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The first Giant Hypermarket Store (Giant) was founded in 1944 as a small
grocery store in Kuala Lumpur. It acts as one of the largest retailers in Malaysia which
provide everyday low price, great value and big variety. Besides, Giant also created a
comfortable shopping environment to the customers.
In the year of 2007 and 2008, Giant has been ranked as the Malaysia's 11th and
12th Most Valuable Brand. At the same time, Giant was awarded as the Best in Asia
Pacific Retailers' Award and also Top Retailer in Malaysia. Due to their effective
marketing strategies and effort in managing the store, Giant also won the Excellence
Service Quality Award in the 7th Asia Pacific International Entrepreneur Excellence
Award.
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(2)SWOT Analysis
Strength Weakness
Giant hypermarket is one of the The main weakness of Giant is high
largest hypermarket chain chains in turnover rate with our employee, which is
Malaysia. It was operating more than half occurs in the operation department seriously.
century in Malaysia which was founded Many of their employee are dont have
by Teng Family in 1944. Therefore, Giant motivation to work in Giant and they were
have ability to capture the market share resigning the work in Giant after only working
Internal Factor
and little by little drive our competitor out one or two months. Therefore, Giant have to
of market. waste their time and money to employ new
employees.
Opportunities Threat
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(2) FACT FINDING STRATEGY
Another fact finding technique that we use is research. Research can include
the Internet, IT magazines, and books to obtain background information, technical
material, and news about industry trends and developments. It is the process of
researching the problems which had solved by other sources such as human or
documents previously. To solve the problem, we made references to other
organization that had prior experienced with same problems. Besides, we also found
the information from database, reference books, case studies and Internet. Using this
technique can save our time for seeking a solution to solve the problem if it already
solved. We can know the effect of using self-services checkout system and how
different attitude of consumers previously solved the similar problems. We can know
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the depth and details information about self-services checkout system.Throughout the
research, we can found that many hypermarket store also facing the similar problem.
They are using self-service checkout service successfully satisfy the customer needs
and create a new value to customer. Hence they attract more customer to buy their
products.
Long-queue lines generally occurred during peak season, for example during
Chinese New Year. Long-queue lines have been often associated with reduction of
satisfaction and service evaluations, and would bring negative perception of service
quality. (Kokkinou & Cranage, 2013). During the festive seasons, number of customers
increased significantly and most of them came for same time to grab promotion
products. However, management face problem to arrange enough manpower in
cashier lines. Thus, they need to queue for a long time when they wanted to make
payment. Customers were argued that management did not care about the
convenience of customers. Complaints were lodged to management but management
hard to solve problem due to lack of manpower.
Human error
Human error always occurs when customers made payment at the checkout kiosk.
Various complaints against human error reported to the management. However,
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human errors were unable avoided. Sometimes, customers feel cheated by
supermarket when human errors occurred. Customers feel unsatisfied and unhappy
thus effect the reputation of the supermarket. Reputation will affect supermarkets
sales in the long term.
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Giant can improve their customer service by assigning these employees to other
sectors of the store, including assist customer and stock refill, all of these areas are
believed to be able to improve the customer experience in the store. (Charles E.
Cox, 1992). In nut shell, by replacing traditional lanes employee by self-checkout
system kiosk, Giant not only able to avoid additional employees cost but also fully
utilize them and improve overall customer satisfaction.
The improve of customer service is one of the two main factors of increasing use
of self-checkout in retail stores, according to Vice President for NCR Tracy
Flynn(2005). Other than impress customer by shortening waiting lines and more
assistant on other field of stores as previously mentioned, it is also said that self-
service checkout is able to directly improve customer experience on shopping. When
a customer able to control a larger portion of buying process, it is very likely that the
customer will have a good experience (Bicker, 2009). On a psychological level, it
might have more to do with the unique element of control that self-service affords.
