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Waitrose Market Expansion Plan - Case Study Example

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This paper represents a marketing expansion plan for Waitrose that builds on its strength as the best supermarket in the UK. The company has replaced Aldi due to its overall customer score of 73 percent where it achieved top marks in a survey of 7,000 UK shoppers…
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Extract of sample "Waitrose Market Expansion Plan"

Download file to see previous pages Waitrose is ranked as the top UK supermarket in terms of customer service, store environment and the quality of its private-label brands as well as produce (The Huffington Post UK, 2015). The chain carries a full range of supermarket products and prides itself as a specialty retailer (D&AD, 2010). Known in the UK supermarket segment as an upmarket food retailer, Waitrose supplies 46 countries with products that include “Singapore, Thailand, New Zealand, and India” (Neville, 2013, p. 12). The chain has also studied the U.S. market and used that country’s Whole Foods chain as a model for the Essential Waitrose stores (Cave, 2010 The analysis of Waitrose in terms of its suitability as a retailer for Spain has a number of important points. Its global experience as a supplier to 46 countries, understanding of the U.S. market, the company’s website ordering system that includes delivery, and its excellent customer service means it has the operational background to meet the demands of the Spanish market and tourists from the UK, United States, and other locales. The chain’s product portfolio resides in its capabilities and proven expertise to understand the nuances of the Spanish market and the opportunities represented by tourists and expatriates. The SWOT analysis consists of looking into the Strengths, Weaknesses, Opportunities, and Threats a company faces which will be used to look into Spain as a market for expansion (Helms and Nixon, 2010). In terms of strengths, Waitrose has demonstrated superior administrative organizational capabilities that have permitted it to successfully enter varied Middle East Markets. Strengths also include the company’s broad array of product types that it can customize to the Spanish market along with the tourism and expatriate segments. Waitrose has a highly sophisticated online grocery ordering system that offers free delivery (Waitrose, 2015b). Other strengths are the high level of customer service, the layout, and environment of its stores, the quality of its products and branded label products (The Huffington Post UK, 2015). These are all important factors in the Spanish market where the supermarkets are all of high quality in terms of layout, appearance, and the quality of their produce (Sierra and Sierra, 2015). The preceding aspects concerning the quality of Spanish supermarkets mean that Waitrose’s entry will have to adhere to its own high-quality standards in order to be competitive. In terms of Weaknesses, the Waitrose brand is not known in Spain to non-UK tourists, expatriates, or those that have not visited the country (Waterfield, 2008). This is a brand recognition problem that Waitrose will have to conquer in order to lure Spanish consumers as well as American tourists and expatriates. This is a key weakness facing Waitrose as it has to appeal to not only a large number of British and American expatriates and tourists but also Spanish residents as well. El Corte Ingles, Spain’s largest department store chain, has supermarkets located in its stores that are known for having the best quality produce, meats, fish and a broad array of quality products at reasonable prices (FIS, 2014). In looking into Opportunities, Spain is the fourth most visited global destination after France, the United States, and China. This represents a key reason for its selection as France has the food retailing giant Carrefour that is a giant company that is difficult to battle within its own domestic market (French-Property, 2014). Spain’s food retailing giant is El Corte Ingles, and its diverse line of quality food products and products make it the premier food supermarket chain in the country that does not have Carrefour’s clout (FIS, 2014).
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