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Business and Corporate Level Strategies

The Kroger Corporation is one of the retailers chain in America specializing in the manufacturing and processes of food items in its supermarkets. It was founded by Bernard Kroger in 1883 and its headquarters are located in downtown Cincinnati, Ohio. Kroger is one of the largest grocery store chains in American grocery industry (The Kroger Co, 2010)and is considered as the second largest general retailer in the country, with Wal-Mart being the largest (Fortune 500, 2009). The Company’s supermarket and multi-department stores operate under banners, including Kroger, Ralphs, Fred Meyer, Food 4 Less, King Soopers, Smith’s, Fry’s, Fry’s Marketplace, Dillons, QFC and City Market. Kroger operates 40 manufacturing plants, primarily bakeries and dairies.

Business-level strategies are the plans or methods, whicha company uses to conduct various functions in their business operation(Shah & Joseph, 2011). Kroger Co. has several strategies, which it implements to be able to compete with other large companies in the United States. Coordinate Unit Activities is one of the strategies, which Kroger Co. used to coordinate the different departments that it operates. This enables it to work towards a common goal that has seen the company be able to emerge top on the operation. In addition, the employees are able to be awarded their duties according to their qualification using this method and thus able to employ skilled labor well. Identification of Market Niches is another strategy, which has helped Kroger to be able to open different branches on different states. This is from the identification of the markets, which they target to have potential customers of their products. Through the conduct of economic analysis and discovering of customers demand, Kroger has been able to come up with different products that are aimed to

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