You are a retail manager of a new supermarket. Your target market is largely price-sensitive and environmentally concerned where one of the big competitors is already applying everyday-low-pricing (EDLP). Some of your target markets are willing to pay high price for eco-friendly products. You want to position your new supermarket brand as superior to your competitors in terms of offering customer value. You provide only recycled plastic bag to your customers and sell all fruits and vegetables supplied from organic firms. Q1: What alternative pricing strategies would you apply for your target markets? Justify your decision with supporting theory/concepts. Your answer must be based on the facts presented in the case. Q2: How would you differentiate and position your supermarket on sustainability marketing criteria to your target market? Your answer must be based on the facts presented in the case.
You are a retail manager of a new supermarket. Your target market is largely price-sensitive and environmentally concerned where one of the big competitors is already applying everyday-low-pricing (EDLP). Some of your target markets are willing to pay high price for eco-friendly products. You want to position your new supermarket brand as superior to your competitors in terms of offering customer value. You provide only recycled plastic bag to your customers and sell all fruits and vegetables supplied from organic firms.
Q1: What alternative pricing strategies would you apply for your target markets? Justify your decision with supporting theory/concepts. Your answer must be based on the facts presented in the case.
Q2: How would you differentiate and position your supermarket on sustainability marketing criteria to your target market? Your answer must be based on the facts presented in the case.
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