Case Activity: Walmart

Despite Walmart controlling more than $20$ percent of the U$.$S$.$ retail food market, marketers at Walmart are concerned about recent news that Kroger, the next biggest competitor, is gaining market share in some of the country's largest metro areas. Kroger, which operates regional stores Harris Teeter, Ralph's, Fry$\text{'}$s$,$ Fred Meyer, and more, has experienced over $3$ percent growth in both Phoenix and Detroit, and over $2$ percent growth in Los Angeles over the last two years. Additional competition from Amazon in the grocery category has prompted marketers at Walmart to launch a market research campaign to determine how to best take back market share.

Walmart marketers created their research design after review of industry reports from Produce Retailer and the Grocery Manufacturers Association, which showed insights on current trends such as online grocery ordering and delivery, prepackaged meal kits, and the continued demand for natural and organic foods. Internal sales data revealed that Walmart's online grocery ordering service saw double$-$digit growth over the last two quarters. With this information, marketers are ready to move forward in the marketing research process.