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Sainsbury's Essay

Decent Essays

Initially Sainsbury’s was well received by the Egyptians as they were all talking about Sainsbury’s upon its arrival. However, Sainsbury’s failed to understand the retail industry in Egypt. Sainsbury’s did not examine its market and its partner (Edge) before competing in the Egyptian market. Also it would seem that Sainsbury’s expansion into Egypt wasn’t very thought out as they faced many challenges.
In order for Sainsbury’s to succeed over time, perhaps they should have taken more time to develop their strategy instead of jumping into it by opening many stores. They should have defined their brand more with their target market and understood the politics of the market more fully. Sainsbury’s thought that applying the strategy they used in

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