ASSIGNMENT No.

01 (STRATEGIC MANAGEMENT)
NASIR HUSSAIN (Reg#10920)

What Kind of Supermarket?

Discuss the following scenario: Due to the recent outbreak of COVID-19 and the
subsequent enforced lock down by provincial and federal authorities. Every day life has
become extremely difficult as except food, medicine and fuel are the only commodities
being provided to the general public. You are owner of a newly inaugurated
supermarket investor. You are trying to decide what business-level strategy would
provide your supermarket with a competitive advantage that would allow you to attract
customers and outperform your prospective rivals.
1. List the supermarket chains in your city and identify their business-level strategies (for
example, low cost, differentiation, or focus). Also, list any particular kinds of strengths or
weaknesses that they might have (such as a great bakery or a horrible meat counter).

Answer No.1
S.No Super Market Names Business Level Strategy Strengths Weaknesses
1 Bin Hashim Low Cost Pharmacy Parking Issues
Supermarket
2 Chase Up Best Cost Quick Over crowded,
Counter Narrow Space
Service
3 Metro Cash and Carry Differentiation Fresh meat Poor Cash
corner counter service

4 Hyper Star Differentiation Imported Highly priced

Products, even local
Promotions products
5 Agha’s Super Market Focus Differentiation Local ppl Limited brands
accessibility products

2. On the basis of this analysis, what type of business-level strategy do you think will best
succeed in the local market? What will the specific elements of this strategy be? (For
example: What kind of supermarket will it be? What kind of strengths will you try to
develop? What kinds of customers will you aim for? What will you do to attract them?)
 Answer no.2
i) What kind of Supermarket will it be?
I have planned for Opening a Supermarket named BIG BAZAR in my Area Gulshan-e-
Hadeed, Karachi which will follow Low Cost Strategy. This Supermarket will be a self-
service mart offering a wide variety of food, beverages and household products, organized
into sections. It will have aisles for meat, fresh vegetables, dairy, and baked goods. Shelf
space will also be reserved for canned and packaged goods and for various non-food items
such as kitchenware, household cleaners, pharmacy products and pet supplies.
In Current scenario of COVID-19 the basic appeal is the availability of a broad selection of
goods and pharmacy under a single roof, at relatively low prices, all facilities under one
single roof and home delivery will be very helpful for the people living in this area.

ii) What kind of strengths will you try to develop?

 Quality and Variety of Products.
 Fresh Vegetables & Fresh Dairy Products.
 Separate Counters for Members.
 Competitive prices, Good Packages.
 Ensure sales floor is adequately stocked, signed, and merchandised to brand
presentation.

iii) What kind of customers will you aim for?

Mostly, I would aim for locals and middle class segment as our population primarily consists
of this segment. As I am following Low Cost Strategy, so in this segment, mostly people are
family oriented, so they would be well attracted to what I am offering them as temptations &
to always be the first choice of customers.

iv) What will you do to attract them?

 Seasonal Campaigns
 Free Samples
 Promotional Prices
 Loyalty Programs
 Home Delivery
 Ease of Parking Services (Valet)