Waitrose: Developing, Maintaining, And Marketing A Strong Brand Image

Ways in which the company Waitrose can continue to develop and maintain the strong brand image

Q1. Ways in which the company Waitrose can continue to develop and maintain the strong brand image:

Q2. Application of the concept of value chain model in the context of Waitrose Regional Recipe Indian Meals.

Q3. Appropriate marketing research activities for Waitrose for testing opinion of the consumers towards new range of meals and determining the core target group of customers of Waitrose.

Q4. After being successful in the range of Indian meals, suggesting the company to diversify the range of products regarding other regional recipes.?

Having a brand image is very important in today’s market where there is an environment of cutthroat business. A brand image is needed that is rock solid. It is for standing out among the different competitors and capturing the attention of the customers (Kotler et al. 2009). For building and nurturing a good brand image, a multidisciplinary step must be applied that incorporates public relations (Coomber, 2002). Several requirements are needed to be fulfilled for building up the foundation of the brand image (Clifton and Ahmad, 2009). The first step in doing so is marking out the target group of audiences. This will comprise of a mixture of internal and external groups, like partners, customers, employees and industry analysts. The specification of the audiences is very important. For crafting an effective strategy for marketing, the company must know whom they are targeting. That would speak to the concerns and needs of the customers directly. Determination of critical business objectives is very important. Long term and short term goals must be clearly chalked out. If not done so, there can be a waste of resources that are valuable for the company (Paley, 2007). Once the determination of business goals and key audiences are done, the company’s brand persona can be built up. Customers should be appealed by it. Articulation of product benefits and differentiators must be achieved. The brand image is defined by the brand persona so it is good if kept relevant and simple (Dent, 2011). Documenting the key messages and aligning them with the audiences are to be done next.  Once the foundation of the brand has been laid, the promotional activities need to be ramped up. This is for building a constant and loyal customer group and generating sales. Three components are necessary for promoting the brand image. They are public relations, social and search (Miletsky and Smith, 2009). PR will disseminate the key messages and position the company as a leader. Social media can be a valuable aid in sharing information and interacting with the customers. Search Engine Optimisation gives the company a good ranking is the market and influences all aspects of it (Chevalier and Gutsatz 2012). Prominent listing of the brand image is needed in places where customers search for information.

Application of the concept of value chain model in the context of Waitrose Regional Recipe Indian Meals

Waitrose is a company working with Noon products in partnership for developing a successful formula for providing a range of Regional Recipe meals of India. These meals are one of the biggest sectors of readymade meals that consumers buy. UK consumers seek these authentic and sophisticated dishes for themselves. As disposable income is increasing, more families want up-market recipes. This is an opportunity for retailers to take control over the market. A sound business has been put up by Waitrose in working in collaboration with the Noon Products which has a good reputation in the market. They have developed an exclusive range of Indian dishes whose basis is regional dishes. There are several ways by which Waitrose can continue to maintain the strong brand image that it has established by their range of Regional Recipe Indian Meals.

According to Ragavendran et al. (2009), brand awareness is one of the major marketing strategies of any company. It assists in effective communication with the major stakeholders of the company. If brand awareness is not created by the company, it will fail to communicate with the employees, suppliers and consumers. Waitrose must be aware of this fact. It must create brand awareness for itself. It will help in retaining the existing customers as well as retaining the new customers who constantly seek new good quality Indian recipe meals. The new products that the company will be launching can be identified by the customers and they will be aware of those products. In the re-branding phase, recognition of the preferred brands can be done by the consumers. For this, they need to enhance the brand loyalty and the quality of the product (Giraldi et al. 2007).

On the other hand, product quality is an essential feature that leads any company towards higher brand equity in the market. In the viewpoints of (Thompson, 2015), delivering good quality product creates brand recognition and higher levels of profit. Superior position in the competitive market can be easily achieved. Waitrose needs to maintain the good product quality that it has to sustain in the market. Consumers do not compromise with product quality. They have a tendency to buy the products with the best quality (Blain, 2005).

