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West Point Market Case Analysis


             c. Growth Potential.
             This industry has great potential for further growth. Marketing research reported that the specialty food segment of this industry is currently the fastest growing segment and is forecasted to double in five years.
             4. Characteristics of Industry.
             a. Distribution Patterns and Traditional Channels.
             Distribution is conducted like any other supermarket distribution strategy. Most of the supermarket products are shipped in through national suppliers. In some cases in the specialty segment many products are made on site and others are bought from local homemakers that cook and bake for the stores.
             .
             b. Regulation and Control within Industry.
             Other than meats and other foods being approved by the FDA and USDA regulation has been minimal and competitors have enjoyed a loosely regulated industry.
             c. Typical Promotional Activity.
             Activities and events are held during the year at many of the supermarket and specialty store locations that bring many customers into the stores. West Point Market has many events throughout the year that are targeted towards their customer base and are very successful in bringing people into the store.
             d. Geographical Characteristics.
             The geography of the industry is based in high traffic areas close to neighborhoods and downtown areas. 90 percent of specialty food customers are Akron citizens and most of the return customers live in a five mile radius. Supermarkets tend to bring in a larger customer base and are located in similar areas. Most businesses bring in their customers from the areas surrounding the location of the store.
             e. Profit Patterns.
             Profits for the industry in Akron are steady and can fluctuate during holidays and special events. Profits increased for West Point Market when their events like High Tea and United Tastes of America are going on. The supermarkets rely on repeat customers and holidays for their profits. .
             B. The Company .
             1. Brief History.


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