(Matt Dixon & Lara Ponomareff, 2010)
Increase in Cost
Like previously mentioned, although being able to have cut back on unnecessary
employees, it doesnt mean the systems will be sufficiently reducing cost, in fact, the
overall cost might be getting higher. Firstly, develop such a new and high complex
system to replace current system could be sky-high and affecting the profit of
organization (Software Development Cost, 2009). Even that trying to outsource or
purchase the system externally wouldnt come with cheaper price, for example,
according to Frost Sullivan (2012), a complete set of self-checkout system could be
cost up to $165,000. Even though the expenses are a one-time investment, it still
considered as a heavy burden for a retail stores in Malaysia. Not to mention those
subsequent cost such as maintenance fee and training cost. Self-service checkout
system is highly appreciating in U.S retail market due to high minimum wages,
machines replacing people is considered as cheaper in long run. (Mark Rogowsky,
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2012) however in Malaysia, the significantly lower minimum wages compare to U.S.
made the systems not so cost-effective.
Risk of Shoplifting
According to Katsundo Hitomi (1996), machine is less flexible than human labor,
relatively, machines are easier to abused by human. Shoplifting is always an issue
for majority of self-checkout system as employees are unable to effectively monitor
the customer transaction. (Nick Mann ,n.d). It was stated that shoplifting behavior
whether intentional or not is five times higher with self-checkout than when cashiers
are working. (USA Today, 2012). A survey conducted in U.S shows that around 20%
of surveyees admitted they shoplifting, and the top reason of commit such fraud is
because they couldnt get the item to scan successfully (Figure 3). Such issue could
be solved but will require additional cost for equipment with anti-shoplifting
technology, which increase the burden for company operating.
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increasing of tech savvy customer, due to technology is getting common in this
technological era
Until 2012, there are 296 Hypermarket outlets in Malaysia, and the industry still
continuously move ahead through high intense competition market. (Hasliza &
Muhammad, 2012). Giant should understand that in order to compete in such shrink
and high competitive market place, they should not only focus on their product and
price, but also on the transactional choices they offer. (Raymond D.Jones, 2012). In
fact, one of the giants main competitor Tesco Malaysia, had already launched their
first self-checkout lanes in their store at IOI city mall in Putrajaya (Inside Retail Asia,
2015).
Based on our observation result, one of the weakness of Giant is the long waiting
lines, and complain about the poor customer service in the checkout line. Moreover,
according to a research analysis from UKEssays (2015), Giant is currently
experience a high turnover rate with their employees, this could be an issue for Giant
as additional cost such as training cost could be occurred. Thus, the new self-
checkout system is possible to overcome the following current weaknesses of Giant
Hypermarket.
There is less investment risk from the company as well due to the functionality
of the self-service system already proven reliable and up-to-par performance from
other users. Improved efficiency can also be proven by rise in productivity due to better
access to real-time information and reduction in data entry (Encore Business Solutions,
2010). In addition, there will be less employee training as information technology has
been stepping up to replace manpower.
(B)Outsourcing
Peter Dorsman stated that NCR is trusted for its innovative solutions and
managing capability in delivering top-notch customer service experience (2013). In
addition, giving IT professional to handle the system, Giant can focus on what they do
best instead of investing in research & development, thus reduce unnecessary costs
in the long run. Hassle free is guaranteed due to the fact that newer version software
and malware protection will be updated automatically and regularly by the service
provider (Willie Pena, n.d.).
Aside from this, an internal IT employee might not be able to respond and solve
problem in time, in contrary, with the expertise of outsourcing service providers, they
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can help to minimize risk by being watchful of unforeseen circumstances and
responsible for verifying patches and processes (Janine Rafalko, 2014). As long as
the problems such as confidentiality, trust issue and quality of outsourcing firm are
resolved, the company can continue business by consistently receiving technical
supports and services in particular system maintenance or even security service.
Next, we will set up a benchmark test and move on to cost benefit analysis.
In order to proceed with this phase, a Giant outlet in Kuala Lumpur will be
selected to carry out cost-benefit analysis in 5 years period.