Pricing strategy needs implementation in case of Waitrose. This strategy helps the organisation in achieving the respective business objectives that are predetermined (Baker, 2010). Such strategy has been an essential factor in modern marketing. According to Beristain and Zorrilla (2011), effective strategies for pricing will help a company to maintain the brand image. If the pricing is done effectively by Waitrose, more consumers will make it their choice of brand. Distribution channel also has to be taken into account for maintaining the brand image Waitrose has. Distribution channel helps in allocating the goods within a specific time and at the right place. For retail trade and maintain brand image, it is quite essential. Same is applicable for Waitrose. It has to maintain its structure of the distribution of products to ensure the long-term effectiveness and preserve the greater competitive advantage. If the meals are distributed in the effective markets in a proper manner, it will be easier for the consumers to relate to the meals and thus consumer retention will be achieved. One major factor that must not be overlooked by Waitrose is promotional strategies. Such strategies are essential in making significant business plans which have a vast influence in maintaining the brand image. As because the company has launched new meals, effective promotion al strategies are needed. Larger is the brand promotion, stronger will the brand get. A larger figure of customers is attracted by keeping the brand in alignment with the needs and concerns of the consumers (Ozer and Phillips, 2012). Waitrose can maintain its strong brand image by building better communication with the customers. A brand name can be promoted by conducting significant marketing campaigns. Execution of various advertising mediums is needed to be done by the company like televisions, radios, telemarketing and the internet. A larger group of consumers will be targeted by this strategy, which will ultimately have an effect on the brand name. Customers are the most important part of any company. It is utmost necessary to satisfy their needs. Thus, a company must be able to understand the consumer behaviour. (Smith, 2015) stated that a company must study the processes involved in selection, purchase, usage and disposal of products. Many factor influence a consumer when that person chooses one product over another. Waitrose must understand this concept to maintain its strong brand image.

Appropriate marketing research activities for Waitrose for testing opinion of the consumers towards new range of meals and determining the core target group of customers of Waitrose

By following the above mentioned ways, Waitrose will be able to continue the strong brand image it has.

The model of value chain was first given by Michel Porter. According to him, the value chain is a process that helps in performing activities like designing, producing, marketing and delivering. Implementation of strategies is achieved by this chain and the historical background of the company is reflected by it. He also suggested many activities like support activities and primary activities. In his opinion, primary activities comprise involves the process of any transformation of input into output. Support activities are about organisation’s staffs and their functioning. It also supports primary activities indirectly and directly. Primary activities include logistics, both inbound and outbound, operations, sales, marketing and service (Walters and Rainbird, 2004). Support activities are procurement, human resource management, developments in technology and infrastructure. Inbound logistics is the arrangement of inbound movement of parts, materials. Operations mean management of a process that converts inputs into outputs. Procurement is the acquisition of services, goods and works from an outside source. Human resource management will involve activated like recruitment, hiring, development and assessment. Technological developments include advancements in software, hardware, procedure. Infrastructure is activities like finance, control, legal, quality assurance, public relation and strategic management (The Innovation Value Chain). The very idea of the value chain has its basis on the viewpoints of the organisation and the idea of assessing the manufacturing organisation as any system. Each subsystem is made up of input, output and transformation process. These involve the consumption and acquisition of resources like labour, money, materials, buildings, equipment, land, management and administration. The way of carrying out value chain determines the costs and has an effect on profits (Roper and Du, 2015).

With an aim of analysing the value chain model of Waitrose, it can be stated that the organisation may emphasise towards both the primary activities and support activities, which may influence the performance of the organisation in an extensive manner. At the same time, it can be stated that through the incorporation of value chain model an organisation may also fulfil the needs and expectations of the customers in the context of regional recipe Indian meals. Apart from this, it can be also stated that through the incorporation of value chain model the organisation may also enhance its business performance in the internal business context. In this context, more specifically it can be argued that through incorporation of value chain model an organisation can enhance the strategic capability and it may also influence the efficiency of the organisation in a positive manner (Antras and Chor, 2013).

After being successful in the range of Indian meals, suggesting the company to diversify the range of products regarding other regional recipes.

In relation to this, rationally it can be argued that Waitrose can utilize the primary activities of value chain through concentrating towards its research and development related aspects along with product designing capability, which will ensure the quality of its food products. Moreover, it will also ensure the needs and expectations of the customers. Apart from this, the organisation should need to emphasise towards its production and marketing related constituents, which may enhance the opportunity for the organisation to accrue the attention of the customers. In this context, more specifically it can be argued that during the product designing and manufacturing procedure an organisation should need to emphasise towards procurement and technology development related aspects. As it can be argued that adequate procurement help an organisation to certify the entire process and technological development may help an organisation through reducing the cost and physical effect towards the process, which also reduce time involvement. In this context, more identically it can be argued that through the incorporation of primary activity and supportive activity an organisation may enhance the overall of the business.

