The case of Superior Supermarkets demonstrates the need for retailers to evaluate whether low pricing strategy is indeed the right solution and approach to increase competitiveness in the trade and for consumers. For Superior, the option to use EDLP as a pricing strategy must include an assessment of the retail grocery chain's pricing strategy prior to launching the EDLP approach. This way, Superior can best identify if the EDLP is the best approach after assessing pricing for all grocery items/product categories (i.e., do most or only few of the items need further reduction to increase pricing competitiveness). In addition, it would also be wise for Hall to determine, from consumer research results, the different "dimensions" that consumers give to the determinant "price." It is possible that "price" for consumers is simply looking at the price per se, and it is also possible that other consumers evaluate prices differently, attaching a...
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