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Essay / Research Paper Abstract
This 6 page paper examines how Asda and Waitrose are expanding. The paper uses Ansoff’s matrix to examine the strategies and gives examples of the way the different strategies are seen in both supermarkets marketing and actions. The bibliography sites 8 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEwaitro.rtf
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Unformatted sample text from the term paper:
majority of the market. In 1990 Sainsburys had 11% of the market, Tesco had a market share of 9.7% of the market the Co-op with an 8% market share,
and Safeway with 7.1% and Asda had 6.% putting it behind (Hemple, 2002). Waitrose has always aimed for a premium niche market and as such has not aimed for large
market share in the same way. The development of the market has not changed the structure, but there has been movements in
the market share if the different companies. Tesco has become a dominant company with 16.2% market share by 2000, an increase of 9.7%, Sainsbury has fallen and retained second place,
however, many changes have been required to hold on to this position, and Asda, now owned by Asda-Mart has gained the third place (Hemple, 2002). The market has also increased
in value from ?59.9 billon in 1990 to ?99.8 billion in 2000 (Hemple, 2002). In looking at how Asda, with the backing of Wall-Mat have gained this position
there is a following of some traditional growth models, seeking to growth the number of customers and create more value. The same may be said of the smaller and differentiated
supermarket Waitrose, but despite the fact the same generic strategies may be seen in operation, especially if defined using Ansoffs matrix, they have manifested in very different practical moves.
Asda is now a part of the Wal-Mart chain. Wal-Mart started in 1962 when the first store was opened by Sam Walton, the man
who was to be the driving force behind the success and culture of the company, a company that has now grown the over 3,000 stores in the United States and
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