Strategic Marketing Reed Supermarkets:

• Manon
• Sahani
• Chandana
• Unidon
• Tianer Qi
 Reed’s position in Columbus market
High
Service
Reed

Cosco
Aldi Walmart

High
Low
Quality
Quality

Current
position
DG Competitor’s
position
Low Ideal
Service position
 SWOT Analysis
S - Strengths
• High end products – healthy, organic, high W – Weakness
quality
• Fresh products • Higher prices than compared to competitors
• Excellent customer service • Low margin
• Exceptional shopping experience • Not consistent with brand equity
• Convenience – 25 locations, one stop shopping,
full range of products, long hours

T – Threats
O - Opportunities
• New market entrants
• Health conscious - looking for healthy options
(organic & fresh products) to themselves and • Changing buying habits
families such as organic and fresh products • Dissolving brand loyalty within industry
• Increase private labels
 Strategy
• Concentrate in marketing using social media
• Launch customer loyalty program
• Bundling according to customer’s preference
• Creation of private label offering “Healthy Reeds”
- Tag Line
- Include organic ingredients
• Compete on price with ‘Quality segment’ by offering private labels
• Create in store “Reed’s Cafe” – to taste the samples before buying
• Expand line of organic pet foods
• Raise our margins by lowering our operational costs
• Initiatives to lower cost of goods
• Start online retailing with cash on delivery