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Waitrose & Partners: SWOT, PESTEL, and Porter's Five Forces Analysis

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This report provides a comprehensive analysis of Waitrose & Partners using SWOT, PESTEL, and Porter's Five Forces frameworks. It examines the internal and external factors affecting the company's strategic planning and offers recommendations for growth.

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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................3
SWOT ANALYSIS.....................................................................................................................3
PESTEL ANALYSIS..................................................................................................................6
PORTER’S FIVE FORCES........................................................................................................8
Critical evaluation of all the analysis.........................................................................................10
PART B.........................................................................................................................................11
Strategic plan.............................................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
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INTRODUCTION
Waitrose & Partners is a multinational brand of supermarkets which deals in selling of
groceries which helped it to become the largest employee-owned retailer in Britain. The
headquarters of Waitrose are in Bracknell, Victoria and Berkshire, London, UK. In UK, it has
338 shops including 65 small shops referred to as Little Waitrose which helped it to gain 5.1%
market share and also it became the eighth largest groceries’ retailer in UK. It does not only sell
its products in UK but also export in 52 other countries having locations in Middle East.
The report will perform the internal and external analysis of the company Waitrose for doing the
strategic planning. In order to do the external analysis, PESTEL analysis will be done and for
internal analysis SWOT analysis will be done. The analysis of the competitive environment will
also be highlighted by using the Porter’s Five Force Model. Furthermore, critical evaluation of
all these analyses will be done (Waitrose & Partners, 2020). After going through all these
analysis, a strategic plan will be devised after evaluating all the findings from the analysis which
will help in examining various strategic directions available to Waitrose and also various
strategies and platforms for growth will be recommended and justified.
PART A
SWOT ANALYSIS
This analysis is done to evaluate the strengths and weaknesses of the organisation along
with examining the opportunities and the threats which are faced by the company. SWOT
analysis is also used to identify the favourable and unfavourable points that a company needs to
consider in order to achieve the overall objectives (Sarsby, 2016). Waitrose is the British retail
firm of groceries, founded by Wallace Waite, Arthur Rose and David Taylor in 1904 having the
partnership of John Lewis as the parent company (Waitrose SWOT Analysis, Competitors,
Segmentation, Target Market, Positioning & USP, 2020). The SWOT analysis of Waitrose is as
follows:
Strengths
Waitrose is having great marketing experience since 1904. Till 2019, the number of
supermarkets of Waitrose crossed 349 including the supermarkets, department stores, food shops
and distributors which helps in exporting its products to 60 plus countries and territories across
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the world. Waitrose partnered with Ocado in order to facilitate it customers by delivering the
products at their doorsteps but after August 2020 i.e., from September 2020, the customers can
get the products’ delivery at home through the official platform of company i.e., Waitrose.com.
The products of Waitrose are of high quality which made it a high-end retailer It also got various
awards and accolades for being the suppliers of kings like Prince Charles and queens like Queen
Elizabeth (Byskata, 2017). In 2015, Waitrose received the Best MSC Certified Fish Counter of
Marine Stewardship Council and in 2016, it got various awards like Supermarket of the year,
Multiple Cider retailer of the year and many more. The company also offers high quality
products and that too in a wide variety which makes its brand equity strong. The company owns
its brand and farm. The company also earns a strong portfolio regarding the organic foods
(Fatricia, 2016).
As noted in October 2019, the Waitrose stood the eighth position in the supermarket chain in UK
with a market share of 5.1%. It commits to its customers to bring innovation in its products and
services regularly. The customers of Waitrose are also facilitated by the mobile app of the
company named as “Scan as you shop” which helps the customers as soon as the customers put
the product in the basket, they can scan the code in their smartphones so there is no need to scan
its code at the time of checkout. The customers find it easier for shopping and payments which
enhances their quality experience when shopping in Waitrose.
Weaknesses
The most important weak point of the company is that most of the people considers
Waitrose as the retailer whose products can be afforded only by the high earners therefore they
hesitate to go there and make a purchase. This was also identified by various writers and analysts
and also mentioned in the newspapers of UK that Waitrose is having and ‘Upmarket’ reputation
in the emerging markets of US. This is the main reason behind the loss of huge business of
Waitrose and loss of many customers. The company also depends only on the performance of its
own label therefore believes in selling the high quality products at higher rates which make the
customers think twice before making a purchase (Haikal and Herdrawaty, 2020).