On the other hand, it can be also stated that through the incorporation of inbound logistics and outbound logistics, an organisation may also enhance the ability of its marketing and sales. Simultaneously, through the incorporation of logistics an organisation may enhance its services quality in case of food business. At the same time, it can be also argued that incorporation of logistic may also reduce risk involvement during the transportation and shipping service and it may also ensure safety and security for food products i.e. transportation. Thus, it can be argued that both distribution and service are considered as one of the key constituents, which may enhance the overall efficiency of the organisation (Prajogoa and Olhager, 2015).

On the contrary, support activities also may enhance the efficiency of an organisation. In this regard, it can be argued that through incorporating e-commerce and advanced technological tools or mechanism an organisation may enhance the efficiency of its services. Consequently, support activities have assisted an organisation through improving the quality of human resource management practice (Holwega and Helo, 2015). In this regard, more specifically it can be argued that Waitrose can incorporate good practice principles of human resource management, which may enhance the skill, knowledge and efficiency of the workforce. At the same time, it also helps an organisation to motivate its workforce through training and development, promotion and reward-related aspects. In this context, it can be also claimed that through emphasising towards both primary and supportive activities Waitrose may develop the planning process, management principles, quality and legal aspects.

Based on the above stated discussion, it can be argued that value chain model is one of the effective business model, through incorporating which Waitrose may develop its strategic capability through ensuring the position of Waitrose regional recipe in Indian meals. At the same time, it can be argued that incorporation of value chain theory can help Waitrose to enhance its competitive advantages in the operating marketplace. On the other hand, it can be argued that through the incorporation of value chain model, Waitrose can fulfil the increasing demand of the customers regarding regional recipe of Indian meals. In this context, it can be also argued that through the incorporation of value chain model an organisation may enhance its operational efficiency. At the same time, it also may enhance the flexibility of an organisation in terms of strategic capability and strategy development related aspects, which may lead the organisation to benefit its customers and to ensure the competitive advantages amid the rivalry. On the other hand incorporation of value chain model may assist an organisation to develop relationships with its stakeholders and it may also improve overall performance of Waitrose in the in international market as well as in the domestic environment. A diagram is depicted below for better understanding the above-stated context. 

Figure: 1. Value Chain Model

(Source: Institute of Management Account, 1996)

The concerned company for this particular case study is Waitrose, dealing with readymade meals. After being successful in its country of origin England, the company has been able to flourish its business even in countries like India. One of the giants belonging to the community of the British supermarket chains, the decision regarding presenting Indian foods to the people of UK has proved to be a matter of major success. The partnership with Noon products has created an opportunity for the people of UK to satisfy their demand of tasty and top quality recipes (Miletsky and Smith, 2009).

To deliver success for them, Waitrose studied the growing market demands regarding the Indian recipes. With strong links with respective parties like suppliers, store houses, packaging, storing and selling goods this retail company is able to satisfy the demand of the customers effectively. Since 1995, the sales percentage of the Indian meals covered nearly half of their total sales figures. One of the most important market research carried out by the company was to understand the high level regarding taste and quality of Indian foods (Dong and Kaiser, 2010).  

Most importantly, the company chose some of the bet Indian foods for offering to the public. The food items were both inventive as well as profitable for the company commercially. The food items served consisted of both main and sub menus that created a sense of completeness of the Indian cuisine. The market research carried out by this company revealed that people of UK have a liking for the foods that were especially cooked in Hyderabad. In addition, the company decided to add tasty foods belonging from the states like Goa and Punjab that is known to add diversity in the food culture in India (Kotler et al. 2009).

When the company was sure that customers are quite interested to taste Indian food, Waitrose’s joint collaboration with Noon products was an effort to provide the clients the taste of the Indian heritage foods. Being a believer of quality, the company did everything to make its customers satisfied by offering a range of diversified Indian foods. The company did everything to establish strong relationship with the clients (Grubor, Djokic and Milicevic, 2014). The launch of these foods was carried out in a step by step procedure, where Waitrose did some smart market review techniques. The activities for testing customer opinion are as follows:

Choosing best quality raw-materials- Waitrose did not wanted to compromise with the quality of the foods offered for sale. The timely supply of these materials was also controlled by the company (Chevalier and Gutsatz, 2012).

