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The Kroger Company: A Customer First Strategy

Ian McClintock (
Nick Born (
Allen Walters (
The Kroger Company
BASD 490 Section 01


The Kroger Company is a leading grocery retail chain that prides itself on its customer satisfaction and conducting ethical business. Kroger operates nearly 2500 grocery retail stores in 31 states. An internal evaluation of the company's strengths and weaknesses are analyzed, in addition to an analysis of the company's external opportunities and threats. In coordination with this a consumer characteristic and behavior was diagnosed along with Kroger's strategic direction for its company. In addition, S.W.O.T. matrices are included in the appendix section of this report. In these matrices one can find, strengths of customer service, customer loyalty, as well as the company's diversity. Weaknesses include lawsuits, to unionization of the workforce, to poor financial figures. External Opportunities include but are not limited to reward, strategic expansion, and environmental programs. Threats to the industry like economical factors such as inflation and a recession, as well as changing food costs and high debt costs, all pose problems for Kroger. This paper will look to analyze these interior and exterior components, and the effect and appropriate concern they hold for Kroger.

Table of Contents
Mission and Core Values
SWOT Analysis
Consumer Characteristics and Behavior
Strategic Direction
IFE Matrix (Appendix A)
EFE Matrix (Appendix B)
Works Cited

The Kroger Co. is a well known and recognizable grocery retail chain that prides itself on being a leader in the supermarket industry. When looking at annual sales, Kroger is also one of the nation’s largest retailer’s ranking at number 23 on the list of the Fortune 100....
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