【正文】 the effective strategies.Variety is the number of merchandise categories a retailer offers. Assortment is the number of different items in a merchandise category.* Different kinds of retailers have different binations of these two characteristics. Specific kind of binations will attract different kinds of customers. How to choose proper products and services binations and variety bees an important thing to the retailing managers.Customers usually have their own buying behavior based on the following process: need recognition, information research, evaluation, choice, visit and loyalty.* An effective retail strategy satisfies customer needs better than do petitors’ strategies. Use the information of customer buying behavior, we know about how consumers can be grouped into market segments. How individual customers evaluate and select stores and merchandise, the factors affecting their decision making and retail market segment are three important manners for retailers.A retail strategy is a statement identifying: the retailer’s target market, the format the retailer plans to use to satisfy the target market’s needs, and the bases upon which the retailer plans to build a sustainable petitive advantage.* The growing intensity of retail petition—due to the emergence of new petitors, formats, and technologies, as well as shifts in customer needs—is forcing retailers to devote more attention to longterm strategic planning. The retail strategy provides the direction retailers need to deal effectively with their environment, customers and petitors. Three important elements of retail strategy—the target market segment, retail format, and sustainable petitive advantage—certainly influence the direction of the retailer to face and grow.Section I: Family MartResearch Background Family Mart was introduced from Japan in 1988 and the pany was founded on August 18 with NTD$ billion capital. In the same year, the first store “Taipei Main Station Branch” opened in the Taipei train station area. Until Sep. 2009, there are already 2,387 Family Mart branches opened in Taiwan.* Family Mart, being a convenience store, offers useful things in the daily life in a very convenient way. The object we chose in this report is located near the Dormitory Thirteen in National ChiaoTung University (NCTU). The surrounding in this store is bright and clean. The estimated floor space is 81 square meters ( * ). Research ObjectsTypes of Merchandise The types of merchandise in Family Mart are described in . They can firstly be divided into cigarettes, fast food, cold drinks, drinks, frozen foods, snacks, instant foods, media goods, household, prepared goods, and health and beauty items. During the merchandises, we can obviously realize that there are no really major brands in the category Media goods, Household, Health and Beauty items, which is marked “balanced” in the tree diagram. But for the categories of others, especially for the fast food and prepared foods, there are major brands and most for Family Mart itself as listed in Table 1 below.Table 1 Types of Merchandise in Family MartCategoryTypeMajor BrandCigaretteCigaretteMild SevenFast FoodRice BallsFamily MartLunch BoxesSandwichesFruitNoodlesJelly and PuddingsCold DrinksMilkKuang Chuan Markets 8Supply Chain 8Why no Hamp。National Chiao Tung UniversityDepartment of Management ScienceDeFinal ExaminationTerm: Fall Year: 2009Student Name (Chinese Characters): 關樂生 Student ID Number: 9531049 Student Name (Chinese Characters): 許育凡 Student ID Number: 9632035 Student Name (Chinese Characters): 吳東陽 Student ID Number: 9631051 Course Abbreviation and Number DMS4633Course Title 零售學, 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。M Location 7Introduction 7Product’s Categories amp。M in Taiwan? 9ECFA 9The Economic and Political condition 9Competition 10Comparison 10Locations in Hong Kong and Taiwan 11Trade area 12i Taipei – Q square 12ZhongXiao DunHua TongLin Department Store and Breeze ZhongXiao 13Hankyu Department Store 13Huff Gravity Model 14Transportation Categories 15Section IV: Costco 15Introduction 15Membership Warehouse Club 15History 16Retail Market Strategy 16Target Market Strategy 16Products 16Promotions 17Price 17Presentation 18Layout 18Personnel and Customer Service 19Human Resource Management 19Human Resource 19Objectives 19Organizational Structure and Plan 20Information System 20Customer Relationship Management 20Merchandise Management 20Managing Merchandise Assortments 20Warehouse 21Conclusion 21References 22IntroductionTo realize the whole concept of retailing, we try to analyze four retailersFamily Mart, Bellavita, Hamp。DrinksTeaUniPresidentCoffeeUniPresidentJuiceUniPresidentDrinksCocaColaCigaretteMild SevenFrozen FoodsMicrowave FoodsFamily MartSnacksChipsLay’sChewing GumsAirwavesBreadFamily MartInstant FoodsInstant NoodlesUniPresidentInstant CoffeesKing CarInstant TeaUniPresidentHousehold