Question 3 (30 points): A corporation X have planned to expand into expand to food retailing into its business groups. There are still some problems they have to make decision about retailer types before implemeting. They have to consider about the store choice decision confronting about three groups of customers: Student, House wife and Business woman. After doing survey to get customers' opinions among three alternatives of retailer: - Conventional supermarket Supercenter Convenience store The collected information about each reatiler are shown as below: Table 1: The importance about food retailers (10-point scale, 10 = excellent, 1=poor) Customer groups Store characteristics Business woman House wife Student Percentage of food Size Variety Assortment Ambience Customer service Price Ease of finding products Uniqueness Perceived quality 6 7 8 5 7 9 6 6 8 7 8 9 7 9 5 7 9 8 5 8 7 4 8 6 9 8 4 8 6 9 7 Variety Table 2: Performance of three different food retailers (10-point scale, 10 = excellent, 1-poor): Store characteristics Conventional Convenience supermarket Supercenter store Percentage of food 7 7 9 Size 8 5 6 7 5 Assortment 7 9 6 Ambience 4 6 9 Customer service 9 5 6 Price 9 6 4 Ease of finding products 6 6 9 Uniqueness 6 8 7 Perceived quality 7 7 6 a) Calculate the overall evaluation of food retailers and determine the target customer of those (20 points) b) From the results of question a, what types of food retalers the company X should choose? Develop the strategy to improve the competitive advantages for selected retailer type in compared to other retailers in this group (10 points). Question 3 (30 points): A corporation X have planned to expand into expand to food retailing into its business groups. There are still some problems they have to make decision about retailer types before implemeting. They have to consider about the store choice decision confronting about three groups of customers: Student, House wife and Business woman. After doing survey to get customers' opinions among three alternatives of retailer: - Conventional supermarket Supercenter Convenience store The collected information about each reatiler are shown as below: Table 1: The importance about food retailers (10-point scale, 10 = excellent, 1=poor) Customer groups Store characteristics Business woman House wife Student Percentage of food Size Variety Assortment Ambience Customer service Price Ease of finding products Uniqueness Perceived quality 6 7 8 5 7 9 6 6 8 7 8 9 7 9 5 7 9 8 5 8 7 4 8 6 9 8 4 8 6 9 7 Variety Table 2: Performance of three different food retailers (10-point scale, 10 = excellent, 1-poor): Store characteristics Conventional Convenience supermarket Supercenter store Percentage of food 7 7 9 Size 8 5 6 7 5 Assortment 7 9 6 Ambience 4 6 9 Customer service 9 5 6 Price 9 6 4 Ease of finding products 6 6 9 Uniqueness 6 8 7 Perceived quality 7 7 6 a) Calculate the overall evaluation of food retailers and determine the target customer of those (20 points) b) From the results of question a, what types of food retalers the company X should choose? Develop the strategy to improve the competitive advantages for selected retailer type in compared to other retailers in this group (10 points)
