Sales Promotion Decision Making

CHAPTER 8

Supermarket Industry

Introduction

This chapter explores promotional decision making in two diverse organizations in the grocery retailing sector. These are a mid-tier independent supermarket group and a major supplier to the group. The chapter provides an overview of the sector and a brief profile of the two main organizations. We map the processes adopted by both businesses and identify the influences that act upon these processes. The chapter also discusses the decision-making agenda, highlighting opportunities for cooperation and potential sources of conflict between the retailer and the supplier of the organizations. This case study provides a detailed insight into how decisions are made and why particular courses of action are ...