INTERNATIONAL STRTEGY
ASSIGNMENT: Case study: Waitrose
Word count: 2945
Abstract:
This assignment describes focus differentiation strategic models used at Waitrose organisation and its competitive industry. Waitrose environmental is analysed by internal and external factors. Different types of methods have been discussed in this assignment (e.g. PESTEL analysis, SWOT analysis).
Introduction:
Waitrose founded in 1904 by Wallace Waite, Arthur Rose and David Taylor. Today its one of the UK's leading food retailers and part of the John Lewis partnership established in 1929. A company held in trust for the benefit of its employees and one of the top ten UK retail businesses, has over 185 Waitrose Supermarkets and 27 John Lewis Department Stores throughout the UK. Its policy has consistently been to deliver the highest quality of service for its customers and to that end the supermarket has invested heavily in its business to ensure it remains a top retailer.
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Figure 3Waitrose has chosen a focused differentiation strategy targeting the upmarket with a wide range of quality of fresh products and sourcing of fresh meat. Waitrose has developed its own brands products which is important because they give retailers high level of control of these products and generally have a higher profit margin. It has also specialised in the sale of fine wines, which hold a high profit margin. Major competitors include Tesco, Sainsbury's, ASDA, Safeway, Somerfield and Marks and Spencer.
Key factors in Waitrose's environment:
There are many internal and external factors within the Waitrose, which affect the working culture and environment of the company. The Waitrose business environment may be visualise in terms of layers, beginning with the instant internal environment within the organisation, and moving outwards to the external environment surrounding the business and influencing its organisation and operations. The external environment includes an array of dimensions, including...