Chapter 4, Problem 1CCS

Summary Introduction

Case summary:

Company D is Country U based chain of grocery stores and it is known for its low pricing strategy sells it food closer to expiration date. It is a not-for-profit company which aims to sell its food products to working poor families with an affordable prices.

It works with restaurants and conventional supermarkets to recover food that otherwise go to waste. These relationships benefitted to both the parties and it also visits local farms and fisheries to recover excess produce.

To enhance its competitive advantage it introduces meals with the price ranging from $0.50 to $1.00 and it also encourages ready-to-cook meals.

It works to ensure that primarily serving the customers with a sense of dignity they feel and promote the customers with charity whenever they do shopping, though it costs are immensely discounted, it charges for all the food it sells. It identifies the valued customers as the members.

It has faced some criticism while entered into the market. The retailer is largely depends upon the donations and the charities to keep prices low.

Characters in the case:

• Company D.

To discuss: The ways Company D compare with Company W based on four principles of conscious marketing.