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Scanning the Environment: Grocery Store Chain Marketing

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Scanning the Environment
1. Environmental Scanning and Industry Analysis
2. Internal Scanning and Organizational Analysis
3. Why do an External Analysis?

You are a marketing executive at a grocery store chain and have been asked by your supervisor to evaluate the positioning of two of your major competitors, relative newcomer Amazon Grocery and Aldi's. Amazon Grocery has over 15,000 non-perishable items, half of which are focused on the organic and healthier food-related products market while Aldi's has been shaped as the highest quality food-related products at the lowest possible price. Please respond to the following questions:

1. Think about demographic and socio-cultural trends and changes and explain how each organization's interpretation of these trends and changes has affected its choice of strategy?
2. Is their strategy affected by the amount of advertising they do on television and the internet?
3. Which organization do you think is currently positioned better and why?
4. What strategy would you recommend for the organization you chose based on recent trends and changes?
5. How can these strategies improve that organization's image as a "corporate citizen" within the community?

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Solution Summary

This solution looks into the environmental scanning of an organization. It specifically focuses on Aldi's and Amazon Grocery. This solution is 641 words with three references.

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Demographics and Socio-cultural Trends:

Demographics give the characteristics of a population that can be utilized by an organization to undertake an accurate product positioning. Through the demographic data that is used by organization the purchasing patterns of the consumers at the target market can be ascertained giving the corporation an upper hand in meeting the needs of the esteemed clients in the market. Socio-cultural trends in the society are inclusive of the social and the cultural factors in the society that affect the operations of an organization. The recent socio-cultural trends in diverse target markets are healthy food and purchasing of affordable commodities. Amazon grocery has noticed a need in the society for healthy food-related products in their market (Macroenvironment Forces, 2012).

To meet the needs of the clients in the target environment, the company has opted to focus on placing products that are healthier and organic. The strategy that has been utilized by Amazon will appeal to the target populations which are the health conscious individuals in the target market (Naspetti, et all ...

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