RANCH MARKET: PURSUING PREMIUM SUPERMARKET

This case describes the story of Ranch Market Indonesia from 1998 to 2003. In this period, with regard to their expansion, Ranch Market was willing to open its third store in Jakarta. Mr. Nugroho had several options regarding the location, store concept, and target market.

The students are expected to learn segmentation, target market selection, and retail positioning. Segmentation is a combination of retail segmentation and regular segmentation, with each completing the other. Selection of the target market is not only for consumers to be served, but also includes location since this case discusses the opening of outlets. The positioning discussion focuses on the concept of store and position relative to other retail stores. Discussion of the store concept is interesting because Ranch Market has a unique concept and a narrow target.