Giant Hypermarket

INTRODUCTION

Giant Hypermarket is a major supermarket and retailer chain in Malaysia, Singapore, Indonesia and Vietnam. It is a subsidiary of Dairy Farm International Holdings (DFI). The Giant store was founded by the TENG family as a simply grocery store in one of the suburb of Kuala Lumpur in 1944. In 1999, Dairy Farm International Holdings bought most of the interest of Giant Hypermarket from TENG’s family. By 2003 this holding company had changed its name to Dairy Farm Giant Retail Sdn Bhd. Giant is synonymous with everyday low price, big variety and great value. It also recognized offering the most vibrant, comfortable and complete shopping environment. Giant pioneered the concept of “modern supermarket shopping” that is buying everyday groceries, fresh produce and fresh foods under one roof and in a hygienic environment (Tan, 2015).

Giant also help promote Malaysian products. To support Malaysian-made products, especially those manufactured by small and medium-sized enterprise (SMEs), Giant organizes special promotional events locally and abroad. Among the campaigns which have been launched include 'Buy Malaysian-made Campaign' and the Taste of Malaysia Campaign. In Malaysia, the "Produk Malaysia, Citarasa Kita", series has been highly successfully in helping SME producers to reach Giant's millions of customers throughout the country. Their best consumer brands (hypermarkets), corporate Brand Laureate Award 2007/208, but also excellent quality of service award success at the seventh Asia-Pacific International Entrepreneur Excellence Award (Giant, 2016).

PESTEL ANALYSIS

Political:

Giant had been full support to our government by collaborated in their programs; they also offer Giant’s Outstanding Bumiputera Entrepreneurs’ Award to encourage and support their suppliers to achieve better in their fields. They also promote Malaysian products to help them promote local products. In the past few months, the government in collaboration with the Giants, effectively bringing even lower levels, including daily necessities and consumables fresh food a price subsidy activities A large number of activities. As Malaysia's leading supermarket chain, the sport is the first of its kind in the industry. Given the importance of the development of the agricultural sector in Malaysia, has been with the Giants Federal Ministry of Agriculture and Markets Authority (FAMA), all of its stores to promote Malaysia grown fresh produce and fruit (Giant, 2016).

Economic:

Hypermarkets understand the distribution of income and the average income level in Malaysia because it can determine consumers' purchasing power. Hypermarkets also pay attention to trends and consumption patterns. Thus, with the economy in decline Malaysia, hypermarkets offer a variety of products every day low prices to attract consumers to purchase goods giant supermarket, rather than competitors (Lee, 2014).

Social:

Contribute to the community's philosophy is consistent, the Giants for charitable fund-raising activities. As Malaysia's leading retailers, over the years, the Giants continue to promote the orphanage and nursing home. Another recently launched a charity action "MyKasih, Love My Neighborhood" program. They provide are credited to their MyKad subsidy under the scheme, 160 poor and needy families benefit. The MyKad is actually made up of Malaysian citizens to carry identity cards. Now as a debit card program in selected families to help them budget their monthly food. With special electronic payment systems, the family will be able to obtain their basic food and groceries without using cash (Giant, 2016).

Giant also show their social responsibility by organizing fund-raising events for charity and launched the Job Coach Training Methods for People with Disabilities (PWD) (Sri Priya, 2014).

Technology:

As technology advances, reducing the production cost can be reduced, reducing the specific tasks, thereby enhancing the technical efficiency factors. The giant hypermarket where www.giant.com.my consumers can easily obtain information about the latest promotion at the time and about the background and hypermarkets milestone details to create your own website. Consumers can also improve the quality of feedback form provided by supermarkets and convenient online services and products to provide the best advice (Giant Malaysia, 2016).

Environmental:

Environmental aspects of global environmental issues Hypermarkets are concerned with efforts to minimize wasteful products and increase consumers' social conscience and awareness. July 19, 2009, Penang Hypermarket Giant launched a green life campaign. The giant supermarkets support the Penang state government's "Say No to Plastic Bags on Monday" campaign. It does not offer plastic bags on Mondays but receives customers who want plastic bags. All proceeds are donated to charities. In addition, the giant has started energy-saving activities by switching to LED bulbs, raising its air-conditioning temperature, green design of the building, the use of green raw materials and so on Encourage them to bring their own shopping bags. Go Green or "Say No to Plastic Bags" activities are now welcomed by the business community and the public (Giant Hypermarket Green Campaign, 2016).

Giant has also banned the use of plastic bag in its stores, offering only 100% recycled paper bag or reusable bags for its customer. In addition, the business does not board all of its profits, but also gives back to communities by donating 5% to charities every year, and has set up the Animal Compassion Foundation to guide producers away from cruel animal-raising practices (Reducing plastic usage, 2010).

Legal:

Giant one of the largest companies will be affected by political conditions, nationally or internationally, by the rules of the national government. Now the Giants have only the Asian market, so they only need to comply with the country's tax policy, employment laws or specific national environmental laws and regulations and trade restrictions and tariffs. Goods and Services Tax (GST) has been applied since April 1, 2015.Malaysian Prime Minister Datuk Seri Najib Razak purchased the necessary items at the Giant Supermarket, where he observed the implementation of the Goods and Services Tax (GST) and its impact on consumer goods (Najib goes shopping for essential items to check on GST impact, 2016).

Porter Five’s