|dc.description.abstract||This project aims to analyze the unimart express from a marketing perspective. It studies the company insight, customer insight, and competitor insight of unimart express. A premium superstore brand targeting medium affluent class faces the challenge to remain competitive. A focus group discussion (FGD) is conducted to explore the scopes for incremental brand development for unimart express.
Unimart express, a smaller version of unimart, offers grocery, stationary, and fashion items. It also accommodates a café to offer hot and cold beverage along with fast food items. Most of items are from premium brands with premium pricing. As a campus superstore, unimart express caters the expectation to meet the needs for convenience items from customers. It also keeps specialty items to meet special needs of the customers.
The target customers of unimart express are from middle affluent class who are working or studying at United International University (UIU). Customers who are staying for extended time at the campus area find unimart express as a convenient option to shop daily needs.
The competitors for unimart express are mostly from campus vendors and options with close proximity to campus. Most of the competitors are low cost alternative for customers with a perceived lower quality standard. Unimart express gets the advantage of high entry barriers but in stationary, food, and beverage category it faces intense segment rivalry.
FGD based qualitative study finds scope to improve inventory and merchandise management of unimart express. Some fast moving items (fast food, grocery etc.) have challenges to draw synchronization between supply and demand level and timing. Specialty items (e.g. fashion items) need more depth in product line to offer satisfactory assortment to customers.||en_US