Challenging the supermarket giants : Sheng Siong's success and future plans.

• المؤلفون الرئيسيون: Tan, Yi Lin., Thong, Weirong., Wee, Guo Min.
• مؤلفون آخرون: Nanyang Business School
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2009
• الموضوعات: DRNTU::Business::Industries and labor
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/15242

This project is a case study analysis of Sheng Siong, a local chain of supermarkets in Singapore. The analysis involves the study of its success since the 2000s, with regards to its marketing mix as well as its segmentation, targeting and positioning strategies. It examines why and how they have bee...