Oct

2

Multi Format Store, The Future Winner?

Filed Under Giant 

If you look in some Hero outlets and Giant Catalogue, there is something new and it makes surprise. That is Giant Supermarket.

For some people it makes confuse. Giant, well known as Hypermarket which owned by Dairy Farm, and came to Indonesia brought by Hero. And currently they change some Hero Supermarket be Giant Supermarket. What going on?

In my opinion, it smart strategy. If we look at result of Retail Asia Pasific Top 500, leading player not just hypermarket type, but also minimarket such as Alfamart. Therefore, if a holding like Hero/Dairy Farm has multiformat store, they try to reach wider aspect of consumer. Currently Hero has Giant Hypermarket, Giant Supermarket, Hero Supermarket, Guardian, and Starmart.

Another reason is to anticipate restriction of Hypermarket Expansion by Government, which will sign on October 2007 by President.

Comments

One Response to “Multi Format Store, The Future Winner?”

  1. Kurniawan Santoso on November 28th, 2007 7:53 am

    Looking at what is going on in Hero Group I understand that they are trying to do “repotitioning” onto customer mind. Customer perseption is that Hero is EXPENSIVE, and then continuosly left Hero as shopping destination.

    I agree about this, and very certain that Hero Group will gain on this. But, in my point of view, its not just Name Changing, but must be followed by Hero’s old culture in doing business.

    As the first modern supermarket in Indonesia (founded in 70’s), now the culture getting older compared to the new spirit of other new retailers.

    So, I recommend they also give more attention to renew and change their people’s business culture..

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