How would you evaluate Loblaws’ Current strategy with particular reference to the G.R.E.E.N line?
Loblaws’ corporate strategy can be viewed to have been directly influenced by its industry’s intense competition. The strategy was intended to have sustainable corporate advantage thought low costs, innovative marketing and a large network of suppliers. This went against the traditional approach taken by retailers in the food industry of price discounting that Loblaws’ regarded as narrow form of thinking. The green idea was influenced by the new approached used of marketing products as environmentally friendly with the company head noting that the book, “The Green Consumer Guide” had become a best seller in Europe. Increased attention to Canada’s environmental issues provided the company with a unique opportunity to exploit the Canadian awareness of these issues.
The criteria that Loblaws’ should use in determining whether a product is green or environmentally friendly should be guided by the present conceptions and scientific guidelines set out by reputable environmental organizations. In the launch of the Green line, Loblaws relied on a “wish list” from a number of prominent organizations of the environmentally safe products. The wish list was then regarded as the guide for the products in the Green launch.
Which if any of the three products should be introduced to the G.R.E.E.N line and why?
The light bulb should be introduced to the Green line. This is because there was a ready market available for the bulb. The compact fluorescent was extremely useful to the apartment building owners due to their energy saving and significantly increased lifetimes. In addition, the Ontario Hydro offer of a $5 rebate for every bulb sold ensured that the customers would buy the product at a lower price than expected. It is these circumstances that meant that of the three products the compact fluorescent bulb the most suitable product for the Green line would be the fluorescent bulb.