Food Localization:
Niche Merchandising
PRESENTED BY EXECUTIVE DETECTIVES:LINDSAY BRIGHTWELL
EILEEN CORLEY
MICHAEL DIGIORGIO
FAWNA WASSON
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
What to Expect!Company overviewProject objectiveInitial SWOTImplementationAfter SWOTQuestions
Expect more, pay less!
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Target - Company OverviewWho are we?
oExpect more, pay less!
Who are our guests? oAvg. Age = 40oAvg. Income = $64,000oCollege Education = 55%oChildren at Home= 43%
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US Age Demographics
Under 18 18-65 Over 65
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Project Objective
To gain local relevancy while maintaining its corporate brand, margin goals, and commitment to shareholders in order to provide a relevant shopping experience for our
customers.
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04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
SWOT Analysis as of NowStrengths Weaknesses Opportunities ThreatsFeed the latest trends; one-stop-shop; visually appealing stores;
Brand awareness: Expect more, pay less! ;1st largest retail in America
Products not segmented; low inventory; self-service focus;
Damage reputation (Data Security Breach);Not always lowest prices;Stores are not location specific
Product promotion; store expansion; demand for private label products
Room for new localized merchandise
In EXPANSION of business cycle!
Economic growth; unemployment; inflation;
Competition: Costco, K-Mart, & Wal-Mart
Expect more, pay less!
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Implementation – Online SurveysBrief surveyoAllows customer to obtain additional discount on overall purchase
Implement at checkout
oInformation on store receipts
oExample:Q: What style BBQ sauce do you prefer?
a) Tangyb) Originalc) Spicyd) Other – Please indicate!
Expect more, pay less!
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Implementation – Product SpecificRegionalized BBQ sauce – store locationoThrough FDC
Promotions (Location Specific)oREDcard Exclusive OffersoiBeacon – discounts according to locationoBOGO – Compliments in economics
Expect more, pay less!
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Implementation – Mobile ApplicationiBeaconoPromo’s according to locationCertain products, certain areas
oTexts/Notifications while in store
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04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Food Distribution Center LocationsFt. Worth, TexasPhoenix, ArizonaLake City, FloridaCedar Falls, Iowa**West Jefferson, Ohio**
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04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Implementation – Regional MapMidwest RegionoRegion specific according to preference and stock store locations accordingly.
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Tomato & sugar
Mop sauce/spicy
Tomato & vinegar Vinegar/mustard
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Implementation – Product Specific Ex.Kansas City, MO. (Region)oKansas City Style
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04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
SWOT Analysis After Implementation
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Strengths Weaknesses Opportunities ThreatsTargeted market due to localized products; relevant branding & shopping experience for customers.
Higher shipping cost; customer rejection of new brands;
Larger consumption; growth to implement with other products
Competitors can use similar tactics; economy; inflation; unemployment
04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Project Timeline4 months of Research &
Development
4 months of Implementation
Adjustments
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04/12/2023 ALPHA KAPPA PSI 2014 TARGET CASE COMPETITION
Questions?
Expect more, pay less!
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