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•• Industry
Industrystructure
structure
External
External •• Competitors’
Competitors’policies
policies
factors
factors ••Retailers’
Retailers’policies
policies
••Substitutes
Substitutes
•• Other
Otherenvironmental
environmentalfactors
factors
Time cost
Available everywhere: High penetration
Monetary cost
Middle range price
1.035 billion €
turnover 2007 in the
whole industry
Retailer brands
-Low-Middle
-Market leader ranged price
- is the cheapest
- but no new inventions
-High range of products
lately
-Low quality
-Cheap
Price
Middle price range
Carrefour: 1,45 €
Marché plus: 1,45 €
Intermarché: 1,30 €
Paradis des prix : 1,44 €
Pri c e
s i
sen
t iv e