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Competitive Strategies Case Study

Case Title:

NTUC FairPrice in 2005

Publication Year : 2005

Authors: Doris John

Industry: Retailing


Case Code: COM0140C

Teaching Note: Not Available

Structured Assignment: Not Available

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NTUC FairPrice was a successfully run cooperative supermarket chain of NTUC (National Trades Union Congress) in Singapore. Started as a cooperative to moderate the cost of living in Singapore, it dominated the grocery retail market in Singapore. It returned dividends and other benefits regularly to its members and was involved in many community development activities. FairPrice was run on sound business principles and the innovative strategies adopted enabled it to emerge a winner. The retail scene in Singapore was fast changing with increasing competition and varying consumer preferences. In this light, it was to be seen how FairPrice would overcome competition without sacrificing its social objectives.

The case facilitates discussion on retail strategies to be adopted by a supermarket chain to face competition and varied consumer behavior. It also provides for discussion on the role of cooperatives in moderating costs and in community development.

Pedagogical Objectives:

  • To discuss retail strategies of a supermarket chain
  • To discuss role of cooperatives in moderating costs and in community development.

Keywords : Supermarket chain; Cooperative; Singapore; Competitive Strategies Case Study; Retail Strategies; CSR (Corporate Social Responsibility); Grocery Trade; Exxon Mobil Alliance; Convenience Stores; Store formats; Country themed stores; Community development; Consumer behavior; Dairy Farm International; Carrefour; Competition

Contents : 
About Fair Price
Strategies Adopted
Leveraging Technology
Country themed stores
ExxonMobil-FairPrice Alliance
The other side of FairPrice
Changing trends in the retail scene
FairPrice’s Future Plans

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