Nashra Kashif (2021-29024)

Syeda Erum Fatima (2021-29204)

Assignment: Strategy
What Kind of Supermarket?
Discuss the following scenario: You are an investor who is planning to open
a new supermarket in your city. You are trying to decide what business-
level strategy would provide your supermarket with a competitive
advantage that would allow you to attract customers and outperform your
prospective rivals.
1. List the supermarket chains in your city and identify their business-level
strategies (for example, low cost, differentiation, or focus). Also, list any
particular kinds of strengths or weaknesses that they might have (such as a great
bakery or a horrible meat counter).
2. On the basis of this analysis, what type of business-level strategy do you
think will best succeed in the local market? What will the specific elements of
this strategy be? (For example: What kind of supermarket will it be? What kind
of strengths will you try to develop? What kinds of customers will you aim for?
What will you do to attract them?)

Q1A

S No: Super Market Names Business level Strengths Weakness

strategy
1. Imtiaz super market Low cost Pharmacy+ fresh Over crowded
poultry+ meat

2. Naheed Super Market Differentiation Quick service Parking issues

3. Metro cash and carry Differentiation Good space Bad service,

infrastructure taxes
 4. Careflour Differentiation Variety of Highly pricing
imported for local products
products too
5. Chase up Low cost Affordable local Not good space
products available

Q2A
I believe broad/Mass low cost leadership strategy would be great fit for the local market as
local supermarkets buy in bulk and reduce their prices which in turn benefits the customer
having low prices products. Since the supermarket should be based on low cost strategy, if
the store is able to keep their prices lower than its competitors (other super markets) it would
successful to target its customers. Currently with job losses and low income customers are
seeking for low cost stores. In our country discounts stores that operate in low cost strategy
would be successful.

Strengths

-Having good infrastructure and space available for customer to shop.

- Good quality products with affordable prices
-Customer services, loyalty cards
- seasonal promotions

We will aim for middle and upper middle class, we will create value for our products by
offering best discounts in the town with superior quality. We would be using different
marketing channels through social media, print media and bill boards.