A Discussion on Consumer Target Strategy of Grocery Stores Essay

Consumer Target Strategy of Grocery Stores This past week I visited three stores in the greater portland area that specifically target consumers who need groceries. These three stores were Market Basket in Biddeford, Sams Club in Scarborough and Shaws in Scarborough. The first store I visited was Market Basket in Biddeford. Market Basket is a grocery chain that sells name brand products as well as its own Market Basket brand items such as bagels and bread. The company is centered in the New England region and has roughly 75 supermarkets. This centralized approach leads to lower overhead and ultimately allows Market Basket to offer lower prices than other supermarket chains. In turn they are targeting every day consumers who are looking for good prices. The Biddeford location also houses a cafe area where consumers can also buy drinks, sandwiches and other items to be enjoyed at the store. This approach of creating a quick but also healthy cafe as opposed to just the typical ready to go meals of other grocery stores differentiates Market Basket from its competitors. Market Basket exhibits the 4 Ps in a few different ways. As far as products go the store is quite large enabling them to offer a large variety of items. Theyre cafe provides another incentive to shop their over a competitor's store. Theyre price is far less than other competitors creating an environment for repeat shoppers to occur more often as they wont be dependant on weekly sales to come back. Theyre in a great place for their business model as well. Being centralized entirely in New England allows Market Basket to manage overhead well in all their stores. Promotion is done mainly within local papers that have an attached flyer of the weekly sales offerings. As a grocery store they are targeting local customers making this promotional approach perfect for their business model. The second store I visited was Shaws in Scarborough. This supermarket...