US$19.8 billion gross profit on growth of 7.56%. What was your growth rate over the last year? Growing by 7.56% year on year, supermarket giant Costco reported a gross profit of US$19.8 billion in 2019. Trading globally, Costco is the second-largest retailer in the world and the second most profitable bricks and mortar retailer in […]

US$19.8 billion gross profit on growth of 7.56%. What was your growth rate over the last year? Growing by 7.56% year on year, supermarket giant Costco reported a gross profit of US$19.8 billion in 2019. Trading globally, Costco is the second-largest retailer in the world and the second most profitable bricks and mortar retailer in the United States. These results were achieved without traditional marketing.The marketing strategy for Costco is built around value pricing and a limited range of unique products sold in bulk. The communication strategy for Costco involves: Ambush marketing Documentary marketing Database marketing Costco is living the highly profitable truth that it is possible to communicate without much advertising.RECOMMENDATION: Consider all modes of communication before resorting to advertising, which is the most expensive. Pay attention to new modes such as documentaries and ambushing