... of a medium‐sized, UK‐based CTN/variety chain, which for reasons of confidentiality cannot be named, commissioned the authors to conduct research in order to inform the development of its repositioning and differentiation strategies which it deemed necessary because of declining sales. Initially the retailer...

...‐lived. Essentially, it illuminates the problems of attempting to pursue both differentiation and cost/price leadership strategies. © MCB UP Limited 1998 Differentiation Price discounts Pricing strategy Strategic alignment The article investigates Budgens plc, one of the lesser...