Retail Marketing Essay Example | Topics and Well Written Essays - 3000 words - 1

sell Marketing - Essay ExampleToday Waitrose is considered to be the sixth largest super grocery store in the UK. It has a total of 241 branches, 18,000 deport lines and its grocery market sh atomic number 18 in the UK is estimated to be 4.3%. The retail business has fresh, quality, and safe products, quality customer service, and proper home delivery go. Through this, the grocery is known for its good reputation and image. The grocery has new-fangled and loyal customers (John Lewis Partnership, 2010). Waitrose is known to be a luxurious supermarket because of its provision of high quality goods and excellent services to the customers. The grocerys employees have remained loyal hence, low turnover of staff. They are committed to meeting the various needs of customers. Through all this, the company has continued to thrive. The major competitors of Waitrose include, Tesco, ASDA, Sainsburys, and Morrisons. The pricing of goods in Waitrose supermarket is higher compared to that of its competitors. internationalistic retailing International retailing involves expansion of retail operations concepts, management expertise, technology, and buying function beyond the domestic market. Retailers are faced with several operational challenges as they seek to expand their business beyond their borders. These challenges are demand for products that are new and trendy, diversity and brands, retailers have to ensure their products remain exclusive. There is excessively increased competition, rapid internationalization, E-commerce and complexity in terms of technology. The impact of these challenges increases as the rate of change accelerates and global markets become more volatile and turbulent. For survival in international markets, retail enterprises will have to spread over the new realities. Simpson and Thorpes PLIN Model is appropriate in the assessment of Waitrose international viability. In this model quartet main factors helps to differentiate Waitrose domest ic market. These factors provide the basis to consider international expansion as a possible growth strategy. They include product, lifestyle, image and niche, which are reflected in the various strategies adopted by Waitrose. Waitrose has segmented its products. In terms of lifestyle, Waitrose is considered a luxurious company dealing with quality and safe products. The image of the Waitrose is reflected in high price perception of the company, specialty in fresh and quality food products. Niche on the other hand is reflected through Waitrose specialization on fresh food products that are of high quality. Strategies of Waitrose Waitrose supermarket has limited strategies in place which help to attract more customers, expand its market share and increase its profits. These strategies are useful in the assessment of Waitrose international viability. They include online shopping, home delivery service, specializing in products of wide range, maintaining the pertness and the quality of products, setting aside vital products that are low priced, better customer service and market segmentation. Waitrose has also introduced meaningful ideas which help in cost control and reduction. Its image and reputation has also been boosted by the grocery participation in corporate social responsibility (John Lewis partnership annual report, 2010). The value grasp of Waitrose is important, Michael (1985) and Johnson et al (2005) highlights the basic activities of value chain. It includes the following the first is inbound logistics. Leckford