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Hi - mart
Final Analysis &
Retail Strategy Planning
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Contents
1st
2nd
3rd
4th
Consumer analysis
Retailer choice by buying process
Competitor analysis retail mix
Strategy for Hi-mart
Expected effect
2
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Who is our target consumer
Hi-mart
- Top retailer in electronics
- Home appliance & electronics
Age 15 20 35
economicallyactivepopulation
Newly Married couples’ age range
Newly married couple
High price → highly profitable
High repurchase rate in Himart
(newly married couple : young age → Customer Lifetime Value ↑
- But no differentiated strategies
2. The middle class
- Low competitiveness in premium products → target people who buy premium products
Higher inc…(생략)
31 years old
① First time to buy, high-involvement product(expensive & use quite
② the middle class not only reasonable price, but also service
③ somewhat desire premium products ( ad, premium policy by co.)
2. Search Information
3. Evaluate retailers
4. Select retailers
5. Visit store
6. Evaluation
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lready knows
+ Info. heard by parents, friends, internet communities
Retailer
Choice
Consumer analysis l retailer choice l Competitor analysis l Strategy
5
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6
Internet Community Example
Home appliance&electronics specialized internet cafe
- Hi-mart : 300
- Department store : 435
- Brand shop (Best shop : 195, Digital plaza : 45)
Retailer
Choice
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Buying Process
→ Unaided awareness
1. Recognize needs
2. Search Information
4. Select retailers
3. Evaluate retailers
5. Visit store
6. Evaluation
[ Retailers]
2. Search Information
: Info. that she already knows
+ Info. heard by parents, friends, internet communities
Hyper
market
Brand shop
Hi-mart
Small home electronics store
Dept. store
Consumer analysis l retailer choice l Competitor analysis l Strategy
Retailer
Choice
7
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Buying Process
1. Recognize needs
2. Search Information
4. Select retailers
3. Evaluate retailers
5. Visit store
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Hi-mart Final Analysis & Retail Strategy Planning.pptx
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