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8/4/2019 booth try
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Group 7:
Adhil Ahmed Sagir (1021003)
Arun Anand M (1021007)
Deepak George (1021013)
Kushal Singhania (1021022)
Prajwal KS (1021025)
Varghese John (1021035)
Aanchal Nichani (1021037)
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INTRODUCTION
Since June 1847, five generations of the Booths family have led
E.H. Booth & Co. Ltd, from its humble beginnings, with just onesmall shop, to the present day where the company proudly
boasts no fewer than 26 modern food stores
Edwin Booth's philosophy was simple “Sell the best goods
available, in attractive stores, staffed with first class assistants”
Tea dealer Edwin Henry Booth, then aged 19 years, opened the
China House in Blackpool 160 years ago
He borrowed £80 in goods from the Preston grocer who had
taught him his trade
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Just three months later he repaid the debt and made a profit of
£50
Under his eldest son John’s leadership the stores were enlarged
and cafés were added in 1902
The developing café society helped this activity to become
more fashionable, especially in the seaside resorts
John Booth recognised the enthusiasm of staff by offering all
the assistants a bonus on company profits
In 1920 the staff were invited to become shareholders in this
private company
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Edwin J Booth, became executive chairman in 1999
From its beginnings as a single store in Blackpool, the company
has grown throughout the UK North West, and had 26 stores by
the end of 2008
Its main competitors are leading four UK supermarkets, namely
Tesco, Sainsbury's, Asda and Morrisons
In spite of the economic recession during 2008 they were able to
report a growth of 4%
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S.W.O.T Analysis
Strengths Weaknesses Has been around for more
than 160 years
Strategic investment made
to enhance distribution
network, local sourcing
Managed to stay away from
head-on competition
High levels of customer and
employee loyalty
No home delivery facility
Danger of complacency
creeping into the
management
So far has avoided
competition
Is concentrating on only few
areas
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Opportunities Threats
Attract the youth early on
Consolidating its online
presence.
Enter the major cities
Danger of takeover
Cant easily enter into
alliances in long run
Danger of local suppliers
defaulting
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Booths has successfully fought off
challenges to remain a profitable
business 1. BOOTHS RECORDED STRONG SALES IN 2008, AIDED BY
SUBSTANTIAL INVESTMENT IN ITS DISTRIBUTION
NETWORK
Booths reported growth of 4% in fiscal 2008, generating salesof £243 million, & profit increased by a substantial 30% from
the £6.9m recorded in 2007
This is particularly impressive, as they runs only 26 stores
compared to its competitor Tesco's 3,700 plus
Booths's invested £3m in a new distribution and warehousing
operation in 2008, which help its operations run more smoothly
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2. THE COMPANY STILL REMAINS INDEPENDENT IN SPITE OF
THE ONGOING THREAT OF THE BIG FOUR
Booths has been approached many times to be acquired, but
they always refused the offers in order to retain its
independence
Safeway was one such chain who approached booths
Booths's continued profitability has enabled it to refuse such
offers, which other less profitable businesses would have taken
up
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3. BOOTHS STORES ARE LOCATED PREDOMINANTLY IN
MARKET TOWNS WHICH PROVIDE A LESS COMPETITIVE
ENVIRONMENT
They concentrated on building its business in smaller market
towns which have a high proportion of middle class people like
Blackpool, Preston etc
less competition from major supermarkets than larger towns,
cities and major suburbs, giving the company a degree of
protection from supermarket-scale competition
The majority of town planners have perceived Booths to be an
attractive retailer to have in their area, due to its status as an
independent business
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Booths has won consumer loyalty by
providing its customers with a tailored
offering This has given it more flexibility over its national competitors
The core customers of Booths are mainly Middle class older people
The following factors have contributed to the loyalty (both Customer
and Employee) enjoyed by Booths
1. BOOTHS UTILIZES ITS STRONG HERITAGE TO ITS ADVANTAGE
The core processes have not been changed. The focus is still on Quality
and Service
Booths stocks quality product lines to attract consumers
Booths is a considerate employer. The staff are friendly and
knowledgeable
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2. KEY TO BOOTHS LONGEVITY : ADAPTATION
The company's product mix and style of retail have changed
dramatically since the 1960s The shopping patterns have changed. It is more weekly than
everyday
As a result, the shelf life of products (especially food products) has
increased
Shopping has been made easier through initiatives such as self
serving aisles and till bar code scanners
3. BOOTHS SOURCES A QUARTER OF ITS PRODUCTS FROM THE
LOCAL AREA
This is a key differentiating factor. Booths sources a high percentage
(around 25% in 2008) of its product range from the local area
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This enables it to stock unusual, high quality ranges that would not normally
be found in the bigger chains
Local sourcing is also related to freshness and ethicalness
