Comparison of Supermarket Strategies in the Maribor Area

Today, the business world is developing very rapidly in all areas. Leclerc confirmed that they prefer traditional methods of promotion. Following the research and interviews conducted, key differences were identified in the marketing strategies of three Slovenian supermarkets.

Solution and Method

Today, the business world is developing very rapidly in all areas. It is extremely important that companies adapt quickly to new circumstances and promote themselves appropriately in order to increase sales and consequently the profit of the organisation. Effective operation of an organisation therefore requires two factors: firstly, a well-planned and executed strategic marketing process and secondly, an appropriate marketing strategy.

In this diploma thesis, Slovenian supermarkets will be the subject of research. The main idea of the research is to identify differences in marketing approaches between three target supermarkets. The first is Mercator, which is originally a Slovenian company and has been operating since 1949.

It is the largest retail chain in Slovenia with more than 450 shops across the country. The second supermarket is a discount store, Hofer. As a subsidiary of the German Aldi, it has been operating in Slovenia since 2005 and has more than 80 shops.

The third is E. Leclerc, which is a French supermarket. Although their supermarket was opened twenty-one years ago, this retail chain has only two supermarkets in Slovenia.

The differences between the supermarkets are noticeable at first glance. According to the research, the difference in online presence of the three supermarkets was significant. In this area, Hofer is surprisingly the leader.

The German discount store leads with an impressive advantage, having on average five times more followers. The largest of the supermarkets studied, Mercator, took second place on each social network examined. During the interview, Mercator's marketing manager explained that internet promotion is not their main goal, although it has potential. Innovation is primarily treated as a way to improve supermarkets.

E. Leclerc shows much less interest in online presence. The marketing manager of E.

Results

Leclerc confirmed that they prefer traditional methods of promotion. Following the research and interviews conducted, key differences were identified in the marketing strategies of three Slovenian supermarkets. They are mostly related to the popularity of the supermarket chain, the origin of the supermarket, the opportunities available to the supermarket, and openness to digital development, as well as rapid adaptation to influential external factors.