The Kroger Company: A Customer First Strategy

Ian McClintock (i.a.mcclintock@eagle.clarion.edu)
Nick Born (n.p.born@eagle.clarion.edu)
Allen Walters (a.d.walters@eagle.clarion.edu)
The Kroger Company
9/29/10
BASD 490 Section 01

Abstract: The Kroger Company is a leading grocery retail chain that prides itself on its customer satisfaction and conducting ethical business. Kroger operates nearly 2500 grocery retail stores in 31 states. An internal evaluation of the company's strengths and weaknesses are analyzed, in addition to an analysis of the company's external opportunities and threats. In coordination with this a consumer characteristic and behavior was diagnosed along with Kroger's strategic direction for its company.
Another important first was introducing consumer research in the 1970’s. This important feedback allowed the company to focus on the needs of the customers.
Mission and Core Values: As mentioned previously, the mission of Kroger is to be ‘a leader in the distribution and merchandising of food, pharmacy, health and personal care items, seasonal merchandise, and related products and services.’ This mission statement only describes Kroger as being a leader in the supermarket and retail industry. However, for a company the size of Kroger, shouldn’t they also be a leader in the environment and community as well? It would be wise for the company to mention how they can help their customers not only through service and products included IN their stores, but also how they can help customers and their community OUT of the stores. Although the company may look like a leader while acquiring more companies and bringing in high profits, it believes the true way to become a leader first starts with its employees. This is seen in the six core values and vision that Kroger promotes. Honesty, integrity, respect for others, diversity, safety, and inclusion. These six terms are what Kroger bases its operations around. (The Kroger Co., 2010) Honesty is obviously an important value for employees of any company to possess. The company expects its employees to do the right things and tell the truth. This shows that Kroger wants to be a company that ‘leads by example’ and it