Comprehensive Business Management Report: Atlantic Superstore Analysis

This report provides a comprehensive analysis of the business management of Atlantic Superstore, a Canadian supermarket chain. It begins with an introduction to business management principles and then delves into the specifics of Atlantic Superstore, including its consumer base, mission, and vision. The report examines both corporate-level strategies, such as stability and market share growth, and business-level strategies, specifically the differentiation strategy. A detailed SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) is presented, evaluating the internal and external factors impacting the company's performance. Strengths include employee training and experienced staff, while weaknesses involve high operational costs and limited fresh food options. Opportunities include market development and expansion of online services. Threats include competition and changing consumer preferences. The report concludes with a summary of key findings and insights into Atlantic Superstore's strategic positioning within the retail market.

Running head: BUSINESS MANAGEMENT OF ATLANTIC SUPERSTORE
Business Management of Atlantic Superstore
Name of the student
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Table of Contents
Introduction................................................................................................................................3
Consumer base...........................................................................................................................3
Mission.......................................................................................................................................4
Vision.........................................................................................................................................5
Corporate level strategies...........................................................................................................5
Business level strategy...............................................................................................................6
S.W.O.T Analysis......................................................................................................................7
Strengths.................................................................................................................................7
Weakness................................................................................................................................8
Opportunities..........................................................................................................................8
Threats....................................................................................................................................9
Conclusion................................................................................................................................10
References................................................................................................................................11

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Introduction
Business management refers to the management of co-ordination along with the
organization of the business activities. It helps in production of the materials and the services
which involves the aspects of the innovation and the marketing. It undertakes the adoption of
the strategic business decisions that helps in meeting the objectives of a company. It talks
about the controlling of the activities of a company that aids in the measurement of the
performance of a business. It helps in putting into effect the continuous process of the
improvement within the framework of a company. It aids in the development of the tactical
techniques that helps in the implementation of the plans of a business. It helps in pursuing the
business standard which has been set forth in the policies of a company. Atlantic superstore
refers to the supermarket chain of Canada that is instrumental in operating 54 stores in the
country (Atlanticsuperstore.ca., 2020). The company operates within the framework of the
retail industry and the products that are offered by the company are bakery, clothing, beer,
dairy, frozen foods, meat, poultry and snacks. The company is owned by the George Weston
Limited and it operates under Atlantic Wholesalers division of the Loblaws. This report
discusses about the customer base of the organization and the mission of Atlantic Superstore.
This report elaborates on the corporate level along with the business level strategies that are
taken recourse to by the company. This report elucidates on the strengths, weakness,
opportunities along with the threats of the company.
Consumer base
The stores of Atlantic Superstore are in various locations like Nova Scotia, Prince
Edward Island along with the New Brunswick that have helped the organization in attesting
to the needs of a large consumer base. The company targets the lower income customers as it
offers the branded products at the discounted prices. The company is also popular among the

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middle class section of the population of Canada owing to low price and the high quality
products. The company provides the high quality of the customer service that have helped in
broadening the customer base of the organization. The company have a wide variety of the
goods that is inclusive of grocery, housewares, clothing along with the electronics that helps
in satisfying the diverse needs of the people. The products are offered to the people at the
minimal prices that attracts the middle class people towards the various kinds of the product
ranges of the company (Botha et al., 2016). The company appeals to the health conscious
customers as the bakery, snacks and the dairy products of the company are of the good
quality that helps in retaining the health of the people.
Mission
The mission of Atlantic Superstore is to provide the people with the right products
that can help the people in leading a better life. The ideal of the company is to use the price as
the selling point that can attract the target customers. The company with the help of
personalized nutrition counselling helps in looking after the health of the people. The
company with the help of the supportive nutrition counselling helps the people in working
towards the nutrition along with the health goals. The mission of the company is to provide
the comfortable home and the living for the people with the help of its appliances, bedding,
bath along with the cleaning products. Atlantic Superstore is the high performing company
that lays stress on the aspect of the results along with the work ethic. There exists a strong
culture among the employees of company which has been instilled within the new workers of
the company (Parris et al., 2016). The core value of the company is to act with the
responsibility so that it can pave the path for the creation of a better world. The company
offers great quality at best pricing along with the honest product offers that meets that helps
in taking care of the efficient business process of the company.

