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Costco Research

Decent Essays

MARKET DEFINITION – This is the Mission and business definition that clearly defines the competitive arena.
Market Definition section should include following for Costco: * Market Size (potential market size) * Product & Services * Customers * Broad Price Range * Competitive landscape

Costco Wholesale Corporation is the seventh largest retailer in the world. As of July 2012[update] it was the fifth largest retailer in the United States, and the largest membership warehouse club chain in the United States. Costco and its subsidiaries (Costco or the Company) are principally engaged in the operation of membership warehouses in the United States, Canada, the United Kingdom, Japan, Australia, through …show more content…

While Costco welcomes members to bring up to two guests, only the members may pay for items. American Express is the only accepted credit card (in the United States, Canada, and Japan) because they charge Costco very low interchange fees (a percentage of revenue from total sales made).
Costco have two primary types of members: Business and Gold Star (individual). Costco’s membership fees at Costco are $55 per year for a Gold Star (individual) or Business membership (older memberships are grandfathered in at $50 per year), which can be upgraded to Executive membership for an additional $55 per year. Along with the additional benefits the executive membership offers (e.g. car purchasing savings, home loans, car insurance, check printing services) Executive members also receive an annual "2% Rewards Check" of up to $750.00 from Costco on all purchases made, excluding select items such as gasoline, tobacco, stamps and in some states, alcohol.
Marketing Communication & Promotional Actives
Costco generally limit marketing and promotional activities to new warehouse openings, occasional direct mail to prospective new members, and regular direct marketing programs (such as The Costco Connection, a magazine published to members, coupon mailers, weekly email blasts from costco.com, and handouts) to existing members promoting selected merchandise. These practices result in lower marketing expenses as compared to typical retailers.

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