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BackgroundSincestartingoutasasmallchainofsupermarketsin1979,theShopritebrandgainedvaluableexperiencefromsellingtoth

eemergingmarket.Today,theShopritechainremainsthecorebusinessoftheShopriteGroupofCompaniesanditsmainbrand.Overth

eyearsithasalsobecomeoneofSouthAfrica’smosttrustedbrands.2Products1.Haircare2.Baby3.Fruit&Vegetables4.Butcher

y5.Deli6.Smallappiliances7.Toys/party8.Barbecue3FeelingsWeallhaveaverygoodimpressiononthiscompany,becauseitguaranteesthatitalwaysprovi

desthemostlowestpriceforcustomers.Soyoucansavemoremanyandbuymoreproducts.Anditprovideallkindsofproductsformarket,soyoujustdon'tneedtosearch

forgoodsfromstoretostore,youcangeteverythingyouneedinthesupermarket.Shopitealsohasverygoodandconvenientconsumerserviceforconsumers.Andithasalread

ycreatedmanybrands,soyoudon'tneedtodoubtaboutit'squality,justchoosewhatyoulikewithoutanyhesitation.Also,thecompanyisnotonlyconcerna

boutit'sprofit,butalsocaresfortheenvironmentprotection.4MarketsegmentationAccordingtothesurvey,thewestisdeveloping

fasterthantheeastandmiddleofChina.So,therearemoreandmorebuyersandpotentialbuyers.Hencewechoosethewesttoenterinthelongrun.Obviously,therearemorepeople

inthebigcities,andmostofthemarericherthanpeopleinthemiddleandsmallsizecities.Hencetherearemoredemand,andtheywanttobuyandactuallytheyha

veenoughmoneytopurchasewhattheywant.Ontheoneside,ourpricesareactuallylowerthanmostofthecompany's,butontheothers

ide,thelow-incomeconsumersmaydon'thavemoredemands.Sowetargetthemiddle-incomegroupsmainlyandmaybesomeofthehigh-incomegroups.Acctually

themiddle-incomegroupscanbuy,socanthehigh-incomegroups.5HighpricesBadvalueGoodvalueLowpricesCompetitorsWal-MartRT-MARTCarrefourAuchuanLot

usLOTTEMartwumartItoYokadoCRVanguardRenrenleShopriteSo,maybenowyouwillwonderwhyyoushouldgotoSHOPRITE.Ok,nowwear

egoingtogiveyououranswer.Cozweprovideyouthemostqualityproductsthatyouneed,andwejustneedyoutopaytherel

ativelylessmoneyfortheproducts.That'swhywearesurethatyouwillgotoourSHOPRITE.Andthelowerpriceyoucantrust!6CompetitorsanalysisAnewpatter

nmakesAuchuanbecomeoneofthebesthypermarketsintheworld.Also,it'sgoodsareverycheapaswellasingoodquality.Butthebusinesspatternofitisrelatively

prim.Andthereexistsomequalityproblemintheregoods,suchasout-of-datefood.Buttheirserviceattitudeisnotverygood.AndAuchuanhasbeenfoundtohasquali

typroblemsfrequentlyrecentyears.It'schainstoreshavespreadallovertheworld,andithasalargescaleofoperation.GoodsinWal-Martarealsonotv

eryexpensiveandtheirservicesaregood.Ithasbeenfoundtohavesomequalityproblems.Theirfruitsandvegetablesandmanygoodsarer

elativelycheap,greenandcomfortable..AuchuanRT-MARTWal-Mart7TargetmarketingWeintendtoenterchina,andwechoosemarketsofmiddleincomein

bigcitysofthewestofChina.BecausethewestofChinaisdevelopingveryfastandthereareallmanypeople.Buttherearelackofsomebigsupermarket.S

othereshouldbemanybuyersandpotentialbuyers.8Offercustomersaconvenientshoppingexperienceincleanstoreswherecustomerscanbesuretopaylowes

tpricesonhouseholdrequirementsandwhattheyneedandprefer.AndweguanranteewhattheybuyfromShopriteareallo

fgoodqualityandreliable.MarketpositioningKeyLowerpriceReliableBestqualityConvenientandfast9TagetcustomersProduct1.Varietiesofproductsth

at2.canfitformostpeople.3.2.Thebestquality4.3.Providethespecialdesigns.5.4.Brandname:SHOPRITE.6.5.Wewillalwaysprovidethe7.bestservicesandfo

rnorepay.Price1.Weproviderelativelylowerpricesforourproductssothatmorepeoplecanbuy.2.Wewillmakeseveral

waystodiscountforourregularbuyersandfirsttimebuyersandother.Promotion1.Wewilladvertiseourproductsinmanywayssothatmorepeoplecanknowthem.2.Dosev

eralsalespromotionaccordingtotheseasonsorotherelements.Place1.OurcompanywilllocatinthewestofChina,soweserveforpeopleheremainly.

