Macro and Micro Environmental Analysis of Waitrose Supermarkets

8842 Words May 15th, 2010 36 Pages
WAITROSE
ASSIGNMENT INTRODUCTION TO MARKETING
MARKET RESEARCH

CONTENTS

INTRODUCTION -----------------------------------------

MACRO ENVIRONMENT POLITICAL ----------------------------------------------
ECONOMICAL -------------------------------------------
SOCIAL -------------------------------------------------
TECHONOLGICAL----------------------------------------
ENVIRONMENTAL----------------------------------------

MICRO ENVIRONMENT

SUPPLIERS----------------------------------------------
INTERMEDIARIES----------------------------------------
FINANCIAL-----------------------------------------------
GOVERNMENT--------------------------------------------
THE
…show more content…
As the economy continually fluctuates between periods of economic growth and periods of relative stagnation (also known as an economic cycle) factors such as changes to interest rates, exchange rates, inflation and purchasing power will directly and indirectly affect the supermarket industry (Tutor2u, No Date)

In 2008 the UK had entered the recession stage of the economic cycle. Interest rates dropped from 5% to 0.5% in an effort to increase consumer spending (Mintel 2009, Market Re-forecasts - Food – UK). And while this would initially appear to be a gain for supermarkets, other factors of the recession such as wide spread unemployment and bankruptcies saw this sector of the market having to revise their marketing strategies in order to weather these changes to the economy (Mintel 2009, Market Re-forecasts - Food – UK). In 2009 trading was down with consumers eating less ready meals and opting for own brand rather than premium products (Mintel 2009, Food Retailing UK – Broader Market Environment). This is just one of the many changes to consumer purchasing that changed and will continue to change as the economy tries to recover.

According to The Office of National Statistics (2010) unemployment dropped by 33000 since then end of 2009 and the economy grew by 0.1% a possible indication of the UK slowly emerging from the recession (BBC News 2010). However this will be the beginning

Related Documents