Environmental Fit Examination
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Employed by a administration consultancy I've been asked to aid Waitrose inside the analysis of its current competitive placement and its macro environmental condition in order to help in deciding conceivable future strategies.
Waitrose can be operating in great britain grocery market, which in 2001 was approximated at ВЈ103. 4bn. Food sales will be the core business of the grocery stores and spending on food in britain has been growing year-on-year since 1990; Industry has proved to be extremely recession evidence. However nonfood articles account for a growing discuss. The market is definitely led by the В‘big four' В– Sainsbury, Sainsbury's, ASDA and Safeway. Together with Somerfield, Iceland and Waitrose these firms take by far the largest portion of the marketplace.
Waitrose, founded in 1904 and held by the Steve Lewis Relationship, operates 137 stores, mainly in the south-east of the UK and at present employs more than 27. 500 staff. Shops are of small to channel size, conveniently located. The 2001 proceeds amounted to ВЈ1. 98bn (+13%), pre-tax profits to 25. several million (-15. 7%, due to the purchase of eleven Kwik Save stores in 2000). Waitrose is recognized for the focused differentiation strategy focusing on the developed with a broad variety of quality and fresh goods.
With the PPG6 it has become challenging to obtain out-of-town planning permissions. This might clash with Waitrose's indicated approach of opening new Meals & Residence Supercenters. Buyers put even more emphasis on healthier eating and organic foodstuff and most will be opposed to GM-food. Waitrose totally serves this trend having its fresh, top quality foods and the В‘Perfectly Balanced' own labeled. Furthermore the population has become more environmentally conscious. Waitrose is definitely undertaking a variety of actions to maintain their particular green picture (e. g. В‘Bag To get Life') and publishes an Environmental Survey. Along with other organizations Waitrose is selling sandwiches and other prepared meals that can be eaten on the run. Internet technology has advanced and propagate further, more people make use of and trust online shopping. Waitrose is working with latest technology to offer good and cost efficient assistance. Waitrose Kingston offers the " Quick Check" Scheme which in turn, with the use of handscanners, lets customers scan their particular shopping, as a result saving these people queuing to pay.
Waitrose has specialised in the sale of fine wines, delicatessen and fresh food that can be bought from particular counters. Waitrose has a excessive profit perimeter on this high-class goods. The brand new Food & Home Supercenters will also promote nonfood products and be greater than the existing Waitrose stores. This will diversify the risk and increase the potential target market. Along with interpersonal trends the development of a new shop format В– Mark 4 В– appears promising (table3). Threat originates from competing stores that as well positioned their particular brand labels targeting the upmarket (eg. TESCO's " Finest" ) and which will offer many at affordable prices due to financial systems of range.
Waitrose is usually well positioned and in the market section very competitive. Good progress has been manufactured in setting up a web based shopping center. Waitrose will need to continue this path, nevertheless be careful not to cast off their aged customer base. Intended for future progress strategies I suggest a mix of market- and product-development. Next to a constant large standard of products, expansion with the business into the north-west from the UK and (a limited) expansion into the nonfood sector is recommended. The partnership with John Lewis will provide knowledge and currently familiar and tested supply links.
Phrase Count: 556
Stand 1 - Grocery Sector, PEST Research
В•Planning Plan Guidance (PPG)*
В•EU Competition Law***
В•2001 Market value: 103. 4ВЈbn
В•Relative Recession proof industry
В•Organics and healthier eating
В•Eating out & take-away
References: 1 . Keynote, 2002, Supermarkets & Superstores, Industry Report
installment payments on your Keynote, 2001, Own Brands, Market Statement
3. Keynote, 2001, Supermarket Services, Marketplace Assessment
4. Keynote, 2001, E-Commerce: The Internet Grocery Industry, Market Examination
5. Keynote, 2001, House Shopping, Market Report
six. Keynote, 2002, E-Shopping, Market Assessment
six. Keynote, 2002, The ABC1 Consumer, Industry Assessment
almost 8. Mintel, 2002, Home Buying in the UK
9. MAI, 2000, Supermarket Individual Labels
10. Waitrose environmental Report
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