Metropolitan Market is a grocery store chain based in Seattle that has operated for 40 years. It is considering expanding to Boston but faces challenges from competition and an unfamiliar market. Research was conducted through focus groups and surveys to understand consumer preferences and attitudes. Respondents said location, prices, and product selection were most important. They viewed Metropolitan Market positively but as more expensive. Expansion recommendations include further market research, competitive pricing, branding, and community events.

2. Introduction
• Metropolitan Market
Opened since 1971, Metropolitan Market has been
serving the Seattle metropolitan area for 40 years.
The Supermarket’s name reflects the brand as an
urban grocer that serves the metropolitan community
with a wide variety of quality products and services.

3. Introduction
• Business Type
– Grocery Super Market/ Retail
• Home Base
– Seattle, WA
• Caption
– Bringing great food to the city since 1971
• Theme
– Local, Organic/Natural, Fresh foods

4. Situation Analysis
Strength
• Serves the high quality of products
• Provides latest grocery trends
• Active and dedicated to the community
• Offers 3 unique additional services to customers
Weakness
• No experience expanding or operating stores
outside of Washington
• No clearly defined marketing statement or mission
• Higher prices might make it difficult to target
college students and young professionals

5. Situation Analysis
Opportunity
• Organic and natural food is a successful grocery
store category
• Boston is an area of economic growth and a good
climate for an emerging business
• National movement for more health food options
Threat
• Economic hardships
• High property rates in Great Boston Area
• Fierce competition among grocery stores
• Customer loyalty to existing brands
• Wegmens recently opened in Northborough

6. Marketing Problems
• Fierce Competition
– Customer Loyalty to Existing Brands
– Wegmens Store Opening
• No Experience Expanding Stores Nationwide
– Operating Outside of Washington
• Economic hardships
– Cost to expand – High property rates
• No clearly defined marketing statement to
differentiate from competition
• Higher prices than some competitors
• No private brand products

7. Research Objectives
• General Objectives:
– Identify the opportunities for another grocer to
enter the Boston market.
– Identify the attributes and the characteristics
that influence consumer when selecting a
grocery store.

8. Research Objectives
• Specific Objectives:
– Gauge consumer’s attitude toward purchasing groceries
– Assess likes and dislikes of current grocery stores
– Determine the factors that drive traffic into the grocery store
– Determine consumer’s buying behavior
– Determine consumer’s specific needs & preferences towards
a grocery store
– Determine consumer’s price limits when purchasing
organic/natural foods
– Examine overall evaluation and visit intention
– Examine consumer’s attitude towards Metropolitan Market’s
background & culture

9. Methods - FGI
• 11 participants
– 6 females and 5 males
– Ages 29 and under
– Mix of working full-time, full-time graduate
student, and both
• Key measures
– brand perception
– price positioning
– purchase intention
• Visualization tool
– concept board presentation

10. Methods - Survey
• Data collection method
– face to face survey
• Sampling Methods & Samples
– Non Probability
– Convenience Sampling
– 100 total surveys: 18-30 plus years
62 females and 34 males
Income: 35 (Less than $20,000 a year), 23
($20,000 - $39,000), 40 (more than $40,000)
and 12 (didn’t disclose)
Age: 40 (18 to 24), 56 (25 or above) and 4
(didn’t disclose)

11. FGI Results
(before concept board)
• Attitudes towards grocery shopping
– Influence of grocer choice
– Frequency
– Products and feature
– Wants & needs
– Price
– Brand awareness

12. FGI Results
(after the concept board)
• Consumer Acceptability of the brand
– Favorable brand image
– Similar to competitors such as The Whole Foods
– Well-organized with a good quality of products
– High-price and high quality
– Slightly interested in additional services

13. Survey Results
(before concept board)
Shaw’s Others Target
Brand Preference

14. Survey Results
Attributes that influence choosing a new grocer

15. Survey Results
Attributes that influence choosing a new grocer

16. Survey Results (After Concept Board)
Action Standard (Mean score: 4.00 / Top 2 Box % 80%)
Overall Evaluation of Metropolitan Market

17. Survey Results
Likes/Dislikes of Metropolitan Market

18. Survey Results
Blue (Total) / Green (Male Respondents) / Red (Female Respondents)
Brand Image of Metropolitan Market

19. Survey Results
Action Standard (Mean score: 4.00 / Top 2 Box % 80%)
Purchasing Intention

20. Survey Results
Evaluation by attributes

21. Survey Results
Best location for Metropolitan Market

22. Survey Results
• Other findings
– Strongly perceived two strengths
o fresh local foods
o high quality
– Less interests in three additional services
– Expecting the moderate price level
– More preference in walking distance

23. Conclusion
• Highly competitive market
• Pricing and ease of navigating the store
• Whole Foods and Trader Joe’s are nice but
expensive
• Shoppers appreciate good customer service
• Convenient location is important

24. Conclusion
• They WANT: good prices and location, store
that’s easy to navigate, good produce and
specialty product selection without a lot of
hassle.
• They THINK: Modern, clean, “like Crate and
Barrel®”, a good place to get a meal, all
inclusive, a little high-end.

25. Recommendations
• Research a optimal location
• Develop a competitive pricing strategy
• Increase name recognition and share of voice
• Highlight core brand values
• Offer an inventory of New England products
• Implement an employee satisfaction
program

26. Recommendations
• Sponsor Events
• Modify the SCRIPS program
• Grand Opening Event
• Print Media Campaign

27. Imagine This