CASE - 3 The New Frontier for Fresh Foods Supermarkets Fresh Foods Supermarket is a grocery store chain that was established in the Southeast 20...

CASE - 3 The New Frontier for Fresh Foods Supermarkets

Fresh Foods Supermarket is a grocery store chain that was established in the Southeast 20 years ago. The

company is now beginning to expand to other regions of the United States. First, the firm opened new

stores along the eastern seaboard, gradually working its way up through Maryland and Washington,

DC, then through New York and New jersey, and on into Connecticut and Massachusetts. It has yet to

reach the northern New England states, but executives have decided to turn their attention to the

Southwest, particularly because of the growth of population there.

Vivian Noble, the manager of one of the chain's most successful stores in the Atlanta area, has

been asked to relocate to Phoenix, Arizona, to open and run a new Fresh Foods Supermarket. She has

decided to accept the job, but she knows it will be a challenge. As an African American woman, she has

faced some prejudice during her career, but she refuses to be stopped by a glass ceiling or any other

barrier. She understands that she will be living and working in an area where several cultures combine

and collide, and she will be hiring and managing a diverse workforce. Noble has the support of top

management at Fresh Foods, which wants the store to reflect the surrounding community—in both staff

makeup and product selection. So she will be looking to hire employees with Hispanic and Native

American roots, as well as older workers who can relate to the many retired residents in the area. And

she will be seeking their inputs on the selection of certain food products, including ethnic brands, so that

customers know they can buy what they need and want a Fresh Foods.

In addition, Noble wants to make sure that Fresh Foods provides services above and beyond those

of a standard supermarket to attract local consumers. For instance, she wants the store to offer free

delivery of groceries to home-bound customers who are either senior citizens or physically disabled.

She wants to be sure that the store has enough bilingual employees to translate for and otherwise

assist customers who speak little or no English. Noble believes that she is a pioneer of sorts, guiding

Fresh Foods Supermarkets into a new frontier. "The sky is almost blue here," she says of her new home

state. "And there's no glass ceiling between me and the sky.

"Questions

1. What steps can Vivian Noble take to recruit and develop her new workforce?

2. What other ways can Noble help her company reach out to the community?

3. How will Fresh Foods Supermarkets as whole benefit from successfully moving into this new region of the country?