SAFEWAY JILTS 'THE FAMILY OF FOUR' TO WOO 'THE JOGGING GENERATION'.

The article reports on the marketing move of Safeway Stores Inc. in Oakland, California. When Peter A. Magowan took over as the chairman and chief executive officer in 1980, he began emphasizing marketing. The moves include designing supermarket to diversify each store, staying open longer, and creating new departments such as bakeries and pharmacies. It also adds placing of automated teller machines in 200 stores. Moreover, other marketing strategies implemented by Safeway are also discussed.