기업 분석 사례- 미국 KENT'S MARKET(SWOT etc.)

Quality where it counts

• Want to be known for quality to the customers and with the products provided

Marketing Goals

• Be a major local food store within a year

• Increase Total Store Sales by 30% yearly

• Increase sales by augmenting advertising each department throughout the store so that customers may be drawn to the sales within each area

Ethical Standard

• Customers can be certain of the principles of integrity and honesty to be upheld by Kents and every employee

• Dedicated to customer service and  satisfaction and approval

• Committed to building and giving back to the community

Market Summary

• Everyone local as a broad market focus

• Mainly Focusing on:

• Clearfield Freeport Center workers

• Mothers

• Families (Buy in bulk)

• Adults above age 25(Those above age 25 are the heaviest consumers at grocery stores)

• The Elderly (60+)

S.W.O.T. - Strengths

• Growing chain of stores 5 in total

• Has built a name of rapport for a grocery store by going above and  beyond for the customer

• Able to market to every age group

• Focused mainly on families and elderly residents

S.W.O.T. - Weaknesses

• Not big like box stores (Wal-Mart, Target, etc.)

• Small and limited space 

• Cannot cater to every customer 

• Cannot carry every brand

S.W.O.T. - Opportunities

• Is becoming more known throughout the community 

• Looking at many places for expansion 

• Rising economy meaning more people are spending 

• Not owned by AFS foods so allows for flexibility with local markets and vendors

• To be known as a grocery store of good quality 

• To be a store that sells quality products 

• Increase in customer service 

• Gain more customers that don’t want to pay the fee to shop at stores like Costco

S.W.O.T. - Threats

• Cannot always have lowest prices

• Farmers and wholesalers determine prices 

• Only associated with AFS food distribution

Market Demographics

Annual US Food-at-Home Spending, by Age, 2012

• <25       $2,197

• 25-34    $3,338

• 35-44    $4,255

• 45-54    $4,369

• 55-64    $3,681

• 65-74    $3,213

• 75+ %   $2,643

Source: Jefferies and AlixPartners, "Trouble in Aisle 5," June 27, 2012

145766 www.eMarketer.com

• Wal-Mart

• - Location Strengths: 8,970 locations worldwide, 2.2 million employees, each store can carry a wide variety of products, name is well known, corporation

• -Net income: 15.69 Billion (2012)

• -Total assets: 193.40 billion (2012)

• -Revenue: 446.9 billion (2012)

• -Weaknesses: Customer Service is low, Preconception that products from them are cheap and of low quality

• -Product Strengths: Known as the cheapest prices, Can buy product in bulk, has private warehouse per region

• - Product Weaknesses: Not all products are of good quality, No standardization to 

• Target

• - Location Strengths: 1,763 Stores between United States and Canada, 365,000 employees, Corporation, 13 stores in Utah alone

• -Net income: $2.929 billion (2012)

• -Total assets: $46.630 billion (2012)

• -Revenue: $69.865 billion (2012)

• -Weaknesses: Not known as a grocery store, focuses mainly on retailing household goods, and clothing with groceries as a side profit

• -Product Strengths: Products are of good quality, customer service is good for a corporation

• - Product Weaknesses: Pricing might be a little expensive for your household buyer, Utah buyers seek out cheapest prices not usually name brand

• Costco 

• - Location Strengths:  622 locations, 174,000 employees, Known for bulk items

• -Weaknesses: Business fee to shop there, Items are always different, never the same

• -Product Strengths: Buys in bulk to ensure low prices for customer, Can hold larger quantities, doesn’t just focus on food, Is a wholesaler distributor

• - Product Weaknesses: 

• (Exempted Sam’s Club because of similarity)

Promotional Schedule

• 2 years time

• Review marketing strategy and allow for change after 2 years

Public Relations Strategy

• Donate for local organizations (with the consent to promote for the store)

• Allow fundraisers to be permitted on premises

• Support local charities and religious functions( boy scouts, girl scouts, Cancer awareness, etc.)

Advertising Strategy

• Year 1

• Improve ads for  a larger marketing radius

• Send email to those who want to have ad emailed to them instead of reg. mail

• Update Facebook page, constantly for local deals

• Have mommy blogs established and linked to Facebook, and reg. webpage

• Establish a trend of helping local fundraisers for local organizations (cancer awareness, muscular dystrophy, diabetes, etc.)

• Reg. Mailed ad. / expansion of mailing area or selected mailing areas

Advertising Strategy

• Year 2

• Begin more open promotions, billboards, Bus. Stop signs

• Make  a connection with local or regional radio stations to promote shopping at Kent’s/ giveaways, huge sales, shopping sprees.

Proposed Media of Influence

• Facebook             72.1%

• Coupons             44.2%

• Twitter                 41.9%

• Respond to shopper-generated questions/complaints 39.5%

• Store information         39.5%

• Promotional information     37.2%

• Targeted ads     34.9%

• No answer         25.6%

Social Media Marketing Efforts of Food Distribution

Companies in North America, Feb 2013

Source: Supermarket News, "2013 Technology Survey" 

Websites Found Most Helpful By Customers

• Types of websites US shoppers find most helpful when planning grocery shopping trips, Feb. 2012

Major Purchasers and Shopping Habits

Competition Overview