Daily Archives: October 22, 2021

Case Study: Friendly Market Versus Circle K

Source: Adapted from Burns, A. C and R. F Bush (2005),Marketing Research.Upper Saddle River, N.J.: Prentice-Hall.

Friendly Market is a convenience store located directly across the street from a Circle K convenience store. Circle K is a national chain, and its stores enjoy the benefits of national advertising campaigns, particularly the high visibility these campaigns bring. All circle K stores have large red-and-white store signs, identical merchandise assortments, standardised floor plans, and they are open around the clock. Friendly market, in contrast, is a one-of-a-kind “mom-and-pop” variety convenience store owned and managed by Bobby James. Bobby’s parents cane to the United States from Palestine when Bobby was 15 years old. The family members became American citizens and adopted the last name….