BA_450_projecct week 3 (Electronic Marketing)

Feb 3rd, 2012
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BA_450_project week 3 _Electronic Marketing with all require aspect . ...................................................................................................................................................................................................................

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BA450 - Electronic MarketingWeek 3 Project AssignmentKing Soopers: Shoppers that Utilize Member-CardsIntroductionThe purpose of this paper is to complete an analysis of the E-Marketing efforts of King Soopers grocery store chain. The specific target market of shoppers that utilize "member cards" will be analyzed. Recommendations will be provided for improvement based on the specific needs of the marketing segment mentioned. BackgroundKing Soopers is part of the Kroger family of super markets, which has over 2468 grocery stores located in 31 states (http://www.thekrogerco.com/operations/operations.htm). In total, Kroger loyalty shopping cards, or member cards, can be found in 40% of all U.S. households (Kroger Fact Book, p. 34).. King Soopers brand of card included in this statistic is called the Sooper Card. At the end of Kroger's fiscal year in 2005, King Soopers operated 142 stores in Colorado, with 71 in Denver, 11 in Colorado Springs, and 10 in Boulder (Kroger Fact Book, p. 19). King Soopers holds the number one spot in the 19th largest grocery store market in the country, with nearly 40% market share (MMR, 2003). 1. Target Market DescriptionDemographicsBecause King Soopers has 40% of the market share in its region, the store must be very diverse in its offerings as well as price points. The store offers name brands, Private Selection brands, store brands, and a value conscious brand called FMV (Kroger Fact Book, pp.24-25). These facts allow us to make t

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