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Introduction

What are the key objectives of Safeway plc? Business objectives are there to provide a guideline for the business to now what they have to achieve why, where and how. Objectives are measured into a suitable scale smart targets are what most companies use and I think should. Smart - these are objectives that are sensible and realistic Measurable - when they will be carried out by. Achieve - how, why, where they will achieve the targets. Realistic - they have to be realistic targets to set in the first place. Targets - the targets that will set. Objectives are normally measurable and have a stated timescale - for example, a business may have an objective to boost market share from 24 per cent to 33 per cent over the next four years. Market share is the total of shares sold in proportion to the rest in the market. One of Safeway's key objectives is to try to maintain its present market share in the face of fierce competition from its major rivals Tesco, Asda (Wal-Mart), Sainsbury's, Somerfield, Co-operative Societies, etc. ...read more.

Middle

c) Increasing sales or market share Increase in sale on the market share is a key objective for Safeway plc. As Simon Laffin has quoted "Driving profit through sales" is a major objective for the company. Usually increasing the variety in products brings in a wider audience of customers increasing profit. "Best Deals Ever" cut the price of certain products to hopefully sell more of that product. The way to broadcast this would be to advertise it through the use of posters, flyers and other advertising methods if you have people visiting more often and more customers this shows success for the increase in sales.\ A survey has shown that Safeway's customers have risen by 8 with a 5% increase in sales in the last year. Making a grand profit of 35% profit, showing that the theory of more customers and sales increases profit. d) Helping with the society around its shop. Recently supermarkets have realised helping the community around there shop is vital in attracting new customers i.e to help the surrounding schools with computer vouchers etc. ...read more.

Conclusion

Safeway's new ways of merchandising have allowed their customers to see the freshness and quality of their products. Another good example of this policy is Safeway's "Customer service" "Giving Safeway people the skills to deliver first class customer service" The people who work in Safeway's stores are central to the delivery of their business goals. It is the skills, flair and enthusiasm of their people that ensure success. This is reflected in the investment they are making in training and development. Making staff more knowledgeable about the product offering ensures a high degree of customer satisfaction. Increasing current market value is also an important objective for Safeway Plc, as this is an indicator of public confidence in the firm. Current market value Safeway Plc has a market capitalisation of �3.5 billion pounds as identified in 'The Sunday Times' dated October 7th. The following chart identifies Safeway's progress versus the FTSE 100 over the past two years. This timescale is the same as the C.O.O's (Chief Operating Officer) revised strategy. ?? ?? ?? ?? 1 Charlie Mcsweeney ...read more.

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