Supermarket industry.

The over all emphasis on non-price characteristics and the relative splendor of the different characteristics in all countries provides opportunities for retail managers to differentiate their firms apart from pure price competition. These consumer responses capture been important in defining the marketing strategies of the forage for thought retail companies and have allowed a mountain range of strategies which range from an emphasis on give notice prices, to pure quality and service considerations. These strategic directions atomic bout 18 strongly supported by promotional programmes which accentuate the characteristics of the stores rather than the products which are stocked. In Hughes (1994) information is presented which shows that food sell firms are ranked number one, nine and football group in terms of their advertising expenditure amongst all firms, which demonstrates the boilersuit importance of promotional activities to these firms. These activities all ow retailers to develop their own brands or images which are independent of the brands that are sold, and are likely to be the source of control which food retailers are reputed to exert over manufacturers.

Table 5Most important factor when buying food (Percentage of respondents be first) QualityPriceVarietyServiceConvenience EUROPE461716 8 8 Belgium68105 6 7 France59186 7 7 Germany39162311 8 Holland46131611 7 UK511713 7 9 Italy481219 7 5 Spain402617 7 6 Greece183918 612 Source: Food Marketing wreak (1992) Positioning of retail firms In recent geezerhood food retail firms have pursued strategies which have provided consumers with increasingly shine opportunities for purchasing food. The discussion above has shown that t! hese developments have been made potential by the wide range and changing nature of consumer requirements. Firms have identified the possibilities and have positive appropriate strategies to compete in the market place. The concept of competitive strategies is clearly developed by Porter (1980) and has become an accepted approach for analysing the expression in which firms within an industry compete... If you want to get a full moon phase of the moon essay, order it on our website: OrderEssay.net

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