2.

STRATEGY OF RETAILER
a) Target market, retail format and promotion strategy
A retail strategy is a statement that identities the retailer’s target market, the
format and resources the retailer plans to use to satisfy the target market’s needs,
and the bases on what the retailer have planned to build the sustainable competitive
advantage. (See Rober, 2010). The target market is the market segments toward
which the retailer plans to focus its resources and retail mix. A retail format describes
the nature of the retailer’s operations about its retail mix. A sustainable competitive
advantage is means of the advantage that the retailer has over its competition that
difficult to copy by competitors and that could be maintained over a long of period
time.

For the retailer target market, we either have a primary or secondary target
markets. The most revenue will come from the primary target market. These
customers share common characteristics and behaviors and also are mostly like to
buy now. Usually, most revenue will come from them. The secondary market
includes future primary buyers, those buying at a high rate within a small segment
and people who influence primary buyers. Their characteristics and buying
behaviors usually differ from those of the primary market. For example, SABASUN
are mostly have their primary target market because people most likely to come
and buy the groceries and to buy now. But, it also have their secondary target
market. Since the selling price for some of the products offered to customers is
cheaper than others, there are some who advise people to come to SABASUN.

According to Goldman, (2001), retail format is the general nature of the retail
mix in terms of range of products and services, pricing policy, operating style or
store design and visual merchandising. For example, SABASUN used a
supermarket retail format which is a grocery store that sells food and household
goods. They are most often self-service, huge and offer variety of products.
People head to supermarket when they need to stock up on groceries and other
items. They provide products with the reasonable prices. They also used
hypermarkets format which is similar to supermarkets. Hypermarket are the
combination of supermarket and department store. These are large retailers which
is provide all type of groceries and general goods. Department stores are general
merchandisers. The customers had been offered with the mid to high-quality
products. Although they sell of general goods, but some department stores only
sell a select line of products.

Promotion strategy is any communication by a retailer that informs and reminds

the target market about any aspect that have been offered of that firm. (Cohen,
1991). It is designed to promote the goods and services offered in the business
district and to directly generate retail sales. They can promote general services,
convenience and also special attractions. The promotion strategy can be divided into
three types, which are pull, push and mixed strategy. For the push strategy, the retail
company have promotes the product through a reseller whose are in turn promotes it
to yet another reseller or the ultimate customer. Next, for the pull strategy, the efforts
to get customers to pull the product from the manufacturer through its marketing
channel while under the this strategy, company focuses its marketing communication
efforts directly to customers with the hope that it encourage curiosity and
requirement for the product at the end-consumer level. Other than that, mix strategy
is the combination of above mentioned two strategies. For example, the frozen, fresh
and chill department of SABASUN the promotion will held for the specified day which
are Thursday, Friday and Saturday in a week. SABASUN also use the board that
display in front of SABASUN entrance to attract the customers.
 b) SKUs of Frozen, Fresh and Chill Department

FARM’S BEST

Nugget Burger

- Crispy Chicken - Beef Burger

(600g)
Nugget (850g)
- Chicken burger
- Crispy Fried Chicken (600g)

(850g) Meatball
- Chicken Meatball
- Chicken Fillets (500g) ( 400g)
- Chicken Meatball
-Tempura Chicken (850g)
-Nugget
Chicken(1kg)
Meatb - Beef Meatball
(850g)
- Chicken cocktail
(1kg)

Figure 1.0

Figure 1.0 shows the brand of Farm’s Best. Farm’s Best have three difference
products, which are Nuggets, Meatball and Burger. The total SKU of brand Farm’s
Best brand is ten.
 SAUDI

Nuggets Burger
Meatball
- Chicken Nugget - Chicken Fried Chicken
(800g) - Buffalo Meatball Burger (600g)
(800g) - Crispy Fried
- Crispy Chicken - Beef Burger Chicken (800g)
Nuggets (800g) - Chicken (600g)
Meatball (800g) - Hot & Spicy
- Chicken Ball - Buffalo Burger Fried Chicken
(800g) - Beef Meatball (600g)
(800g) (800g)
- Potato Wedges - Chicken
(1kg) Drummets
- Potato Crincle (800g)
Cut (1kg)
- Potato Shors
String (1kg)
- Premium
Chicken Nugget
(650g)

Figure 1.1

Figure 1.1 shows the brand of Saudi. Saudi have four difference products which
are Nuggets, Meatball, Burger and Fried Chicken. The total SKU of Saudi brand is
sixteen.
 AYAM A1

Nugget Fried Chicken

- Chicken Nuggets - Crispy Fried
(700g) Chicken (700g)
- Beef Nuggets - Honey Fried
(700g) Chicken (8500g)
- Crispy Chicken - Breaded Chicken
Fingers (700g) Drummets (700g)
- Popcorn Chicken
Bites (500g)

Figure 1.2

Figure 1.2 shows the brand of Ayam A1. Ayam A1 have two difference products
which are Nuggets and Fried Chicken. The total SKU of Ayam A1 brand is seven.
 MARINA

Nuggets Fried Sausage

- Chicken Nuggets Chicken
- Chicken Sausage
(800g) - Crispy Fried Original (340g)
- Tempura Chicken
(850g) -Tempura Chicken
Chicken Nuggets
Sausage (800g)
(800g)
- Chicken Sausage
- - Chili Flakes ( 340g)

