Where Next? Identifying New Supermarket Locations for the Dairy Farm Group

In its 2017 annual report, the Dairy Farm Group had reported a decline in sales and profits for its Singapore Supermarket and Hypermarket business, with increasing competition cited as the key reason for the lacklustre performance. Peter Goh, an analyst at Singapore Management University’s Institute of Service Excellence (ISE) has been tasked with preparing a business pitch to the Supermarkets and Hypermarkets division of the company’s Singapore office to help it address some of the challenges it faces.

To help raise the performance of the service sector in Singapore, ISE conducts and releases the results of the Customer Satisfaction Index of Singapore (CSISG) to both the media and industry, as well as provides research and consulting services. The 2018 CSISG study had revealed “Ease of Getting to Stores” as one of the lowest-rated attributes for the supermarket industry, and Goh believes that rationalising store locations could be a possible answer to the challenges the Dairy Farm Group faced. In his opinion, a geospatial analysis of the company’s customers’ demographic profile relative to its current store locations would provide some key insights.

Discussing the case will reinforce the students’ skills in data processing and data visualisation. Specifically, students will solve the problems using Tableau. After completing the student assignment questions, the students will be able to (a) understand the impact of data analysis in making decisions; (b) propose an explanation to the data using appropriate data visualisation tools; and (c) evaluate and derive insights from the given business problem.

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