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Marketing Research of Publix

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Netra Shetty
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Marketing Research of Publix - April 8th, 2011

Publix Super Markets, Inc. (commonly known as Publix) is an American supermarket chain based in Lakeland, Florida.
Founded in 1930 by George W. Jenkins, it is an employee-owned, privately held corporation. Publix is currently ranked No. 86 on Fortune magazine's list of 100 Best Companies to Work For 2010[4] and was ranked No. 8 on Forbes' 2010 list of America's Largest Private Companies and is the largest in Florida.[5] The company's 2009 sales totaled US$24.3 billion, with profits of over $1.2 billion,[2] ranking #99 on Fortune magazine's Fortune 500 list of U.S. companies for 2010. Supermarket News ranked Publix No. 7 in the 2009 "Top 75 North American Food Retailers" based on 2008 fiscal year sales.[6] Based on 2006 revenue, Publix is the fifteenth-largest US retailer.[7] Publix's current stock price is $20.90 per share though it is privately held and not available to the public.[8]
Publix has operations in Florida, Georgia, South Carolina, Tennessee, and Alabama. It employs over 140,000 people at its 1,023 retail locations, cooking schools, corporate offices, eight grocery distribution centers, and nine Publix brand manufacturing facilities. The manufacturing facilities produce its dairy, deli, bakery, and other food products.[9] In addition, Publix owns Crispers, a chain of restaurants in Florida specializing in salads; some Crispers locations are adjacent to, or built into, the already existing deli department in select Publix Super Markets.
However, the company’s expectation of competitive advantage has not been met which is to have 5.6 million visitors for the first year of their operation. During its first year, the market has only recorded 5 million visitors.[4] Both the sales and attendance expectations have not been achieved. The management is worried that if these trends will not change, then their promised performance from investors and bank lended will then be pushed for refinancing the US$294 million (HK$2.29 million) in debt taken out for the theme park.[5] To solve this issue, a market research will be conducted through survey questionnaire approach to determine the reasons for the low popularity of the theme park and Disney characters among visitors.



III. RESEARCH OBJECTIVES AND RESEARCH PROBLEM

The main goal of this study is to determine the reasons why Hong Kong Disneyland on its opening has a low popularity as compared to the total number of 25.5 million visitors[6]. herein, the total number of mainland visitors arrivals recorded for the following years was 13.6 million, in which 51.9% of them have traveled under Individual Visit Scheme. The secondary data have shown that the visitors from the mainland are unfamiliar with Disney Cartoon characters which may explains the reasons for the low percentage of the visitors from mainland as compared to the total number of the arrivals of the visitors. In order to have some substantial evidences, a survey will be considered. In addition, this aims in exploring other possible cause for the low number of visitors than the expectations of the management.



IV. METHODOLOGY

In order to achieve the objective of this research, a survey will be conducted. For this market research, the main questions which are going to consider are the customers satisfaction and theme park expectations. As this research aims on finding out the reasons, the study will be best conducted before summer vacation. The management will assign staffs to handle the marketing research. Herein, the time frame for the research completion is 40 days and face to face interviews will also be considered out at the exit of HK Disneyland to capture fresh moments and experiences of the visitors.

The marketing staffs will conduct approximately 33 questionnaires in a daily basis at the exit gate and will consider 3 sessions for the day which include early afternoon, afternoon and closing to have first hand information from the visitors. To foster the willingness of the visitors to join the survey and interview, they will be given a token such as badge and others to show some appreciation. before having the formal questionnaire, the staffs will consider pre-testing stage by utilizing a small sub sample to note whether the research is feasible or suitable enough to minimize errors that might happen. After this, the questionnaire will be revised to make the final one (see Appendix 1). The interviewers will be will-oriented and trained to fully understand the aim of the study and the questionnaire to avoid systematic errors.

he replacement for the February 2011 edition of Iron Ore Mining in Australia. The report provides a detailed analysis of the Iron Ore Mining in Australia industry, including key growth trends, statistical data, sales predictions, the competitive environment including market shares and the key concerns of the industry.

Firms in this industry mine iron ore. The main type of ore mined is haematite.

The About this Industry chapter provides general information about the scope of the industry such as an industry definition and a list of the main activities of the industry.

The Industry at a Glance chapter provides a brief snapshot of the key indicators of the industry such as industry revenue and forecast growth rate.

The Industry Performance chapter covers the following: Executive Summary, Key External Drivers, Current Performance, Industry Outlook and Industry Life Cycle. The Executive Summary section is a brief summary of the overall chapter. The Key External Drivers section looks at the key factors outside the control of an individual business that determine the industry's performance. The Current Performance section provides analysis for the industry over the past five years with key performance indicators discussed. The Industry Outlook section is a key analysis section of the report and outlines expectations for the key industry indicators over the next five year period, including forecasts. The Industry Life Cycle section provides a discussion of where the industry is at in its life cycle and how that is affecting industry performance.

