Type of a Diversification Strategy on the Part of Waitrose Research Paper

Type of a Diversification Strategy on the Part of Waitrose - Research Paper Example Waitrose is part of a strong John Lewis Partnership plc group, which is a supplier of consumer goods in the fashion, household and food markets. 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. The company has been able to establish itself quite well, despite squeezing of the profit margins. The category leadership strategy, in particular, has been able to provide it with more than 5% of market share in fruit retailing and leading share of the market in some categories like Exotic Fruits. Waitrose has around 150 retail stores in the country, which can cater to a large number of its customers. The company has a good standing in the market, as is evident by the increase in sales in 2000, despite raising the prices over and above the industry aver ages. This goes on to show that loyal customers are willing to somewhat extra to have a product of Waitrose. A supportive legal position, with the Food safety act stipulating steps for ensuring safe and quality food, which in turn resulted in consolidating the positions of companies who are in the business of retailing quality items. Waitrose has been first off the block in implementing the cutting edge IT strategies. The company has been coming out with quality food publications like the Quarterly Food Illustrated, the quarterly ‘Seasons’.