... to the consumers that their pricing philosophy is to cut their prices as much as they are able, comparing to other competitors, in order to boost their sales to a point where they would earn far more at the cheaper retail than by selling an item at the higher price. Waitrose, except from being focused to cost, at the same time they have been focused to a better quality of products and especially gifts, some groceries and wines. This can be identified as Waitose combine a cost and differentiation strategy. Comparing the whole marketing strategy that both Asda/Walmart and Waitrose are following, regarding to four basic ways, (product, price, promotion and place) is a good way to identify the relationship that these chains have been trying to create with their customers and how they (the customers) might be affected. Examples will be given. 2.1 Product Both of the chains have been ...

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