The Products & Markets chapter covers the following: Supply Chain, Products & Services, Demand Determinants, Major Markets, International Trade and Business Locations. The Supply Chain section lists the key buying and key selling industries associated with this industry. The Products & Services section lists the products and services the industry provides including percentage breakdowns by key segment. The Demand Determinants section provides an analysis of the determinants behind the level of demand for the industry's products. The Major Markets section gives an analysis of the markets for the industry's products and how these markets may have changed over time. The International Trade section provides a discussion of the importance of trade to the industry. The Business Locations section highlights where the industry operates and why.

The Competitive Landscape chapter is a discussion of the characteristics of an average operator in the industry and who controls the market for the products of the industry. It includes the following sections: Market Share Concentration, Key Success Factors, Cost Structure Benchmarks, Basis of Competition, Barriers to Entry and Industry Globalization. The Market Share Concentration section discusses the level of concentration of the industry. The Key Success Factors section looks at the key internal factors that contribute to the success of an operator in the industry. The Cost Structure Benchmarks section discusses the average costs faced by operators in the industry. The Basis of Competition section is a discussion of the factors that can give a company in this industry a competitive edge. The Barriers to Entry section looks at the factors preventing new companies from entering the industry. The Industry Globalization section provides an indication to which the industry is affected by global operations and trends.

The Major Companies chapter analyses the companies that have the most substantial influence on the industry. Market Share figures and a discussion of the major companies operations within the industry are given where possible.

The Operating Conditions chapter covers the following: Structural Risk Index, Investment Requirements, Technology & Systems, Industry Volatility, Regulation & Policy, Industry Assistance and Taxation Issues. The Structural Risk Index section provides an indicator of the level of risk faced by operators in the industry. The Investment Requirements section is an analysis of the level of capital investment required to operate in the industry. The Technology & Systems section discusses the key technologies used by the industry. The Industry Volatility section looks at the level of in the industry and the factors behind this volatility. The Regulation & Policy section looks in to the regulatory measures the industry is subject to and the corresponding compliance burden faced by operators in the industry. The Industry Assistance section discusses the level of assistance the industry receives from Government. The Taxation Issues gives a comparison between the level of tax burden on this industry compared to other industries and discusses industry-specific taxation measures placed upon it.

The Key Statistics chapter provides the key indicators for the industry for at least the last three years. The statistics included are industry revenue, industry value added (or gross product), establishments, enterprises, employment, exports, imports, wages, domestic demand and any relevant industry-specific data where appropriate. There is also a Historical Performance section that discusses the key past events that have determined industry performance.
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Re: Marketing Research of Publix
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Jitendra Mazee
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Re: Marketing Research of Publix - August 17th, 2016

Quote:
Originally Posted by netrashetty View Post
Publix Super Markets, Inc. (commonly known as Publix) is an American supermarket chain based in Lakeland, Florida.
Founded in 1930 by George W. Jenkins, it is an employee-owned, privately held corporation. Publix is currently ranked No. 86 on Fortune magazine's list of 100 Best Companies to Work For 2010[4] and was ranked No. 8 on Forbes' 2010 list of America's Largest Private Companies and is the largest in Florida.[5] The company's 2009 sales totaled US$24.3 billion, with profits of over $1.2 billion,[2] ranking #99 on Fortune magazine's Fortune 500 list of U.S. companies for 2010. Supermarket News ranked Publix No. 7 in the 2009 "Top 75 North American Food Retailers" based on 2008 fiscal year sales.[6] Based on 2006 revenue, Publix is the fifteenth-largest US retailer.[7] Publix's current stock price is $20.90 per share though it is privately held and not available to the public.[8]
Publix has operations in Florida, Georgia, South Carolina, Tennessee, and Alabama. It employs over 140,000 people at its 1,023 retail locations, cooking schools, corporate offices, eight grocery distribution centers, and nine Publix brand manufacturing facilities. The manufacturing facilities produce its dairy, deli, bakery, and other food products.[9] In addition, Publix owns Crispers, a chain of restaurants in Florida specializing in salads; some Crispers locations are adjacent to, or built into, the already existing deli department in select Publix Super Markets.
However, the company’s expectation of competitive advantage has not been met which is to have 5.6 million visitors for the first year of their operation. During its first year, the market has only recorded 5 million visitors.[4] Both the sales and attendance expectations have not been achieved. The management is worried that if these trends will not change, then their promised performance from investors and bank lended will then be pushed for refinancing the US$294 million (HK$2.29 million) in debt taken out for the theme park.[5] To solve this issue, a market research will be conducted through survey questionnaire approach to determine the reasons for the low popularity of the theme park and Disney characters among visitors.



III. RESEARCH OBJECTIVES AND RESEARCH PROBLEM

The main goal of this study is to determine the reasons why Hong Kong Disneyland on its opening has a low popularity as compared to the total number of 25.5 million visitors[6]. herein, the total number of mainland visitors arrivals recorded for the following years was 13.6 million, in which 51.9% of them have traveled under Individual Visit Scheme. The secondary data have shown that the visitors from the mainland are unfamiliar with Disney Cartoon characters which may explains the reasons for the low percentage of the visitors from mainland as compared to the total number of the arrivals of the visitors. In order to have some substantial evidences, a survey will be considered. In addition, this aims in exploring other possible cause for the low number of visitors than the expectations of the management.



