E-mart, the conuntry's largest discount store, is a division of Shinsegae department which is a leading retail group. Established in 1993, E-mart has grown up very fastly and become no.1 leader and taken the initiative in discount store market by providing various differentiated and unique services including a minimum price compensation system .In 1999, E-mart opened wonju branch and succeeded in sweeping over the whole of wonju market but failed to get good performance in jecheon city, its would-be second target maket.Since wonju market has became saturated, E-mart planned to increase its performance by regaining jecheon, a neighorhood of wonju, market but faced barriers including powerful competitors and location handicaps, exclusive sentiments about E-mart.