Kroger Co: A Historical Overview and Market Position Analysis

Running head: THE KROGER CO 1 BA 620-71-H1 Group Project: The Kroger Co Prepared by: Group B Varun Chillamcharla - 555563 Chaitanya Kurra - 552592 Rahupal Reddy Gaddam-559018 Nagarjuna Reddy Bhemanadham- 558066 Nikhil Akula – 554361 Saikiran karumuri - 562595

THE KROGER CO 2 A brief historical summary The Kroger Company is very profound in America. It is a retail company. Bernard Kroger was the founder of the company. Kroger Co. has survived in the market for decades and decades. The company started in 1883 in Cincinnati. It is one of the biggest retailers in entire America (Xinhui et al., 2014). It is the five the largest retailer in the world Bernard Kroger was the son of German immigrants. His Motto was very simple and realistic, "Be Particular. Never sell anything that you would not want yourself." Kroger was the only and only grocery chain to sell bakery products as well. Later in 1916, Kroger co-started self-service shopping as well. In that era, Kroger was the only company that had parking on all four sides. Parking lots surrounded it. Kroger also initiated a plan to build Ultra-Modern dairy Plant situated in Indianapolis, and it was the biggest dairy plant Kroger also used to give discounts to senior citizens, above 59 years of age (Cort, 1977). In 2018 Kroger company announced that it is entering into the partnership mode with Ocado, Ocado is a supermarket that operates online in the UK. Kroger company changed its logo in 2019 after decades and decades of the old logo. Kroger also sells Wine through delivery to customers by getting into collaboration with DRINKS, and now it is available in many states (Denis, 1994). Kroger has many varieties of chains and also have associated itself with too many different companies and has expanded company. Since Kroger company has survived the market and has been excelling in the market with rapidly changing trends with the help of proper marketing strategies, it has market stores in over more than 35 states. Kroger Co was the first company to set checking standards for quality products and the food items that were sold in the Kroger company. Kroger also collaborated with a famous grocery company named Fred Meyer, which is the biggest grocery company.

THE KROGER CO 3 List of Competitors for Kroger Company Kroger Company offers grocery and bakery products. Any business that has survived for decades and decades will always have growing competitors in the market. Amazon Amazon launched Amazon Fresh as the food industry overall is increasing day by day, and Amazon will not miss any such opportunity. Carrefour. Carrefour is a famous French multinational retailer. Carrefour's main objective is the high standard of quality food (Xinhui et al., 2014). Costco It is also another profound American company. It operates a large number of chains. Costco has very good customer acceptance and has rising sales for decades. Walmart Walmart is a very strong competitor as it is the world's biggest brick and mortar discount retailer; it has many operating chains in several states (Cort, 1977). Publix Sprouts Farmers Markets Albertsons All of these are different companies that are as good as Kroger Company and are strong and fierce competitors for Kroger Company.

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THE KROGER CO 4 Company's Position within the Industry. Kroger has been in the American market for decades, and it is the biggest and the fastest- growing retail chain operating in several states. Kroger company has placed itself in the top 10 positions with strong marketing strategies and a professional approach to the operations. In 2019 it had revenue approximately up to 122.3 billion dollars (Denis, 1994). The basic business of Kroger company is food stores, which almost generate revenue of 94 % for the entire company. It has initiated opening a jeweler store. Kroger owns almost 2800 grocery stores, and it has several distribution centers up to 44. Kroger and the company have a very strong distributional network. It also has 35 food manufacturing plans. The Kroger and co reported an increase in sales and revenue compared to the competitors. Recent Developments within the company Kroger Company has always been evolving since the start of the business and has developed many intensively strong strategies and has maintained its brand image inception. The Kroger company and a technology company Microsoft Corp. Have been associated with developing a smart technology system to transform the retail shops and the operations of the same and give the customer the feeling of personalization (Xinhui et al., 2014). The stores are being modified, and the customers are going to get a chance as they have never seen. It will have EDGE technology, which enhances display r grocery environment; he is the latest shelf technology, Kroger company has created a convenient digital shopping experience for people. Kroger company has initiated an agreement with the UFCW local unions to get the better version of pensions for the employees of Kroger Company (Cort, 1977). Home chef is going to collaborate with Kroger Company; lately, Kroger company has been expanding its core business

