Case Study for Sheng Song

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Case Study for Sheng Song


1. Executive Summary

2. Operation Strategy
Adding Values
3. Supply Chain Management
4. Conclusion

Sheng Siong, one of the successful supermarkets in Singapore, serving a total of 25 years round the country. Currently in the year of 2010, they have a total of 23 supermarkets and hypermarkets with additional holdings on 5 food courts. Their founder, Mr. Lim Hock Chee (Managing Director) who was once a butcher winded down his stall in 1985 and started a small mini-mart. Least did he expect for his business to blossom and prosper over the years. In addition to his success in the supermarket field, the company also held a Channel 8 Variety Show – “The Sheng Siong Show” where even a Korean Pop Idol group was invited as part of entertainment for this programme. Sheng Siong was also awarded top 500 retail enterprises in Singapore. [1] Their slogan of “All For You” has been very promising as this catch phrase has embedded itself into many families’ minds. What makes Sheng Siong so successful over the past 25 years? This we believe can be attributed to certain qualities that we will be discussing further in the report. Our group manages an inside interview with Mr. Lee himself due to having his daughter as part of our mutual acquaintance. In this report, we will further discuss how Sheng Siong operates and the various strategies that Sheng Siong has incorporated to propel their success.

Operation Strategy
Operation Strategy is the Key ingredient in all industry. It will show how the operation is done and how can they can improve on it. Now we will discuss on how and what kind of strategy did Sheng Siong execute.

Adding values
To Mr. Lim, operation strategy is also mean adding value to his consumers. He had a vision that he wanted consumers to have top...
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