The purpose of this report is to explain the four steps of the marketing research process and investigate and justify which of the steps is the most difficult to undertake

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Table of contents

Executive Summary 1

1 Introduction 2

1.1. Purpose 2

1.2. Scope 2

1.3. Method 2

1.4. Limitations 2

1.5. Assumptions 2

1.6. Definition of Supermarket Industry & Industry Overview 3

2 Porter's Five Forces Model 3

2.1 The threat of new entrants ...........................................................................4

2.2 The bargaining power of buyers ....................................................................4

2.3 The bargaining power of suppliers .................................................................5

2.4 The availability of substitutes .................................................................................6

2.5 The intensity of rivalry ..............................................................................6

2.6 Market Position Classification .....................................................................6

3 The Generic Strategies ................................................................................7

3.1 Cost Leadership Strategy...........................................................................7

3.2 Differentiation Strategy ...........................................................................7

3.3 Focus Strategy .......................................................................................8

4 Value chain analysis .................................................................................... 8

5 Trends & Recommendations 9

5.1 Petrol vouchers issue .................................................................................9

5.2 Plastic bags issue .....................................................................................9

5.3 Food safety concerns ................................................................................9

6 Appendix .................................................................................11

7 References 13

1 Introduction

1.1. Purpose

The purpose of this report is to explain the four steps of the marketing research process and investigate and justify which of the