Approval of the quality by technology department- To provide the customers with utmost satisfaction regarding the quality of the raw materials used, the company send the raw materials for being tested by the department of food quality checking.

Conceptualising the food soon to be offered- To reach the level of prior satisfaction regarding the original taste of the menu, Waitrose did numerous tastings of the menu for a couple of weeks to derive the actual taste (Liao, 2009).

Alterations during the testing period- Before the food was actually served, Waitrose wanted to make some certain adjustments with the quality of the food. To maintain the level of diet of the European customers, certain necessary changes were made in the level of nutrients to adjust with the preference of the customers (Spence and Bourlakis, 2009).

Maintain the level of standard regarding quality and production process- It was necessary to find out whether the new food belongs to the highest level regarding the taste and the nutrition level and adequate safety measures are taken while preparing the food (Hansen and Birkinshaw, 2015).

Sending for trials- Numerous trials were arranged for the items that were going to be launched by the company in the market. As regarding the quality and level of nutrients and even preference of some old customers were taken to make the menu finalised.

Designing and Packaging- Designing the product along with mentioning of the standard level of the product and then finally designing the sketch of the packet in which the item is to be packed and sold. Then the food item is packed with care and then released in the market for sale (Ullah and Kane, 2010).

Arrival in the market- After these procedures are completed, the products are finally ready for launch in the market. After carrying out proper inspection of the material, the products are made available in the stores for sale (Howlega and Helo, 2015).

It can be concluded that Waitrose made use of the proper mix of marketing by using the varied and superior quality of the product and keeping price of these new products within the range of the customers.

Determining the core group of customers for Waitrose:

After launching a brand new product in the market, the next important thing to be done is to make efforts for selling the product and more importantly fulfil the needs of the customers. Waitrose also need to make a target set of customers to make these products sell well and perfectly recover the cost of investment made towards these products. Firstly, the products are to be proportioned according to the needs and demands of the people (Dent, 2011). The target set of customers should be identified properly and the first thing will be to manage and retain the old customers by satisfying them again with the latest food products. The presence of the close competitors makes Waitrose to identify the target set of customers effectively and wisely. Before targeting the customers, the company needs to evaluate and divide the market accordingly:

Segment of behaviour- It would be the responsibility of Waitrose to find out proper customers to enjoy loyalty. By offering quality products and that too at reasonable price would attract more customers.

Segmenting the Demography- In UK, Indian foods are quite popular. It is better to identify the age, nationality, and earnings. People from Asia is residing and visiting UK in large numbers every year, so these Asian people are to be targeted.

Using the geographical pattern- UK have a cold climate and Indian foods being spicy could be easily digested.

Keeping information of the needs- UK is quite busy country and people generally cannot afford any time to waste in cooking. People of UK are quite attracted towards ‘rich’ foods so; busy people like office goers and families interested in tasting regional meals are commonly targeted (Clifton and Ahmad, 2009).

So keeping these market segmentations in mind along with appropriate marketing and advertising strategy, Waitrose can really offer to hold the market by selling regional Indian foods. Even the opinion and feedback of the customers need to be collected to find out the level of accessibility of the newly launched product. Both Waitrose and Noon product should make proper market survey to find out the appropriate group of customers. By doing so, the purpose of segmentation of market and positioning the product will be justified (Wenzhong, 2015).

Dealing with regional Indian meals has proved to be major success for Waitrose in UK. Now, with the target increased the company should also try to increase the level of customers by providing them the different ranges of food products and market the products among a variety of customers. For attaining this objective, the company should try to maintain a pattern of offering relatively similar type of product by following the term of marketing called Line of product (Yousefi Darestani and Najafi, 2014). It means a group created by few types of similar products that will help the company to attain an increase of the market share and earn maximised level of profit. Based on the success of the introduction of the Indian foods, the company will be able to increase the image of their brand and make appealing about the fact that the company can make the ;people of UK taste the other regional foods (Smith, 2015).

In context of the present day business operation methods, it is necessary for the company to introduce different types of foods. However, the diversification process of the product should be done accordingly and after proper planning and identifying the needs of the customers. The effectiveness of this diversification programme is to be done after carrying out proper SWOT analysis and then analysing the portfolio, i.e. the current capabilities of the company to launch and sell a new product.

