Having identified Safeway’s main competitors (Tesco and Asda), there are numerous aspects of company performance which need addressing and maintaining in order to remain within the “elite” bracket of this fiercely competitive market. Before we look at these areas in more detail, it is important to note a recent event which has a great effect on this assignment. The recent merger between Asda and the Kingfisher Group plc has created the largest supermarket chain in the country, dwarfing the likes of Tesco and ourselves. Due to this bei ....