Kroger was founded in 1883 in Cincinnati, Ohio and has since grown through acquisitions and mergers to become the 17th largest company on the Fortune 100 list. The company's mission is to end hunger and eliminate waste by 2025. Financially, Kroger is doing well with $132.5 billion in annual sales for 2020 and a $1.2 billion sales increase in the second quarter compared to the previous year. Currently, Kroger markets to those needing grocery, gas, jewelry and other services and uses rewards programs, competitive gas prices, social media, TV commercials and newspaper ads to attract customers.

1. Company Background
In 1883, in Cincinnati, Ohio, Kroger was founded and soon became incorporated in the
early 1900s. Run by Barney Kroger, who discovered he should have his bakery with the
meat and seafood to make shopper’s experiences more efficient. Through acquisitions
and mergers this company has become as large as it is today ranking #17 on the
Fortune 100 list published June 2021, (2020 Kroger Factbook, 2020). In 1973, they
introduced the first digital scanner for their stores.
The company’s mission statement states we're on a mission to end hunger in the
communities we call home and eliminate waste across our company by 2025, (Kroger,
2021). The company’s vision statement is to be a leader in the distribution and
merchandising of food, pharmacy, health and personal care items, seasonal
merchandise, and related products and services. Some of their core values are honesty,
integrity, respect for others, diversity, safety, and inclusion.
Financially the company is doing well. They are one of the largest retailers in the United
States and are ranked #17 on the Fortune 100 list. Total company annual sales totaled
$132.5 billion for fiscal year 2020, (2020 Kroger Factbook, 2020). During the second
quarter, they compared their sales from last year and saw a $1.2 million increase. Since

2. they sell fuel, a significant amount of income is coming from that. They also have their
own line of products that competes with the name brands that are out there. They also
were able to help with the COVID relief.
Their current target markets are people who need their services. Since they have now
acquired a Jeweler as a business partner, along with offering gas and their brand
products and groceries, they now have a new market of people that would be wanting
jewelry. They have competitive prices when it comes to gas, so they are also offering
rewards points for shoppers which brings in a new market of people. They say their
customers are put first and they show this every day.
Kroger has a presence in social media as well as TV commercials. They also care about
the community sharing with zero hunger/ zero waste. They have numerous
commercials on TV and appear to update their status regularly on social media
accounts. Found on Facebook is a couponing group for Kroger helping to further
advertise their brand. They have ads out in newspapers as well.