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Essay / Research Paper Abstract
This 9-page paper presents a marketing plan for supermarket chain Winn-Dixie. Bibliography lists 4 sources.
Page Count:
9 pages (~225 words per page)
File: AS43_MTwdmarket.doc
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Unformatted sample text from the term paper:
listed below. Citation styles constantly change, and these examples may not contain the most recent updates. MARKETING PLAN - WINN DIXIE Research Compiled
by 10/2010 Please Executive Summary
Winn-Dixie Stores Inc., headquartered in Jacksonville, FL, is a regional supermarket chain serving the southeast corner of the United States. Founded in 1925, the store grew both organically
and through acquisitions, but was beaten out by other national chains, such as Wal-Mart and Kroger. A 2005 bankruptcy has forced the company
to retrench and determine a new brand image and focus. Winn-Dixie emerged from bankruptcy with the desire to scale back and target a new type of customer (rather than the
blue-collar buyers to whom it had been dedicated). Since the bankruptcy, Winn-Dixie has focused on cleaning up its stores, and targeting more to
neighborhood shoppers. Its revamped its private label brand, remodeled its stores and generally positioned itself as the "neighborhood grocery store." Though the company enjoys very positive brand recognition, both in
the areas in which it operates and nationally (thanks to a book and a movie), it still must wrestle with national competition and a continuing sluggish economy.
Winn-Dixies goal, in accordance with its mission and vision, is to increase its market share in the areas in which it operates. To that end, the
companys marketing plan will focus on increasing customers visits to the store, while spurring repeat visits as well. Situation Analysis Headquartered in
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