Reed Case

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Reed Supermarkets Case Analysis Managerial Communication I Submitted by: xxxxxxxxxxxx Roll No.: xxxxxx xxxxxxxxx Introduction The present case deals with the positioning efforts of Reed Supermarkets in Columbus, Ohio. Reeds Supermarkets was established in 1939 by William H. Reed and has since then grown from a grocery store to chain encompassing 192 retail stores and 21,000 employees. Our present focus lies in the market of Columbus where Reed’s current market share of 14% is facing stiff competition from recent entrants in the market. I. Situational Analysis |Sr No |Fact |Inference | |1. |Reed…show more content…
|Reed had continued to grow revenues by an average of 1% to 2%|Growing revenue and declining (stable) market share implies Reed| | |per year across its markets. |was growing, but not as fast as it competitors. | II. Problem Definition To devise a marketing-cum-operational strategy for the positioning of Reed in the Columbus market which can improve the declining/static market share of Reed Supermarkets. III. Statement of Objectives The objectives of Reed Supermarkets can be classified as follows: • Short-term objectives: o To reach a Columbus market share of 16% in 2011. o To counter the immediate threat of upcoming competitors in the form of the dollar stores and the limited selection stores. • Long-term objectives: o To position itself as a leader in the markets in the Midwestern United States it was operating in, including Columbus. o To meet the requirements and tastes of a wide cross-section of the society. IV. Criteria for Evaluating Options Following are the criteria based on which we perform the evaluation of the possible options that Reed has at its disposal: • Criterion 1: Current Customer Retention Whether the current customers with upscale tastes will be positively encouraged to stay with Reed. • Criterion 2: Tapping New Market Segments Whether

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