Though it faced a rapid success in the retailer industry of UK, but it lags behind the market
leader Tesco by a great percentage as Tesco has a market share of 27%. The company Waitrose
is facing lots of difficulties in competing with the competitors like Aldi and Lidl who attracts the
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middle-class people who prefers bargaining and also the individuals who are on a tight budget.
The company even left its 700 employees unemployed as it decided to close its 7 stores in July
2019. This gave a bad impression of the company in the market.
Opportunities
The best opportunity for Waitrose is that the company can implement the market
penetration strategies in order to increase the sales and achieve more market share in the markets
of UK. For this, the company must provide value for money to the customers and must also
develop various strategies for promotions. The company can reduce the cost of its products
initially as a part of the strategy and can attract the customers of Tesco, Aldi and many more
other companies who sells their products at an average cost (Wu, 2020). Along with the food
items, the company can also deal in non-food items for increasing the streams of revenue. Also
the company can expand its products and services in other countries and also in order to expand
itself globally, franchise agreements can be done along with exporting the goods and services to
other countries. The company can also improve its online shopping and must hire online experts
to manage its online stores which will increase the customer base as well as the profitability and
market share. The company can also launch the “Essential Waitrose” which will give it a rapid
progress.
Threats
The biggest threat of Waitrose is the increasing competition from its competitors like
Tesco, Sainsbury, Aldi, ASDA, Morrison’s and many more. The pricing strategy of its
competitors due to the increasing competition impact the sales and the market share of Waitrose.
Also, due to economic slowdown in UK is likely to hit the ‘upmarket brands’ like Waitrose and
will forcefully push the retailers to discounters. The market is also becoming smaller due to the
new entrants and even the entry of overseas groups (Brito and Harkiolakis, 2017). Waitrose must
work extra hard to outsmart its competitors. The customers are also losing their confidence in the
company because of its high priced products so Waitrose must expand its reach to the other
countries through online ordering and delivery which can help to give tough competition to its
competitors.
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PESTEL ANALYSIS
This is basically a framework which helps in analysing the external factors like Political,
Economic, Sociological, Technological, Legal and Environmental which influences or have a
profound impact on the organisations in one way or other. This analysis is flexible so it can be
used by the organisations in different scenarios. The senior managers and the professionals even
use the results of this analysis to guide the strategic decision-making (Byskata, 2017). Therefore,
these PESTLE factors influence the company as a whole from every aspect. The PESTEL
analysis of Waitrose is described as follows:
Political
There are various taxes imposed on Waitrose due to its high profit and goods’ overselling
thereby a large customer base. This also impacts the company’s strategic plan in case of
fluctuations. Political factors therefore restrict the company to implement some of its strategies.
Due to the planning policy guidance, it became very difficult for the company to open shops
outside the city as PPG was followed by the government and under which they wanted to make
the city as the centre of investment (Rapo, 2019). This restrict the company and the company
opened 13 small stores in the city and planning for more which can give jobs to thousands of
people. So, the company developed a strategy to increase the market share by establishing small
stores in London itself.
Economic
This factor decides the financial stability of the company. this helps in deciding the
companies’ development. Waitrose was able to create a greater market value earlier. The
products of Waitrose were liked by maximum customers as the company had perfect products.
This lead to larger profits with rapid progress (John Lewis SWOT and PESTLE analysis, 2020).
Due to this, the company also followed differentiation strategy in by setting target market and
provide them with wide range of fresh and quality products. But due to economic crisis,
recession occurred which means the company was continuing its supply but the demand rapidly
fell because of the products cost being high. In this time, the company lost many customers but
again Waitrose developed strategy of giving discounts on products which helped in getting back
the customers for profit recovery and enhanced the profitability. So, the company did not allow
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recession to become its weakness and strived hard to earn larger profits in this tough time along
with having larger customer base.
