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John Lewis

C/M/1845. The successful marketing strategies of Waitrose

WORDS:
7250
DATE:
2011
PRICE:
79.99 GBP

This paper aims to examine the marketing strategies behind the success of Waitrose, part of John Lewis. The paper begins by providing the background to the UK grocery retail industry and to the John Lewis Partnership, highlighting their services and business strategies. The history of retail marketing is provided, as is the background to Waitrose. A discussion regarding consumer behaviour, competitive positioning, and the 9P’s of retail marketing are provided. The way in which Waitrose use these 9P’s are then evaluated, and the paper concludes with a PEST analysis.

 

KEYWORDS: marketing strategies, Waitrose, John Lewis, UK grocery retail industry, consumer behaviour, competitive positioning, 9P’s, marketing mix, PEST,

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