A group of investors in your city is considering opening a new upscale supermarket to compete with the major supermarket chains that are currently dominating the city’s marketplace. They have called you in to help them determine what kind of upscale supermarket they should open. In other words, how can they best develop a competitive advantage against existing supermarket chains?

Question 1 List the supermarket chains in your city, and identify their strengths and weaknesses.

2 What business-level strategies are these supermarkets currently pursuing?

3 What kind of supermarket would do best against the competition? What kind of business-level strategy should it pursue?

AppendixLO1