Checkers, founded in 1956 in Brakenfell in the Western Cape, is a supermarket chain that operates...

 

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Checkers, founded in 1956 in Brakenfell in the Western Cape, is a supermarket chain that operates across Southern Africa. This FMCG retailer is owned by Shoprite Holdings Ltd. and has supermarkets, hypermarkets (larger format stores) and specialty stores (Checkers Liquor) in South Africa and neighbouring countries. In 2021, MarkLives (an independent marketing and communication online platform) recognised Checkers as South Africa's most admired brand. The FMCG retailer, known for convenience, quality and freshness, is now reaping the benefits of its commitment to innovation. Checkers appeals to the mid-to-upper consumer market and has achieved its leadership position by offering value to customers through constant innovation. On receiving the nomination, Checkers COO, Willem Hunlun, affirmed the company's commitment to creating value for the customer. "We are honoured to have been recognised as South Africa's most admired brand and wish to thank our customers as this would not have been possible without their continued support." - Willem Hunlun, Chief Operating Officer for Checkers. Adapted from MarkLives (2021) Over the past three years, disruptions to economic activity caused, in part, by the 2019 pandemic and its repercussions, have etched a lasting imprint on consumers' perception of value. When cities were in 'lock-down' and consumers housebound, service became the most critical aspect of the relationship with retailers. Consumer perceptions of value have shifted such that service has overtaken product quality and brand on the value index. Successful retailers have noticed this shift, taken steps to identify customers' service needs and aligned their supply chain strategies accordingly. Using the 4-step model suggested by Christopher (2016, p.40), and the information gleaned from your research, describe how Checkers linked customer value to its supply chain strategy by offering a 60-minute delivery service - the first of its kind in South Africa. Compose your response by answering these four questions: Question 2 How did Checkers define the value proposition and translate those requirements into an offer? Postulate what Checkers may have defined as the value proposition for each service segment then translate the results of your analysis in Question 1 above, into an offer. Describe the 'offer' made to consumers in each service segment. 1 mark for each correct fact to a maximum of 5 (5) Checkers, founded in 1956 in Brakenfell in the Western Cape, is a supermarket chain that operates across Southern Africa. This FMCG retailer is owned by Shoprite Holdings Ltd. and has supermarkets, hypermarkets (larger format stores) and specialty stores (Checkers Liquor) in South Africa and neighbouring countries. In 2021, MarkLives (an independent marketing and communication online platform) recognised Checkers as South Africa's most admired brand. The FMCG retailer, known for convenience, quality and freshness, is now reaping the benefits of its commitment to innovation. Checkers appeals to the mid-to-upper consumer market and has achieved its leadership position by offering value to customers through constant innovation. On receiving the nomination, Checkers COO, Willem Hunlun, affirmed the company's commitment to creating value for the customer. "We are honoured to have been recognised as South Africa's most admired brand and wish to thank our customers as this would not have been possible without their continued support." - Willem Hunlun, Chief Operating Officer for Checkers. Adapted from MarkLives (2021) Over the past three years, disruptions to economic activity caused, in part, by the 2019 pandemic and its repercussions, have etched a lasting imprint on consumers' perception of value. When cities were in 'lock-down' and consumers housebound, service became the most critical aspect of the relationship with retailers. Consumer perceptions of value have shifted such that service has overtaken product quality and brand on the value index. Successful retailers have noticed this shift, taken steps to identify customers' service needs and aligned their supply chain strategies accordingly. Using the 4-step model suggested by Christopher (2016, p.40), and the information gleaned from your research, describe how Checkers linked customer value to its supply chain strategy by offering a 60-minute delivery service - the first of its kind in South Africa. Compose your response by answering these four questions: Question 2 How did Checkers define the value proposition and translate those requirements into an offer? Postulate what Checkers may have defined as the value proposition for each service segment then translate the results of your analysis in Question 1 above, into an offer. Describe the 'offer' made to consumers in each service segment. 1 mark for each correct fact to a maximum of 5 (5)

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1 Checkers likely defined the value proposition for each service segment by identifying and understa... View the full answer