Marketing Function and Strategy Audit - Article Example

Market Function and Strategy Audit Market Function and Strategy Audit SUPERVALU is one the biggest grocer companies in the United States of America. It serves customers through a system of store brands. Examples of these stores include ACME, Albertsons, farm fresh Cuds and Shoppers among others. The stores offer general merchandise, fuel, health care and pharmacy among other things. The company runs approximately 2,394 customary and hard-discount store, comprising 899 authorized Save –A –Lot stores.

The company makes approximately $ 38 billion of sales yearly. Market SIPERVALU offers comprehensive services that aid grocery retailers through highly creative merchandising and marketing approaches. The management groups help the grocery customers address its competitors and enhance merchandising practices with greater consumer insight. Mission SUPERVALU’s mission is to serve consumers to their best level. They aim at satisfying the customers with quality products and services. Therefore they provide a variety of products in order to satisfy consumer’s diverse needs.

In addition, they have created numerous ways of ensuring that consumers are well served and satisfied. Some of these strategies include, selecting effective associates, trading partners, quality retails and on time carriers that transport the products to the market. Objectives and goals SUVERVALU’s goal is to deliver a variety of goods and services to its customer, and as fresh as possible. The company believes in full commitment of serving its customers excellently compared to their competitors.

The company holds that today accomplishment is simply the beginning of constant new achievements. Some of the company’s objectives include improving sustainable fisheries across the nation. They have vowed to enhance sustainable seafood through minimal fisheries. They have collaborated with other companies such as the MSC to support responsible fishing. They maintain local, state and federal health regulation rules. SUPERVALU monitors the supplies to ensure their compliance on the ongoing commitment of maintaining acceptable animal welfare practice.

The company has developed a cross-functional customer interest board. The council advises SUPERVULU on animal’s welfare (Laster, 1998). Customers SUPERVALU has numerous customers across America. The first division of its customers includes those who always obtain the goods at first hand from the company. The second category consists of the consumers, who enjoy the company’s products and services. The customers range from supply chain services such as wholesale stores that distribute goods to independent retailers, to retail shops then direct consumers.

The wholesale stores acquire the goods from company in bulk quantities and at wholesale price. These include single, and multiple store, regional and national store retailers, which then supplies , and military customers also acquires the goods from the wholesale distributors. In addition, the mass merchants and direct consumers, also acquires goods from the whole sale distributors then supplies them direct consumers. Competitors The major competitor of Competitors of SUPERVALU Company is the Krogers grocery store chain Company.

It is second largest grocery company, it majorly centralized in downtown Cincinnati. Kroger runs 40 million manufacturing firms, packages and sells goods for other retailers under Inter –American Company identity. Other competitors comprises of Safeway Company, Grocery Stores and the Wall-Mart Stores companies. The company operates sells the same products like those of SUPERVALU. The products range from food wholesalers, drug, and Grocery stores, logistic services, and transportation services among others ( Bennett, 2009) Products SUPERVALU Together with its holdings runs retail food stores in America.

The stores offer numerous goods and services to the customers. They encompass grocery, health, fuel, pharmacy and beauty products. The company also offers logistic support to the customers. In addition, the company provides the grocers with significant information to enable them become market leaders. They establish retail merchandising that improves consumer value, store profits and business opportunities. Pricing SUPERVALU’s strategic pricing services have been widely adopted by retailer across America that enables them achieve a competitive pricing edge.

For pricing data on the products, The Company uses Electronic Data Interchange that links directly with suppliers and brokers. The company integrates various pricing strategies that often have a positive impact on sales and gross margins. The strategies may incudes stockpile data, base zone and competitive pricing. They also identify and price the best practices that retailers earn extra profit. Since grocery retails often lose market due to high competition from the mass merchandise, they have to develop effective ways to counteract the trend.

Advertisement For a marketing company to be prosperous, it should have excellent advertising strategies. SUPERVALU supports retailers with a complete set of creative and advertising services that assists in creating consumer awareness, devotion and store sales. The company’s capabilities vary from marketing and website creation to advertising. The company also carries out product promotion through various tools such as displaying the products, use of samples to consumers and coupons. The management department carefully chose the media in which more advertisements are done.

Its strategic planning during promotions has maintained its market popularity. Communication SUPERVALU supports its retailers through ample set of advertising and promotional services. The management department carefully chose the media in which more advertisements are done. This helps enhance consumers’ awareness, store sale and sales promotion. The company also carries out product promotion through various tools such as displaying the products, use of samples to consumers and coupons. They also communicate to their consumers across the nation through their website.

Market strategy For an organization to succeed in the future, they have to learn how to maintain attract more customers. The organization should establish technology that analyzes the consumer’s obsessions without the use of IT. This may include changing the culture of the company in order to give the consumers new experiences. The changes often comprises of people, technology and processes. The company should always strive to acquire new skills. Company must have strong marketing teams that eager to alongside the IT experts.

This will help improve wide spread consumer competence. The company’s speed should also match that of the market to avoid delays. The company management team should spot any road blogs that may slow the company’s speed and eliminate them. Finally, the company should learn to master the consumer’s data flow for effective changes. Apparently, the ownership of customer understanding is power because develops added customer value (Bennett, 2009). In conclusion, in order to carry out an effective market audit, a company should carry a SWOT analysis processes.

The analysis evaluates the strengths, weaknesses, opportunities and Threats. It is a significant tool in assessing the position of a business and its environment. The company should currently review its activities to ensure quality performance. SUPERVALU has established numerous chains stores that enabled it to become a successful company over many years. Regardless of the location, The Company assists with creation and implantation of plans by use of its widespread national presence and resources.

References Bennett. G. (2009) The Big Book Of Marketing.1st Edition, U.S.A, McGraw-Hill; Publishers. Laster. T. (1998) Balanced Sourcing: Cooperation and Competition in Relationships (J-B BAH Strategy and business series).1st edition, U.S.A, Josser-Bass Publishers.