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Essay / Research Paper Abstract
A 13 page paper discussing a small grocery chain in Northern California. Currently consisting of two stores and about to add a third location, Oliver's Market seeks the market segment most interested in upscale retailers and has narrowly defined its market to consist of the most affluent and well-educated individuals in a three-mile radius of each store. The paper assesses strategy from a variety of perspectives to arrive at recommendations for the company. Bibliography lists 13 sources.
Page Count:
13 pages (~225 words per page)
File: CC6_KSstratOlivMkt.rtf
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Unformatted sample text from the term paper:
the operational name of the two-location grocery owned by Maass Corporation, headquartered in Cotati, California at the location of the first Olivers Market store. It is an independent supermarket
operating in the 5411 SIC classification. It is a private company with 250 employees (Maass Corporation, 2007); its General Manager is Tom Scott. Overview and Mission Company Background
With no prior grocery experience other than having worked in a produce department in his distant past, Steve Oliver Maass purchased a bankrupt grocery
store in Cotati, California in 1988. Maass and his wife named the new business "Olivers Market" rather than "Steves Market" because they believed that the chosen name was more
upscale, and that was the segment of the local market that the couple sought to attract. Steve Maass added several features and services over the years, including the addition
of a deli counter in 1990 and health foods in 1991. He expanded the original store in 1994, and extended health and organic foods throughout every category in the
store. Two years later Maass opened the second location of Olivers Market, locating it in Santa Rosa, California. This was followed by
the addition of a small warehouse in 2004 and remodeling of the original Cotati store in 2005. Also in 2005, Olivers Market was named "one of six Outstanding Retailers
of 2005 by the National Association for the Specialty Food Trade" (Gilinsky, McCline and Moore, 2005; p. C-30). In late 2006 the company announced it would open a third
store in the Santa Rosa area (McCallum, 2006). Past Strategies The quotes from Steve Maass that Gilinsky, McCline and Moore (2005) consistently make
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