2 Direct Competitor’sHy-vee’s direct competitor's areWal-MartDillon’s
3 Target 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.
4 Strategy & 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.
5 Retail 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.
6 S.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.