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October 28, 2004 To: Steve Clinton From: Team 5, Mkt 6503 Kristin Pearce Dart Stovall John Vinturella Re: Superior Supermarkets Recommendation Superior Supermarkets should pursue an everyday low pricing strategy in both the grocery and general merchandise categories. Superior should reduce its prices by 4.2% in these categories, and increase its advertising to 1.2% of sales; these price changes will produce a 10% increase in sales, and increase market share to 24.2%, while providing the budgeted 1% net margin. Problem Statement Superior Supermarkets must decide whether or not to pursue an everyday low pricing strategy in its three stores servicing grocery shoppers in the Centralia MO area. Underlying Issues and Facts Superior Supermarkets (SS) is a division of Hall Consolidated, a privately owned wholesale and retail food distributor. Hall distributes food and related products to some 150 company-owned supermarket units and about 1,100 independent grocery stores in the U.S. through 12 wholesale distribution centers. Hall's sales in 2002 were $2.3 billion. Superior is...

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