How did the competition commission tame the supermarket giants

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How did the competition commission tame the supermarket giants

The Competition Commission is an independent public body established

by the Competition Act 1998. The Competition Commission conducts

in-depth inquiries into mergers, markets and the regulation of the

major regulated industries, undertaken in response to a reference made

to it by another authority. The Commission recently had the task of

having the power to give one major supermarket chain the go ahead to

merge with Safeway. The proposed acquisition of Safeway by Morrison’s,

Asda, Tesco or Sainsbury’s was referred to the Competitive Commission

under the Fair Trading Act by the Trade and Industry Secretary. The

Commission can consider the opinions of all parties in determining

whether any of the potential mergers is against the public interest.

Topics for inclusion in the meeting could include both local and

national issues, including the effect on consumers and suppliers of

any proposed acquisition. The Competition Commission gave Morrison’s

the green light over the other potential buyers such as Asda, Tesco

and Sainsburys. This was due to a number of economic reasons. Although

neither Safeway nor Morrison’s was struggling, both agreed the need to

merge was very advantageous. Morrison’s was looking for a way to grow

far more quickly, and could afford to fund an acquisition to achieve

that goal as soon as possible.

The successful bid for Morrison’s to take over Safeway would mean that

Morrison’s would become a major and strong national player. The merge

should exert a positive and competitive effect on retail in

supermarkets and also benefit the customers. Some people found the

Morrison’s bid to be against the public interest in particular local

areas where the number of competing supermarkets would be reduced.

However, subject to divestment of particular stores in these areas.

Morrison’s bid for Safeway was allowed to proceed. The Competition

Commission was given just over four and a half months to investigate

the four merger situations. All of these needed to be assessed as to

their likely impact on competition. Mainly in terms of which would be

the most practical to economy. The decision was partly mad by

undertaking isochrone analysis, which is mapping and positioning of

stores area by area and the customers they serve. This provided

detailed information on which areas would be affected as a result of

reduced local competition.

Morrison’s the medium-sized but very fast-growing British supermarket

chain takeover of UK rival Safeway deal was worth 2.9bn.The combined

firm, with 598 stores, a turnover of 12.6bn and a market share of 16%,

aims to be able to compete with Asda, Sainsbury and Tesco, the giants

of the UK supermarket sector. Both Morrison’s and Safeway have been

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