CHAPER 2 THE OPERATION MODEL OR CLASSIFICATION CHARACTERISICS OF THE ORGANIZATION

SAUMIH BINTI LIJIN 860910 49 7002NORDIA BINTI LINGGISAN 900529 12 5836DEALVIN JAY SAUPIN 890106 12 56351CHAPTER 1BACKGROUND OF SERVAY HYPERMARKETHISTORYSTARTED BY EVERGREEN TRADING 1979 SDN BHDFIRST OUTLET AS SUPERMARKET IN MIRITHE FIRST RETAIL OUTLET IN EAST MALAYSIAEXPANDED TO SABAH ON 1997FIRST OUTLET: PENAMPANGFIRE TRAGEDY 2008REOPENED 2010

SLOGAN AND CATCH LINE, VISION AND MISSION"It is our belief that the synergy and potential of people working together to create the platform for the excellence of performance directly stimulates the growth of the entire company.(LAI KOCK POH)YOUR PAY LESS STORECONTD"Provide better qualities with lower pricing(MISSION)Evergreen believes in its people, the most important and valuable asset the company ever had. They are the driving force of the company, abiding by the objective to serve others before themselves, with the target of achieving ultimate customers satisfaction through commitment of service and passion towards excellence and performance.Working Together For ExcellenceManagement & Strategic PlanningHigher Quality, Low Pricing and Value Added Product & Services

CHAPER 2 THE OPERATION MODEL OR CLASSIFICATION CHARACTERISICS OF THE ORGANIZATION

2.1 Business strategy, goals and objective of Survey Hypermarket.

Servay mission is providing better qualities with lower pricing.

Develop human resources and technology2.2 Store formats

SupermarketHypermarketSupermarket Penampang

OPERATIONAL BASIS OF THE STOREStore Administration and Facilities ManagementMaintenance of stores faade and displayTime Keeping of StaffStore securityRetail Supply ChainDisplay Method Pictures

Staff Time Table

Retail Supply Chain

3.2 MERCHANDISE AND ASSORTMENT.

Merchandise is promotional activities applied inside store

Supermarket is highly competitive market and need deferent strategies

In Servay Hypermarket we can see about shelves, advertising, Placement, and using music, lighting and visual effects.3.2.1 Shelves

3.2.1 Shelves

Level product

FOLLOW THE BRAND MAGGIE3.2.1 Shelves

3.2.2 ADVERTISING Loreal and cloth promotion

Promotion outsideInternetNewspaper

3.2.3. PLACEMENT

3.2.3 PLACEMENT

Nestle productCashier area3.2.3 PLACEMENT Mould Cakes This is Cold zone in third floor Servay Hypermarket Likas.

BATH PRODUCT AND HOUSEHOLD PRODUCT3.2.4. Music and lightingTadau kaamatan -music

3.3 Consumer buying BehaviorConsumer behavior refers to the actions and decision processes of people who purchase goods and services for personal consumption. (James F Engel, Roger D Blackwell and Paul W Miniard)Consumer behavior refers to the mental and emotional process and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants. (Bearden et al. Marketing Principles and perspectives)The behavior that consumers display in searching fro, purchasing, using, evaluation and disposing of product and services that they expect will satisfy their needs. (Leon G Schiffman and Leslie Lazar Kanuk)

Consumer decision making have three major decision:nominal decision makinglimited decision making, and extended decision makingCustomer in Servay we can categorized into some category :low income, middle income and high income

Demographic age, sex, family size, family life cycle marital status, income, education, occupation, and religion.

Groceries product tissue, junk food, vegetables, fish, chicken, oil and other daily necessitiesTimeafter office hour between 5.00 pm until 8.00 pm.festival season such as Hari Raya, Chinese New Year, Tadau Kaamatan, and Depaavalievery 25 in the end of month. And private on 30th or 1st at end of month.

Consumer Relationship Managementa business philosophy and set of strategies, programs, and systems that focus on identifying and building loyalty with retailers most valued customers.

Customer relationship is an intense interest in marketing practice and is most evident in firm significant investment in customer relationship management. Firms use relationship marketing instrument such as loyalty programs and direct ailing. Firm also aim to build close relationship with customer to enhance customers relationship perception. (Peter C. Verhoef)

Customer Relationship Management can give satisfaction to customer. Customer update their satisfaction level using information gathered during new interaction experiences with the firm and this new information may diminish the effect of prior satisfaction level. (Mazursky and Geva 1989: Mittal, Kumar and Tsiros 1999)

Conclusion and Recommendation- Servay Hypermarket is a successful retail organisation with a proper retail supply chain system and having a very modern approach in retail, in a way where the marketing strategy expands from the traditional media such as TV, newspapers, banners, viral, brochures etc., towards the usage of the internet and creating their own webpages that will broadcast their promotions and their organizational activities.ContdRecommendationSTAFF BEHAVIOUR NEED TO BE BETTER SUPERVISEDPRODUCT ARRANGEMENT NEED TO BE TAKEN CARE OFCLEANLINESS OF MERCHANDISE HAVE TO BE TAKEN CARE OF