Figure 1.3

Figure 1.3 shows the brand of Marina. Marina have three difference products
which are Nuggets, Fried Chicken and Sausage. The total SKU of Marina brand is
six.
 PURNAMA

Ball
Nuggets
- Cuttlefish Ball Burger
- Chicken
( 1kg)
Nuggets (1kg)
- Chicken Burger
- Golden Chicken (650g)
- Chicken
Ball (1kg)
Nuggets Ekonomi
- Beef Burger
(1kg) - Golden Crab Ball (650g)
(1kg)
- Tempura
Chicken Nuggets Golden Cuttlefish
(1kg0 Ball (1kg)
- Prawn Ball (1kg)
- Crab Ball (1kg)

Figure 1.4

Figure 1.4 shows the brand of Purnama. Purnama brand have three difference
products which are Nuggets, Ball and Burger. The total SKU of Purnama brand is
eleven.
 MEGA FRESH

Nuggets Vegetables
- Chicken - Sweet Corn Burger
Nuggets (2kg) (1.8kg) - Chicken Burger
- Tempura - Sweet Corn (900g)
Chicken Nuggets (900g) - Beef Burger
(1.3kg) (900g)
- Mixed Vegetables
- Ball Cuttle (1kg) - Buffalo Burger
Nuggets (900g) (900g)
- mixed Vegetables
- Ball Crab (400g)
Nuggets (900g)

Figure 1.5

Figure 1.5 shows the brand of Mega Fresh. Mega Fresh brand have three difference
products which are Nuggets, Vegetables and Burger. The total SKU of Mega Fresh
brand is eleven.
 DUTCH LADY

Dutch Lady Yogurt Drink Dutch Lady Milk Pure

Dutch Lady Yogurt Farm
- Strawberry and
- Mixed Berries (140g) Raspberry (700g) - Dates (1L)

- Strawberry (140g) -Cranberry and Blueberry - Full Cream (1L)

- Blueberry (140g) (700g) - Low Fat High

- Strawberry (700g) Calcium (1L)
- Natural (140g)
- Orange and Mango - Chocolate (1L)
- Natural (500g)
(700g) - Fresh Milk (1L)

Figure 1.6

Figure 1.6 shows the brand of Dutch Lady. Dutch Lady brand have three difference
products which are Dutch Lady Yogurt, Dutch Lady Yogurt Drink and Dutch Lady
Milk Pure Farm. The Total SKU of Dutch Lady brand is fourteen.
 MARIGOLD

Marigold HL Marigold Peel

Marigold Peel Fresh
- Plain (200ml) Fresh 100%
Marigold Yogurt
- Plain (1L) Juice (1L) - Pink Guava
Drink (700ml)
(300ml)
- Plain (2L) - Mangosteen
- Natural
- Orange (300ml)
- Chocolate - Orange
-Mixed Fruit and
(200ml) - Mango (300ml)
Vegetable - Mixed Power
- Chocolate (1L) veggies & Fruits - Apple (300ml)
- Mango
- Strawberry - Mixed Kale & - Apple & Aloe Vera
- Strawberry
(200ml) Veggie (300ml)
- Orange
- Strawberry (1L) - Cloudy Apple - Carrot Mixed
Fruit(300ml)
- Apple
- Pink Guava (1L)
- Blackcurrant &
Cranberry (1L)
- Mango (1L)
- Orange (1L)
- Apple (1L)
- Carrot (1L)
- White Grape &
Aloe Vera (1L)
- Guava (1L)

Figure 1.7

Figure 1.7 shows the brand of Marigold. Marigold brand have four difference
products which are Marigold HL, Marigold Yogurt Drink, Marigold Peel Fresh 100%
Juice and Marigold Peel Fresh. The total SKU of Marigold brand is thirty two.
 GOOD DAY

Fresh Milk Low Fat

- Fresh Milk (300ml 7x9) Full Cream - Low Fat Milk
- Fresh Milk (500ml 5x7) - Full Cream Milk (300ml)
(300ml) - Low Fat Milk (1L)
- Chocolate Flavoured
Fresh Milk (1L 5x7) - Fukk Cream Milk (1L) - Chocolate
- Kurma Flavoured Fresh - Chocolate Full Cream Flavoured Low Fat
Milk (300ml) (300ml) Milk ( 300ml)

Figure 1.8

Figure 1.8 shows the brand of Good Day. Good Day milk have three difference
products which are Fresh Milk, Full Cream and Low Fat. The total SKU of Good Day
brand is ten.
 FERN-LEAF

Fresh Milk
Calcium
- Fresh Milk (500ml)
- Calcium Original
Flavoured (4x60g) - Chocolate
Flavoured (500ml)
- Calcium Yogurt
Flavoured (4x60g) - Strawberry
Flavoured (500ml)
- Calcium Strawberry
Flavoured (4x60g)

Figure 1.9

Figure 1.9 shows the brand of Fern-leaf. Fern-leaf brand have two difference
products which are Calcium and Fresh Milk. The total SKU of Fern-leaf brand is six.
REFERENCE

See Robert M. Grant. (2010): Contemporary Strategy Analysis, Seventh Edition,

New York: Wiley

Goldman, A. (2001): The Transfer of Retail Formats Developing Economies,

Review and Synthesis, Journal of the Academy of Marketing.

Cohen, William A. The Practice of Marketing Management. New York:

Macmillan, 1991.