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Essay / Research Paper Abstract
A 10 page paper. This essay begins with an overview of the company, its parent company, the mission statement and how the company works to achieve their vision. The focus of the essay is on the marketing strategies of the company and includes a description of Porter's competitive analysis. Food Lion LLC, with its three different store banners, follows specific strategies, which are discussed and explained. Bibliography lists 13 sources.
Page Count:
10 pages (~225 words per page)
File: MM12_PGfdlon.RTF
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Unformatted sample text from the term paper:
Delhaize operates in America (Biesada, 2007; Food Lion, Company, 2007; Sichtermann, 2006). In fact, Food Lion LLC is the largest of Delhaizes subsidiaries in the U.S. (Biesada, 2007). Food Lion
LLC operates under three separate names: Food Lion, Bloom and Bottom Dollar (Biesada, 2007). It also operates fewer stores under the banners of Reids and Harveys (Food Lion, Company, 2007).
The company has about 1,300 supermarkets under those three names in the U.S., which are located in the Southeastern and Mid-Atlantic states (Food Lion, Fast, 2007). The companys Web
site states that their "success is based on the principle of offering customers quality products at great prices and neighborly service in clean, conveniently located stores" (Food Lion, Company, 2007).
This principle is supported in the literature about the stores. Jacobson (2006) reports the way the company approached business in Washington, D.C. Tom Anderson, who is the Director of Operations
for Food Lion, said that opening outlets in this area came only after three years of "research on merchandising, marketing, pricing and d?cor" (Jacobson, 2006, p. 17). In this case,
the company opened several Bottom Dollar Food stores in the general area beginning in Fredericksburg, Virginia (Jacobson, 2006). The company also writes that it is able to offer a diverse
assortment of products at such low prices because it takes advantage of technological advances (Food Lion, Company, 2007). It also continually improves its operational efficiency through design and management (Food
Lion, Company, 2007). Employees, for instance, are continually involved in training as well as career advancement programs (Food Lion, Company, 2007). The company prides itself on its energy-conservation activities. For
instance, in 2003, Food Lion reduced its energy consumption by 7.2 percent (Beckers, 2004). This is a considerable amount of power saved - enough provide power for more than 18,000
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