2.Butwealsoserveforallplacesbytransportation.Marketingmix10MoreSameLessMoreSameLessPriceBenefitsValuepropositi

onsConsideringShopriteisthefirsttimetoenterChinesemarketandinordertoimpresscustomers,wedecidetouse"Thesameforless"todevelopmarketf

oraperiodoftime.11ComsumerservicesBusticketingAirlineticketsAccountpaymentsComputicketCellphoneairtimeMediRiteLiqourshopShopritegua

ranteeInsuranceIcoverHomeloansUkashComsumerservicesMoneytransfersYoudon'tneedabank.MoneymarketisquilkandeasytosendorreceivemoneyatanySho

prite.Shopritewasthefirstretailertoofferyoutheconvenienceofbuyingbusticketsin-store–andwearestilltheonlyretailerwhodoesn'tchargeyouabooking

fee.Youcannowshopforyourgroceriesandbookyourdomesticairlinetickets,allatthesamelocation.Younotonlysaveyourselfa

lotoftimebutyoucouldalsosavemoneybygettingeverythingyouneedforyourtrip,inonego.AtourMoneyMarketcounters

in-store,yousavetimebydoingyourshoppingandpayingyouraccountsallunderoneroof.Shopritehasmadeitmoreconvenientfo

ryoutobuyticketstoanyevent.Andyouwillhaveaccesstootherservices,whichincludepayingelectricitybills,payingyourTVlicense,buyingairtimeandsoon.Asafamilys

tore,wemakecertainthatyoucanenjoytheconvenienceofallmajorserviceproviders’starterpacksandpre-paid/re-chargevoucher

s.Afullyqualifiedpharmacistisavailableinallourstorestoattendtoyourprescriptions,offeradviceonthemanagingofchronicmedication,medi

cationuse,preventionandtreatmentofHIV&AIDSandotherhealthrelatedmattersThismeansyoucanstockuponanydrinksyoumayneed,rightafterdoingyo

urgroceryshopping.It’sneverbeeneasier.Nowthat’ssmartAtShoprite,goodqualityatourlowestpricesisguaranteed!Takeadvantageofinsuranceoptio

nsthatsuitbothyourfamilyneedsandbudgetrestraintsicover,adivisionofSanlam,hascreatedthreeaffordable,easy-to-getFuneralPlans,al

linonepack,thatcanbeboughtin-storeatanyShoprite.Alltheseservisesarefreeofcharge!UkashisCash–Online.Soyoucanbereadytospend&

payonline.12Pricingstrategiesvaluepricingwedecidedtochoosethewaythataccordingtothevalueofourproducts.Wepromisethatwew

illoffercustomerstherightcombinationofqualityandgoodserviceatafairprice.Market-penetrationpricingwechoosethestrategycozthatourcompanyaimstoprovidethe

bestqualitywiththelowerprices.Wewillneverusethemarket-skimmingpricingstrategy.Andwebelievethatwecanimpressourconsumersbetterwithalower

price.ProductbundlepricingWemainlychoosetheproductbundlepricing.Sometimes,bothcompanyandconsumerlikethisway

,cozit'sawin-windeal.Inthisway,thecompanycansellmoreproductsandconsumerscangetmorewantedproductswithalowerprice.Dissc

ount/PromotionalpricingAccordingtothedifferenteconomicsituations,wewillwillusethetwostrategieswhenneccessary.Forexam

ple,whentheseasonchanges,therearesurelysomeproductsdon'tfitforthecomingseason.Soweneedtousethesestrategiestose

llmoreproductsinashorttime.①.GeneralPricingApproaches②.New-productPricingStrategies③.ProductMixPricingstrategies

④.PriceAdjustmentStrategies13ProductsCorebenefitActualprodutFeaturesDesignPackagingBrandnameQualitylevelAugmentedproductAfter

-saleserviceWarrantyGuaranteeInstallationDeliveryandcreditOurcorebenefitistoprovidemorerequiredproductstopeople,sothatnotonly

ourcompanycangetmoreprofits,butalsoourcostomerscanbesatisfied.Wepromiseourcostomersthebestandthemosts

pecialfeaturesthattheyneverexperienced.Wewillprovidethemostqualityproductstoconsumers.Andyoucanjustcountonit!Ifyoubuytheproductinourco

mpany,ofcoursewewillprovideyouthebestafter-saleservicetoyou.Andtheyareallfree.Alltheproductsyouboughtin

ourcompany,wewillofferyouaperiodoftime'swanrrantyorguarantee.14——BygroupF15