... in its take over bid, is evaluated, and developing its competitive analysis. Before we analyse, we look into the food retail sector, market, as it is this day. 2 Defining the Market UK food retailers are among the best in the Europe, and have been leading the way in product and store innovation and in systems. Report from Mintel's Retail Intelligence states, that food retailing in UK is one of the most dynamic and innovative retail sectors, with steady sales forecasted at 17%, between 2001 and 2006. Sales by all food retailers were £92.3bn (excl sales tax) in 2001, of which the grocers contributed £77.1bn (83.5%). Market is concentrated amongst, the six largest retailers, who amongst them hold, 70%, of the market share. (Mintel, 2002). WM Morrisons strategy is to create a dynamic national supermarket group, well positioned to compete successfully in the UK market place. According to Morrisons chairman, Sir Kenneth Morrisons, ...

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