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| Topic: |
Business
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| Number of pages / Number of words: |
6 / 1515 |
Essay's paper body
Expansion is being confined to the west of the country for first few years (Brown, 2008).
The chain currently has 59 stores (Rigby & Braithwaite, 2008), with plans to eventually have a 1,000 strong retail chain, including 200 outlets by 2009, and as many as 800 by 2012 (BBC, 2007).
With it having to build a distribution network from scratch, the company has a distribution centre in California that can serve up to 500 stores, with plans for a second one of similar size...
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It also aims to source 60% of products locally (BBC, 2007).
The company does not expect to make a lot of money per store, but is focusing on a strategy to have as many stores as possible so that they are accessible to people (Covino, 2007).
Most traditional media outlets have been ignored by Fresh & Easy as part of its publicity...
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