Publix Marketing Strategy Essay
The objective of this research is to propose strategies to investigate the possible solutions for the decrease of the revenue that Publix is suffering from and implement more efficient marketing strategies to improve the financial situation the company is encountering.
Throughout the last three years, the company has been increasingly struggling. Due to the heavy competition that is present in the Southeastern part of the country, Publix must explore all possible options for this situation, and address issues that are preventing the revenue increase that is essential for Publix to maintain as a competitor.
- To determine important information about the industry, the marketing research must analyze, the main target of the company, the individual market share of the industry or market, and the strategies of other competitors. For example, Publix can gather information when the customers use their Wi-Fi service at one of their grocery stores. Publix can benefit in 2 forms because of this, the first benefit of WIFI is that the client gets free access to the service provided by the company, and secondly the company can be gathering information about the clients, while they use the WIFI service. What products do they like to purchase? Do they think that the customer service of the company needs improvement? What do they think about the cleanness, management, and prices at the stores?
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- Identify who your clients are, maybe the promotions and discounts made by Publix has a wrong focus and Publix should realign its sights and do more research on the resources available within areas of the market that are being missed or not
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