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Introduction According to the case, Netto has been generally successful since it moved into the UK (David, 2001), although, the degree of competition in retailing industry in the UK is extremely intensive. thus is worthwhile to study this case. N this paper, firstly, the key elements of the marketing strategy will be identified based on the marketing mix of Netto. Secondly, according to theory of Porter's competitive strategy and the British business environment, the dangers of mainly adopting pricing marketing strategy will be analyzed. Finally, through the SWOT analysis, the recommendation, which might used to help Netto retain its competitive advantage, will be provided. Marketing strategy Since Netto entered into the UK market, it mainly focuses on one generic strategy, cost leadership. This enables Netto to position itself as a grocery discounter with lowest price in the UK's food retailing industry and a market-niche player to avoid competing with large firms by...

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