Direct Competitors

Competitors of SafeWay would include:•Walmart•Family Thrift

Target Market and Positioning Everyone SafeWay’s image that they try to project to

their customers consists of offering “better prices than you ever though possible”

Strategy & Competitive Advantages Multiple locations usually in the cities they are in to

be easily accessible to a large number of people Club cards to offer discounts to loyal customers Multi Channel retailing – in some cities you can shop

online, pick out your groceries, and have them delivered to your home

Been in business since the 1920’s

Retail Mix They carry a variety of groceries, but only a

small amount of toiletries and other household goods

Pricing is usually comparable to Wal-Mart and better on certain items when you use your Club Card

Have 2 locations in Rapid City, SD

S.W.O.T. Strengths

Two locations in Rapid City Shop online Grocery Delivery Not usually as busy and crowded as Wal-Mart

Weaknesses Can not compete with Wal-Mart’s prices on everything Mainly just a grocery store

Opportunities Expand their online shopping and deliver Services

Threats Their main threat is going to be Wal-Mart and the low prices they have to

offer on everything, compared to Family Thrift, SafeWay usually has better deals