | | $2.50 | | | 绿豆批 | | $2.50 | | | 红绿灯 | | $2.50 | | | 雪布丁 | | $2.50 | | | 菠萝丁 | | $2.50 | | Nestle | Footsie | 120ml | $5.70 | | | Red Bean Beano | 70ml | $5.00 | | | Green Bean Beano | 70ml | $5.00 | | | Frosti Lemon | 60ml | $4.20 | | | Frosti Orange | 60ml | $4.20 | | | Fruitips | $7.50 | | | | Fruito Tea&Milk | | $6.50 | | | 奇葩杯 | | $6.50 | | | 凤仙 | 70ml | $5.50 | | | 脆皮乐 | 70ml | $5.50 | | | 奇趣杯 | 90ml | $9.60 | | | CRUZH 极冰棒 | 68ml | $6.00 | | | Mega Mint Chocolate | 90ml | $8.50 | | | Mage Truffle | 90ml | $8.50 | | | Mega Vanilla Chocolate Twist | 90ml | $8.50 | | | Lam Lam Jelly Black Currant | 60ml | $5.50 | | | Lam Lam Jelly Grape Fruit | 60ml | $5.50 | | | Family | 900ml | $29.50 | | Dreyer’s | Mocha Almond Fudge | 887ml x 1 | $51.20 | | | Rocky Road | 887ml x 1 | $51.20 | | | Vanilla Choco Chip | 887ml x 1 | $51.20 | | | Vanilla Chip | 887ml x 1 | $51.20 | | | Cookies & Cream | 887ml x 1 | $51.20 | | | Strawberry | 887ml x 1 | $51.20 | | | Chocolate Ice-cream Cake | 887ml x 1 | $51.20 | | | Toasted Almond | 887ml x 1 | $51.20 | | | Mint Chocolate | 887ml x 1 | $51.20 | | | Sensations Mango | 437ml x 1 | $40.00 | | | Sensations Strawberry | 437ml x 1 | $40.00 | | Meiji | 彩盒六支装系列 | | $33.00 | | KOWLOON | 榴莲雪糕 | | $33.00 | | | 金光芝麻特浓豆腐雪糕 | | $27.50 | | | 金光特浓豆腐雪糕 | | $27.50 | | | 阿华田营养麦芽雪糕 | | $27.50 | | | 雪米糍 | 8粒装 | $31.00 | | | 雪米糍 | 2粒装 | $10.00 | | King’s | Family | | $27.00 | | | Grand Cup | | $4.50 | | | Spinner | | $6.00 | | | Potong –Popside | | $4.00 | | | Pop | | $2.00 | | | Orange Pop | | $3.00 | | | Cutie Moo | | $3.50 | | Haagen-Dazs | HD Vanilla Dixie Cup | 100ml x 1 | $25.50 | | | HD Ice-cream Mini Cup | 100ml x 1 | $25.50 | | | HD Apricot Mini Cup | 100ml x 1 | $25.50 | | | HD Strawberry Dixie Cup | 100ml x 1 | $25.50 | | | HD Belgain Chocolate Mini Cup | 100ml x 1 | $25.50 | | | Chocolate Bar | 80ml | $30.90 | | | HD Crispy Sandwich Vanilla | 66ml x 1 | $30.60 | | | Mini Cup Multi-Pack | 100ml x 4 | $88.40 | | | Mini Cup Multi-Pack | 75ml x 6 | $88.40 | |

Additional Information:
Types of Retail Institution: Supermarket
Number of Brands: Eight
Location: Ice-creams are exhibited at the left end of the supermarket, and near the cashier. Promotion: None
Other Comments: Although San Miu provides a great variety of ice-cream for its customers, however the merchandise presentation is not well managed and the customer cannot easily find the ice cream and as a consequence it will influence the sales of it. Thus, we suggest that the supermarket should display the ice cream in a more obvious space.

