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Assignment 1-Financial Research Report

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Assignment 1-Financial Research Report
FIN 534: Financial Management
Hannah Fox
Dr. Dana Leland
August 30, 2015

The U.S. publicly traded company that I have selected is Kroger. Kroger is a grocery retail chain in the US. It operates supermarkets and multi-department stores under a number of banners including Kroger, Harris Teeter, Ralphs, Fred Meyer, Food 4 Less, Fry's, King Soopers, Smith's, Dillons, Jay C, QFC and City Market. According to The (Kroger Co. SWOT Analysis, 2015), the company holds the largest or the second largest market share position in 41 of the 49 major markets in which it operates. It ranks among the largest corporations in the US. Kroger's size provides it with significant pricing power over food producers, giving the company economies of scale over smaller supermarket operators.
Kroger follows a strategy which has evolved to incorporate more elements of differentiation on factors other than price. The company has tried to identify various factors that drive customer visits and loyalty and has made several targeted investments to achieve the same. One such move is the increase in gasoline stations. The company has increased the number of stores with fuel centers to 1,240 in FY2014 from 376 in FY2003. Having more than 1,000 fuel centers is a key advantage for Kroger, enabling the company to drive traffic to its stores. In 2010, the company partnered with Shell to roll out the grocer rewards program in Cincinnati, Dayton, Knoxville, Nashville and San Diego. This program allows customers in participating markets to earn points and redeem them for savings on gasoline at Kroger Fuel Centers and participating Shell stations (Kroger Co. SWOT Analysis, 2015).
On the other hand, the company increased its exclusivity and differentiation by investing on the private label program. Over the years, the company has built a strong private-label program

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