Primarily, Costco’s strategy is to create maximum market and sales volumes by selecting high quality, branded product with wide spreading merchandise in minimal revenue. As Costco is a wholesale store every items can only be purchased in bulk. For example, Advil comes only in 360-count bottle, which is very much larger than common sized found in supermarket or a drug store. In the same way, Costco’s core focus is to sale definite product in a huge quantity with less profit so the customer can make a wise selection (Miles media, 2017). For example, if someone is offered with twenty-five different flavoured candies then it is relatively difficult to make a good choice in comparison to having just five flavours.
In the same way, Costco present one of the biggest and most elite item alternative to be found under a solitary rooftop. It furnishes its individuals with a determination of around 3,600 dynamic products. Of these, 85% of the items are quality branded items and about 15% convey the organization's private mark, Kirkland Signature, which is intended to be of equivalent or preferred quality over national brands (W. Shonk, D. Anders, B. Miller, 2016). A common retailer acquires around 125,000 to 150,000 products for customers to browse. It also operates self-administration fuel stations at some of the areas in the U.S., Canada, Australia, Japan, Spain, and United Kingdom. Costco is known for conveying top quality national and local brands, with 100% satisfaction, at costs reliably beneath conventional discount or retail outlets (W. Shonk, D. Anders, B. Miller, 2016). In the core of their targets and strategy, Costco’s uniqueness is that they merchandise membership to their clients which produce the fixed income consistently as well as increment of the brand reliability and familiarity with the consumer towards Costco (Miles media, 2017).
One of the vital disadvantages of the Costco is that they simply have 4,000 choices of product. For the most part, different stores, for example, Wal-Mart loaded around 40,000 to 150,000 things for customers to look over and BJ's have 7,300 things (Miles Media, 2017). Likewise, another serious issue of Costco methodology is they spend exceptionally less in the promotion and exclusively depend on the notoriety and verbal advertisement. Moreover, the significant contenders of the Costco that is Sam's Club spent about dollar 50 million every year on publicizing and standard mail advancements. It might influence Costco's future execution and contenders, for example, Sam's Club may remove its market share of the overall industry because of the absence of limited time exercises (Miles Media, 2017).
The business plan of action depends on limited distribution centre evaluating which makes rivalry incredibly high. The main three noteworthy players in the American discount club industry, as per all profound sales are: Costco, Sam's Club, and BJ's Wholesale Club. Because of low net revenue and focused estimating, the intensity of contention is amazingly high.(W. Shonk, D. Anders, B. Miller, 2016). Costco’s business and competitive strategy has impressed the consumer worldwide. Costco has introduced the competitive strategy which involves the huge discount in the product if purchase in bulk size and the membership fee. Costco’s income is more from the membership fee rather than the product revenue. This means the product sold in the Costco wholesales may have some profit or also may have loss. It applies the annual membership fee of fifty-five dollars and every year members of the Costco wholesale are rapidly increasing. Of those, there are 94.3 million members of Costco worldwide in 2018 (Market Watch, 2019). Together both the strategies generate the consumer’s commitment toward Costco. In addition, Costco operates a different manufacturing department which supplies packed food, raw meat processing, jewelleries, etc. All of these competitive strategies is more focus on cost leadership and differentiation which means low cost product with high quality attributes. Despite of selling the low price item with minimal profit, Costco’s annual net sale is approximately 116.073 billion USD increasing (Market Watch, 2019). By this, Costco gains power to purchase the large quantity of goods, which is advantage to negotiate the prices from suppliers and create some profit in the goods. The focal point of Costco and the CEO is to beat all the vast chain stores by concentrating on the significant factor of selling more in amount however offering to a lesser degree a choice However, Costco’s main concepts is to produce more sales and make a dynamite end result.
In conclusion, it can be noted, that the strategy of member might be a drawback for Costco, simply opening doors for just individuals with membership implies shutting doors for every one of the individuals who even can't bear to pay or not inclined to make a payment for membership fee annually. So all consumers should have the equal right to purchase goods from the store they like to. As Costco does not have many item decision (4000) contrasting with the contenders that can be a future difficulties for the Costco in light of the fact that client needs decision.
- Miles Media,2017, Costco case study and strategic analysis, http://milesonmedia.com/costco-case-study-and-strategic-analysis/ Retrieved on 01/05/2019
- W. Shonk, D. Anders, B. Miller, 2016, Team1-Costco Wholesale cooperation case analysis, https://www.academia.edu/36420109/Team_1_-Costco_Wholesale_Corporation_Case_Analysis, Retrieved on 01/05/2019
- The Statistics Portal, n.d., Costco-statistics and facts, https://www.statista.com/topics/4399/costco/, Retrieved on 01/05/019
- Market Watch, 2019. Annual Financials for Costco Wholesale Corp., https://www.marketwatch.com/investing/stock/cost/financials., Retrieved on 02/05/2019