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Vision
The vision of Atlantic Superstore is to provide the excellent customer service to the
people so that it becomes leader within the framework of supermarket chain industry. The
company wants to create a great impact on the lives of the shoppers by providing the
exceptional services to the people. The company wants to expand the market position so that
it can create a strong footing in various countries spread across the world. The desire of the
company is to have a reputation which rests on the aspect of the quality that can help the
company in being competitive in the market. The company have the vision of providing a
richer life to the people and to help the people in leading a better life.
Corporate level strategies
The corporate level strategy of Atlantic Superstore is stability so that it can lead to the
popularity of the company in the world. The company wants to increase the market share so
that it can attract the attention of the people living in various parts of the world. The company
wants to develop the products so that it can be instrumental in increasing the sales of the
company. The company have various kinds of departments like food, health apparel, office
supplies and the pet supplies that have helped in providing the stability to the company. The
company offers a great deal of variety in the category of the foods like bakery, meat, dairy,
eggs and drinks that can help many people in Canada in taking recourse to the services of the
supermarket chain. The company offers the natural and the organic products so that it appeals
to the people who are concerned about their health. Atlantic Superstore offers the coupons
along with the deals so that it can be affordable for all the classes of the people. The
customers can also view the past orders with the help of the website of the company that
proves to be convenient for the people (Rothaermel, 2016). The company proceeds with a
great deal of the caution so that it can test ground before it moves ahead with the business

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strategy of the company. It have helped in strengthening the position of company in the
Canadian market that have helped in building the reputation of the company.
Business level strategy
The business level strategy that the organisation uses for gaining the competitive
advantage is the differentiation strategy. The company provides the unique products to the
people that proves to be unique for the customers. Atlantic Superstore offers the innovative
products that have helped in making the company popular in the market. The company offers
the plant-based meals that is inclusive of legumes, grains along with the vegetables that can
help in meeting the nutrient needs of the people. There is also the facility of the in-store
dietician that is instrumental in providing the essential nutrients to the people. There exists
the section of the keto-friendly products in Atlantic Superstore that have made the superstore
famous in the eyes of the people (Lasserre, 2017). There are various kinds of keto products
that are offered by the company like Raspberry Lemon Keto bar and organic coconut oil that
have increased the number of customers of the company. The company have the PC Organics
products in the shelves that can help the people in having well-balanced diet. The company
provides the online exclusives which are the products from the third-party sellers that have
helped in providing the convenient shopping experience for the people. The company have
supported the everyday life of the people with the help of the various kinds of the shipping
and the return options that have added value to the services of the organization. The company
offers the novelty to the people that have increased the appeal of the company before the
people. The consumers get the opportunity of shopping on the basis of the variety of the
brands that have worked to the advantage of the company (David & David, 2016). The
company provides the pet supplies for the birds, cats, dogs and the fish that have increased
the number of customers of the company. The company is instrumental in providing various

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kinds of the electronics products like computers, portable speakers along with the ear buds
which attests to the various kinds of demands of the people.
S.W.O.T Analysis
Strengths
Atlantic Superstore have the strengths that have helped in taking care of the
positioning of the company within the market. There are various factors that have helped the
company in attaining the marketing goals that have helped the company in being competitive
in the market. The employees of the company are provided with the training that have aided
in increasing the skills along with the knowledge of the people within the market. The
training programs in the company are tailored in the right manner that have proved to be
instrumental in increasing the popularity of the company before the people (Trigeorgis &
Reuer, 2017). The company have customized the training approach that have helped in
increasing the productivity of the employees. The training in the company is carried out with
the help of the role-play that have helped in the development of skills of the workers. The
employees who are recruited in the company have the immense amount of the experience that
acts like an asset for the company. The employees who are selected have prior experience as
they have worked in the other companies that have worked as a positive factor for the
company. The company makes use of the revenue from the existing stores that have helped
the company in opening the stores in the new locations (Newburry, Deephouse & Gardberg,
2019). It have helped the company in aggregating the buyer power that have helped in
providing the access to the capital for the organization. The financing have increased the
scope of the company that have helped in increasing the market presence of the organization.

