How to diversify business by growing their supermarket chain. A review of CIC Supermarket chain

      Аннотация: This study is about how to diversify CIC’s business by growing the CIC supermarket chain. The paper investigates which way the CIC supermarket chain can grow in Sri Lanka. The research was conducted by involving 60 respondents. The data was analyzed using both qualitative and quantitative approaches. Quantitative research was done with 50 respondents in different supermarket locations by giving a questionnaire with 20 questions. Qualitative research was conducted among 10 leading managers of CIC by semi-structured interviews. This paper has investigated what growth options available to CIC for diversifying their business. This is by locations, products, and floor space to develop their CIC supermarket chain. Research finds the diversification of CIC business by growing the supermarket chain using important models. The finding of the research analyzes how to diversify CIC’s business by doing this growth of the supermarket chain. These findings have concluded which is the best way to grow the CIC supermarket chain. The findings analyzed all the competitors of the CIC supermarket chain and their current position in the market.

Ключевые слова: diversification, Growth option