You are to assume the role of the vice president of merchandising and the director of channel management for Bright Star Foods, the nation’s largest supermarket chain. You will be meeting with the merchandising director for Care Plus Drug Stores to discuss a new partnership endeavor and explain the benefits.
Bright Star Foods has over 3,000 locations across the nation and is the largest supermarket chain. The company provides communities with a wide variety of products and services including groceries, pharmacies, small medical clinics, vision services, gas stations, and delivery services. For many years Bright Star Foods beat all competition in customer service, value, and selection, but in recent years, Bright Star Foods has slipped and is now outranked by a competitor.
Executives at Bright Star Foods were looking for an edge to be more competitive and have formed a tentative partnership to explore ideas with Care Plus Drug Stores.
Care Plus Drug Stores is the second largest drugstore chain and has over 9,000 locations. Like typical drug store chains, Care Plus Drug Stores offers pharmacy services, health and wellness products, general merchandise, and a small assortment of nonperishable food and beverage items. Care Plus Drug Stores continues to expand its pharmacy customer base but has seen a sharp decline in household product sales, which has hurt its bottom line.
Executives at Bright Star Foods want to create small Bright Star Express shops inside of Care Plus Drug Stores. Bright Star Express would sell a variety of fresh produce and ready-to-make meal kits to customers visiting Care Plus Drug Stores. Executives feel Bright Star Express would be beneficial to both Bright Star Foods and Care Plus Drug Stores.
You will meet with the merchandising director of Care Plus Drug Stores to discuss Bright Star Express shops inside Care Plus Drug Stores. In the meeting you must:
- Demonstrate how allowing Bright Star Express shops will benefit Care Plus
- Explain how Bright Star Express will affect the Care Plus brand
- Identify competitive advantages of the Bright Star Express shops
- Explain how fresh produce and ready meals are beneficial to Care Plus shoppers