THE KROGER CO 5 to a very high level. Hence with proper decision making, Kroger company has been one of the most intensively developing chains of the American industry. Future developments of the Kroger company With the ever-changing technology in this internet driven world Kroger Company has been adopting the latest technological advancements also it has introduced various modes of payments for customer flexibility and is about to introduce many latest modes of payments (Denis, 1994). Also, lastly it has stepped into online Shopping or digital Shopping making it more convenient for the people Innovation has always been the backbone of the Kroger company. Kroger Company has to hear about merging in with many chains of different parts of the American industry for the expansion of their business (Xinhui et al., 2014). It has also entered the jewelry industry by merging in with a jeweler company. Kroger company has always carefully planned every step of their plans, and the future about to come is going to be revolutionaries by Kroger company. Recent News released by Kroger company Kroger company has announced that it has launched Contactless Payment Pilots in the QFC division. Apple pay, Google pay have been introduced with touchless potential to pay to make it more convenient for buyers (Cort, 1977). Customers will be able to pay right from their devices and thus experience a digital payout. Now customers can place their own devices or cards near the PIN pad, and the payment is made automatically; Kroger has always been innovative. Scan, Bag, Go

THE KROGER CO 6 Here in this technology is gives the ability to the customer to scan al the groceries by their device and pack their products and pay via Kroger app and leave (Denis, 1994). Kroger was innovating itself right from the start to make it more convenient for the customer and less time consuming, thus giving customers a more seamless and customized experience. Kroger has also taken a step ahead in Zero waste vision with a new recycling program Kroger has been in partnership with international recycling leader Teracycles. In this program, it allows the people to recycle packaging material, which is usually not accepted elsewhere like plasticware, bread Bags, thus ensuring to achieve the milestone if zero waste (Xinhui et al., 2014). Kroger company has also been listening in the fortune list in top 25 to provide free recycling program on its own Here the people have to ship the waste material with a free pre-paid shipping label. People get points for these packages, and the points can be redeemed and can be donated to charitable organizations (Cort, 1977). Kroger and company is the first retailer to take a step forward to create a free recycling program, thus create a positive environment and create awareness amongst customers. Kroger Company has also adopted the idea of sustainable packaging, as packaging has led to degradation of the environment. Plastic has been one of the worst packaging materials and has been proven fatal to many animals (Denis, 1994). Companies' latest packaging has been introduced in 2020, and it has reduced plastic packing to a quite noticeable level. Kroger company has a brand that has proven itself responsible for the environment by taking such steps of sustainable packaging and recycling programs.

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THE KROGER CO 7 All the retailers need to follow a few protocols that are followed by Kroger and Company to be the responsible brand image and thus create awareness amongst people about the plastic ware and its effect on the environment (Xinhui et al., 2014).

THE KROGER CO 8 Conclusion Kroger company is a very profound and successful organization all over the world. The best factor that has helped the company survive is the innovation has it has always been a step ahead in accepting and implementing the latest technological advancements (Cort, 1977). Also, right from the beginning, Kroger company has provided personalization to every customer and very seamless shopping experience, be it online or offline platforms. The loyalty programs for the customers are beyond the edge and are very well defined, thus creating a strong brand image. Kroger company has been leading firm in retailing has it has always right from the start, given importance to quality products and services (Denis, 1994). Kroger company was the first one to set a testing bar for the products they sold. The company has always been customer- oriented, which has benefitted it in the long run. Also, Kroger company is seen to research and analyze their customer's database thoroughly and currently growing needs of customers in the market and their budgets as well. Kroger company has survived for 140 years with outstanding performance; this itself proves that the company has right from the start focused on all the factors and have implemented necessary changes whenever required.

THE KROGER CO 9 References Denis, D. J. (1994). Organizational form and the consequences of highly leveraged transactions Kroger's recapitalization and Safeway's LBO. Journal of Financial Economics, 36 (2), 193-224. DOI: 10.1016/0304-405X(94)90024-8. Cort, S. G. (1977). The Future of Food Retailing: The Kroger Viewpoint. Business Horizons, 20 (1), 48. DOI: 10.1016/0007-6813(77)90087-8. Xinhui, Z., Meiser, D., Yan, L., Bonner, B., & Lebin, L. (2014). Kroger Uses Simulation- Optimization to Improve Pharmacy Inventory Management. Interfaces, 4 (4), 70-84. DOI: 10.1287/inte.2013.0724.

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