Before the Chinese Lunar New Year our classmates went on a shopping field trip. The first stop was Food Basics where we learnt how to ask questions. We found out which groceries were stored in which aisle, and compared prices of different brand names in the same supermarket.
And then we headed to Johnny's Charcoal Broiled Hamburgers, where we bought and ate lunch. The manager has different marketing strategies in his store. Johnny's Hamburgers focuses on low price. The manager cuts down on decorations, tables and chairs. He wants customers to take out rather than to eat in. Johnny's Hamburgers is only a small eatery. It can’t develop big franchised chain stores. Johnny's Hamburgers' core competencies are low prices and fresh food.
Food Basics is a supermarket chain, currently owned by Metro Inc. Its marketing strategies also concentrates on low prices. Metro Inc. has two franchise chain supermarket systems, Food Basics and Metro. The two systems have different strategies. We can say Metro strategies are based on service and quality. They have different customers. Market segmentation is very clear; the company has two exclusive franchise chains to capture more consumers.
Tone Tai supermarket is owned by Foody Group. They have Foodymart, Tone Tai, Hong Tai, Long Tai, Fresh value and Long Food supermarkets. Their strategies are low prices and variety of Chinese groceries. Foodymart is very special in that it has a food court. Foody Group’s market segmentation is to attract Chinese-Canadians. My friends said, “In the recent years, Chinese fresh vegetables in the winter are becoming cheaper and cheaper because there are about 50 Chinese-Canadian supermarkets in the GTA and the competition allows consumers to be satisfied.”
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