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The Warsaw Voice » National Voice » June 17, 2010
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Betting on Quality
June 17, 2010   
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Poland’s grocery store market is a demanding one and has given market players many headaches. But one company has come up with a simple recipe for success and has achieved results others can only dream of. That company is JMD, the owner of the Biedronka chain, and the recipe they found is high quality products for low prices, available everywhere in Poland.

This high availability is to a great extent the result of an effective expansion of the network, which continues to open no less than 130-150 new stores per year and does not shy away from large acquisitions. As a result, residents in more than 600 locations across Poland have their own Biedronka outlets.

According to JMD’s suppliers, the company’s expectations with regard to the quality of delivered products “border on the obsessive.” Importantly, the company has bet on Polish suppliers and, in cooperation with them, developed a range of products that match customer needs. In effect, nearly 50 percent of Polish people say they shop regularly at Biedronka. Interestingly, studies show that, contrary to the stereotype, Biedronka groceries are shopping destinations also for people with higher education and above-average incomes. Recent announcements suggest that the total number of Biedronka grocery stores nationwide will exceed 2,000 by 2012. Consequently, it is safe to assume that their leading market position will remain unchallenged, especially as Biedronka has proven that low prices and high quality can go together.
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