Print Email Facebook Twitter Local Differentiation of Assortments for Jumbo Supermarkten Title Local Differentiation of Assortments for Jumbo Supermarkten Author De Vries, E.J.J. Contributor Schoormans, J.P.L. (mentor) Bakker-Wu, S. (mentor) Faculty Industrial Design Engineering Department Product Innovation Management Date 2013-04-17 Abstract Jumbo Supermarkten is the second largest Dutch supermarket chain. Currently their product assortment is merely dependent on store size. However, in the future Jumbo would like to differentiate on local wishes and needs. In this graduation project is analyzed what the possibilities and restraints are of determining the assortment by a store’s function rather than just by its size. This includes: 1. obtaining knowledge on which variables determine the function of a supermarket 2. analyzing possible methods for differentiation and selecting the ones most appropriate for Jumbo 3. determining the possible internal implications of differentiating assortments This is translated into a differentiation strategy for Jumbo. This strategy contains three pillars: Store Format Based on a store’s function and the price sensitivity of its customers, a store format will be selected. Each format has different products and hardware. Assortment Each product category is segmented based on its differentiation variables. The assortment is adapted to the wishes of these segments, by changing the assigned shelf space of a (sub)category. Also the socio-demographic customer mix has an influence. Locally produced or supplied products get extra emphasis. Marketing Store managers will be encouraged to expand their local marketing activities, team up to create scale for promotions and report on promotions in a common database. Subject retailassortmentdifferentiationstrategy To reference this document use: http://resolver.tudelft.nl/uuid:ad036d89-fb6e-4323-a119-235e996f24b9 Embargo date 2014-04-17 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2013 De Vries, E.J.J.