Albertsons Business Proposal - Regain Market Share

[pic] PENDANT RESEARCH INC.

COMPANY PROJECT:

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Business Proposal

This is a brief outline of what we believe must be considered if Alberstons is to regain its market share in San Antonio. Albertsons sells exceptional brands, and uses various promotions to improve its business. In spite of this, Albertson’s popularity has been declining in the previous five years. We suggest Albertsons undertake a marketing research investigation of consumer behavior, consumer opinions, and competitive analysis.

Background

The most apparent features of Albertsons in San Antonio is:

1. Albertsons has built many new stores in San Antonio in the past two years.

2. Albertsons has teamed with IBC Bank in order to offer more services to its customers.

3. Albertsons offers many services such as dry cleaning that other grocery stores do not.

Exploratory Research

The following will be the questions we address in our exploratory study to determine the scope of the problem, and the direction of the report:

1. What can Albertsons do to increase its customer loyalty

2. Does Albertsons have enough variety for its customers

3. What are customers looking for in a grocery store that Albertsons doesn’t offer

Research Objectives

The research objectives for this proposal were defined in reference to what future improvements can be made to the company. More specifically they are centered around how the company can become more stable and increase its market share. The objectives are as follows:

1. To identify ways to increase customer loyalty.

2. To identify ways to lower the prices of products sold without creating a loss for the company.

3. To identify ways that the company could create a competitive advantage compared to its competition.

4. To identify ways to increase the company’s brand equity to counter any higher prices that cannot be adjusted....