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Waitrose’s aim is to provide the convenience of a supermarket with the expertise and service of a specialist food shop. They have potential to drive their business in different parts of the UK as they currently have 179 stores. The company has the ability to compete with other major competitors like Tesco, Sainsbury’s, ASDA, Marks & Spencer and Iceland’s. Waitrose is now ready to launch their business outside the UK, as they have targeted the Republic of Ireland. The Republic of Ireland is a small West European country, with a population of 3.5 million and one of the lowest densities of population within the EU

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