IV. METHODOLOGY

In order to achieve the objective of this research, a survey will be conducted. For this market research, the main questions which are going to consider are the customers satisfaction and theme park expectations. As this research aims on finding out the reasons, the study will be best conducted before summer vacation. The management will assign staffs to handle the marketing research. Herein, the time frame for the research completion is 40 days and face to face interviews will also be considered out at the exit of HK Disneyland to capture fresh moments and experiences of the visitors.

The marketing staffs will conduct approximately 33 questionnaires in a daily basis at the exit gate and will consider 3 sessions for the day which include early afternoon, afternoon and closing to have first hand information from the visitors. To foster the willingness of the visitors to join the survey and interview, they will be given a token such as badge and others to show some appreciation. before having the formal questionnaire, the staffs will consider pre-testing stage by utilizing a small sub sample to note whether the research is feasible or suitable enough to minimize errors that might happen. After this, the questionnaire will be revised to make the final one (see Appendix 1). The interviewers will be will-oriented and trained to fully understand the aim of the study and the questionnaire to avoid systematic errors.

he replacement for the February 2011 edition of Iron Ore Mining in Australia. The report provides a detailed analysis of the Iron Ore Mining in Australia industry, including key growth trends, statistical data, sales predictions, the competitive environment including market shares and the key concerns of the industry.

Firms in this industry mine iron ore. The main type of ore mined is haematite.

The About this Industry chapter provides general information about the scope of the industry such as an industry definition and a list of the main activities of the industry.

The Industry at a Glance chapter provides a brief snapshot of the key indicators of the industry such as industry revenue and forecast growth rate.

The Industry Performance chapter covers the following: Executive Summary, Key External Drivers, Current Performance, Industry Outlook and Industry Life Cycle. The Executive Summary section is a brief summary of the overall chapter. The Key External Drivers section looks at the key factors outside the control of an individual business that determine the industry's performance. The Current Performance section provides analysis for the industry over the past five years with key performance indicators discussed. The Industry Outlook section is a key analysis section of the report and outlines expectations for the key industry indicators over the next five year period, including forecasts. The Industry Life Cycle section provides a discussion of where the industry is at in its life cycle and how that is affecting industry performance.

The Products & Markets chapter covers the following: Supply Chain, Products & Services, Demand Determinants, Major Markets, International Trade and Business Locations. The Supply Chain section lists the key buying and key selling industries associated with this industry. The Products & Services section lists the products and services the industry provides including percentage breakdowns by key segment. The Demand Determinants section provides an analysis of the determinants behind the level of demand for the industry's products. The Major Markets section gives an analysis of the markets for the industry's products and how these markets may have changed over time. The International Trade section provides a discussion of the importance of trade to the industry. The Business Locations section highlights where the industry operates and why.

The Competitive Landscape chapter is a discussion of the characteristics of an average operator in the industry and who controls the market for the products of the industry. It includes the following sections: Market Share Concentration, Key Success Factors, Cost Structure Benchmarks, Basis of Competition, Barriers to Entry and Industry Globalization. The Market Share Concentration section discusses the level of concentration of the industry. The Key Success Factors section looks at the key internal factors that contribute to the success of an operator in the industry. The Cost Structure Benchmarks section discusses the average costs faced by operators in the industry. The Basis of Competition section is a discussion of the factors that can give a company in this industry a competitive edge. The Barriers to Entry section looks at the factors preventing new companies from entering the industry. The Industry Globalization section provides an indication to which the industry is affected by global operations and trends.

The Major Companies chapter analyses the companies that have the most substantial influence on the industry. Market Share figures and a discussion of the major companies operations within the industry are given where possible.

The Operating Conditions chapter covers the following: Structural Risk Index, Investment Requirements, Technology & Systems, Industry Volatility, Regulation & Policy, Industry Assistance and Taxation Issues. The Structural Risk Index section provides an indicator of the level of risk faced by operators in the industry. The Investment Requirements section is an analysis of the level of capital investment required to operate in the industry. The Technology & Systems section discusses the key technologies used by the industry. The Industry Volatility section looks at the level of in the industry and the factors behind this volatility. The Regulation & Policy section looks in to the regulatory measures the industry is subject to and the corresponding compliance burden faced by operators in the industry. The Industry Assistance section discusses the level of assistance the industry receives from Government. The Taxation Issues gives a comparison between the level of tax burden on this industry compared to other industries and discusses industry-specific taxation measures placed upon it.

The Key Statistics chapter provides the key indicators for the industry for at least the last three years. The statistics included are industry revenue, industry value added (or gross product), establishments, enterprises, employment, exports, imports, wages, domestic demand and any relevant industry-specific data where appropriate. There is also a Historical Performance section that discusses the key past events that have determined industry performance.
Hey netra, i am really glad to see that people like you are sharing such a nice information and helping people. Well, i have also got some important information on Publix and would like to share it with you so that it may help more and more people.
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