Probability

Strategic Marketing at Waitrose

Company’s main focus area is the UK. Having the backing of a strong group helps not only in the form of giving it an identity but also in the form of experience, reaching out to potential customers, clubbing the marketing decisions, planning out marketing communication strategies etc. And, the company has been able to establish itself quite well, despite squeezing of the profit margins(No author, 1998). The category leadership strategy, in particular, has provided it with more than 5% of the market share
The weaknesses of the company are: still, the company is primarily is concentrated within the south of England. Despite having been in the business for so many years. The company requires to strengthen its presence in other markets as well, to take on the competitors. And, Waitrose doesn’t take stock of its business on a quarterly basis(No author, 1999).
The opportunities of the company are: the UK is just about 20% self-sufficient in fruits, and the demand for fruits is on the rise gradually. Though the traditionally UK is not known to be a fruit lover nation, with a growing number of consumers, better opportunities will certainly emerge.
The threats of the company are: UK consumers have a lesser appetite for fruits as compared to European counterparts. If sufficient efforts are not made to widen the consumer base, this may result in a lesser intake of fruits, which will ultimately lead to less than expected sales of fruits. And, with the number of suppliers becoming less, the leveraging power of the supermarket stores may be affected as well. Also, the UK supermarket industry is fiercely competitive, with the likes of Tesco, Sainsbury, Asda, and Safeway holding the lion’s share of the market’s SWOT analysis is a necessary tool for decision making(No author, 2000).
Still, the company is primarily is concentrated within the south of England. Despite having been in the business for so many years. The company requires to strengthen its presence in other markets as well, to take on the competitors(Hunger, 1996). If the company will set up shop in the north, east and west of England and the larger United Kingdom, then there is a strong probability that the revenues will increase by three times the current revenues generated from the South of England alone. Although the expenses will also increase by three times the current expenses, the net income will surely increase by three times under its current location in the South of England if the company will set up shop in the North, East and West part of England and the wider United Kingdom(Thompson, 1999).
Waitrose is implementing a well known competitive marketing strategy. Price water house coopers stated that "Marketing strategy is the most significant planning
challenge regardless of industry or size of the company. Our goal will be to re-evaluate and examine constantly our marketing position. Our emphasis will be on market
strategy, technique and product innovation." When they did research on two

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