Strategic Management of Giant Hypermarket

STRATEGIC MANAGEMENT
ASSESSMENT 1

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
The strategic directions that the Giant Hypermarket has followed along with the way in which
it has developed strategic thinking.........................................................................................3
TASK 2............................................................................................................................................6
Review the external environment of the company.................................................................6
TASK 3............................................................................................................................................9
Further analysis......................................................................................................................9
TASK 4..........................................................................................................................................11
Possible strategies that Giant supermarket could follow to defend its core business..........11
TASK 5..........................................................................................................................................12
Evaluation the resources' implication of recommendations.................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Strategic management is the process of constant planning, supervising, analysing and
examination of all that is necessary for an organisation to meet its goals and objectives. It is the
technique that is used to plan for the future. Organisation creates vision by developing long term
strategies (Ansoff and et.al., 2018). It helps to identify necessary processes as well as resource
allocation in order to achieve desired objectives and goals. This present report is context to Giant
Hypermarket of Malaysia. It is a type of market which is doing business as Giant Hypermarket
and retailers chain in Malaysia, Vietnam, Brunei, Indonesia and Singapore. Company was
founded by Teng Family with a small grocery store but now having 84 store outlets. In Malaysia,
Giant is the largest supermarket. This report is all about the strategies directions that the
company followed in past 5 years, a detailed analysis of the industry in which the company
works and future possible strategies that organisation could follow.
TASK 1
The strategic directions that the Giant Hypermarket has followed along with the way in which it
has developed strategic thinking
Background of the company
Giant supermarket was founded in the year of 1944. At initial stage it was at small level
& expanded its business by opening its Teng mini market centre in Bangsar in the year of 1974.
It had approximate 8 Giant hypermarkets, 10 supermarkets and 3 cold storage supermarkets.
Today this company is known as GCH retail Sdn Bhd. Dairy firm acquired Giant in the year of
1999 as it was known as the best supermarket who focuses on providing qualitative products &
value for money products (Background of Giant's supermarket, 2011). Its vision statement is to
become pioneer of mass market retailing. Mission statement is to offer the highest and purest
qualitative products with affordable prices to customers.
In the context of shareholders, company provides value for customers by offering them
variety of products, extra post selling services which can improve customers experience like free
parking, home delivery, kids self check out etc. Some of its branches are also opened for 24
hours. The main aim of providing all these services is to make stakeholders happy and motivate.
After performing well & so many efforts it redesigned its products and offered non-food
products like cleanliness, safety & structured training. Rapidly this company had grown &
operate a total 86 number of supermarkets in Malaysia. On March 2008, Giant supermarket

Brunei Darussalam was opened at Tasek Rimba and these openings show its rapid growth in this
industry.
Statistics & graphs
Illustration 1: Financial values
Sources: (Financial performance of Giant supermarket, 2017)