How Supermarket Retailers Meet the Needs of the Market

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Purchasing and Supply Chain

Critically discuss how supermarket retailers meet the needs of the market. Evaluate features of
their assortment planning, own brand and supply chain operations that contribute to their
success.
Market is considered as the place of gathering where buying and selling of products or
services are being done. It is a open place where businesses meet the potential customers and
identify their needs and wants so that sales and profit margin could be raised. In the present
study, it discusses the supermarket retailers such as Marks and Spencer and Aldi in order to meet
the needs of the market (Alon, Jaffe and Vianelli, 2012). Firm carry out market research in order
to assess the wants of customers and then produce the goods accordingly so that satisfaction can
be attained. Report also identifies that assortment planning is considered as the process of
determining that what and how much firm needs to carry within merchandise category. However,
preparing a assortment plan is stated as the trade-off between the volume and depth of products
that a retailer aims to carry. Thus, it possess varied features of assortment planning, brand image
and supply chain operations in order to contribute to firm’s success (Amatulli and Guido, 2012).
It can be stated that there are different types of market which are present such as online
and physical that helps businesses to sell their merchandise. Both the markets are used by firm in
order to sell products and expand their services so that sales and profit margin could be attained.
For instance, both Marks and Spencer and Aldi aims to carry out effective market research in
order to identify the needs of market and then provide them particular goods or services so that
sales margin could be increased (Ashworth, 2012). It can be done through carrying out market
survey and selecting a group of respondents from universe and obtaining their responses
regarding their needs of particular merchandise, which supermarket retailers they choose and
many more. It helps supermarket retailers Marks and Spencer and Aldi to identify the needs and
wants of buyers and provides them products at competitive prices. Thus, it raises customer base
and enhance sales of firm in market (Gilbert, 2003).
However, it can be stated that supermarket play a significant role in grocery and fashion
shopping as almost all the shoppers tend to buy products from supermarket. Therefore, it is
essential for supermarket retailers to identify the needs and wants of buyers so that appropriate
quality goods could be sold to clients and attains satisfaction. Such convenience stores identify
the attitude and preferences of buyers and provide them high quality products which are not sold
by other similar retailers (Glanz, Bader and Iyer, 2012). Thus, it is the main reason of their

success and it helps them to enhance their market share and size. However, through research it
has also been noticed that shoppers are not homogenous as they possess different needs and
attitudes to purchase products or services. Therefore, it is essential for them to provide low
prices, best quality products so that market share of Marks and Spencer and Aldi could be
enhanced (Hollensen, 2015).
Further, it can be assessed that supermarket adopts effective tactic and action plan in
order to identify the needs and attitude of customers wants to purchase products. Therefore, first
of all business needs to identify their target market upon which they are required to build a
sustainable competitive advantage so that success can be attained (Kinnucan and Zhang, 2015).
Through adopting effective retail strategy it would help Marks and Spncer and Aldi to identify
its specific customer segment and thus design the product or service accordingly in order to
maintain the market share similarly over a long time period. Business also evaluates the loyalty
of customers with the particular brand and then introduces different schemes and offers that also
decide the way how supermarket meet the needs of market. In order to meet the needs of large
market size, supermarket retailers decide to expand its operations through entering into online
business (Kotler and et, al., 2010). Thus, it is one of the major expansions as currently people are
moving towards digitalization and therefore, they identify the needs of market and then provide
them specific product or service through online channels so that sales and profit margin could be
raised. However, according to the convenience of consumers, business operates both online as
well as physical stores so that sales could be increased. However, in order to attain success it is
essential for supermarket to identify the needs of market and then provide them particular
products or services so that success can be attained (Terpstra, Foley and Sarathy, 2012).
Another concept that is suitable for satisfying the needs of market is that supermarket
retailers aim to carry out assortment planning, own brand and supply chain operations so that
they can evaluate the needs of market and fulfill the same. Marks and Spencer and Aldi aim to
carry out effective retail strategy in order to assess the expectations of customers and then
promote the products or services among them so that satisfaction could be increased (Varley,
2014). However, it is essential for retail businesses to choose potential customer base in terms of
planning the range of merchandise prefer by consumers and then carry out trading of that
products or services so that tough competition could be given to buyers. On contrary, it is
essential for supermarket retailers to maintain their own brand image among target market and