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Media Innovation DELTA 2009/2010: Mmi3033 - Design Project
Media Innovation DELTA 2009/2010: Mmi3033 - Design Project
MEDIA INNOVATION
DELTA 2009/2010
SITUATION ANALYSIS
BRAND : 99SPEEDMART®
1. PROBLEM STATEMENT
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Retail store is a place where almost everyone got their own
need by going there and purchase the things that they wanted to,
regardless of age and which background that they came from, retail
store is surely one of the places that they will surely go to in buying
Malaysia. With limited stock of product line and also small stores,
retail stores. In addition, it still does not have many outlets through
out Malaysia.
best approach to the audience out there by telling them the existent
being one of Malaysian based retail store. The studies will also be
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1.1 Mission and Aim
To study on the market situation of 99Speedmart® retail store plus
1.2 Objective
i. To study the growth and issues related to retail store industry.
ii. To analyze the target audience and the relation between them
and 99Speedmart®.
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CHAPTER 2
The Industry
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2 THE INDUSTRY
2.1 History and Development of Retailing
Industries
The history of retailing begins even in the early age of
person trades his goat with someone in order to get a bag of rice.
This will then soon act as a tradition where people start to do this as
were Cretans Traders. Cretans are known for their skills and their
willingness to sail far across the world, bringing some trading goods
so that they can trade it with other civilizations from another part of
the world. They flourished for 2000 years, their Golden Age and
particular of time.
empire which spanned the world that we known today. Within that
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particular time, they were famous for having lots of trading ship that
sailed across the world full with goods. Same as The Cretans, the
also managed to achieve their Golden Age for having great benefits
Phoenicians, then came the Roman empires. The Romans are also
known for their huge success in the history of retailing. Romans are
being used till today. They are the one who start opening small
shops within the multiple areas of their small city area, so that
people can easily get reach of their personal needs from the small
also indicates that the world’s first department store was in Rome.
city and town life. They are the one who helped in gaining the social
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the political viewpoint in managing the way of retailing that has
originated after 1850. By that time, general stores are the only
were no big retailing stores were build within that particular of time.
After the year of 1850, the economy are more stabilized and that
were the time where bigger retail store were open. In example,
the one known from the history. It begins with trading between
people and later came the huge retail stores in the major cities in
country. In example, The Store Corp Bhd and Parkson Corp Sdn Bhd
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In 2008, retailing grows steadily even when the economy were
opened and this time they are more focused on the urban area,
for the consumer to go and buy their personal needs. The insight on
to others.
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Figure 1 : A bar graph indicates on Global Retail Issuer
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Figure 1.1 : Global Retail Industry Ratings – Selected Benchmark
Retail Issuers
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Figure 1.3 : Overall Weighting Rating Score
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CHAPTER 3
The Company
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3 THE COMPANY
3.1 Introduction
that has been establish many years ago. At the same time, being in
area of Klang Valley and also the federal territory of Kuala Lumpur.
that it is own by a single owner, which is Lee Thiam Wah, The CEO of
99Speedmart®.
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3.2 The History
in the area of Jln. Tepi Sg. Selangor so that many people around that
area can easily go there and buy their personal needs. Lee Thiam
enlarging his small mini markets so that more product can get in
In 1992, the know ‘Kedai Runcit Hiap Hee’ changes their name
to ’99 Mini Market’ in the area of Klang, Utama. This is the beginning
time, this company is starting to get peak in sales. More to it, this
company are slowly starting to change the way it look, the way of
managing the company and even to the little, they have air
trying to lure the customer to their mini market hence to give the
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In the year of 2000, the name ‘99Speedmart’, registered
company came true as this company yet steps into improvising their
company background and style. As time goes on, they have already
open 164 outlets through out the Klang Valley with their slogan
near and you don’t have to travel far in buying your daily needs
All the above is some of the company that are selling their product
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are being supply by the big brand are vital in order to keep
3.4 Operation
99Speedmart® are open from 10am and closed in 10pm in
the evening. The outlets of 99Speedmart® are equip with staff that
can handle the outlets and served as to fulfill their customers need.
