H.E.B. Grocery Analysis

Running Head: H.E.B. GROCERY ANALYSIS

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H.E.B. Grocery Analysis

David Belcourt

Marketing Management

July 31, 2014

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H.E.B. Grocery Company is a supermarket chain that operates more than 300 stores in

Running Head: H.E.B. GROCERY ANALYSIS

the U.S. and Mexico. Founded in 1905 it has become one of the nation’s largest independently

owned food retailers committed to exceptional service, low prices, and friendly shopping.

(www.heb.com) One of the concepts that set them apart from their competitions is they adapt

each store configuration to the locality. David Kaplan (Houston Chronicle) calls this the

"different faces for different places" approach.

Slide 16-4- Major Retailer

From the beginning of a single grocery store HEB has evolved into a supermarket chain

similar in type as Kroger and Safeway. Kotler & Keller describes these types of retailers as

“large, low-cost, low-margin, high-volume, self-service store designed

to meet total needs for food and household products”. To

accommodate the local needs of its customers HEB offers products and

services that go beyond the ordinary supermarkets. These include instore café, catering and even a HEB school of cooking. These special offerings contribute to

providing customers with a pleasant shopping experience. The goal is to courage brand loyalty.

Slide 16-10- Retailers’ Marketing Decisions

HEB has decided to focus their business in the State of Texas and some in Mexico. The recipe

they use seems to be working for them. The

Research firm Market Force conducted a

marketing analysis and concluded that that

location, price, and selection were the main

factors driving consumer preference. According

to this research HEB has a comfortable position in the “Delight index”. This indicates that HEB

pricing strategies, product selection and location are meeting consumers’ expectations.

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Slide 16-22 & 16-24- Market Logistics Decisions/Transportation Factors

Running Head: H.E.B....