Publix is one of the leading private retailing chains in the United States, and the company’s success depends on the effective marketing strategies developed with references to using the appropriate marketing information system (MIS) (Kotler & Keller, 2012, p. 69). Thus, the company founded in 1930 pays much attention to collecting, analyzing, and sharing different types of marketing information as well as to the efficient data management in order to stimulate the productivity, consumer’s interest, and possible profits (Publix, 2014). I chose to focus on the Publix’s use of the data received with the help of the company’s MIS.
Features of the Market
The market related to the privately owned retail business is rather large and highly competitive in the United States. The market is in the constant progress because such retailers as Publix expand the sphere of their operations and provide services within such fields as, for example, grocery, bakery, and organic foods (Publix, 2014). That is why, the companies’ profits also increase with responding to the consumers’ demands and to the overall market competitiveness.
Customers
The customers in the discussed market are rather diverse, but Publix is oriented to the concrete segments of customers while categorizing them according to the location principle, culture and ethnicity principle, and preferences. For instance, Publix addresses Americans, Hispanics, and Mexicans differently as well as the citizens of Florida and other states. Much attention is also paid to the aspect of the customers’ preferences because the retailer is inclined to focus on proposing more organic foods during the recent years (Publix, 2014). The customers’ buying decisions depend on the certain strategy followed in this or that Publix store.
Competitors
The major competitors in the field are Wal-Mart, Kmart, and Kroger. Wal-Mart and Kmart build their strategies on such advantages as the size and expanded chain. Kroger’s competitive advantage is based on the company’s brand image and customer loyalty. Wal-Mart competes with Publix in relation to the grocery segment when Kroger is inclined to compete in proposing organic foods and unique approaches to customer services (Publix, 2014).
Distribution and Dealers
I can state that the main trade channels used by Publix and other competitors in the field are the focus on retailing in the companies’ stores presented in different states of the country and the focus on online ordering and retailing as the new trade channels developed in the industry (Publix, 2014). Thus, to distribute the appropriate products to certain customer segments, it is necessary to design the merchandise mix while manipulating the variables collected with the help of the company’s MIS (D’Esopo & Almquist, 2007, p. 127-130; Kotler & Keller, 2012, p. 70-81).
Suppliers
Such supermarkets as Publix build their relations with suppliers with references to the effective inventory management in order to control the selling process effectively. Thus, the key resources are available in most cases because suppliers are interested in developing the cooperation with retailers, but the retailers’ profits depend significantly on their inventory planning and management based on the data received with the help of the MIS (Publix, 2014).
Facilitators and Marketing Firms
Publix pays much attention to predicting the transportation services’ costs while referring to the MIS and focuses on the constant availability of products. However, the demand for the company’s services depends significantly on the work of advertising agencies and marketing research firms (Publix, 2014). The company refers to these organizations’ services while developing the advertisements and marketing strategies to address different groups of customers.
Conclusion
The MIS used by Publix contributes to the company’s competitive advantage while affecting the development of the optimal marketing strategies and approaches to adverse and respond to the influential categories of customers.
References
D’Esopo, M., & Almquist, E. (2007). An approach to mastering the marketing mix. Business Strategy Series, 8(2), 122-131.
Kotler, P., & Keller, K. (2012). Marketing management. Upper Saddle River, New Jersey: Pearson Prentice Hall.
Publix. (2014). Web.