Product #5: Soda Crackers Type of Product: Food San Miu Supermarket, Flower City, Taipa Variety (Based on Brand) | Assortments (Based on Categories) | Package | Price | Price Discount Promotion If Any | Pacific | Spring Onion Cracker | 200g | $7.50 | | | Spring Onion Cracker | 130g | $3.50 | | | Sesame Soda Cracker | 200g | $7.50 | | | Sesame Soda Cracker | 130g | $3.50 | | | Saltine Soda Cracker | 200g | $7.50 | | | Saltine Soda Cracker | 130g | $3.50 | | Four Seas | Sesame Crackers | 200g | $8.50 | | | Spring Onion Crackers | 200g | $8.50 | | | Saltine Crackers | 200g | $8.50 | | | Seaweed Crackers | 200g | $8.50 | | | Thousand Island dressing Crackers | 200g | $8.50 | | EDO Pack | Cheese Cracker | 197g | $10.80 | | | DHA Crackers | 197g | $10.80 | | | Potato Cracker | 197g | $10.80 | | | Almond Cracker | 133g | $10.80 | | Jacob’s | Hi-Fiber Cracker | 26.2g x 6 | $12.50 | | | Wectameal Wheat Cracker | 108g | $12.50 | | Silang Healthy Daily | Seaweed Cracker | 432g | $11.00 | | | Seaweed Cracker | 240g | $8.00 | | | Original Cracker | 240g | $8.00 | |

Additional Information:
Types of Retail Institution: Supermarket
Number of Brands: Five
Location: Soda crackers are placed in the middle part of the food section.
Promotion: None
Other Comments: Compared with Park’N Shop, San Miu should provide more variety of the soda crackers for consumers to choose from.

Product #6: Can/Bottle Coffee Type of Product: Drinks San Miu Supermarket, Flower City, Taipa Variety(Based on Brand) | Assortments(Based on Categories) | Package | Price | Price Discount Promotion If Any | Mr. Brown | Cappuccion | 240ml | $4.30 | | | Blue Mountain | 240ml | $4.30 | | | Original | 240ml | $4.30 | | Nescafe | Crème White | 250ml | $4.60 | | | Rich 6P | 250ml | $4.60 | | | RID Coffee With Milk & Sugar | 250ml | $4.60 | | | Extra Rich 4P | 250ml | $4.60 | | | Mocha Can | 250ml | $4.60 | | Shangxiao | Blue Mountain | 280ml | $3.20 | | | Charcoal Grilled | 280ml | $3.00 | | Four Sea | Milk Coffee | 340ml | $4.00 | | Mingwu | Brazil Coffee | 250ml | $3.50 | |

Additional Information:
Types of Retail Institution: Supermarket
Number of Brands: Five
Location: Bottle coffee is exhibited on the shelves in the left of whole supermarket.
Promotion: None
Other Comments: None

Product #7: Convenient Fried Noodle Type of Product: Food San Miu Supermarket, Flower City, Taipa Variety(Based on Brand) | Assortments(Based on Categories) | Package | Price | Price Discount Promotion If Any | Nissin | 大酱炒面-蚝油牛肉 | 120g | $7.00 | | | 大酱炒面-炸酱 | 115g | $7.00 | | | UFO飞碟炒面-柱侯牛腩 | 120g | $7.00 | | | UFO飞碟炒面-XO海鲜 | 120g | $7.00 | | | 炒面大王-红油辣肉 | 118g | $4.80 | | | 炒面大王-葱油肉丝 | 118g | $4.80 | | Doll | 公仔炒面王-香辣酱 | 118g | $11.30 | $4.30 | | 公仔炒面王-耗油海鲜 | 118g | $11.30 | $4.30 |

Additional Information:
Types of Retail Institution: Supermarket
Number of Brands: Two
Location: The convenient fired noodles are placed in the right part of whole supermarket, together with other instant noodles on the bottom shelves.
Promotion: Both the products of Doll brand are on sale, and the discount price is $4.30.
Other Comments: We suggest that it should introduce more brands and provide customers more choices for the convenient fired noodles.

