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Case Study: SMS Straya

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SMS Straya is a chain of supermarkets operating in Australia that specialises in groceries, fresh produce, liquor and other fast moving consumer goods. The SMS brand was founded in the United States in 1926 but was introduced to Australia by Metcash, the owners of SMS Straya supermarkets, in 1988. Metcash Limited is one of the highest-yielding stocks listed on the Australian Securities Exchange and is Australia’s leading wholesale distribution and marketing company despite the intense level of rivalry within the industry. SMS Straya belongs to the retail industry and there are 1,365 independent IGA franchise stores as well as 457 IGA Liquor stores nationwide – making it the largest franchise company in Australia. IGA has three retail formats

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