Co-Op Marketing Communications

Powerful Essays
Co- Op Report
Section 1:
Introduction
The questions that need to be addressed in this report are: • Where are we now? • Where do we want to be? • How do we get there?
With a 5% market share before the takeover of Somerfield, which had a market share of 5% as well, resulting in a new market share for the group of 10% the feel is that with the correct marketing strategy, the Co-operative group can overtake Morrison’s, who have a share of 11%, and become one of the top 4 players in the UK food and drink retail market. To do this, brand image must be improved from its current down-market image to widen the group’s customer base, especially targeting the younger market, and promotion of what the Co-op really has to offer must be stepped up to let the consumer know that it isn’t just a convenience store. The goal is gain a 2% increase in market share to put the Co-op ahead of Morrison’s in the rankings and really start to contend with the competition.
Barriers

• The Co-Op has an outdated image which is alienating a large demographic of their target population especially young people which means that they are failing to capitalise on their potential target audience. • A recent survey showed that 55% of the people surveyed expressed the view that the Co-Op had a down-market image which needs to be addressed if they are to compete with the big players in the convenience store and supermarket scene such as Tesco’s, Marks & Spencer and Asda. • This is especially important as these competitors have also “turned green” eliminating the Co-Op’s distinctive way of operating. • However, even this may not have been enough to set them apart from the competition as the survey also produced results stating that only 20% of the people surveyed were aware of its ethical heritage in food retail. • Only 5% of the respondents to the survey said that they would shop at the Co-Op because of its ethical heritage in food retail. •

You May Also Find These Documents Helpful

  • Good Essays

    Marketing Co -Op

    • 567 Words
    • 3 Pages

    The co-operative Food limited, which is one of the UK’s biggest food retailers, coming 5th place after other supermarket businesses. They have over 3,000 stores all located in the UK and in 1998 The Co-operative business, stocked Fair-trade products in most food stores. The co-operative is a large business and has many different sectors but our coursework will be based on the food section. In 2009 the co-operative group bought the Somerfield business meaning that they increased on the number of stores…

    • 567 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Co op

    • 380 Words
    • 2 Pages

    Surgeon-In-Chief, Program director 235 De Longhi drive Barrie, ON L4M 6M2 Dear Mr. De Longhi: I would like to start off by thanking you for considering me as a candidate for your surgical residency program. I believe that my medical experience, communication skills and intense desire as well as my passion, uniquely qualify me for a position in residency program at De Longhi Hospital. I would now like to bring my excellent skills and prestige experience to your residency program that will benefit my…

    • 380 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Co-Op Portfolio

    • 354 Words
    • 2 Pages

    I have chosen my “co-op log sheet” to be in my portfolio as evidence because it shows people how long I stay at my placement, the tasks I do during the week, and how it demonstrates that I am capable of attending the days for co-op. It also shows that I am capable of staying at least five hours or more using my personal management skill to balance my school work and co-op work. I take this opportunity to finish my work or help the teachers when needed. I also work on holidays for extra hours so that…

    • 354 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    co-op store

    • 1262 Words
    • 6 Pages

    A co-op store is a store which is owned and controlled by members of a cooperative, rather than a single store-owner or corporate entity. The cooperative tradition dates back to the 1700s in Great Britain, when workers began organizing in cooperatives in an attempt to get around usurious prices for basic goods, housing, and other services. Today, cooperative stores can be found all over the world, and some of these stores are extremely successful business entities. The idea behind a co-op store…

    • 1262 Words
    • 6 Pages
    Good Essays
  • Good Essays

    Co-Op Reflection

    • 448 Words
    • 2 Pages

    few weeks, I learned a great deal of information dealing with some issues pertaining to both One-Mile and the Chico Co-op. From doing research on One-Mile, I learned that there are a lot of problems concerning the homeless issue and cleanliness of the park. The issues dealing with the Co-op were mostly centered around their relocation situation. At the moment, relocation is the Co-op’s main goal but they are experiencing problems with finding the ideal, sustainable location that will keep their users…

    • 448 Words
    • 2 Pages
    Good Essays
  • Best Essays

    Co-op Bank

    • 2216 Words
    • 10 Pages

    Case Analysis Report The Co-operative Bank Submitted to Wila-sini Wongkaew, PhD Prepared by Pitchapa Nuancharoen 578 20011 26 Pitchaya Wijitthanakul 578 20034 26 Pimpika Hitakomate 578 20108 26 Pattarin Ha-upala 578 20200 26 Salila Junsuriyapong 578 21144 26 Supattana Srisalaui 578 21282 26 2601633 Advanced Managerial Accounting and Cost Management Semester 2 Academic Year 2014 Executive Summary This report…

    • 2216 Words
    • 10 Pages
    Best Essays
  • Satisfactory Essays

    Specialist Co-Ops

    • 523 Words
    • 3 Pages

    how the Internet brought on interruption among organizations Defi ne the relationship between the Internet and the World Wide Web Describe the distinctive strategies an association can use to get to data Compare the three unique sorts of specialist co-ops. Problematic TECHNOLOGY Polaroid, established in 1937, created the main moment camera in the late 1940s. The Polaroid camera was a standout amongst the most energizing innovative advances the photography business had ever…

    • 523 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    Marketing 202 Research Report Co-op Bookshop Executive Summary Co-op is a bookshop in Macquarie University at North Ryde Campus, and it sales new textbooks and references books to students, as well as popular novels and so on. However, after beginning of the semester, the quantity of sales of Co-op has an obvious decline. In this situation, our group use online survey method to collect questionnaires from 108 students in Macquarie University at North Ryde, and with the purpose of measuring…

    • 2818 Words
    • 81 Pages
    Powerful Essays
  • Good Essays

    Co-Op Essay

    • 798 Words
    • 4 Pages

    Strengths-Weakness Opportunities-Threats CO-OP Essay In the summer of 2005 I had the opportunity to intern at The Franklin Institute Museum in PA. This museum is one of the many well known science museums across the country. The Franklin Institute Museum is a unique museum that gives the experience of exploring science in a fun and fascinating way. The museum touches bases on many areas of science such as, anatomy, physics, environmental sciences, and space. The Franklin Institute is named…

    • 798 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Mountain Equipment Co-Op

    • 2625 Words
    • 11 Pages

    The following report documents 5 different areas of focus pertaining to the following company “Mountain Equipment Co-op”, Please enjoy... Marketing Management Orientation: The Societal Marketing concept is the orientation best exemplified by Mountain Equipment Co-Op (MEC). This is evident in the following ways: The company’s mission statement clearly outlines that passion is what drives their company, even over profit. The passion to continue to look for ways to protect our wild spaces and reduce…

    • 2625 Words
    • 11 Pages
    Good Essays