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Introduction to and Fundamentals of Strategic Marketing. case 1 - Essay Example

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According to Green, “Hungry for sales: Everyone is selling groceries these days, giving supermarkets competitive indigestion” (Green, 2003). This paper aims at focusing on one of the…
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Introduction to and Fundamentals of Strategic Marketing. case 1
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Download file to see previous pages a) The Company: Kroger is one of the largest retail grocery chains in the US. The company has been known for the number of banners that it deals in (Kroger - About us, 2009). The company has over 320,000 associates and they serve customers in more than 2,476 supermarkets. The company has the following local banners including Kroger, Ralphs, Fred Meyer, Food 4 Less, Fry’s, King Soopers, Smith’s, Dillons, QFC and City Market. Kroger operates as many as 779 convenience stores, 393 fine jewellery stores, and 737 supermarket fuel stations apart from the 41 food processing plants in the US (Kroger - Operations, 2009). The company’s headquarters are located in Cincinnati, Ohio. The company has been recognised for the various charitable efforts and high levels of corporate social responsibility that the company displays.
b) Product: It is clear from the above description of the company that the company deals with numerous different markets. However the food stores contribute to almost 95% of the total sales of the company. The other products and services that the company provides include Pharmacies, Jewelry stores, and supermarket fuel centers.
c) The Market: Kroger holds the number one of two position in as many as 39 of the 42 markets. One of the biggest markets of the company is a market with over 9 Korger Stores. The company stands second in the list of top grocery stores in the country and holds as much as 11.4% of the total markets next only to Wal – Mart (KrogerFactbook, 2008).
d) Marketing Strategy: Kroger currently utilizes a three tier marketing strategy. The company keeps its customer needs in the fore front while developing any strategy. The company produces and sells its products in three quality tiers. Each of these three tiers caters to the needs of the various markets and the customer segments. The company similar to Wal Mart, provides ...Download file to see next pagesRead More
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