A perfect storm is facing U.S. supermarkets

IF 0.7

Journal of Marketing Channels Pub Date : 2020-04-01 DOI:10.1080/1046669X.2020.1739420

Edward T. Rincón

引用次数: 0

Abstract

Abstract This article discusses a “perfect storm” that has evolved in recent years related to the composition of the U.S. Latino population—a dramatic demographic shift that threatens the economic stability of supermarkets and other retailers that have traditionally focused their services or products on the foreign-born segment of the Latino population. Using spatial analysis of recent data provided by the American Community Survey and the Consumer Expenditure Survey, the study identified four distinct segments of U.S. counties that provide different levels of market potential related to the concentration of native-born and foreign-born Latinos, their English-language proficiency, and their estimated food-at-home expenditures. Based on these findings, suggestions are made for marketers to re-align their marketing strategies to minimize the potential negative consequences of the developing perfect storm.

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美国超市正面临一场完美风暴

摘要本文讨论了近年来演变的一场与美国拉丁裔人口构成有关的“完美风暴”，这场人口结构的急剧变化威胁到超市和其他零售商的经济稳定，这些零售商传统上将服务或产品重点放在外国出生的拉丁裔人群上。通过对美国社区调查和消费者支出调查提供的最新数据进行空间分析，该研究确定了美国四个不同的县，这些县提供了不同水平的市场潜力，这与本地出生和外国出生的拉丁裔的集中度、他们的英语水平以及他们估计的家庭食品支出有关。基于这些发现，建议营销人员重新调整营销策略，以最大限度地减少发展完美风暴的潜在负面影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.

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