Valero Exec Summary

In: Business and Management

Submitted By jmk460
Words 925
Pages 4
Jennifer Kim
Valero corner store 123 Main St. Houston, TX 77002
Executive summary
Jennifer Kim
Valero corner store 123 Main St. Houston, TX 77002
Executive summary

Purpose
This report examines the effects of the recession and competition on visiting traffic to convenience stores (c-stores) and offers recommendations on opportunities to increase stops.
Key Findings
From 2007-2009, traffic has reduced from 491K to 373K visits in an average 30-day period. Additionally, the convenience channel has blurred as other outlets, such as supermarkets, warehouses, and drugstores sell gas and grab n’go options. Therefore, the research draws attention to the changing c-store landscape. * The demographic of c-store consumers are 65% light, 25% moderate, and 10% heavy users. Top reasons for visits are convenience and quick shopping. Product selection, price, store appearance, and restrooms are lagging but rising in importance. * How people are using c-stores has changed also. Specifically shop only visits are increasing and dual visits for gas and shop are declining. Furthermore, time of day effects consumer visits with each time slot having distinctly unique priorities and product selections. Another key aspect effecting c-store landscape is competition from quick service restaurants (QSRs). Consumers perceive that QSRs offer better food, flavor and quality.
On the other hand, c-store competition in the beverage arena varies based on category due to consumer priorities and the cross purchasing of food and drink. C-stores hold 3% dispensed, 20% packaged, and 8% hot beverage sales. This report uncovers consumer beverage habits. * Dispensed beverages are primarily sold from the 10am-6pm slot in c-stores, but QSRs own the 10am-2pm slot. Also, QSRs draw more “out-and-about” errand traffic, while c-stores gain more “coming from home/work” traffic. The majority…...

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