Social
These factors basically include the trend of the society and community. The company
does social campaigns as most of its fans are on social networking sites like Facebook etc. This
trend of the people more engaged on social networking sites helped the company to promote its
products on the same (Bessière and et.al., 2019). But it is also affecting the company as most of
its customers are middle aged or older and the older people are becoming the trend which is
continuing in UK which increases the number if older customers of Waitrose. Also, the British
people prefer more new tastes and products and Waitrose has wide range of products among
which maximum are new and also some produced in other countries. Therefore, the company
must perform the complete research of market to analyse the trend and population.
Technological
These are the factors which forces the company to bring advancement in all its practices
and policies in order to compete with its tough competitors. The changes in technology direct
impacts the industry operations and the markets in a favourable or unfavourable manner. The
company must ensure the automation, the awareness regarding technology which is owned by
market and also the research and development (Islam, 2017). The company must increase its
presence online where the people of every category can be targeted easily and forced to make a
purchase.
Environmental
This is the factor which must be considered as they are not in control of the company so
various safety measures must be taken so that these factors do not have major negative impact on
the company’s operations. For example, due to climatic change, the trade can be affected, the
production can be impacted and many more (McArthur, Weaven and Dant, 2016). So, these
factors can be weather change, climatic change, geographical location, environmental offsets etc.
so, the company must make its employees ready to face all the environmental effects and to
continue performing their operations to achieve the goals of the company.
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Legal
The employees of Waitrose work in the safety and healthy environment by exercising all
the employment rights. As the requirement of the laws, the company ensures that all its stores are
fire safety and secure and its stock also meet the health and safety standards. The company also
follows all the food hygiene legislations and the principles of food law which becomes the
priority of the company (Souza-Monteiro and Hooker, 2017). So, this states that the company is
being benefitted by the laws of the country and its government as the company follows all the
health, safety and food laws which are laid down by the government by implementing effective
controls on the food chain from primary production to secondary sale and supply the products to
consumer. The law of Foreign Trade policy also allowed the company to outsource its citrus
from different parts of South Africa but had to pay an import duty on it.
Therefore, above mentioned PESTLE factors must be identified by Waitrose and its impacts
must be regularly examined so that the company can make use of it and increase its profitability
and minimize its negative impacts which can ruin the progress of company.
PORTER’S FIVE FORCES
‘Porter’s Five forces’ is basically a model which helps in identifying and analysing the five
competitive forces that helps in shaping every industry and also in determining the strengths and
weaknesses of the industry. It also examines the structure of the industry which determines its
corporate strategy. It helps in understanding the extent of competition and helps in enhancing the
long term profitability of the company (Karia and et.al., 2017). This is simple but a powerful
tool in order to understand the competitiveness of the environment of business which identifies
the potential profitability of the strategy. The Porter’s five forces of Waitrose is as follows:
Threat of New Entrants
The threat of the new retailer stores in London is comparatively low as the customers in
UK prefer buying from the established stores. There are various companies like Aldi and Lidl
have entered in the market which can compete with Waitrose in terms of price. This power of
new entrants is low as in order to establish as retailer store, they need high capital and also they
need to make innovative and new products to disrupt the market by coming up with the products
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which are specialized (Hirsch, Lanter and Finger, 2020). Threat of the new entrants is also low
due to the lack of knowledge of the stakeholders about the retailer market so they have fear in
investing in the retailer companies.
Threat of Competitive Rivalry
The retail companies are facing a tough competition due to the leading of many
businesses. Though the company Waitrose deals in wide variety of goods including the
households, drink, clothing along with food. Due to this, various competitors like Tesco,
Sainsbury etc. also strived hard to diverse their goods and clothing (Waitrose boss: ‘Our strategy
is to do the opposite of what everyone else is doing’, 2020). These companies try to develop
various innovative strategies in terms of differentiating in products, reducing the prices or
combining both by bringing innovation in products and developing new products. Waitrose has
to reduce the cost of its products in order to attract customers which can help the company to
compete in line with the competitors as the highest prices became the barriers in the minds of
customers to make purchase from Waitrose.
Bargaining power of Suppliers
This power is basically low as compared to that of customers. Due to the higher customer
base, the Waitrose has an upper hand on the suppliers as the suppliers also have a target to
achieve which can be easily achieved by supplying the raw materials to Waitrose. Being a major
retailer, the Waitrose has higher sales and better turnover which forces the suppliers to supply its
products to Waitrose. Along with this, Waitrose also develops a strategy which is integrated in
terms of retailing and its own brands in various sectors like textiles, sift furnishings and curtains
under the name of its own brand.