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Figure 1 : Supply Chain
doing so, it helps in reducing the logistic cost. This is because, if the
supplier supplied all the product to every outlets, the cost of logistic
will be increased.
buy product in bulk and at the same time you can discount price
from the supplier. Hence, they only need to pay a single logistic trip,
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of paying the logistic trip to all outlets. If that happens, it will be
costly.
3.5 Awards
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Figure 1 : Awards that has been won
and also “Best Mini Market Award” in the year of 2009. The awards
their successful year in being the best mini market among them all
Malaysia.
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3.6 Organization Chart
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3.6 Financial Matters
Financial matter for each and every company is always private and
shown.
market in Malaysia. Over 164 outlets are open up until today and
outlets is over RM200k and this only the applied to the appearance
counted in with the cost of setting up a new outlets, the total for an
can reach up to RM450k monthly. So, annually every outlet will get
income over RM5.4mil. But after all, this is not the amount that
need to pay the suppliers, logistic and others. According to the staff
being put first in every way they can. So, by following this rule and
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money that they have allocate for advertising in order to be use in
any other section. So this is the lead factor that 99Speedmart® are
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CHAPTER 4
Product Comparison
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4 PRODUCT COMPARISON
In this chapter is the overview of product comparison.
MILO
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Figure 1 : Taken from Carrefour
The one that was taken from 99Speedmart are sold for RM23.99
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Figure 1 : Taken from 99Speedmart®
HUGGIES DIAPERS
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Figure 1 : Taken from 99Speedmart®
are selling for RM35.99 but as for Carrefour, they are selling it for
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CHAPTER 5
Consumer and Target Audience
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5.1 Demographic
Age : 25-35
Ethnicity : All
5.2 Psyhcographic
Personality : Serious, caring, well-behaved, perfectionist
Lifestyle : Standard society who care about the flow of their money
lacking control of cash flow is not good at all. In addition, they also
care about the quality of a product that they spend the money on.
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Learning : A society that is easily influenced by friends, media or
lifestyle with all the items that they needs in order to go through
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CHAPTER 6
The Competitors
6.1.1 My Mydin
The business started in the East Coast in 1956 and since then, the
Kuala Lumpur in 1989 when Dato’ Ameer Ali bin Mydin started a new
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MYDIN’s currently has 42 outlets nationwide including 5 Mydin Mart
franchise and 2 Hypermarkets. The stores are located all over the
and petty traders. MYDIN sources its merchandise both locally and
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Similarity : The Company retails household groceries and food
lines.
7.1.2 Econsave
Klang more than 50 years ago. Through years of hard work and
Malaysia
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In the home state of Selangor, Econsave has the largest and most
Working hand in hand with Econsave means that your products will
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Similarity : The Company also retail household groceries and
food lines.
Weakness : Hard to find the things as the store is too big and it
is not in a good
arrangement.
7.1.3 KK supermart
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the chain currently comprises 35 outlets, of which one is in Kuching
Recession or not, people are still buying their daily necessities, says
founder and CEO Datuk Dr Douglas K.K. Chai, who also attributes it
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Similarity : The Company also retail household groceries and
food lines.
there.
7.2.1 7-Eleven
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7-Eleven® Malaysia Sdn. Bhd. is the owner and operator of all 7-
1984, 7-Eleven® Malaysia has made its mark in the retailing scene
With over 1000 stores, it still have on-going plans to expand its
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Difference : They open their stores 24 hours and the
The Giant store brand was founded by the Teng family as a simple
Dairy Farm, which acquired Giant in 1999, recognized that the key to
Giant's success had been its ability to continuously offer value for
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hypermarkets/supermarkets in Malaysia with outlet size ranging
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7.2.3 Carrefour
its store formats and the diversity of the products and brands they
entrepreneurs.
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Figure 7.6 Carrefour Logo
household
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CHAPTER 8
Research Finding
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8 RESEARCH FINDING
8.1 Methodology
For this research, surveys, questionnaires and interviews
to target audience. With this, they can easily get access to it and do
the short and interview session with the consumer with video
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8.2 Survey and Questionnaires Results
28%
72%
Male Female
From the chart is shows that almost 72% of males answered the
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What is your age?