Choice of the diversified regional recipe: Likewise Waitrose opted to launch the Indian foods belonging from the state of Hyderabad, Punjab and Goa, the next segment of the target foods should be Chinese or Thai food. Both these foods have an appeal and interest to taste these diversified foods is quite higher among the people of UK. Popularity and availability of food corners and food chain restaurants selling Chinese and Thai foods all over Europe and its popularity makes is suitable for Waitrose to merchandise these products ( Ozer and Phillips, 2012).

SWOT analysis regarding the choice of these two products reveals the probability and likeliness to increase the rate of success of these cuisines in the UK market. SWOT analysis will help to find out the strengths, weaknesses, opportunities and threats that are prevailing in the way of the company in launching these products. The identified SWOTs of Waitrose are discussed in brief:

Strengths:

Financially capable to invest in launching these two products

Immense popularity of these two foods in UK, especially Chinese

Recent success of Indian spicy foods

Large number of Asian people visiting and staying in UK

Cheaper and expensive foods are available in these two categories

Weaknesses:

Too early to diversify a new product

Opposite nature of the food that has been successful

Choice of the foods without prior market survey (Paley, 2007).

Opportunities:

Proved success of Thai and Chinese food in the UK market

Perfect choice of people for eating less spicy foods

Diversified taste when compared with other foods, especially Indian cuisines

Little cheaper than Other menus (Dent, 2011).

Threats:

Presence of restaurants offering Thai and Chinese foods

Extremely competitive business scenario due to presence of competitors

Ever changing and quick alterations in taste and preference of customers

Presence of recession in UK market (Coomber, 2002).

Portfolio Analysis is carried out by most of the firms that help the company to find out the perfect mix between market and the products offered. Current and future position of the company regarding financial capabilities is also measured using this technique. This tool is also applied to make market survey regarding the taste pattern of the customer. It clearly helps the company to find out which products can satisfy the demand of the people and that too in which best possible manner. Based on the preference and results obtained from the market survey, Waitrose can identify and imply the best option of the new regional foods (Zhou and Zhao, 2010).

Proper market survey will reveal that in UK people from South East Asia comes to stay for studies or for work. On the same side, UK is also known to be a country of people of high and different culture. Presence of people from China, and Thailand has paved the way to open restaurants of these two genres. This is the reason behind the popularity of thee foods in the entire country. The fact of popularity is not only the presence of people from these two countries, but local residents in the cities and towns of UK is also likely and attached with tasting foods that is mainly sourced from China and Thailand (Antras and Chor, 2013).

These two meals are regarded as the perfect alternative of spicy Indian foods along with contrast in taste and price. If Waitrose can arrange to sell these two products side by side, people will have the option to compare and then make purchase of the foods according to their choice. Being these two Asian products are quite similar to each other and the difference of price is quite cheaper when compared with Indian products. So, the matter of budgetary issues will be solved for the customers.

From the competitive point of view, Waitrose will be a few steps ahead of its close rivals Sainsbury and Tesco regarding sale of regional foods. Even studies have shown that popularity of Chinese food is higher among people of all ages. Teenagers are also very much attracted towards this food (Blain, 2005). The beginning part of this segmented and diversified business should be divided into numerous quantitative measures like the process of selling packaged water for drinking. Consuming a portion of this kind of food will help Waitrose to sell their new product as well as help people to find suitable alternatives and options to choose their meals.

With proper marketing techniques and depending on the level of brand loyalty and reputation owned by Waitrose, the company can surely be successful in launching their new product.  If Waitrose is able to capitalise on the results obtained from SWOT and portfolio analysis, the objective of launching other regional cuisines will be successful and possible. Popularity of these two regional foods among majority of the people in UK will automatically help Waitrose to create a proper alternative regional product (Baker, 2010).

Product positioning and clearly evaluating the strategies of sales of the close competitors will help the concerned company to produce an efficient and appropriate marketing mix. Launching these two categories of food will help people to choose freely between the options like spicy and healthy foods. From the analysis of the market and the preference pattern of customers, it can be said that if Waitrose is able to utilise the opportunities and minimize the weakness diversification of these regional recipe is possible to be popular (Kotler, et. al. 2009).

Conclusion

This case study shows us the importance of having brand image and support of customers in launching diversified range of regional food services to the customers, and that too in UK.

