kroger presentation 2014
Post on 17-Jul-2015
667 Views
Preview:
TRANSCRIPT
GENBUS 450 – Section 001
by
Andy Amoureux, Wade Aldridge, Candy Kingsley, & Kurt Mathiesen
Executive Summary
• Current and Future of Supermarket Industry
• Kroger’s Multi-Facet Strategy
• Customer First Focus• Product Differentiation• Corporate Branding• Diversification• Recommendations
(Candy)
Summary of Kroger Co
• Barney Kroger Opens First Grocery Store in1883
• His Motto: “Be particular. Never sell anythingyou would not want for yourself.”
• Kroger Company Today– 2,640 Stores in 34 States with 98 Billion
Dollars in Sales
– Diversification: 1,240 Supermarket FuelCenters, 786 Convenience Stores, 320 JewelryStores, 38 Processing Plants and 36Distribution Centers
(Candy)
Vision and Mission Statement
• “Our mission is to be a leader in the distribution and merchandising
of food, pharmacy, health and personal care items, seasonal
merchandise, and related products and services. We place
considerable importance on forging strong supplier partnerships. Our
suppliers, large or small, local or global, are essential components in
accomplishing our mission”.
(Kurt)
Values
• Honesty:
- We insist on truthfulness with eachother, with our customers, with ourvendors and in our business records.We expect and value openness.
• Integrity:
- We act in accordance with our values,even when it’s difficult.
• Respect:
- We treat all with dignity and value theopinions and perspectives ofothers. (Kurt)
Values
• Diversity:- We seek and embrace differences in
the backgrounds, cultures andethnicities of all associates,customers and vendors.
• Safety:- We protect our customers and each
other from injury with a safe andsecure workplace and shoppingenvironment.
• Inclusion:- We encourage and expect
collaboration, teamwork andthe active involvement of allassociates (Kurt)
External Analysis
• Political• Low due to dependence on retail
• Economic• High, fluctuations can effect all
aspects of prices and distributions.
• Social• Medium; constant changes in
generations and new customers tomarket towards.
(Kurt)
External Analysis
• Technological• High; innovations in supply chain
and customer applicationsseparate the competition.
• Ecological/Environmental• Medium; growing concern with
being a ‘green’ corporationswithout violating the JevonsParadox
• Legal• High/Medium; preventing huge
lawsuits is crucial(Kurt)
Financial Analysis
Costco• January 2011
Revenue:• $88,915 Million
• January 2014Revenue:• $112,640 Million
Kroger• January 2011
Revenue:• $82,049 Million
• January 2014Revenue:• $98,375 Million
Walmart• January 2011
Revenue:• $421,849 Million
• January 2014Revenue:• $476,294 Million
• January 2011Net Income:• $1, 462 Million
• January 2014Net Income:• $2,058 Million
• January 2011Net Income:• $1,116 Million
• January 2014Net Income:• $1,519 Million
• January 2011Net Income:• $16,389 Million
• January 2014Net Income:• $16,022 Million
(Candy)
FIve
Forces
• Rivalry is high among competitors – High Concentration• Supermarkets Compete on Value, Service & Location• Low Switching Costs
• Threat of Substitution is High• Product Differentiation• Corporate Branding
• Threat of New Entry is Low• High Startup Costs• Food and Drug Administration 2011
• Buyer Power is Low• Must Choose between Lower Prices and Quality.• Pricing Discounts
• Supplier Power is Low• Slotting Fees, Promotional Discounts & Stocking Fees• Regulatory Costs
Porter’s
Competitive Rivalry
Threat of Substitution
Threat of New Entry
Buyer Power
Supplier Power
(Candy)
Competitor Analysis
• World’s Largest Retailer
– Every Day Low Prices
– Distribution Centers
– Cross Docking
– RFID
– Universal Product Code
– Lawsuits, Working Conditions, No Differentiation
– Profit Margins
– Sales System Tracking
• Wholesale Warehouse Retailer
– Selling Bulk at Low Prices
– Cap on Profit Margin
– Diverse Product Mix
– Co-Dependency on U.S.
– Dependency on California Operations
– Low Prices & Product Mix
– Executive Members & Work Environment
(Candy)
Internal Analysis
(Andy)
Resources
• Distribution centers – 36. Three tier distribution network: dry food, freezer,
and perishable. Each tier gets closer to grocery stores with perishable
distribution centers within 200 miles of grocery store
• Supermarkets and multidepartment Stores - 2,640
• Shareholders Kroger March 28, 2014 - 30,449
• Items carried in stores - 40,000-50,000
(Andy)
Capabilities
• Total sales 98.4 billion• Reaches 34 states and the district of
Columbia• Operation profit (GAAP) 2.7 billion ( P.3,4)• Profit Margin: 1.51%• Operating Margin: 2.76%• Return on Assets: 6.69%• Return on Equity: 32.14%• Revenue: 103.96 B• Quarterly Revenue Growth: 11.6• Gross Profit: 20.24B• Total cash: 248 M• Total Debt: 11.2 B• Operating cash Flow: 3.52 B• Levered free Cash flow 659.75 M (P.1)
(Andy)
Core Competencies
Innovation
• Installed Quevision to help reduce check out time by 30 seconds. (2010)
• Kroger (2013) website “providing customers with a single place to find information”(P.47)
• Express line Harris Teeter stores Provide on-line ordering with store pick up.
