• Future Market Opportunities
• Past Performance
1. Analysis of overall 5 year market performance (Performance) 2. Moving Average model (Trend and Seasonal variation)
3. Forecasts (Regression analysis of trend and actual/trend forecast) 4. Explanation of multiplicative model & Reliability of trends (Comments) 5. External factors affecting trends (Inflation, Demand/Supply) 6. Market potential (Niche Market)
1.This is a report on Waitrose Ltd. The first outlet was opened in 1955. Over the years Waitrose has become one of the country’s leading food retailers. Today there are more than 165 branches, dedicated to offering quality, value and customer service. The overall position of Waitrose in the food retail sector compared to its mains competitors varies slightly. We will now look into this in more detail. Below we have a pie chart illustrating the market share of Waitrose along side with 9 other top food retailers. Waitrose has a very low 3% of the top 10 retailer’s market share.
Waitrose had a 3 % share of the food retailer market in UK in 2004/05. This reflects the performance of a business in relation to its competitors - Tesco is the most dominant competitor and is reaching/targeting a monopoly status with a market share of 31 %.
By comparing both figures, we realized that Tesco has a 10x higher market share than Waitrose Ltd. Other competitors such as Sainsbury (17 %) and ASDA (16 %) are still ahead of Waitrose' market share. It might be concluded that Waitrose carries out differentiated marketing which means that a certain group of people is targeted which is the upper class of income who are more likely to purchase "quality goods" – that is what Waitrose is specialized in. On the other hand, competitors such as Tesco and ASDA are trying to sell to anyone which is known as mass marketing/undifferentiated marketing....