Consumers could perceive the company's focus on local produce as being
environmentally friendly and benefiting its carbon footprint
The company's small size and slow and steady growth strategy has aided its
local sourcing commitment
4. THE COMPANY HAS TARGETED ENVIRONMENTAL CONCERNS BY
FOCUSING ON LOWERING CARBON EMISSIONS
Booths undertook an environmental audit in 2008, intended to help lower
the firm's carbon emissions at a faster rate than its larger rivals
Its willingness to invest in audits and other measures that the public demand
is another reason why it has retained customer loyalty
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Booths has addressed the economic
downturn with lower priced offerings
1. THE COMPANY HAS PROMOTED PRODUCE THAT COST ONLY
£0.50, IN LINE WITH OTHER RETAIL OFFERS
In August 2008, responding to credit crunch, Booths launched a‘50p Price Guarantee’ on five different vegetables and salads
every fortnight in its 26 stores
Helped the company retain consumer loyalty by showing that it
had addressed the cost issues with lower priced fresh produce
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2. BOOTHS HAS FOLLOWED OTHER GROCERY RETAILERS BY
LAUNCHING NEW LOWER PRICED LINES
In January 2009 the company kick-started the drive to enhance
its discounting efforts
Introduced more then 170 products under new discount brandsacross product categories
Followed Tesco, which introduced 350 new low cost brands in
September 2008
However the main area of focus remains same for Booths –
premium quality
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The company's web presence is small and
provides opportunities for growth
Unlike the larger UK supermarket chains, Booths has a
limited online presence. It does not offer an online shopping
portal, limiting its online retail presence to the sale of wine
Although its two wine shopping websites have won plaudits,
the company has opportunities to expand its online
presence, which would provide it with the ability to compete
more strongly in the current recessionary climate
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1. Booths does not offer an online grocery delivery service, giving larger
retailers an advantage
Booths does not offer an online grocery shopping service, unlike many of
its main supermarket rivals, with its main online website limited to
providing a history of the company and current in-store deals
Rivals such as Waitrose offers two online shopping networks; one through
Ocado, which offers delivery around the UK, and a more limited Waitrose
Deliver service, which only delivers to areas immediately located by its
stores (mainly in the South East)
Booths could therefore offer a similar service to the latter, delivering to
customers near its stores, and in doing so could gain customer loyalty
among those who do not have the time to shop in its stores
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2. The company's online wine stores offer a template of how
Booths could move into the specialist food market web arena
Booths has garnered praise by offering a substantial online wine
ordering service through its two sites, Booths-wine.co.uk and
everywine.co.uk. Booths Wine offers wine that is sold through
the company's shops, making them available for online purchase
around the UK
Booths could use its wine websites as inspiration, in order to
develop a way to offer specialist foods for online delivery
Items such as cheeses and meats could be given their own online
presence, using a similar template to the wine offering
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Snapshot of the website
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Booths' growth strategy remains slow
and steady
Slow & steady Growth since its inception
Consistent strategy - non-corporate approach to business
Support local suppliers without compromising on quality
Continue with same business model while adapting to
certain changing trends
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1. Booths plans eight new stores over the next 10 years
Aim at entering larger cities. E.g Leeds and Manchester providing
it with a larger customer base, will also bring it closer to rival
supermarkets
Challenge which they aim to meet with its locally sourced quality
food proposition
2. Focus remains on North West
Booths aims at consolidating and expanding in the northern
region
Booth believes that if they expand quicker and at a more wider
range their smaller local suppliers may not be able to keep up
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3. Target a younger clientele with in store re-branding
Traditional customers are middle aged
Youth will be the life blood in future
Change of sign from 'Booths the grocer' to 'Booths‘
Color of the logo has changed from green and orange to a more
up-to-date wine, lavender, olive and saffron color scheme
Redesigned carrier bags, and new look packaging on products
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4. A partnership with Waitrose
In September 2008, Booths formed a partnership with upmarket supermarket chain Waitrose.
The partnership was in the form of a buying alliance to
negotiate better prices for branded goods.
Attracted a lot of criticism as it was felt that it would harm
Booths non corporate image
The move could provide important security during the
downturn, it could harm its reputation in long-term
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Learning's
Business can survive by catering to local demands
Small size can also work as an advantage
Importance of employee loyalty
Need to adapt to new situations
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Thank You..!!