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Case Study Of NTUC Fairprice

1058 Words5 Pages

NTUC company background
NTUC FairPrice Co-operative Ltd is a supermarket chain based in Singapore and the largest in the country with close to 300 stores around the island, in 8 different retail formats including convenience stores, hypermarts and a warehouse outlet mall. NTUC was founded by the labour movement in 1973, with a social mission to moderate the cost of living in Singapore (NTUC FairPrice, n.d.).
Competitors.
There are several major competitors in online groceries business in Singapore, from the Brick and mortar supermarkets who enter online business like Dairy Farm International (DFI) group and Sheng Siong and pure online supermarket like RedMart (Alibaba group) and Amazon Singapore.
Marketing Strategy Objective
NTUC FairPrice online business is as part of FairPrice Product diversification strategy to diversify their grocery distribution channels (Omni-channel retailing) and at the same time adapts to Singapore market behavior and technology. The objective of Product diversification is to protect their business again their competitors and at the same time maximize their distribution channels and open new market (Winer & Dhār, 2011, p. 341; Linton, n.d.)
Target market
Shopper habits are changing rapidly in South East Asia and in a compact city such as Singapore, with its relatively affluent population, big expat community and high penetration of internet and smartphone usage, there are huge opportunities for an online grocery to meet these evolving needs. The

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