nsumer behaviour.There are several supermarket chains in Ireland with Dunnes Stores, Superquinn and Tesco, Marks & Spencer and Supervalu being the main ones. Each chain has taken its own stance on the issue and reacted in different ways to address the “organic friendly shopper”. The reason for an adjustment in strategies by these main players can be seen as twofold;1.Consumer DemandIn this age of information consumers are making more and more educated decisions on consumable items. This has resulted in a lot of small/medium businesses cashing in on the organic market and the fact that people may be willing to pay a premium price for natural foods. Rather run the risk of losing potential business super market chains have had to adapt & adopt a more environmental marketing approach with their consumable goods. Albeit as you will see some have been a lot more receptive than others. 2.EU Legislation.The high number of food scares and the infinite amount of damming reports on food production has prompted the EU to take legislative actions governing the production of food substances. New tighter laws and raising the standards of food preparation along with the regulatory compliance for ingredients to be shown on packaging has had wide implications for the food industry. These new measures have raised the standards of foods reaching the shop shelve and made it a lot more transparent for the consumer to identify what exactly they are purchasing. Supermarket Wars – How do they stack up ?As part of the research for this report I examined the different marketing strategies and stances taken by the main players in the Irish market along with the smaller outlets. Marks & Spencers *****Most definitely the market leader refer to web site – UK head office, a lot more Organic friendly in the UK, has more affluent cliental (ABC1) and can afford to raise their prices.Superquinn ****Of the Irish owned chains Superquinn is the marke...
