Macro and Micro Analysis of Waitrose

SWOT MACRO
MICRO

TABLE OF CONTENT
 Introduction
 Mission and vision of Waitrose
 Company overview
 Marketing
 Micro – macro
 Pestle
 Swot
 Use of secondary data
 Conclusion
 Recommendation
 References

INTRODUCTION
 The environment analysis is very essential as this assist
company in analyzing the changes taking place in external
environment.
 The current presentation will discuss about the macro and
micro analysis of Waitrose.
 This presentation is about the British supermarket giant
Waitrose which exports its products across the globe to 52
countries.
 It was founded in 1904. This presentation aim at providing
an insight about the environment in which the organization
is currently operating with the help of various marketing
tools such as SWOT and Pestle analysis to know their
current market positioning and what makes it huge.

MISSION AND VISION OF
WAITROSE
Mission
 The main mission of the Waitrose is to promote healthy and organic food product and for
achieving this mission they work with their own farmers with whom they have entered
into partnership which helps in maintaining high quality standards of its products.
 Another is to implement an effective waste management system for making an healthy
environment.
 Promoting sustainability is another mission for which the Waitrose team is working hard
for maintaining the desired quality of its product.
Vision
 The vision of Waitrose is to continue to “dominate on product” and “differentiate its
services” which requires tackling the consumers perception of price and value.

Company Overview
 The company was founded in the year 1904 by
Wallace Waite, Arthur Rose and David Taylor.
 The company is a brand of British supermarket
which is included in selling groceries and also
owns a retail chain.
 It was founded in 1904 and headquartered in
Bracknell and Victoria, England.
 The retailer is currently having 338 stores in UK
including little Waitrose convenience stores and it
is currently holding the market share of 5.1% and
is ranked 8th largest retailer in United Kingdom.
 Waitrose is having the royal warrant for delivering
the groceries, wine and spirits to the Queen
Elizabeth and to Price Charles.

Marketing
 For the purpose of marketing the company uses the
latest technique of digital marketing and marketing
done with help of social media.
 This is more beneficial as this assist the company in
increasing the market share of the company and
attract more of the consumers.
 The “You can taste when it’s Waitrose & Partner’s”
campaign, which provides an insight about its
products to its customers in the form of a scene of its
farms and the producers.
 It followed the slow TV advertising trend as its new
campaign which is a 30 sec adverts which allows
customers to take a moment to appreciate the
craftsmanship that is behind the Waitrose quality
food.