Industry Lifecycle Essay

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industry lifecycle Industry lifecycle supermarkets The first idea of supermarkets came to be in the 1920’s when local retailers developed the idea of selling many different groceries from one shop. In this introductory stage Sainsbury’s was one of the first stores to work in this way, shortly followed by jack Cohen’s Tesco 9 years later in 1929. These supermarkets continued to grow steadily and other competitors joined the market in hope of profits. Aaker quoted from a study he did that pioneer firms average a considerably higher market share than late entrants to an industry. Looking to the future this has proved true for Tesco’s and Sainsbury’s. On the lifecycle diagram a sudden dip can be seen as the market enters the growth stage. The dip happens due to World War 2 from 1939 to 1945 during which many supermarkets where damaged or destroyed. At the end of the war the market leaped into the growth stage with the help of agricultural subsidies and retail liberalisation. In the early 1950’s Sainsbury’s and Tesco opened their first self service stores. Morrison’s joined the ranks of the supermarket chains in 1961 with its first store and ASDA as we know it in 1963, though they had operated under different names until companies merged. Through the 1960’s the industry boomed with the more widespread use of cars and cheaper global sourcing and the 1970’s to 80’s saw a lax in planning permission and a surge of larger superstores in out of town retail sites. In the late 1990s planning regulations were tightened with the introduction of measures to protect town centres and limit out-of-town retail growth and the market slowed down. At this point it seemed the industry and reached its maturity stage but Tesco and ASDA (which was bought by Wal-Mart in 1999) began opening hypermarkets, selling many different products than just food. With planning regulations tight the big
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