Basha’s Dine Markets SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 739
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SWOT Analysis of Basha’s Dine Markets with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Basha’s Dine Markets

Parent Company

Basha’s Inc.

Category

Grocery Store Chain

Sector

Retail

Tagline/ Slogan

Where You've Got a Friend; From Our Family to Yours Since 1932; Sensational Savings... and Service too!

USP

Made-from-scratch bakery items, a full-service butcher shop, fresh local produce and award-winning Chefs Entrees.

STP

Segment

Sells across all demographic segments

Target Group

Individual customers

Positioning

Basha’s Dine Market is positioned to cater to the needs of the Navajo Community

SWOT Analysis

Strengths

1.Developed various formats to appeal to different customer segments

2.Focus on luring in traditional communities like the Navajo community and the Hispanic Community

3. Customer loyalty is high because of good relations with the community

4.Strong brand equity developed due to long heritage with over 130+ locations

5.One of the few stores focused on serving just in the Navajo markets which are more cut-off than traditional markets

6.Capable management able to take harsh decisions in order to survive in severe downturn when many other chains went under

7.CSR programs and Sponsorship have improved the company reputation improving its brand equity and image as a community store

Weaknesses

1. Business model limits growth of Basha’s into other states.

2. Supply model of having a central distribution centre in Chandler limits location of other stores to keep transportation costs in check.

3. Poor relations with workers unions especially UFCW

Opportunities

1. Expand successful Bashas’ stores to include more specialty departments

2. Innovation in supply chain technology

3. Product and services expansion

4. Distribution and national expansion after the severe economic downturn has gone by now.

5. Rethink the central distribution model in order to allow greater flexibility in setting up new stores and bringing down costs.

6.  Experimenting with smaller-format stores that could be placed in nontraditional locations such as the ground floor of high-rise office buildings

7. Expanding its restaurant offerings

Threats

1. United Food and Commercial Workers union engaged in defamation activities against Basha’s in the past
2. Economic slowdown forced closure of many stores

3. Lower cost competitors or imports
4. Lower prices of Gasoline have allowed people to now travel more to father away stores like walmart to get better discounts
5. Walmart, as a competitor penetrating the market with better global ties and cheaper substitute (imported) products

6. External Changes like changing tax policies, government regulations etc.

7. Intense Competition from existing retailers

8. Competitors can make up weakness in Arizona sales with sales from other states, a luxury Basha’s doesn’t have.

Competition

Competitors

1.  Walmart

2. Fry’s Supermarket

 


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