D. Seven Eleven, Flower City, Taipa Product #1: Fresh Milk Type of Product: Food Seven Eleven, Flower City, Taipa Variety(Based on Brands) | Assortment(Based on Categories) | Package | Price | Price Discount Promotion If Any | KOWLOON DAIRY | Golden Fresh Milk | 236ml | $4.80 | | | Golden Chocolate Milk | 225ml | $5.50 | | | Hi-Cal Low-Fat Milk | 236ml | $7.50 | | Nestle Dairy | Fresh Milk | 236ml | $7.80 | | | Skimmed Milk | 236ml | $7.80 | | | Hi-Cal Low-Fat Chocolate Milk | 236ml | $6.00 | | | Hi-Calcium Milk | 236ml | $7.80 | |

Additional Information:
Types of Retail Institution: Convenient Store
Number of Brands: Two
Location: The milk is exhibited in the refrigerator at the end of the store, in the refrigerator.
Promotion: None
Other Comments: The refrigerator should be put near the entrance or the cashier to draw customers’ attention.

Product #2: Dark Chocolate Type of Product: Food Seven Eleven, Flower City, Taipa Variety(Based on Brands) | Assortment(Based on Categories) | Package | Price | Price Discount Promotion If Any | Ferroror | Ronduoir Crisp Dark Chocolate | 40g | $15.50 | $11.90 | Dove | Dark Chocolate | 43g | $11.00 | $8.90 | Maltesers | Dark Chocolate | 90g | $21.90 | $16.90 |

Additional Information:
Types of Retail Institution: Convenient Store
Number of Brands: Three
Location: The chocolate is exhibited near the entrance of the store, on the shelves.
Promotion: All the three merchandises with different brands are on promotion.
Other Comments: None

Product #3: Potato Chips Type of Product: Food (Snacks) Seven Eleven, Flower City, Taipa Variety (Based on Brand) | Assortments (Based on Categories) | Package | Price | Price Discount Promotion If Any | Pringle’s (Can Potato Chips) | Sour Cream & Onion | 181g | $17.50 | $12.50 | | BBQ | 160g | $13.60 | | | Hot & Spicy | 160g | $13.60 | | | Cheese | 160g | $13.60 | |
Additional Information:
Types of Retail Institution: Convenient Store
Number of Brands: One
Location: The potato chips are exhibited near the entrance of the store, on the shelves.
Promotion: Only the sour cream& onion flavor is on promotion by providing discount. And the products on sale are placed outside the gate.
Other Comments: None

Product #4: Ice Cream Type of Product: Food (Snacks) Seven Eleven, Flower City, Taipa Variety (Based on Brand) | Assortments (Based on Categories) | Package | Price | Price Discount Promotion If Any | Nestle | Cone Ice-cream Vanilla | | $8.70 | | | Cone Ice-cream Mango | | $8.70 | | | Ice-cream Cup | | $8.70 | | | Ice-cream Bar Chocolate | | $11.70 | | | Ice-cream Bar Vanilla | | $11.70 | | | Red Bean Beano | 70ml | $5.80 | | | Green Bean Beano | 70ml | $5.80 | | | Joystick Vanilla | 70ml | $6.90 | | | Frosti Lemon | 60ml | $5.00 | | | Frosti Orange | 60ml | $5.00 | | Apollo | Monaka Chocolate | | $8.90 | | | Monaka Mocha | | $8.90 | | | Fruit Cone | | $8.90 | | | Red Bean Bar | | $5.80 | | | Fun Pie | | $5.80 | | Haagen-Dazs | HD Vanilla Dixie Cup | 100ml x 1 | $30.50 | | | HD Ice-cream Mini Cup | 100ml x 1 | $30.50 | | | HD Apricot Mini Cup | 100ml x 1 | $30.50 | | | HD Strawberry Dixie Cup | 100ml x 1 | $30.50 | | | HD Belgain Chocolate Mini Cup | 100ml x 1 | $30.50 | | | Chocolate Bar | 80ml | $30.90 | | | HD Crispy Sandwich Vanilla | 66ml x 1 | $30.50 | |

Additional Information:
Types of Retail Institution: Convenient Store
Number of Brands: Three
Location: The ice cream is exhibited in the refrigerator near the entrance.
Promotion: No promotion.
Other Comments: We suggest that they should provide some promotion products of ice cream.

