CMP Draft 2 - Key Competitors by Lisa Wilson

To focus on krogers primary competition for this new

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To focus on Kroger’s primary competition for this new service, we can narrow the playing field to the company’s two key competitors that already offer a home delivery service to their customers: Safeway Inc. and Whole Foods Market, Inc. Safeway Inc. appears to have a better, more affordable service when compared to Whole Foods. Safeway offers home delivery to its customers with a $49 minimum order required to take advantage of the delivery option (Safeway, 2013). One of the company’s strengths is its ability to be flexible to its customers by offering deliveries as early as 10:00 a.m. and as late as 10:00 p.m. (Safeway, 2013). This will be appealing to customers as it meets the needs of both: late deliveries to people who work away from the home, in addition to meeting the needs of stay- 1
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Running head: KROGER at-home parents who may typically shop earlier in the day. Deliveries may be scheduled in one hour windows and the company does offer same day delivery if an order is placed no later than 8:30 a.m. (Safeway, 2013). Safeway delivery fees are a drawback of their service. Delivery fees are priced at $9.95 if the order placed is at least $150, and priced at $12.95 if the order is less than $150 (Safeway, 2013).
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