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Cost (3): hire consultant to install, purchase
configure and test the system in year 0
RM5,000
Purchasing software
package year 0 year 1 year 2 year 3 year 4 year 5
Benefits
costs
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hire consultant to install,
configure and test the
system 5,000
maintenance, backup and
update - 20,000 20,000 20,000 20,000 20,000
costs
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PV benefits 200,000 87,273 79,339 72,126 65,569 59,608
assuming discount rate of
10% NPV= 563,916
payback analysis
Purchasing software package
cumulative
year costs costs benefits cumulative benefits
year 0 355000 355000 0 0
year 1 61600 416600 135800 135800
year 2 61600 478200 135800 271600
year 3 61600 539800 135800 407400
year 4 61600 601400 135800 543200
year 5 61600 663000 135800 679000
Outsourcing
cumulative
year cost cost benefit cumulative benefit
Outsourcing
1000000
800000 829000
663200 680000
600000 584000
RM
497400
488000
400000 392000
296000 331600
200000 200000 165800
0 0
0 1 2 3 4 5
YEAR
Payback period
From the line graph, outsourcing had a shorter payback period than purchasing
software package. Payback period is a tool to determine the time consumed to get
back the cost of investment (Investopedia, 2015).The shorter the payback period, the
lower the risk that company faces in future. Thus, company should choose outsourcing
as plan.
(4) DOCUMENTATION
4.1 Description of the current system:
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Firstly, customer will pass the items to be purchased to the system. Following
step will be conducted by cashier. Cashier will initially identify the product then scan
the product barcode in order to request product information such as product type and
product price. This will generate a record of order under the system.
The following step is to request for the product status. The self-service kiosk
system is linked to inventory system to obtain information about the product status. A
verified product details is delivered back to the record of order. Next, items to be
purchased are confirmed by cashier by verifying the item checklist and passing
invoice to customer.
Upon confirmation, cashier will perform billing by receiving either cards or
cash from customer. In the meantime, bank will verify and authorize the transaction.
This will eventually generate a receipt or small change (notes / cash) that will be
issued to the customer. After the transaction, goods sold data will be updated in the
inventory database in the closely related inventory system.
4.1.1 Context diagram of the current system
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4.1.2 Level-0 data flow diagram (DFD) of the proposed system
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4.2.1 Context diagram of the proposed system
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4.3 Input e-form
DESCRIPTION
PRICE
D DESCR
Figure 1
KEY IN
BARCODE
TOTAL
0.00 CANCEL ITEM
FINISH I
AND
PAY
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4.4 Output form
TOTAL 0.00
GST(5)
PAID 0.00
PROJECT SCHEDULE
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Res:
C
Start: 16/3/24 ID: 3
Finish: 16/4/1 Dur: 7 days
Res:
D
Start: 16/3/24 ID: 4
Finish: 16/4/1 Dur: 7 days
Res:
5.1 PERT CHART -
1
I J K M N O
Start: 16/5/5 ID: 10 Start: 16/5/16 ID: 11 Start: 16/5/18 ID: 12 Start: 16/5/27 ID: 14 Start: 16/6/16 ID: 15 Start: 16/6/27
Finish: 16/5/13 Dur: 7 days Finish: 16/5/17 Dur: 2 days Finish: 16/5/23 Dur: 4 days Finish: 16/6/15 Dur: 14 days Finish: 16/6/24 Dur: 7 days Finish: 16/7/8
Res: Res: Res: Res: Res: Res:
L
Start: 16/5/18 ID: 13
Finish: 16/5/26 Dur: 7 days
Res:
22
5.1 PERT CHART -
2
O P
Start: 16/6/27 ID: 16 Start: 16/7/11 ID: 17
Finish: 16/7/8 Dur: 10 days Finish: 16/7/11 Dur: 1 day
Res: Res:
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The critical path is
AB/C/DEGHIJL
MNOP
5.1 PERT CHART -
3
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5.2 GANTT CHART
1
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5.2 GANTT CHART
2
CHART 3
5.2 GANTT
(6) CONCLUSION
In conclusion, we decide to take outsourcing alternative for self-checkout
system acquisition for Giant. There are a few reasons to support our stand.
Based on the cost benefit analysis, payback analysis and calculation of Return
on Investment (ROI) above, we can conclude that outsourcing is more beneficial for
Giant since it has the lower cost, faster payback period and higher return on
investment when compared to purchasing new software.
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