Product #5: Soda Crackers Type of Product: Food Seven Eleven, Flower City, Taipa Variety (Based on Brand) | Assortments (Based on Categories) | Package | Price | Price Discount Promotion If Any | Pacific | Spring Onion Cracker | 100g | $5.50 | $4.20 | | Sesame Soda Cracker | 100g | $5.50 | $4.20 |

Additional Information:
Types of Retail Institution: Convenient Store
Number of Brands: One
Location: The soda crackers are exhibited on the bottom shelves near the cashier.
Promotion: Both of the two products of Pacific are on sale. The original price is $5.50 and now the discount price is only $4.20.
Other Comments: The Seven Eleven convenient store should introduce more variety of soda crackers since many people will buy the soda cracker for breakfast or for snacks.

Product #6: Can/Bottle Coffee Type of Product: Drinks Seven Eleven, Flower City, Taipa Variety(Based on Brand) | Assortments(Based on Categories) | Package | Price | Price Discount Promotion If Any | Nescafe | Crème White | 250ml | $8.20 | | | Rich | 250ml | $8.20 | | | Extra Rich | 250ml | $8.20 | | | Bottle Milk Cafe | 268ml | $8.20 | | Starbucks | Double Extra Rich-American | 200ml | $15.90 | $15.00 | | Double Extra Rich-Extra Rich American | 200ml | $15.90 | $15.00 |

Additional Information:
Types of Retail Institution: Convenient Store
Number of Brands: Two
Location: The bottle coffee is placed in the refrigerator at the end of the store.
Promotion: Both the two products of Starbucks are on sale. The original price is $15.90 and the special price is $15.00.
Other Comments: None

Product #7: Convenient Fried Noodle Type of Product: Food Seven Eleven, Flower City, Taipa Variety(Based on Brand) | Assortments(Based on Categories) | Package | Price | Price Discount Promotion If Any | Nissin | 大酱炒面-蚝油牛肉 | 120g | $9.50 | $12.90/2 pcs | | 大酱炒面-炸酱 | 118g | $9.50 | $12.90/2 pcs | Doll | 公仔炒面王-香辣酱 | 118g | $9.70 | $7.50 or $13.50/2 pcs | | 公仔炒面王-耗油海鲜 | 118g | $9.70 | $7.50 or $13.50/2 pcs |

Additional Information:
Types of Retail Institution: Convenient Store
Number of Brands: Two
Location: On the bottom shelves at the end of the store, opposite to the refrigerator.
Promotion: The two brands are both providing promotion.
Other Comments: None

I. Part B
A. Background Information
PARK n SHOP became a subsidiary of Hutchison Whampoa Group's supermarket chains Watson in 1972, in which Watson acquired the PARK n SHOP from Y.K.Lau. PARK n SHOP now owns more than 260 stores in Hong Kong, Macau and mainland China and employs more than 9,000 staff. Owning more than 50 supermarkets and supercenters, PARK n SHOP occupies a market share of 70% in the retailing industry in Hong Kong. And this supermarket explored the Macao market in 1997. It set its first branch in the Macao peninsula, and opened a larger one in Taipa after several years. Considering the rapidly growing local market and increasingly purchasing power of the residents and travelers, PARK n SHOP opened another 4 shops in Macao. Now, PARK n SHOP is one of the largest retailer in Macao, and provides a variety of merchandise, including foods, daily products, housing assortments, and etc. As being required in this course, we will illustrate the retail mix of PARK n SHOP in the following 5 dimensions.

B. Appearance
Outdoor appearance and the entrance
According to our observation, the layout, design and visual techniques are consistent with the exterior of the store and the location. The PARK n SHOP we selected is located in the Cidade Das Flores in Taipa. We could see a large light box, which is a logo of PARK n SHOP. The light box uses blue color, which is the same as the primary colors we could see in the shop.

And the wall of the Cidade Das Flores is gray; therefore, the blue light box is consistent with the color of the building. After we get closer to the building and enter the gate, we could see the entrance. The entrance is well designed by considering some psychological factors related to people’s view and their mind. It is a kind of style that would the store looks larger than its real acreage. And there’s always a kiosk selling some fast food near the entrance. This kiosk is also a well designed part, because it not only draws people’s attention, but also draws those customers who just want to have something to eat to have a look at the store, and they may become the customers of the supermarket afterward.

