Volume: This shows the measure of the number of products and services provided in each operation. In the Sainsbury's scenario, stock volume is high because supermarkets are increasingly larger buildings and therefore have more space for more shelves, freezers and refrigerators where stock is put up for sale . While Iceland remains in the middle range, giving it higher unit costs. 2. Variety: measures the number of different types of products and services produced. This again works in Sainsbury's favor as Iceland sells mainly frozen food and ready meals, while Sainsbury's sells almost everything, including its range of services; Sainsbury's therefore benefits from a high rating and higher unit costs. 3. Variation in demand: It is the measure that shows the change in demand where supermarkets adapt to the demand open to changes or remain stable in their routine. Sainsbury will be highly rated because it tries to keep up with demand and offers all kinds of different customer oriented products such as organic or non-organic, soya milk or normal milk and different types of salts and cocking oil. Iceland, generally speaking, has what it has, it doesn't change, it remains stable, so it is rated low and has a lower unit.