In the past decade the trend of retailer involvement in both related and unrelated diversification was found successful. Consumer goods manufacturers such as Nestle, Unilever and Procter & Gamble are particularly recognized for diversifying their operations increasing their product portfolios by mergers and acquisitions. This has allowed them to further build their position globally and achieve stronger brand equity. Moreover, due to their large size, these consumer goods manufacturers have been able to acquire economies of scale, enabling them to pursue further growth. Customers always change and the growth of technological advancements forces retailers to react to these changes. Currently the world of retail is changing due to ten recognisable trends: The first trend being “ opposites attract ”. This trend is the explanation to why the retailing industry is becoming polarised, meaning that retailers either focus on value or luxury. Retailers who focus on value serve the low...