In-store appearance
As far as we observed, the in-store decoration and visual conditions are quite consistent with its retailer type. Customers may see the seasonal promotion activities right at the main gate of the store, and they will see many merchandises if they just walk in this store.

Type of retailer and target market
As far as we concerned, the appearance of the store complies with what a supermarket should be. Refer to our observation and secondary data collected on the internet, the target customers of the PARK n SHOP are three groups—housewives, families, and foreigners.
Consistency of the ambiance
After our carefully observation, PARK n SHOP uses different color of light in different areas. In the areas that sell housing products, such as cooking tools, pillows, tissues, the color of the light is white, while in the areas that sell fresh food, the light is orange. This different treatment in different categories of products will better match the merchandises presented and customers’ expectation.

Recommendations
Generally speaking, PARK n SHOP does quite well in design its store appearance, and its in-store decoration and atmosphere. Although sometimes customers may feel the store is too small, and put too many things, considering Macao is a small place and the rental is very expensive as a result, we think what PARK n SHOP has done to manage its merchandise fits the local condition. Therefore, we do not have any specific recommendations in terms of the appearance.

C. Fixtures
In this part, since we already cover some of the questions in the previous part, we will cover the three questions in one paragraph.
As we mentioned before, the light highlights the merchandise sold. What’s more, the structure space also highlights the merchandises. The store use different shelf to hold different merchandise. For daily products, the store usually uses a big straight rack with several levels so that it will help the customers to see and touch the goods they want to buy. For some food, the store uses another kind of shelf, which is a gondola, to hold fresh food. The different fixtures will fulfill customers’ different needs. The straight racks will help the customers quickly find what they need, and show all the alternatives they will have. And the gondolas will help the customers to have a more direct feeling on the merchandises, especially for food. Therefore, in terms of fixtures, we think PARK n SHOP has done a good job.

D. Promotions
The store has two main kinds of signage, one is promotional signage and the other is category signage. And both of them are placed properly to guide the customers to what they want, and provide information on the promotional activities that the store holds. Therefore, they are efficient in selling merchandises. Unfortunately, maybe due to the limited space, the store does not use any theatrical effects. Yet, due to the limited space, the store uses the wall space to sell products. The store build shelves on the wall, and put some light items on those shelves.

This creative use of space not only makes use of the wall to save cost, but also makes the store looks larger.
Strictly speaking, there is no sales staff in PARK n SHOP because it is a supermarket. However, some the staffs do other jobs may function as sales staff when necessary. When customers cannot find the merchandises they want, they may always turn to those staff for help. And that staffs are usually friendly and helpful since they are willing to help and familiar with the store. Therefore, those staffs are consistent with the image of the store.
To sum up, in terms of promotion, PARK n SHOP does quite well. It offers a variety of promotional activities seasonally. This will help the store to draw customers.

E. Layout
In order to encourage customer to explore in the supermarket and help them move through the stores more flexibly and comfortably, it is essential for the supermarket to select a layout that can facilitate a specific traffic pattern and provide a pleasant purchasing environment.
PARK n SHOP engages the grid layout to draw people throughout the supermarket because of the following advantages, and we believe that it works a lot for the supermarket to attract customers. First, it is easy for the customers to locate merchandise with special signs and help them find them quickly. Second, it allows more merchandise to be displayed because the grid layout provide a sufficiently utilized design for the merchandise display and manage the space effectively and efficiently. Third, it is a cost efficient way to use the grid layout since the supermarket can achieve the benefit to the largest degree without spending too much on the design of the store layout. Besides the three primary advantages mentioned above, there is also on disadvantage in the engagement of grid layout, which is the limited site lines to merchandise. With narrow space, it is uncomfortable for consumers to hang out in the supermarket and it discourages them to explore the supermarket. And as a consequence, they are not willing to spend too much time there, perform little impulse purchasing and in return decreasing the supermarket revenue.
We don’t think other types of layout would be better according to the following reasoning. The first one, racetrack layout is mainly used in department stores. It is a kind of loop with a major aisle that has access to departments. The favorable factors using this layout are that it can draw customers around the store and provide different viewing angles and encourage exploration, impulse buying. And the second one, free-form (boutique) layout is mostly used in specialty stores and upscale department stores. This kind of layout allows the fixtures and aisles arranged asymmetrically and provide an intimate, relaxing environment that facilitates shopping and browsing. However, this pleasant relaxing ambiance has some drawbacks of small store experience and inefficient use of space. Besides, it is more susceptible to shoplifting since the salespeople can’t view adjacent spaces. Although these two kinds of layout have various benefits individually, however, they are not suitable for a supermarket because they can’t hold and display as much as merchandise, can’t help customers to locate merchandise easily and they are not cost efficient in the competition with rivals.

