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On Tuesday class, I know what is strengths, weaknesses, opportunities, threats. And we talk and write ASDA and Waitress two company's SWOT. Details as follows:

ASDA
Strengths:
low price
more promotion
own brand
Weaknesses:
lower quality
Opportunities:
attract customer(low price)
Threats:
competition

Waitrose
Strengths:
high quality
own brand
staff loyalty
Weaknesses:
high price
Opportunities:
attract customer(high quality)
Threats:
different supermarket promotion attract customer

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Our group make a list about ASDA and Waitrose according to the SWOT Analysis, and then we compare these aspects. S and T belongs to the internal factor(inside), but the O and T belongs to the external factor(outside).
S-strengths, W-weaknesses, O-opportunities, T-threats
ASDA
strengths: cheap goods, many kinds of goods, more promotion
weaknesses: low quality
opportunities: own brand(feature)
threats: competition
Waitrose
strengths: high quality and share(loyalty)
weaknesses: high price
opportunities: high quality can attract customers and this business is famous supermarket
threats: different supermarket maybe will attract part of customers

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Strengths:
(Low price) For ASDA supermarket, it has a obvious characteristic, which low price. Due to ASDA is low level supermarket, its low price is strengths. There are people will go to ASDA consume, because of reasonable price. the supermarket also use this way of low price to attract consumer.
(Wal-Mart's Support) When Wal-Mart acquired ASDA supermarket, ASDA has a powerful supporters. Even though ASDA appear supermarket decrease income, Wal-Mart will invest to ASDA.
(George). The supermarket has own clothing and goods brand as George. the consumer can buy clothing in the ASDA, this clothing store belong to low consume area. Low income customer also can buy clothing and goods in ASDA supermarket. Other supermarkets without own clothing brand except ASDA.
Weaknesses:
(Low quality) ASDA has low price mean that it also has low quality. When the supermarket reduce goods price, then they also will decline goods quality. For high requires customers, they maybe not  go to ASDA to buy goods. So low quality will lead to ASDA to loss a part of customer.
Opportunities:
(Growth own brand) In the future, ASDA can think about development own brand, using own brand replace other brands good.
(Development retailing) ASDA also can think about to develop supermarket's retailing.
Threats:
ASDA only can attract a part of customers, because ASDA is low level supermarket. there are consumers do not like to buy low quality goods, therefore they also will not to choose ASDA. other high level supermarkets will engage ASDA's consumers.
Wait rose's SWOT

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ASDA and Waitrose can help researchers easier to compare and contrast. Different price exist between ASDA and Waitrose. ASDA is low level supermarket, while Waitrose is high level supermarket. Both supermarkets of ASDA and Wiatrose attract customers by reducing price of goods. For customers of low income, they are willing to consume in ASDA, because this supermarket can meet their daily supplies needs. ASDA's promotions include reducing price, discount, buy one/two to get free. However,  for high income persons, they will choose to go to Waitrose supermarket, because Waitrose's quality of goods is undeniable.These supermarkets have own brand goods, and then these price of goods lower than other brand goods.

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1. We've got to do much better at giving people the information they need to buy carefully, properly and secure value.
2. In fact, when the customers learned the truth that the price was not reduced and in fact had been increased almost certainly would not purchase them.
3."bigger pack, better value" in fact means, bigger pack, costs more.
4. Customers think they get a much cheaper price, but in fact they don’t have.
5.There are many discount in the big supermarket anywhere.
6. These supermarkets can control 68% of customers in the UK.
7. ASDA and Waitrose use reducing price to keep their customers.
8. In ASDA customer just need to pay 20 pennies to get a butter.
9.ASDA supermarket also has temporary price.

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http://news.bbc.co.uk/panorama/hi/front_page/newsid_9652000/9652944.stm
http://www.mbaskool.com/brandguide/lifestyle-and-retail/2040-asda.html

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We choose two supermarket to research and analysis, so we went to the supermarket on 13 July, 2016.
Firstly, I want to say ASDA is a very big supermarket. ASDA established in 1949, 1999 was the acquisition of Wal-Mart. This is a strong, well-managed chain supermarket group, is one of the giant British retail. This supermarket have many promotion, such as, special price, buy 2 for 3, and every day have some bargian. these promotion really attract many customer to go there shopping. This is low level supermarket.
And then the waitrose expensive than ASDA. It is the high level supermarket. Mainly for high-end people. In comparison, although the price is a little high, but the service and quality is excellent. Their bakery, pastry desserts are praised! And here, you can also buy a lot of high-quality wines and various spirits. Despite this supermarket's goods expansive than ASDA, but also have many promotion, such as discount, if the customer buy two goods can get a cheap price.

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ASDA is low level supermarket. This supermarket's price lower than Waitrose. Actually, 1 pound cannot buy goods in the UK, but customers can use 1 pound to buy a good in the ASDA supermarket. Therefore, many people consume in the ASDA. ASDA opening is 24 house from Monday to Friday. This is very important for UK, because UK's many stores will close at 7-9 pm. on the other hand, ASDA supermarket has own clothing brand as GEORGE. GEORGE brand also is suitable to customers of low level. ASDA has own brand products like George, Olive Oil, Flour and so on. Supermarket promotions include buy one/two to get one free, temporary price reductions, reduced price and discount
Waitrose is hight level supermarket. Waitrose's price of goods is higher than ASDA. for low income people, they may not choose Wiatrose supermarket. However, products of Waitrose have good quality, thus this supermarket's price also will increase. This supermarket promotion ways are buy one/two to get one free, discount, and  buy Lano Hand Cream/Body Oil brands to get a free good. Waitrose has own brand goods such as Mineral Water, Home Baking, Aluminium Foil, Bread Mix, tissues and so on.

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On July 13, I went to two supermarket to research them advertising and promotion. First, I go to waitrose that is a big supermarket. There are lots of high quality goods and all kinds of foods and wine. Lots of goods have discount and some goods have temporary price reductions. Specially, it has lots of own brand, such us water, flour. Second, I go to ASDA that is a huge supermarket. There are lots of usual goods. And the goods price is cheaper than waitrose goods price.

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Went to ASDA Supermarket      at 16:30               13July
Understood goods of ASDA      at 16:35-17:00    13July
Took photos at 17:00-18:45 13July

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Went to Waitrose Supermarket        at 15:30 ,             13July
Understood goods of Waitrose        at 15:35-40 ,       13July
Took photos                                        at 15: 40-16:20   13July

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We took more photo about advertising, price and promotion.

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We took more photo about advertising, price and promotion.

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How and Why I selected my topic. (Sunny)

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How and Why I selected my topic. (Sunny)

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I discussed this with my group and we agreed work on ASDA and Waitrose. The ASDA is the low level supermarket, and the Waitrose is the high level supermarket, I wanted to choose this two supermarket because it can make us easy to compare and contrast.

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How and why I selected my topic.  ( Carina )

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How and why I selected my topic.  ( Carina )

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we discussed and agreed to work on ASDA and Waitrose supermarkets as our project, because I bought some goods from Waitrose. I knew some supermarket's goods price. I went to this supermarket a lot of times, so these experiences will help us to understand both supermarket.

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I choose ASDA and Waitrose, because they are close to my house. And ASDA and Waitrose are close too.It is convenient for us to investigate two supermarkets. And ASDA is the low level supermarket, Waitrose is the high level supermarket. It is very easy to compare.