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The way in which Safeway percept there views on environmental issues are as follows, “We strive to operate in harmony with the global environment and promote environmental protection as an integral part of our business activities” Safeway was the first company to introduce recyclable bags back in 1970; it also introduced the first bottle banks into the supermarket community. Also doing smaller things like changing there vehicles to using natural gas.

Since 1998 Safeway has seen a 24% benefit on fuel savings, also decreasing capital costs and this using less fumes on the vehicles creating less pollution. Producing high quality products or high quality services A good example of this policy is the so-called “Best at fresh” “The growing strength of our fresh food offer – how we have made the product the hero, upgraded our ranges and helped suppliers achieve success in the market place.” For example Safeway’s passion for fresh food means that they are constantly improving their ranges, including the introduction of fresh pasta, a delicious patisserie range and a wide selection of fish and seafood. Safeway’s new ways of merchandising have allowed their customers to see the freshness and quality of their products.

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Another good example of this policy is Safeway’s “Customer service” “Giving Safeway people the skills to deliver first class customer service” The people who work in Safeway’s stores are central to the delivery of their business goals. It is the skills, flair and enthusiasm of their people that ensure success. This is reflected in the investment they are making in training and development.

Making staff more knowledgeable about the product offering ensures a high degree of customer satisfaction. Increasing current market value is also an important objective for Safeway Plc, as this is an indicator of public confidence in the firm. Current market value Safeway Plc has a market capitalisation of 3.5 billion pounds as identified in ‘The Sunday Times’ dated October 7th. The following chart identifies Safeway’s progress versus the FTSE 100 over the past two years. This timescale is the same as the C.O.O’s (Chief Operating Officer) revised strategy.

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