Customer Oriented
• Customer 1st strategy. The key of this strategy according to Kroger’s (2013) Customers should say:• The people are great! • I get the products I want, plus a little more.• The shopping experience makes me want to return.• The prices are good. (pg.49) (Andy)
Kroger SWOT Analysis
(Andy)
Strengths
• Brand Name
• Private Brand
• Customer and Technology Driven
• Diversification
(Andy)
Weakness
• Intense Competition
• Quality Control
• Legal Proceedings
(Andy)
Opportunities
• Private Label
• Sustainability
• Expansion
• In-Store Health Clinic
(Andy)
Threats
• Contamination
• Post-environmentalism
• Operation Cost
(Andy)
Current Strategy
• Customer 1st implemented in
2009
Kroger's Sales 2010-2013 from Kroger’s Fact Books
2013 2012 2011 2010
Sales …………….. 98,375 96,619 90,374 82,049
Change …………….. 1.8% 6.5% 9.2% 5.8%
(Kurt)
Current Strategy
• Corporate Social Responsibility &
Sustainability Strategy
Implemented 2014
- Designed to provide economic and
environmental transparency.
- Keep social and governmental
issues in good standing. (Kurt)
Goals & Objectives
• Customer First Strategy
• Great People
• Products People Want
• Good Prices
• A place the customer will
return to(Wade)
Great People
•Hiring the right customer
focused individuals
• Training Programs
•Balancing staffing levels
(Wade)
Products People Want
• Products People Want
– Specialty products that enhance the
experience
• Corporate Owned Brands
– Why corporate owned Brands
– Not just generic
– Packaging
– Loyalty
(Wade)
Products People Want
• Product Options
– Healthy & Organic
– Locally sourced goods
(Wade)
Good Prices
• Don’t try to beat Walmart
• Give the customer a reason to pay more – Specialty products
– Product differentiation
– Unique experience
• Coupons – Online, and smart phone app
• Customer relationship (Wade)
Good Prices
• Fuel Centers
– Fuel Rewards
• Online Shopping
– Convenience
(Wade)
Repeat Customers
• Shopping Experience
– Store Layout
– Time and convenience
• Unique Products
• Customer service
• High quality / great value products
(Wade)
Financial Objectives
• Existing Stores Sales Growth
• Carefully selected new markets
• Managing Debt Load
(Wade)
Business Corporate Strategy
• Differentiation
– Justification of higher prices
• Related diversification
• Mergers and acquisitions
– Harris Teeter
– Vitacost
(Wade)
Recommendation
• Customer first strategy
– Supports goal of differentiation
– Don’t try to be Walmart
• Continue Diversification Strategy
• Growth in existing Markets
• Monitor Prices
– Economy is still recovering
– Consumers are more price sensitive
(Wade)
Work Cited
• http://sheblogsit.com/2013/07/02/kroger-brand-bbq-party/
• http://www.mmbearcupoftea.com/2013/03/simple-truth-products-review.html
• http://www.trashsociety.com/2011/01/29/aldi-vs-walmart-a-shopping-comparison-day-248/price-shopping-comparison-kroger-aldi-walmart-groceries-toiletries/
• https://www.flickr.com/photos/retroweb/5983092140/?rb=1
• https://ld.fgiresearch.com/fgireportbuilder/kroger/gw?proc=1
• http://www.todayifoundout.com/index.php/2010/06/where-the-dollar-sign-comes-from/
• http://www.prnasia.com/blog/archives/5601
• http://www.tecnomastergroup.com/capabilities_eng.html
• http://joelfromcanada.com/strength/
Work Cited Continued…
• http://www.thekrogerco.com/corpnews/corpnewsinfo_values.htm
• http://www.sodahead.com/united-states/cass-sunstein-out/question-2852781/
• http://www.digitalmanagementblog.com/2013/09/24/digital-marketing-platforms-equal-opportunities/
• http://www.dreamstime.com/photos-images/threats.html
• http://www.greenretaildecisions.com/news/2013/06/27/kroger-commits-to-zero-waste-sustainable-palm-oil
• http://www.miheadlines.com/2014/05/03/michigan-kroger-stores-double-coupon-policy/
• http://wepartypatriots.com/wp/2014/08/28/holding-out-fred-meyer-forces-teamsters-strike-after-competitors-ratify-new-deals/
• http://www.findagrave.com/cgi-bin/fg.cgi?page=gr&GRid=2037
Work Cited Continued…
• http://corporate.walmart.com/
• http://www.watchlistnews.com/profit-rises-for-costco-wholesale-by-3/32844/
• http://www2.houstonisd.org/HISDConnectDS/v/index.jsp?vgnextoid=910d6430597f4310VgnVCM10000028147fa6RCRD&vgnextchannel=051bdfb83de94310VgnVCM10000028147fa6RCRD
• http://www.gopixpic.com/640/kroger-customer-first-demo-13-minutes/http:%25257C%25257Cb*vimeocdn*com%25257Cts%25257C861%25257C961%25257C86196170_640*jpg/
• http://www.just-food.com/analysis/kroger-in-safe-hands-after-dillon-exit_id124576.aspx
top related