Taste Supermarket Chain in Hong Kong

1.1 Background of Taste

Taste is a chain supermarket in Hong Kong owned by AS Watson, a wholly owned subsidiary of Hutchison Whampoa Limited. It began the first branch in Festival Walk, Kowloon Tong in 2004, but most of the branches are opened based on the re-decoration of Park'n Shop, Taste's sister company. Its main customers are middle-class families. Its retail products are similar to those in Park'n Shop and Great.

Some parts of stores are renovated that they were ParknShop before, then they change to operate with new operation method. Comparing with ParknShop, Taste’s merchandises are relatively superior quality, the main competitor is Market Place by Jasons.

Taste is the high-class standard supermarket in Hong Kong. Taste provides higher-priced merchandise caused it can attract the shoppers who are high income. Most of the shoppers who are from Olympian City 2 are affluent shopper, so it can attracts them to purchase high price product.

A.S. Watson Group (Hong Kong) Ltd provide a promotion that is membership card, so Taste can participate in this promotional activities.

1.2 Olympian City

A. Assortment

There are wide ranges of assortment. Each variety brings out many assortments. It displays the products by variety.

B. Merchandise quality

Taste of Olympian City most goods are from around the world. For example, it sells fresh seafood, Asian and Japanese products, Watson's Wine Cellar Wine. Taste also provides some merchandise’s style and designs is high class, for example, they adopt those product have a grand looking.

Moreover, for the fabrication and construction Taste has a strict standard to manage their product. For example, Taste sell some fresh seafood, sashimi, it has check those product is fresh before selling. Try to giving the best quality product to customer.

Since most target customers are having high income, Taste of Olympian City provides a high merchandise quality to satisfy customer.

C. Timing of introduction of goods

Taste of Olympian City is tending to being the first, the leader, to feature merchandise in their trading area, and motivate the customer to purchases and make up the trend. Taste has a new product to merchandise the customer.

D. Price Point

As Olympian City shoppers most come from the private housing estate that nearby Olympian City, so most of the shoppers are high income and healthy lifestyle. Therefore, the Taste had established in Olympian City which provide higher priced merchandise to attract the affluent shopper. Because these higher priced merchandise had a high quality and it can satisfied the main target of Olympian City shoppers.

E. Variety

Regarding the variety of Taste, Taste is not only offering local brands of merchandises to customers, it is also providing various types of merchandises from different countries such as England, Germany, Frence,America,Japan, South Korea,China etc. Thus, Taste integrates comprehencive and international merchandises to satisfy wider ranges of customers