As we all know retail market is remarkably competitive compared to any other market. They usually have same or similar sort of products that could be found in their competitors business. For that reason, а large number of big companies are intending to enter non food market (Rigby and Killgren 2008) as it has become most important for companies to retain the ability to get in customer’s reach with better quality of products and services. Sainsbury’s convenient stores have helped the company in establishing а larger consumer reach in UK.
There are three big supermarket chains in the UK retail sector that have different competitive advantage over their competitors. They are Asda, and Morrison’s. Since 2004 it has increased its business steadily while reformation program started to take effect in 2007, Sainsbury’s had market share of 14.9% (Annual Report 2007).
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