Bargaining power of buyers
Waitrose always tries to serve its customers with the high quality products and services.
This is the reason behind the trust which the customers have on Waitrose. All the people are
aware of the fact that Waitrose came in the market with premium pricing on its products. But as
the competition increased and the customers started switching to the products of lower prices, the
company remodel its strategic plan and reduced the prices of its products (Špička, 2016). This
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makes the bargaining power of the customers of Waitrose very high. Also, the switching cost is
also low because in the market like retailers the price wars are general. Moreover, after the
Brexit the economy of UK slowed down which also forced the retailers like Waitrose to lower
their prices and Waitrose was already dependent on the markets of UK due to the lack of its
international presence which makes the bargaining power of the customers very high.
Threat of Substitutes
This power in the retailer sector is not very high but there are more chances in which the
customers shifts towards the substitute stores in order to get the discounts. This happened when
the shift in the economy took place which forced the supermarkets, discounts stores to offer the
substitutes for the products which can also be bought from the department stores. In this case, the
customers are more attracted towards the discount stores instead of going to the department
stores. Also when there is an increase in the overall income of the customers, they will prefer to
buy the premium products rather than the inexpensive ones (Lamba and Pollock, 2017). In this
instance, Harrods can lead the Waitrose. So, in order to tackle these situations, Waitrose must
make its pricing strategy flexible, must specialized its products by labelling the products by
private labels.
Critical evaluation of all the analysis
SWOT Analysis
Strengths: Problem domain which can be applied to individuals, team and the organisation.
Application Neutrality, multi-level analysis, Data integration, Simplicity and less investment as it
does not need technical skills.
Weaknesses: No weighing factors, ambiguity, subjective analysis, economic environment, raw
materials, insufficient research and development.
PESTLE
Strengths: Simple and easy to use framework, included cross-functional skills, reduce the impact
of threats, help in identifying new opportunities.
Weaknesses: Can oversimplify the information, must be conducted regularly, often lead to
restrictions such as access of quality external information to users, make use of assumptions
more.
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Porter’s Five Forces
Strengths: Helps to gauge competition, helps in planning, give opportunities to deal with buyers
and suppliers.
Weaknesses: No industry perfectly fits, no overall use for all industries, ignores other external
factors.
PART B
Strategic plan
Aims of Waitrose: These are their long term targets which they can achieve by using their skills
in business. The main aim is to double its market share in the coming 10 years which is currently
3.7% which can be done by increasing the number of stores (Waitrose & Partners, 2020).
Objectives of Waitrose
Maximize the profit.
Introducing their organic range
Motivating the staff
Increase the levels of the service given to customers
Rapid increase in the number of branches (Waitrose & Partners, 2020.).
Developing link with the local community.
Tactics:
Creating the impressive storefronts.
Motivating the employees by giving better wages and compensation packages.
Provide training to its employees.
Make the products affordable for all.
Understanding the market
Engaging the customers more.
Leveraging the capabilities of social media (Dorf, 2020).
Marketing smartly
Tweaking the pricing strategy
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Tool for analysing the various strategic directions
It is important for Waitrose to identify all the strategic options available to it in order to
compete with its competitors. Ansoff’s matrix which is also known as Product or Market
expansion grid can be used to examine the various strategic options which can be used by the
company. It also helps in thinking about the risks of growth (Grimmer, Grimmer and Mortimer,
2018). They are as follows:
Figure 1: Four quadrants of Ansoff’s matrix
Source: The Ansoff’s Matrix, 2020
1. Market penetration: Under this quadrant, the company lays emphasis on expanding the sales
regarding the existing products in the existing markets. The company believes that its products
can help in getting the progress and the market has many great surprises for the company (Dorf,
2020).
2. Product Development: This is riskier as this includes introducing a new product in the
existing markets.
3. Market Development: This is also risky as the company promotes the existing product in the
completely new markets. It can be done by adding features and the new uses or benefits to it
(Solutions and Belt, 2017).
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4. Diversification: This is the riskiest of all the quadrants in which the company introduces an
entirely new product into the entirely new and challenging market.