F. Merchandising
According to our observation, PARK n SHOP has employed some techniques for achieving greater space productivity. In the supermarket, they downsize the gondolas and racks but using many vertical shelves to expand the store space and enlarge the merchandise displayed. Besides, they also make full use of the cashier no-selling space by setting out some small items which are frequently purchased for daily use, such as the chewing gum, etc.
There are also some displays that increase interest in the products being offered. For example, there are some large and special signs and pictures that describe the promotion information for some merchandise.
PARK n SHOP mainly applies the item presentation which emphasizes on exhibiting the merchandises for consumers to choose. Also, being more specific, the tonnage merchandising approach is used for the fresh and frozen merchandises such as fruit, vegetables, milk, yoghurt, meat and seafood. This organization approach refers that large quantities of merchandise displayed together. Since the fresh food will be decomposed and should be disposed after the short expiration period, and the frozen food has to be kept in the special refrigerators, most of them will be put out for purchase and litter is left for inventory. Furthermore, the frontal presentation method is used for most of other merchandises, that is, the supermarket will display as much of the product as possible to catch the customer’s eyes.

G. Summary &Recommendation
After the analysis above, now we will talk about some points that can be improved for PART n SHOP and help it attract more customers, increase sales and improve its brand image.
One of the problems for PARK n SHOP is that the space is not spacious. The distance between two storage racks is too short. When there are two shopping trolleys come across, it always difficult to allow both two trolleys to pass through at the same time. This situation will make the customer feel crowed and uncomfortable and will reduce the time they spend in the supermarket. So we recommend that PARK n SHOP make the space more spacious just as the other big supermarket in the world. The picture below is the arrangement of the storage rocks in Carrefour. The spacious spaces make the customer enjoy the shopping in the supermarket and will increase the sales.

The second recommendation is to increase the sales person in the PARK n SHOP. The professional supermarket should provide the customer the professional services. PARK n SHOP does not do well at this part. Having different sales person responsible to particular kinds of goods can help customer know more about the products and make the best choice. Besides the sales persons in the supermarket can increase the customer’s shopping experience, they also can persuade the customer to buy more products to increase the sales of the supermarket.
Third, PARK n SHOP should put the fresh products such as the vegetables, fruits, meats at the obvious places. Since these products have the time limitation, so the high turnover of these products is very important. By putting them at obvious storage rack, the customers’ eye can will easily caught by these products when they enter the supermarket. Then the sales of these products will be increased. It also avoids the loss due to the out of date products.

With the rapid development of science and technology, the supermarket can also benefit a lot from this wave. Much high-tech equipment now can be introduced into the supermarket and provide convenience for customers. The last recommendation for PARK n SHOP is to introduce “Futurecart”, just as the picture shows below. The “Futurecart” is a new kind of shopping trolley. It has a LCD screen mounted at the end of the cart. And the LCD screen displays promotional information and targeted advertisements, which depend on where the trolley is positioned within the supermarket. Although the cost is high, however this strategy is cost efficient and it will improve the overall performance of the supermarket and establish a stronger store image. For instance, this trolley shown in the following picture will help the customer to know more about the products, promotion of the supermarket and increase the image of the PARK n SHOP.

Despite these problems and recommendations mentioned above, among the supermarkets in Macau, PARK n SHOP is still one of those who perform well in local industry and have a stable customer source. We believe PARK n SHOP will have a promising future.

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