Publix Paper
3.5 Positioning
There is a need for Publix to improve the execution process of their current marketing function, so that the company generates ways to stay consistent and successful with their current competitive position. It will differentiate their offering and create more value for the company in the supermarket industry. The current marketing position at Publix states, in its online corporate marketing section that the company “seeks to align our business with the needs of our customers. Our objective is to assure competitive success by best matching our product and service offerings with the demand of our customers” (Publix Supermarket Inc., 2011). The company should readjust and align their execution around the aforementioned current marketing position by expanding their concept of quality over low prices into a concept that not only provides quality but is successful at quality with economical prices. According to Agonist Learning Center, “clever marketing, great customer service, and quality over low prices are the core of Publix’s success. While Wal-Mart focuses on the other end of the market – the end that, with limited financial means, wants the lowest possible prices for reasonable quality – Publix focuses on the customer base with a little more money to spend” (“Considering Publix Stock”, n.d.). Our proposed market position and strategy doesn’t look at Publix customers as consumers interested in great quality than in saving dollars, we see a need for great quality and savings while being treated in the high maintenance boutique style supermarket Publix offers than in less upscale warehouse styled grocery stores that make customers feel “herded through cattle-call lines with harried cashiers” while receiving average to low quality just for low prices.
3.6 Strategies
Publix should re-strategize into new and innovative ways to market their quality products, expand their promotional tactics and make visible their strengths of successfully
There is a need for Publix to improve the execution process of their current marketing function, so that the company generates ways to stay consistent and successful with their current competitive position. It will differentiate their offering and create more value for the company in the supermarket industry. The current marketing position at Publix states, in its online corporate marketing section that the company “seeks to align our business with the needs of our customers. Our objective is to assure competitive success by best matching our product and service offerings with the demand of our customers” (Publix Supermarket Inc., 2011). The company should readjust and align their execution around the aforementioned current marketing position by expanding their concept of quality over low prices into a concept that not only provides quality but is successful at quality with economical prices. According to Agonist Learning Center, “clever marketing, great customer service, and quality over low prices are the core of Publix’s success. While Wal-Mart focuses on the other end of the market – the end that, with limited financial means, wants the lowest possible prices for reasonable quality – Publix focuses on the customer base with a little more money to spend” (“Considering Publix Stock”, n.d.). Our proposed market position and strategy doesn’t look at Publix customers as consumers interested in great quality than in saving dollars, we see a need for great quality and savings while being treated in the high maintenance boutique style supermarket Publix offers than in less upscale warehouse styled grocery stores that make customers feel “herded through cattle-call lines with harried cashiers” while receiving average to low quality just for low prices.
3.6 Strategies
Publix should re-strategize into new and innovative ways to market their quality products, expand their promotional tactics and make visible their strengths of successfully