Among all the strategic options, Waitrose must use Market Penetration as it is the least risky
among all as it involves the extending of the existing products in the existing markets which
helps in gaining the larger customer base and also increase the sales.
Implementation and control
After developing the strategies, it is must to implement them effectively. For this the
inputs must come from all the levels of the company ensuring everyone’s participation in the
strategic implementation. The strategies must be related to the actual organisation and its goals,
the stakeholders, operating environment and the resource, capabilities & competencies. The
proper resource allocation must be done along with managing the finance of the company
(Reinartz, Wiegand and Imschloss, 2019).
Controlling the strategic implementation is necessary to check that the objectives are met or not,
up to which extent etc. The manager must be clear about the organisational goals and must
become able for performance measurement and results against the goals.
Recommendations
Waitrose must increase its online presence by promoting its goods and services on the
various online platforms and digital media including the social networking sites such as
Facebook, Twitter etc.
It must also carry the broadcast media like television in order to reach the wider audience.
It can also run a TV advertising campaign for the promotion of the products.
There must be effective planning for the advertisements as the customers must get true
information regarding the company and the products (Sillitoe, 2020).
There must be attempt of sales promotion so that they can directly interact with the
potential customers to encourage them to make a purchase from Waitrose.
The company must also make the pricing strategy flexible according to the demands in
the market (Wang and et.al., 2016.).
The company must also give discounts and offers to the public so that more people can
buy and afford thereby increasing the customer base.
The company must analyse new channel opportunities.
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The strategies must be made to involve more environment-friendly and ethical practices
in Waitrose.
The Waitrose must maintain the partnership with John Lewis so that the two retailers can
put all the plans in place including the click and collect.
CONCLUSION
The overall report was based on the Waitrose & partners in UK. The various external and
internal analysis of the company and the industry was done in order to help the company to
compete and gains the competitive advantage. The Porter’s 5 forces were also applied to make
the company more stable and can give tough competition to the competitors. A strategic plan was
made at last which included the objectives, tactics, various strategic directions using Ansoff’s
matrix and also various recommendations are suggested to Waitrose and partners to lead the
other competitors in the retail industry.
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REFERENCES
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manufacturing for the UK’s consumer goods industry. Production Planning &
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Brito, T.L.D. and Harkiolakis, N., 2017. Influence of UK economic and market policies on a
small wine merchant. International Journal of Teaching and Case Studies. 8(1). pp.29-
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Byskata, A., 2017. B2B Marketing Plan for the UK Market: case: Plantui.
FATRICIA, R.S., 2016. SWOT ANALYSIS OF SAINSBURY’S SUPERMARKET. Jurnal
Manajemen Terapan dan Keuangan. 5(1).
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the same: A replicated study of small retail firm resources. Journal of Retailing and
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Haikal, M. and Herdrawaty, E., 2020, July. Marketing strategy of electronic transaction services
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Hirsch, S., Lanter, D. and Finger, R., 2020. Profitability and profit persistence in EU food
retailing: Differences between top competitors and fringe firms. Agribusiness.
Islam, A., 2017. A study on promoting and positioning The Super Star Brand (fan, lights,
accessories) through their retailers.
Karia, D. and et.al., 2017. Further expansion of Ramoen AS in the UK market (Bachelor's thesis,
BI Norwegian Business School).
Lamba, P. and Pollock, S., 2017. DIGITIZATION IN THE RETAIL INDUSTRY: INSIGHTS
ON THE POSSIBILITIES BEYOND E-COMMERCE & THE DRIVING FORCE
BEHIND ITS OMNI-CHANNEL GROWTH. International Journal of Sales &
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McArthur, E., Weaven, S. and Dant, R., 2016. The evolution of retailing: A meta review of the
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Rapo, N., 2019. Marketing the high street: a solution to the British retail crisis?. Rapo, N., 2019.
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COMPANIES OPERATING IN THE RETAIL INDUSTRY.
Souza-Monteiro, D. and Hooker, N., 2017. Comparing UK food retailers corporate social
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Špička, J., 2016. Market concentration and profitability of the grocery retailers in Central
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Wang, C. and et.al., 2016. An exploration on e-retailers’ home delivery–strategic elements and
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