SAUMIH BINTI LIJIN

49 7002
NORDIA BINTI LINGGISAN
12 5836
DEALVIN JAY SAUPIN
12 5635

860910
900529
890106

CHAPTER 1

BACKGROUND OF
SERVAY
HYPERMARKET

HISTORY
STARTED BY EVERGREEN TRADING 1979
SDN BHD
FIRST OUTLET AS SUPERMARKET IN MIRI
THE FIRST RETAIL OUTLET IN EAST
MALAYSIA
EXPANDED TO SABAH ON 1997
FIRST OUTLET: PENAMPANG
FIRE TRAGEDY 2008
REOPENED 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 STORE

CONTD
"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 Excellence
- Management & Strategic Planning
- Higher 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
technology

2.2 Store formats

Supermarket

Hypermarke
t

Supermarke
t
Penampang

OPERATIONAL BASIS OF THE

STORE
Store Administration and
Facilities Management
- Maintenance of stores faade
and display
- Time Keeping of Staf
- Store security
- Retail Supply Chain

Display Method Pictures

Staff Time Table

Retail Supply Chain

3.2 MERCHANDISE AND ASSORTMENT.

Merchandise is promotional
applied inside store

activities

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

L evel product

FOLLOW THE BRAND MAGGIE

3.2.1 Shelves

3.2.2 ADVERTISING
Loreal and cloth promotion

Promotion outside
Internet
Newspaper

3.2.3. PLACEMENT

3.2.3 PLACEMENT

Nestle product

Cashier area

3.2.3 PLACEMENT

Mould Cakes

BATH PRODUCT AND

HOUSEHOLD PRODUCT

This
Cold
is zone in third floorServay Hypermarket
. Likas

3.2.4. Music and lighting

Tadau kaamatan -music

3.3 Consumer buying Behavior

Consumer 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 making
limited decision making, and
extended decision making

Customer 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 necessities

 Time
after office hour between 5.00 pm until
8.00 pm.
festival season such as Hari Raya,
Chinese New Year, Tadau Kaamatan, and
Depaavali
every 25 in the end of month. And
private on 30th or 1st at end of month.

Consumer Relationship
Management
a 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.

 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.

Contd
Recommendation
- STAFF BEHAVIOUR NEED TO BE
BETTER SUPERVISED
- PRODUCT ARRANGEMENT NEED TO
BE TAKEN CARE OF
- CLEANLINESS OF MERCHANDISE
HAVE TO BE TAKEN CARE OF