Textbook: Consumer-Centric Category Management – ISBN: 9780471703594, Author: Heller (AC Nielsen), Publisher: John Wiley & Sons, Incorporated
As part of this class, we look at examples from all parts of the food/grocery industry, including the retailers themselves. Close to the New Paltz campus, we have two traditional supermarkets: Tops and Shoprite. Big Y is another example of a traditional supermarket, and we’ll look at them because they are not in our area, so you may not be familiar with them; yet you’ll see many parallels between Big Y and the traditional supermarkets you’re familiar with.
Please read the Big Y case in our book, which begins on page 207, and answer the following questions. You may need to do some research outside our book in order to answer some of these questions.
1. Who is Big Y?
Include things like: When were they founded? Where are they based? How big are they (for this, you could use number of stores, for example)? You’ll need to look outside the case for this information, especially so you can get their current information. Which of the supermarkets that are near where you live do you feel Big Y is the most like, and why?
2. The case mentions who Big Y feels their competitors are. Do you agree that these are their competitors? Why or why not? Are there any competitors that you feel Big Y is missing in their analysis?
3. In this case, Big Y explains what their category managers actually do. Do you think you’d find a job in category management interesting, based on what you learned here? Why or why not? Be specific in your answer, bringing in things from the case in your explanation.
The minimum word count for each answer is 250 words per answer for example, if a case asks for answers to more than one question, each questions answer should be at least 250 words.
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