【正文】 (Chinese Characters): 吳東陽(yáng) Student ID Number: 9631051 Course Abbreviation and Number DMS4633Course Title 零售學(xué), RetailingInstructor 張力元老師, Professor TrappeyFinal Project Final ProjectDue Date January 7, 2010Number of Homework Pages 25Homework Type Group, typed, class handin, e3 logAdditional Materials Allowed TextbookMarking Scheme:Grade: 22 / 26Table of ContentIntroduction 1Literature Review 1Section I: Family Mart 2Research Background 2Research Objects 2Types of Merchandise 2Variety and Assortment 3Services Offered 4Prices and the Cost of Offering Breadth and Depth of Merchandise and Services 4Customer Buying Behavior 4Retail Market Strategy 4Section II: Bellavita 5Research Background 5Research Objects 5Types of Merchandise 5Variety and Assortment 5Services Offered 6Prices and the Cost of Offering Breadth and Depth of Merchandise and Services 6Customer Buying Behavior 7Retail Market Strategy 7Section III: Hamp。 Restaurant a3Sandwiches shopsBvlgariJewelryChristofleSilverwareHermesClothesHermes、Puiforcat、Saint LouisMetal PlatesJohn LobbShoesRoger VivierShoesTod’sBags, ClothesVan Cleef amp。M39。M’s cosmetics department provides a wide range of makeup, skin care and body care products. Supply ChainFig. 3 Supply Chain of Hamp。M in Taiwan?The whole procedure of the product was designed, produced and conveyed to the stores is just about 3 weeks. With low cost materials and low salaries ‘labors, the countries have these conditions in Asia are about China, Vietnam.In fact, some Hamp。M does not own any factories. Instead, clothes and other products are bought from around 900 independent suppliers, primarily in Asia and Europe. China is nearest Taiwan and has the most of the factories in Asia. Therefore, the high customs duty and limited market are the main reasons why Hamp。M and ZARA focus on practical fashion and high fashion separately. Similarly, their supply chains are so short from designing to selling and ZARA maybe the global fastest fashion retailer. When they open the flagship store which need bigger size and open smaller branch stores after. In conclusion of this parison, UNIQLO does not have the same target market with Hamp。 Spencer before and it’s empty now. Another one is Breeze ZhongXiao. The two locations are also in the shopping and business district of ZhongXiao DunHua.Hankyu Department Store Hankyu Department Store is above the Build Operate Transfer. There are 31 floors of this building and it will open in 2010. B1 and the first floor are Build Operate Transfer station. Inside the building, the first floors to sixth floor are shopping mall section. From seventh floor to the top floor are hotel. Huff Gravity ModelTraveling time = The time from subway’s exit to the store Store’s size in shopping mall = 1600 square meterGeneral store’s size = 2000 square meter The probability that a customer going to Q square = 1600/5^λ 1600/5^λ + 2000/1^λ + 1600/5^λ + 1600/1^λ The probability that a customer going to TongLin = 2000/1^λ 1600/5^λ + 2000/1^λ + 1600/5^λ + 1600/1^λ The probability that a customer going to Breeze ZhongXiao = 1600/5^λ 1600/5^λ + 2000/1^λ + 1600/5^λ + 1600/1^λ The probability that a customer going to Hankyu Department Stores = 1600/1^λ 1600/5^λ + 2000/1^λ + 1600/5^λ + 1600/1^λ Fig. 5 Different Probabilities of Different λTransportation Categories To conclude the Huff Gravity Model, when λ is greater than 1, traveling time has a greater effect, Then TongLin and Hankyu Department Stores have larger probability. When λ is smaller than 1, store’s size has a greater effect, Then Q square and Breeze ZhongXiao have larger probability. Actually, we think the Store’s size is more important because all of the four positions have high accessibility. Then, we can see the transportation categories, Q square have higher accessibility by different transportation. So, we think Q square is fitter to open the Hamp。M’s stores in Hong Kong Trade area? i Taipei Q square 京站時(shí)尚廣場(chǎng) (Near by the Taipei Bus Station)? Ximen Ting 西門町 ? ZhongXiao FuXing 忠孝復(fù)興 ? ZhongXiao DunHua 忠孝敦化(TongLing 統(tǒng)領(lǐng)1F, Breeze ZhongXiao 微風(fēng)忠孝館)? ZhongShan 中山 ? XinYi信義 (Hankyu Department Stores 統(tǒng)一阪急百貨)? DanShui 淡水(Old street老街) We choose four positions for the location analysis because some districts like Ximen Ting, ZhongXiao FuXing, ZhongShan, DanShui and the department stores like SOGO and SHIN KONG MITSUKOSHI are difficult to find the big place enough for opening Hamp。M and ZARA, UNIQLO and Hamp。M sells fashion and low cost products, so low cost and fast shipping are the main factors of Hamp。M will send people to these manufactories to control and manage the production procedure at fixed period. As a result of this way of management, Hamp。M’s Divided department offers fashion with a younger look. The range includes denim and street fashions for all occasions, from everyday looks to party wear, plemented by matching accessories and underwear. The jeans concept amp。M has around 2,000 stores in 35 different countries and employs over 73,000 people.Hamp。Prepared FoodsPrepared FoodsFamily MartHealthy and BeautyHealthy and BeautyM Location 7Introduction 7Product’s Categories amp。 ArpelsJewelry2F03ClothesGiuliano FujiwaraClothesBrandTypeLevel 6ixClothes3FSalon De The de Joel RobuchonCoffee, dessertsErosHair stylistSocieBody stocking4FBeata TeRestaurantHaleakalaRestaurant5FL’atelier de Joel RobuchonRestaurant6FTon 28RestaurantServices Offered For Bellavita just open for few days, many services are still in planning. For example, the special service for VIP and the website of Bellavita. Moreover, all stores and floors have not opened for customers yet. I