Problem:
If you are an advertising agency and you have been approached by Sweetbay Supermarket, which was Kash n' Karry (a 104 store Florida chain), to refresh their marketing message, what would you do? They tell you that they are #3 in the Florida market behind Publix (large market share, good customer service), and Wal Mart (low, low prices, not always convenient location, marginal customer service). Their problem, as they see it, is to gain market share. How would you determine what their problem is? Do you take their word for it? What research would you conduct?