The supermarket industry is very competitive. The average consumer has more than five choices in their immediate geographic location and over twenty choices within any major city. The marketing mix plays a key role in enticing consumers to spend at your grocery store verses the competition up the street. With so many stores to choose from the competition is fierce within the grocery industry. The right product mix, price, place, product, and promotion, will help Safeway "dominate the middle" of the grocery retail market.
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