The Growth Strategy of Retail Company: Focusing on new stores expansion of E-mart

There are only some research about management and expansion of one company with multiple business categories. From the viewpoint of stores'expansion, this dissertation will clarify the merit and solve the problem concerning the management of the multiple business categories of a particular retail company. The References of E-mart and the data of E-mart's new stores will be collected. The dissertation, annual report, statistical data, land-book of E-mart will be also collected to confirm whether E-mart has made any acquisition towards another company E-mart begins to diversify its retail company's type of retailers. Among the type of retailers, Super Supermarket"iSSM"jis the most representative type of retailers. Besides, the retailers such as warehouse discount store, drug store and convenience store are actively expanding. The expansion into SSM type of retailers would be a wise option, since as a retail company, E-mart is able to keep growing in the future. Nevertheless, in case of SSM, the result of emphasizing the same price, the same products, and the same quality as general supermarket's, and expanding into smaller business region will lead to the risk of cannibalization that the market share of E-mart's SSM could be taken over by its own general supermarket.