Hawkins understood that his larger adversaries (such as Price Chopper, Wegmans, and Walmart) would use their size and buying power to procure products at the lowest possible price, enabling them to offer rock bottom prices. Hawkins was searching for a program that would take advantage of Green Hills' proprietary systems for monitoring customers' buying patterns and shopping preferences.
The promotional plan under consideration was a continuity program, in which shoppers earned. Determine whether or not the Arzberg promotion was right for Green Hills Market and Hawkins and his team needed to build their goals for the holiday season. The case can come with a data set ("M318 Green Hills Data Set") that captures weekly expenses by a sample of 1000 families shopping at Green Hills Market before, during, and after the Arzberg promotional application. The students can use these data (and other information obtainable in the case) to analyze how well the Arzberg promotion actually worked. "M318 Green Hills Data Set" can be obtained from cases_requests@gsb.stanford.edu.
PUBLICATION DATE: April 20, 2009 PRODUCT #: M318-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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