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The scenario is intended to be realistic and the date is 15th October 2012, though assumptions of strategy and acquisition intent are fictitious.
Scenario
You have recently been recruited as a member of the Strategic Action team at Ahold, the Netherlands-based international retailer.
According to the Global Powers of Retailing Report, 2011:
(http://www.deloitte.com/view/en_GX/global/272d8abc8fa5d210VgnVCM3000001c56f00aRCRD.htm#), Ahold is the 25th largest retailer in the world. The strategic ambition of the board is to become a top 10 world retailer and the board accepts that this will only be achieved through acquisition. The strategic acquisition committee has selected Delhaize Group the Belgian based retailer or WM Morrison Supermarkets Plc the UK based retailer, as a potential target.
Your boss, the director of strategy at Ahold has asked you to write a report assessing the competitive performance of both Delhaize and Morrison. She has told you:
�Assess their performance against that of ourselves. Another team is looking at valuation; I want you to consider the financial performance � strengths and weaknesses � relative to its key competitors.�
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