Retailing Management FamilyMart Emer, Orlando, Cook http://www.family.com.tw

Contents 1 2 3 4 Introduction Retailer Characteristics Customers Buying Behavior 3 Retail Market Strategy 4

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 Type Major Brand Cigarette Mild Seven Fast Food Rice Balls Family Mart Lunch Boxes Sandwiches Fruit Noodles Jelly and Puddings Cold Drinks Milk Kuang Chuan Tea Uni-President Coffee Juice Drinks CocaCola

Retailer Characteristics Variety and Assortment Category Type Major Brand Drinks Cigarette Mild Seven Frozen Foods Microwave Foods Family Mart Snacks Chips Lay’s Chewing Gums Airwaves Bread Instant Foods Instant Noodles Uni-President Instant Coffees King Car Instant Tea Household Prepared Foods Healthy and Beauty

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

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