Guideline for Superior Supermarket
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Individual Case Draft
Outline Below–Fill in the details with bullet points (Max-4 pages)
The outline is suggestive. You may add, subtract, or modify it to how you see the case.
Use the case questions and the excel workbook to help you. Inputs to the excel workbook will be gone over in class on June 15, when you can make any corrections you need to.
1) Situation Analysis
1a) Market
Area retail sales of $725 million in 2002
Food and beverage sales of $62.3 milion
Median age of 35 years
Median household income of $36,000
1b) Competitors
Harrisons
Missouri Mart (Main competitor)
Grand American
1c) Company
Smallest of three supermarket chains owned by Hall Consolidated
Sales of 14 million in 2002
1d) Marketing Strategy
Spent $127,500 in advertising in 2002
Promoting that Superior Supermarkets = Superior Value
Use of newspaper, radio, outdoor
1e) Summary/Possible SWOT analysis
Strengths: Superior is oldest, 3 stores in different geographical area, Seen as high quality, Renovated stores
Weakness: High price, limited variety, Spend less in advertising, “Superior Value” is questioned, Only serves the Centralia area
Opportunities: Increased consumer awareness, Notice others stores weakness and capitalize on them
Threats: Bad Image with pricing,
2) Problem/Decision Statement
Failed to reach full sales potential
Lack of good consumer image
People considered Superiors price higher than average
Price is the most important choice for consumers and Harrisons is looked at as best in price
Superiors slogan “Superior Value” is questioned
3) Decision Alternatives:
Spend more on advertising
Use research information