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Contents Abstract 1 Introduction - Supermarket Retail Industry P3-5 2 Strategy P6-12 21 Tesco 211 Business-Level Strategy 212 Corporate-Level and international Strategy 213 Strategy Development 22 Sainsburys 221 Business-Level Strategy 222 Corporate-Level and international Strategy 223 Strategy Development 23 Evaluation and Recommendations 3 Marketing P13-20 31 Product 311 Tesco 312 Sainsburys 32 Price 321 Tesco 322 Sainsburys 33 Promotion 331 Tesco 332 Sainsburys 34 Evaluation and Recommendation 4 Organizational Culture P21-27 41 Organizational Culture 42 Recruitment 421 Tesco 422 Sainsburys 43 Development learning 431 Tesco 432 Sainsburys 44 Evaluation and Recommendation 5 Conclusion P28 References P29 Bibliography Section 1 INTRODUCTION - SUPERMARKET RETAIL INDUSTRY Generally speaking there are four environmental forces which are the competitive environment the general environment stakeholders expectations and the internal environment affect the supermarket retail industry Within these forces the main factors are as follows Customers As for the supermarkets meeting the customers needs should be put into the first place because the nature of supermarket industry is market-orientated Furthermore with the development of social economics customers have more choice of shopping methods than before They can choose the lowest price and most convenient way to purchase Meanwhile65292customers have become less loyal to a particular brand they prefer wider range of products in supermarket Substitutes The threat from the substitutes of supermarket industry can not
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