Reed Super Market

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Reed Super Market

No. Topics Covered Y/N
1 Market based asset Y
2 Marketing Intelligence Y
3 Buying Behaviour Y
4 Segmentation Y
5 Positioning Y
6 Product segment Y
7 Marketing Communication Y
8 Price Y
9 Distribution N
10 B2B N

1. Reed’s mission statement:

2. Reeds Value Proposition:

3. Aim / Goal:

1. Evaluate the position of Reed and recommend marketing mix.

Reed’s Heritage

Reed Supermarkets was established in 1939 by William H. Reed.

• Opened his first grocery store in Kalamazoo, Michigan.
• 25 operating stores in Michigan and Illinois by 1960
• Reed had purchased two medium-sized chains serving Ohio, Indiana, and Wisconsin by 1980
• The firm had grown to encompass 192 retail stores, two
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While these departments created value by offering one-stop shopping, during difficult economic times, such as the downturn of 2008–2011, consumers tended to opt for value over such convenience. (Target Market)

o The food section like a typical supermarket o Much bigger, commonly occupying nearly 70,000 square feet of a 170,000 square foot store. o housed in large free-standing buildings in suburban areas o convenient one-stop shopping for multiple needs o prices below those of standard supermarkets. o longer travel times (supercenters might be 5–10 miles away) o their concept resonated with cost-conscious consumers (Target market)

Warehouse Clubs Limited Selection Stores

o dominated by Costco, Sam’s Club, and smaller BJ’s Wholesale Club. o more like airport hangars than supermarkets o items merchandised

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