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(See appendix 3, supermarkets' market shares)
For Morrison's, reducing the competition is good because they have a greater control, and larger market share, but it is bad for the consumer, as they have less choice, and if the big 4 get too much control prices can start to rise. So what is good for Morrison's is not always good for others including customers...
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So what is good for Morrison's is not always good for others including customers. On the other hand is could start a price war between the main players in the market, as each tries to increase sales.
I think, looking at the perspective of Morrison's, this is a big move in being able to compete with the leading chains, and increasing the market share will help its sales, and satisfy the shareholders...
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