1. By: Derrick Chen, Stephanie Gomez, Keisha Jemmott and Samantha Morris
SUPERIOR SUPERMARKET
By: Derrick Chen, Stephanie Gomez, Keisha Jemmott and Samantha Morris

2. PROBLEM
Lack of strong consumer image
Communication
Pricing strategy

3. S.W.O.T Analysis

4. STRENGTHS Over 30 years of experience Higher quality of products
Best shopping convenience
More stores in operation
Exceptional Customer service

5. WEAKNESSES High prices compare to competitor Geographical area
Limited selection offered
Store appearance (Cleanliness)
Lack of consumer image

6. OPPORTUNITIES Store expansion Change display
Use of market research information
Improve pricing strategy
“Superior”

7. THREATS Market share loss Loss of current customers
Competitors in prime retail spots

8. Organizational Objectives
Increase annual Profits by 12%
Increase market share to 27% within 2 years
Increase profit margins by 5%
Reduce Operating Costs by 12%
Decrease debt-to-assets ratio to under $0.15
Expand Company Operations
Recognition

9. ALTERNATIVES

10. Alternative 1
Implementation of an “EVERY DAY LOW PRICING STRATEGY”.

11. PROS Low operating costs Low inventory handling costs GPM increase
Possible market share increase
Pricing strategy

12. CONS Image change Pricing Strategy Direct Competition Quality concern
Loss of market share?

13. Alternative 2
Create a favourable store image among consumers

14. PROS Brand awareness Neighbourhood image
Attracting new customers and satisfying current ones

15. CONS
Increased Advertising
Reject new image

16. Alternative 3
Maintain current pricing strategy and expand services and products

17. PROS Increase convenience Increase Brand Awareness Increase profits
Delivery costs

18. CONS
Expensive
Store too small

19. Analysis of Alternatives

20. RECOMMENDATION

21. Alternative 3

22. TARGET MARKET

23. Centralia Population Profile
39.6% make $35,000-$74,999
Largest age group19 and under
Core User:
Individuals aged 25-54

24. Break Down Young Adults: 16-25 years Students and Young Professionals
Live at home or share living accommodations
Professionals:
26-54 years
Average Income-$40,000+
Time and convenience concerns

25. Marketing Mix Price Same pricing strategy Promotion Print media
Broadcast media
In-Store promotion
Place
Same store location
Service
Improve service by adding a bakery and a deli

26. MAP

27. Pro Forma for Superior Supermarkets: Optimistic

28. Implementation plan Year One, Quarter One
Develop Pricing and Marketing strategies and plans.
 8 weeks
Send Marketing and Strategy plans for approval.
 2 weeks
Develop Information and Training sessions for Management Staff
 4 weeks
Conduct Information and Training Sessions
Year One, Quarter Two
Develop expansion objectives
 2 weeks
Develop Expansion Budget
 4 weeks
Locate and negotiate with a Contracting company to do the renovation

29. Development of Advertising Campaigns and In-Store Promotions
Year One, Quarter Three
Development of Advertising Campaigns and In-Store Promotions
 10 weeks
Advertising campaigns subject to approval
 2 weeks
Final Negotiations with the contracting company
Year One, Quarter Four
Store Closures, 3 weeks for each store, at alternating times
 9 weeks
Advertising (print media, radio and television) should coincide with store closures
Grand Re-opening of newly renovated stores
*Process to be completed in 1 full fiscal year

30. THANK YOU!!!