Perceptual Mapping Assignment

I looked at five different supermarkets in the New England Area - Walmart, Hannafords, Shaws, Market Basket and Whole Foods. My research into customer priorities indicated that they most valued low prices, high convenience, and valued healthy options as a third consideration. My estimates for market share were based on global trends and local data. I valued their price, convenience, and the availability of local options based on global trends, local data, and my own personal experiences at each chain. 

As you can see on the maps below, Walmart dominates the market and distinguishes itself with low prices, high convenience. It has some healthy options, but not as many as it's competitors. Each brand clearly inhabits and caters to a unique market. For instance, the high prices and middling conveniences of a whole foods is balanced out by their healthy options. Hannafords and Shaws run closer to the middle of the map with reasonable offerings in each category, but less extreme distinguishing characteristics. I was particularly interested in Market Basket. Market Basket is a relatively new and unique company. They are a very convenient in store experience, but do not offer online orders. Their products are quite inexpensive (they even match or are lower than Walmart prices in many cases), but their availability of healthy options practically matches Whole Foods. Even though they are much smaller than the other brands on the list on a national scale, Market Basket has found a market in the New England area that they very successfully cater to.

 My hypothetical client for this case is Market Basket. Strategically speaking, they have differentiated themselves from their competitors very well and clearly with their low prices and multitude of healthy options. Their decision to sacrifice the relative convenience of online order for a more wholesome store experience, low prices and great products has paid off well so far. Their main competition in terms of low pricing is Walmart, and my greatest concern would be that if Walmart starts offering healthier options that consumers will choose the more convenient option. If there is little difference between two brands, and one is more convenient, customers are more likely to choose the convenient option. Market Basket is also limited by their lack of access to national-level resources. At present they should persist with their strategy, but continue to look for ways to innovate and keep an eye out for their competition entering their market segment.