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Market study - Sales management and negotiation techniques: Wegmans

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documents in English
case study
9 pages
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  1. Company profile
  2. Target consumer profile: NEEDS and WANTS
  3. Mission statement
  4. Market analysis: USA
  5. Strategic options
  6. Sales strategy

Wegmans first started as Rochester Fruit and Vegetables Company in 1916, highly influenced by their parent's store, this business was founded by John Wegman, joined later by his brother Walter Wegman. After 6 years selling fruits and vegetables, the brothers acquired the Seel Grocery Co. enabling the expansion of operations to add general groceries and bakery production.
Almost ten years later, the company opens a 20,000-square foot store, a concept that would change food shopping. The new store had innovative features such as auto-service, dairy products, meats, homemade candy, cafeteria for 300 seats, refrigerated display windows and vaporized water sprays to keep products fresh.

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