2Direct Competitor’sHy-vee’s direct competitor's areWal-MartDillon’s
3Target Marketing & Positioning Target Marketing-Hy-Vee wants everyone to come shop with them. They do not target any one group.Positioning-Hy-Vee has a uniform shirt everyone is required to wear with dress pants. They are always friendly and willing to help while keeping the store neat and stocked for the customers.
4Strategy & Competitive Advantage Strategy-Hy-Vee’s strategy is to have the best service in town, have the friendliest atmosphere, and competitive prices.Competitive AdvantageCustomer LoyaltyConvenient LocationMulti-Channel Retailing-Groceries can be ordered online and either picked up at the store or delivered to your home.
5Retail MixMerchandise Variety-Hy-Vee offers a wide variety of merchandise for your every need.Merchandise Assortment-Hy-Vee carries a wide variety of merchandise including baby products and Health Market (gluten free, non-dairy, ect.)Pricing-Hy-Vee offers competitive pricing for this area.Location-There is only one Hy-Vee located in this area which is conveniently located by the mall but there are more if you go to Topeka and the Kansas City area.
6S.W.O.T. Strengths Weaknesses Opportunities Threats Online shopping Competitive PricingOpen 24/7 including holidaysWeaknessesHigher prices on name brand itemsOpportunitiesHy-Vee has the opportunity to open a gas station and/or wine and spirit as other Hy-Vee’s have done.ThreatsWal-Mart is their biggest threat because of their low prices.