Costco Opened Its First Doors Produced By Price Club

Company Background
This Marketing plan focuses on Kirkland Signature Organic Blueberries. Produced by Costco, #16. Costco opened its first doors in 1976 under the name Price Club. Its first location was in a converted airplane hangar in San Diego. The company decided it was best to serve small businesses and a select audience of non-business members. The first location under the Costco name opened in 1983 in Seattle. Growing quickly, Costco became the first company to go from zero to 3 billion in sales in under six years. In 1993 when Costco and Price Club merged as PriceCostco they had 206 locations. After resuming the Costco name in 1997 the company has grown worldwide, providing a wide selection of merchandise, specialty departments, and

This is the mission the company was founded on, and the goal it strives to achieve to this day. With a large selection of products to select from, from fresh produce to electronics, and services ranging from bottled water delivery to payroll services to home insurance, it is easy to see why a Costco membership can be appealing.
Costco’s main competitor is Sam’s Club. Costco outperforms them by having stores in more affluent areas and investing in improvements.

Situational Analysis
Strengths
• Costco has hundreds of stores all over the world.
• Costco offers a wide selection of products and services at low prices for its members.
• Costco has locational excellence, maintaining stores in affluent areas.
• Costco has invested heavily in improving and expanding if they keep doing so they will stay ahead of their competition.
Weaknesses
• Costco is lagging behind its competitors in e-commerce. If they invest in catching up and making their products available online in more places it might boost their

Market penetration is a strategy that involves getting your current market to like and buy your product more. Costco’s current market is small business owners and a select number of adults who want to buy a lot of product at once for a decent price. With the current trend of buying organic, Costco could use this strategy by advertising their organic products more, while continuing to provide samples of them inside. This would remind their customers that they do in fact have organic products, and make them want to come in to buy them. Offering samples would allow them to try the products you advertised, where they might fall in love with it and decide to buy something even if they were on the fence, or were planning on buying something