Mkt320 - Um - Save-a-Lot: an Extreme-Value Retailer

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Case 3 – Save-a-Lot: An Extreme-Value Retailer 1. What is Save-A-Lot’s retail strategy – its target market, format, and bases of competitive advantage? They target a value and convenience oriented psychographic segment. Customers in the segment are looking for good value, namely, quality, and merchandise at low prices. Its stores average about 14,000 to 18,000 square feet, less than half the size of a conventional supermarket. Their competitive advantage are based on their smaller stores that provides the same kind of products of supermarket in a limited assortment. These smaller stores appeal to shoppers who don’t want to search for merchandise in a 30,000 square foot grocery store. Save-a-lot’s large customer base and edited assortment format equate to high sales volume and lower costs. 2. How do the elements in the strategic profit model for Save-A-Lot differ from those of a traditional supermarket? First of all, Save-a-lop doesn’t ask for advertising allowance, fees for stocking items, merchandise return privileges, or charge-backs, which make vendors give Save-a-lop low prices products. Moreover, Save-a-lot tightly controls its operating costs. Stores are located in inexpensive real estate, and staff is limited. Save-a-lot reduces labor costs by displaying merchandise on shelves in cut-off shipping boxes. Moreover, Save-a-lot charges their customers for plastic bags, thus most of the customers bag their own groceries. Due to these cost-cutting approaches, Save-A-Lot can offer quality merchandise to its customers at prices 20 to 40% lower than traditional supermarkets. 3. What are the pluses and minuses of offering a limited assortment from the perspective of the consumer and the perspective of the retailer? * Pluses: These smaller stores appeal to shoppers who don’t want to search for merchandise in a 30,000 square foot grocery store.

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