Marketing Evaluation for Sweetbay Supermarket
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If you are an advertising agency and you have been approached by Sweetbay Supermarket, which was Kash n' Karry (a 104 store Florida chain), to refresh their marketing message, what would you do? They tell you that they are #3 in the Florida market behind Publix (large market share, good customer service), and Wal Mart (low, low prices, not always convenient location, marginal customer service). Their problem, as they see it, is to gain market share. How would you determine what their problem is? Do you take their word for it? What research would you conduct?
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Solution Summary
The expert examines marketing evaluation for Sweetbay Supermarket. The advertising agency determines what the problem is. The expert determines how research would conduct.
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It is important in marketing to first understand the market dynamics, the competitors, and the message a company is trying to relay to its target market. Although I have no reason to doubt their word, there may be other market factors of which they are unaware, and therefore, before providing Sweetbay ...
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