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Costco
Acquired
Costco's Value Proposition and Pricing Strategy
Costco's value proposition revolves around providing extreme value to consumers by capping the markup on products to a maximum of 14%, with exceptions for certain items under the Kirkland signature. This contrasts with department stores which commonly apply a 100% markup, and even discounters like Walmart that mark up by 25%. Jim Senegal's quote highlights the temptation to raise prices, but Costco prioritizes member trust by consistently offering the best prices. This commitment to extreme value proposition has been upheld for 40 years, building a strong reputation among consumers.
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