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Waitrose

C/EI/147. Dissertation. Waitrose and its E-Commerce strategy

WORDS:

18000

DATE:

2010

PRICE:

189.99 GBP

This dissertation investigates Waitrose and its E-Commerce strategy, aiming to understand the key trends and developments of consumer behaviour towards online grocery shopping. Background details to the research are offered, along with the aims and objectives of the dissertation. The paper also discusses how Waitrose can capture the opportunities that exist in online grocery shopping. The dissertation analyses consumer behaviour, virtual and traditional shopping channels, strategic tools for macro environment assessment, and Waitrose position in the supermarket sector. The methodology outlines that surveys of the online customers will be carried out, secondary literature will be analysed and there will be one to one interviews with the e-commerce delivery section of Henley’s Waitrose branch. The dissertation concludes with an in depth analysis of the findings from the data collection methods, and concludes with recommendations.

KEYWORDS: Dissertation, E-commerce, Waitrose, consumer behaviour, macro environment assessment,