It is generally the quality of food products that matters the most. Waitrose is reputed to provide quality service to people and that is the reason behind the collaboration between these two companies. As the segment of this service was totally new, the reason for making a proper image of the brand especially in the competitive market was essential to be successful. Starting from the quality of food items, the collaboration with Noon products assured people about the quality and then the technology used in packing and preserving the foods ensured that the company made no casualty regarding the health and safety issues of people. Each and every process undergone in launching the new product determined that from the company’s point of view, the main thing was to ensure that the new food menus will not affect the health of people and no compromise is made regarding the standard of maintaining high level of hygiene.

After analysing it is seen that Waitrose have some weakness that can prove to be a danger for the company. Despite of having a good amount of customer loyalty, depending on its subordinate company Noon product and pricing and costing strategy needs to be managed. Promotional activities need to be done in the most appropriate way possible. Close monitoring on the demand of the customers and sending the new items for testing to the customers for receiving feedbacks and then thoroughly sending the products for multi stage development and innovation is needed before the menu is finally launched in the market. Waitrose should try to follow the strategy to keep various types of items for offering and allow the customers to make choices regarding the variety of food products chosen.

Increasing the level of revenue and keep a strong position in the market is advised to keep a variety of food items and introducing Indian cuisines is one such appreciable strategy. When market survey shows that the preference of the customers are all coined towards tasting regional foods, it is advised that Waitrose can start offering Thai and Chinese foods. The natural matter of increasing demand for Chinese and Thai foods is helpful for the company to introduce these products.

Individual observation related with this work – After taking up this assignment, I have learnt the importance of making close market study and fulfilling the demand of the customer. The observations are totally positive, as Waitrose have fulfilled every criteria and utilised all the possible opportunities by maintaining a strong brand value. Proper market survey and the way of dealing with the clients are quite high standard. The only negative observation in this case is the little bit high priced Indian cuisines and making Chinese and Thai food as its alternative both in terms of price and quantity.

Personal learning from undertaking this assignment—From personal point of view, I have learnt the procedure of running a business and matching the changing environment of the business situations. I have also learnt the different type of market analysis like SWOT, Market Mix, Value Chain and its applicability in business. The importance of maintaining quality of food products and keeping options regarding choice of menu is appreciable.

Success or Failure of this assignment— This assignment is successful from all points of view. The diversification of Waitrose is successful and businesswise, the company has all the factors of achieving success and fulfil the goal and objectives.

After being established in the year 1904 in UK, the company has gone to become one of the leading supermarkets. Majorly, a dealer of food products, this company has offered diversified range of food products especially Indian, Chinese and Thai foods. Nearly 5% of the total food market share is in the hands of Waitrose.

Maintaining brand image and proving satisfactory services to the customers is going to be helpful for Waitrose in diversifying a new range of spicy Indian foods. From this case study it can be learnt that the value of keeping information regarding the want of clients and duly fulfilling them satisfactorily. The strategy of fulfilling the desires of people to have Indian spicy foods in the markets of UK is possible only because of Waitrose’s effort to join hands with Noon products. It is successful only because of the close observation of the fact that the Indian foods are in high demand.

To make this event successful, it is the responsibility of all the department of the company Waitrose and the related company Noon product to work together all together even in all departments starting from accounting department to all the other important departments like food manufacturing, recruiting, sales and marketing, and providing service to the customers. Only by putting a joint effort, the new expansion can become successful. This introduction is really experimental in nature, a strong effort put by the team is essential to make the effort fruitful. With the growing demand of the spicy Indian foods in the market of UK, similar products are launched by the close competitors of Waitrose.

It is quite natural that the company of this case study Waitrose is eyeing to expand the business operations. Offering a different type of food items and especially finding out the demand of the spicy Indian menus in UK and providing with the same is quite notable. Waitrose even after introducing new type of food in the segment of the UK market will have to face strong competition from the other retail giants and that is the reason why it is suggested to carry out value chain model conceptualised by Porter.

Conclusion:

This work is quite critical in nature because introducing regional foods in the UK market. The observations of this case study are positive because demand of Indian and other regional foods like Chinese and Thai is growing in popularity. From personal point of view the importance of different market analysis and aligning these factors in the context of the company. By undertaking this assignment, it is learnt that analysing market demand and importance of a company to effectively fulfil the demand of customers. This exercise is successful because Waitrose have taken suitable strategies to ensure that the customers are satisfied and the profitability section of the company is also benefitted. After using these strategies, the company is able to remain advantageous over its close rivals.

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