Ntuc Fairprice Case Study

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Introduction
NTUC Fairprice Co-operative Ltd was established by the work development in the year 1973. From one general store, it has developed to end up Singapore's biggest retailer serving around 430,000 customers every day, with a system of more than 120 outlets, involving FairPrice markets, FairPrice Finest and FairPrice Xtra. Its comfort stores, FairPrice Xpress and Cheers, has a system spreading over more than 160 accommodation stores island wide and serves more than 100,000 clients day by day.
NTUC FairPrice set up the FairPrice Establishment in 2008 to center its offering endeavors to give a superior life to the group. , NTUC FairPrice has kept pace with the changing needs of its clients while staying focused on its social mission
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The cost for displaying of products on the shelves have decrease as consumers get to control what product can be display by the sales. Large supplier companies are able to bargain the terms and conditions of the agreement. However, small supplier companies are unable to bargain the terms and conditions as large supplier companies can maintain their business relationship by adjustment. Therefore, bargaining power of suppliers is quite low in the supermarket industry.

Bargaining power of Customers
Due to festive season (Eg. Chinese New Year, Chinese Seventh Month Ghost Festival, Hari Raya and etc ), shoppers prefer purchase item in bulk. NTUC FairPrice do sell items in bulk, however not in every stores. Unlike Sheng Siong or Giant Singapore, NTUC FairPrice only sell selected items in bulk in their stores.
Most of the Singapore shoppers loves to compare price or research the product they want before going down to supermarket to purchase or online purchase. Singapore shoppers also likes promotion, as promotion product can save up a lot in each of a Singapore household. Hence, bargaining power of customer is high in the Supermarket industry.
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They are one of the largest supermarket based in Singapore. Different variety of product and brand, multichannel trade strategy, industry recognition and focus on quality are the key strengths of the company. Hence, private labels gaining momentum, strategic alliances and business expansion may provide ample growth opportunities to the company.
NTUC FairPrice attract different shoppers for their different requires and needs. All NTUC FairPrice provide huge variety of products like fresh vegetables, chilled products, dairy products, household items and etc to suit shopper needs and budget. Besides physical outlet, NTUC FairPrice also sells huge variety of products through online their online outlet. This helps NTUC FairPrice to increase their brand awareness, store traffic and sales. NTUC FairPrice was awarded Food Safety Excellence Award of ‘A’ grading for their foods and products quality. NTUC FairPrice not only help to increase their customer loyalty and also helps them to boost their performance on

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