Hy-vee’s direct competitor's are Wal-Mart Dillon’s Target Marketing-Hy-Vee wants everyone to come shop with them. They do not target any one group. Positioning-Hy-Vee has a uniform shirt everyone is required to wear with dress pants. They are always friendly and willing to help while keeping the store neat and stocked for the customers. Strategy-Hy-Vee’s strategy is to have the best service in town, have the friendliest atmosphere, and competitive prices. Competitive Advantage Customer Loyalty Convenient Location Multi-Channel Retailing-Groceries can be ordered online and either picked up at the store or delivered to your home. Merchandise Variety-Hy-Vee offers a wide variety of merchandise for your every need. Merchandise Assortment-Hy-Vee carries a wide variety of merchandise including baby products and Health Market (gluten free, non-dairy, ect.) Pricing-Hy-Vee offers competitive pricing for this area. Location-There is only one Hy-Vee located in this area which is conveniently located by the mall but there are more if you go to Topeka and the Kansas City area. Strengths Online shopping Competitive Pricing Open 24/7 including holidays Weaknesses Opportunities Higher prices on name brand items Hy-Vee has the opportunity to open a gas station and/or wine and spirit as other Hy-Vee’s have done. Threats Wal-Mart is their biggest threat because of their low prices.