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Weakness
There are various weakness that Atlantic Superstore have that have prevented the
company from earning the profits. The stores of the company are located in Nova Scotia,
Prince Edward Island along with the New Brunswick that incurs the high rental costs for the
company. The stores are within the prime locations that can be said to be a drawback for the
company (Johnson, 2016). Higher costs of the operation have made the company adopt the
premium price approach that have increased the prices of the products of the company. The
price sensitive customers would be affected by the pricing strategy of the company that can
be stated to be a weakness for the company (Ge et al., 2019). The store operates on the 24/7
basis that incurs the higher staff costs of the people. The weakness of the company rises on
account of the fact that the company does not offer the fresh food options that can be helpful
in increasing the profitability of the company. The local stores offers more fresh food options
that can threaten the reputation of Atlantic Superstore within the framework of the popular
market of Canada (Kent, Rudnicki & Usher, 2017). There exists the problem of the lack of
the management that can prove to be threatening for the survival of Atlantic Superstore in the
market of Canada. It makes the process of the management of the stores difficult that can
cause harm to the long-term growth of the company.
Opportunities
The opportunities lie in the path of Atlantic Superstore as the company have grown
the business with the help of the market development. The company have increased the
number of the stores within the framework of the existing markets that have helped in
furnishing the opportunities for the company. The company have a vast range of the product
offering that have helped in providing the benefits to the company (Chepulis et al., 2018).
The company have different kind of the products like the food, baby, apparel along with the
beauty products that have helped in expanding the company within the market. It have helped

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the company in forming the strong relationships with the people that have been instrumental
in increasing popularity of the company (Igami & Yang, 2016). The people in Canada have a
high standard of the living that can act as an opportunity for Atlantic Superstore. The
education system in the country is highly rated that helps the people of the country in the area
of employment. It have increased the buying power of the people that can act as a positive
force for the growth of Atlantic Superstore. The supermarket along with the grocery store
industry of Canada have experienced the modest growth in the course of last five years that
can have a positive impact on Atlantic Superstore. Per capita disposable income helps in
determining the ability of an individual of purchasing the goods along with the services
(Patel, 2017). The country have experienced the growth in the area of the disposable income
that have helped in providing the optimal business environment for the company (Boyer et
al., 2018). The retailers have expanded the private label product line that can appeal to the
price-conscious customers.
Threats
There are threats that the company have to face that acts as a barrier in the path of the
development of the company. There are a large number of supermarket chains within Canada
like the Jim Patterson Group along with the Metro Inc that can threaten the presence of
Atlantic Superstore in the market (Corpo.metro.ca., 2020). It can have a detrimental effect on
the revenue of the company that can act as a threat for the survival of the company within the
framework of the Canadian market. There are various companies that operates under Jim
Patterson Group like Cooper’s Foods, Pricesmart Foods along with Urban Fare that can act as
a negative factor for growth of Atlantic superstore (Urbanfare.com., 2020). There are other
companies like Food Basic along with the Super C that can damage the reputation of Atlantic
Superstore within the market.

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Conclusion
Stores of the Atlantic Superstore are placed within the different locations like the
Nova Scotia and New Brunswick that have helped company in attracting large consumer
base. The organization targets people of the low income as the products are offered in the
discounted prices. The people have to pay the minimal prices for the products which attracts
people of the middle class people towards product ranges of organization. The company
wants to provide right products to people so that it can enable people to have better life. The
company wants to take recourse to selling point so that it can be helpful in attracting target
customers. The company pursues the stability strategy so that it can become popular among
the people. Atlantic Superstore want to bring about an improvement in the area of market
share so that it can catch the attention of the people. Differentiation strategy is followed by
the company that have helped the company in gaining the competitive advantage amidst the
competitive environment. The organization is instrumental in providing unique products
which can prove to be unique for people.

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