5% 18-23
24-29
33% 30 and above
4th Qtr
62%
Below 12
13-17
From the pie chart above, it show that 62% who answered this
Race
3%
8% 2%
Malay
Chinese
Indian
Others
87%
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From the pie chart above, it shows that 87% of Malays who
Marital Status?
5% 2%
Single
In Relationship
37%
56% Married
Divorced
Figure 4 shows that most of the most of the people who answered
2% divorced.
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Occupation?
2%
14%
Student
Working
Retired
Unemployed
84%
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From the pie chart above, it shows that 44% 200-800 in monthly
income answered this survey and followed by 32%, 200 and below
of monthly income.
6%
6% 1-3 times
3-6 times
32% 56% 6-10 times
more than 10 times
From the pie chart above, almost 56% went 1-3 times to a mini
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Service
Distance
Product line
Environment
Items Variability
Price
0 10 20 30 40 50 60
Figure 8 : bar Graph of what are the thing that people consider in
this survey said that price is the most important thing that they
also the distance that they need to travel in order to get there.
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Have you heard about 99Speedmart®?
9%
Yes
No
91%
The pie chart above shows that almost 91% of people who answered
Here is the top 3 answers of good response and bad response from
1. ‘The service quite slow but the items at the mart quite cheap
Keep it up!!’
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2. “Variability items in one mini market, save time & cost.
affordable price.”
3. “Some items are price cheaper than other places and you
price.”
cheaper.”
Web Advertisement
Radio Advertisement
Tv Commercials
Newspaper
0 10 20 30 40 50 60
market
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From the graph bar above, it shows that more than 50 people who
did this survey agree that by people reviews is the way for them to
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are a lot of things that we talked and one of the most important
shops until what we have known today with many outlets that
scattered all over Klang Valley and also within the federal territory of
Kuala Lumpur.
price that they offered in all of their outlets in order to get more
audience to come to their store and buy their product line. He said
that, “buying in bulk always help in reducing the price”. This is the
the same time they are the one who distribute all the products to
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8.4 Interview with the visitors of
99Speedmart®
99Speedmart®?
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Question 1 :
they will spend around 30 minutes in order for them to search the
products. In addition, they also said that the key factor on how many
Questions 2 :
Mr. Yong. Other reasons for that brings them to 99Speedmart® are
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the environment of the outlets itself. On shelves product that are
Question 3 :
From the interview session that has been done on the visitor
spread from a person to another person via talking with each other.
Question 4 :
most bought things and also the reason for them to visit
baby milk, diapers, detergent and others. This is some of the most
other mini markets or hypermarkets, all the items that they normally
place that they have choose in order to buy their basic daily needs.
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8.5 Interview with the outlet staff of
99Speedmart®
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prefer to buy his daily needs here at 99Speedmart®. Below is some
customers?
2. Tell us a brief detail of you in becoming one of 99Speedmart®.
3. What are the most bought items here in 99Speedmart®?
The Answers
Question 1 :
to him, times after working hours is the most filled time for
back from work and on the way back before the reached their home,
on the item that they need. After that, their customers can continue
their journey back home with all the items that they need.
Question 2 :
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Mr. Chee has been working with 99Speedmart® for months.
a good place for youngsters who having problem in searching for job
Question 3 :
99Speedmart®, Mr. Chee said that items that are normally bought
cigarettes and rice. All this items are sold with cheaper price
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TABLE OF CONTENT
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2.3 : The Statistic of Global Retailing Industry
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3.1 : Introduction
3.2 : The History
3.3 : Product Brand Involves
3.4 :Operation
3.5 : Awards
3.6 : Organizations Chart
3.7 : Financial Matters
3.8 : Product life Cycle
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5.1 : Demographic
5.1 : Psychographic
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CHAPTER 7 : RESEARCH FINDING
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7.1 : Methodology
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