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Tesco

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Submitted By kerank90
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Contents

Executive Summary 2 1.0 Introduction 3 1.1 Retailing as a Concept 3 1.2 Brief Background of Tesco PLC 3 Main Products and service range offered 4 Markets Served 5 Tesco’s Main Competition 5 1.3 Key Issues faced by industry players and Tesco PLC 5 2.0 Marketing Mix 6 2.1 Product Mix 6 2.2 Place Strategy 8 2.2.1 Current strategies used in distribution 8 2.3 Price Strategies 8 2.4 Promotion Mix 9 3.0 Technological Impact 10 3.1.1 Tesco and CRM (Customer Relationship Management) 10 4.0 Conclusion 12

Executive Summary
The main objective of this report is to critically analyze the Tesco PLC’s overall operational scope based on a retailing perspective, since they are indeed the UK’s largest multiple retailer and across in Central Europe, it is the author’s main objective to study the marketing mix strategies and the components of the business as well.
The technological factors as well the customer relationship management that Tesco has incorporated into their business in order to gain reputation and an established brand reputation is also what fascinated the author to conduct this research because Tesco has proven themselves in terms of the diversification of their services and the further expansion of their stores across the globe with an effective marketing strategy associated with it.
Furthermore the highly advanced Information Technology and IT systems that has given Tesco a competitive advantage over the competitors on an international platform and has helped Tesco in maximizing the overall supply chain profitability and this is also something that the author is very much fascinated about. With the expansion happening across the continents it is important for Tesco to maintain consistent service operations across the globe.
Overall the seven part corporate strategy has helped the company offer quality products to consumers. Furthermore, the well renowned club card loyalty scheme has given the firm a competitive advantage in the industry and something to shout about as compared to their rival competitors who don’t really reach out to the consumers as much as Tesco does. This always has and always will prove to be Tesco’s core strength in identifying themselves as a global icon in the retailing business.
1.0 Introduction

1.1 Retailing as a Concept

Retailing comprises of business exercises included in offering products and administrations to customers for their individual, family or family utilization. It incorporates each offer of products and administrations to the last customer, running from vehicles to clothing to suppers at restaurants to Motion Picture Theater tickets. Retailing is the last stage in the dissemination process. With the prevalence of the Internet, retailing is getting mainstream utilizing the site and another manifestation of e-tailing is additionally creating (Karunakaran, K, 2008).
Thus the concept of retailing could be characterized as the purchasing and offering of products and administrations. It can additionally be characterized as the convenient conveyance of merchandise and administrations requested by purchasers at costs that are intense and reasonable (Bharathi, 2014).
1.2 Brief Background of Tesco PLC
Tesco PLC is one of the world’s largest retailers today, with more than 2,300 supermarkets and convenience stores and 326,000 employees at the helm. Tesco's center business is in its home nation Britain, where the organization positions as the biggest private segment manager in the United Kingdom and the biggest nourishment retailer, working about 1,900 stores. In mainland Europe, Tesco works in the Czech Republic, Hungary, Poland, the Republic of Ireland, Slovakia, and Turkey (Datamonitor, 2010). In Asia however, the organization works in Japan, Malaysia, South Korea, Taiwan, and Thailand.

Main Products and service range offered

Tesco's stores are separated into six different categories, separated by size and the reach of items sold. The distinctiveness about Tesco’s store configurations are intended to suit the differed shopping examples of customers as learnt from exploration and information accumulated. The adaptability that these distinctive organizations give has helped Tesco meet the increasing requests of their customers. Furthermore in a step to keep up with their general customer driven approach, Tesco likewise considers the particular needs of the neighborhood group and is mindful so as to guarantee that structural engineering and finishing are in sensitivity for the encompassing zone (Loyaltysquare, 2014).
There is a detailed version of the range of products and services that Tesco has to offer which the author has included as a source of reference. For further details, kindly refer to reference figure 1.0 & 2.0 respectively.

Markets Served

By working in a globalized environment with stores around the globe, Tesco serves and works in six nations in Europe excluding their main market which is in the UK is; the Republic of Ireland, Hungary, Czech Republic, Slovakia, Turkey and Poland. It likewise works in Asia: in South Korea, Thailand, Malaysia, Japan and Taiwan. This goes on to indicate that Tesco are indeed focusing their operations on mature, stable and robust economies so that they will stand a better chance at further developing and enhancing their strategies accordingly. (Tescoplc.com, 2014).
Tesco’s Main Competition

Tesco is the currently the number 1 retailer in the UK and one of the top retailers in the world by annual sales behind their two main competitors namely Wal-Mart and Carrefour (Retailanalysis.igd.com, 2014). Locally within the UK, Tesco is also facing some stiff competition from the likes of Asda, Morrisons, Waitrose and Sainsbury as well.
1.3 Key Issues faced by industry players and Tesco PLC

Some of the key issues that has been surrounding Tesco PLC is the fact that the execution of Tesco’s international markets is baffling keeping in mind a portion of the issues are totally out of Tesco's control, in any case it prompts a greater cerebral pain for the merchant, which is battling without holding back in its provincial business sector to come back to structure (Creevy, 2012).
Tesco's international business has been affected by both budgetary and administrative weights. Its Asian and European arms, both powerhouses when its CEO Philip Clarke headed up universal in Sir Terry Leahy's rein have suffered the consequences. Asia's exchanging benefit fell 3.8% to £281m while European exchanging profit fell 27.8% to £171m, which indicates a potential drop in earnings and in overall business profitability (Creevy, 2012).
In South Korea which is Tesco's second most amazing market, the food merchant has been hit by administrative progressions to shopping hours. Recently, Tesco alongside other huge retailers has needed to close for a month and exchanging hours on all different days limited. Sunday is the top exchanging day in Korea, representing more than 20% of week after week exchange (Creevy, 2012).
The consequences for Tesco is a normal £100m effect on benefit execution for the year. Tesco's mammoth business can clearly effectively ingest this effect yet it takes a stab at an especially challenging time (Creevy, 2012).
In Europe nonetheless, Tesco accuses the proceeded emergency in the Eurozone and resulting starkness measures for its fall in benefits. Czech Republic, for instance, confronted an expansion of 4% in the easier of its two VAT (value added tax) rates prior in the year, which Tesco said prompted essentially diminished buyer trust and interest (Creevy, 2012).
Tesco's US business reported a little lessening in exchanging misfortune to £74m, more regrettable than some City desires. The US has just ever been a story of misfortunes regardless of the like for like development yet the food merchant is taking the right steps by driving benefit in existing stores and diminishing its opening programme (Creevy, 2012).

2.0 Marketing Mix
2.1 Product Mix

Tesco is the UK's biggest retail store and the third biggest on the planet. It has a few divisions from which we deduce a few parts which are creating money and some are devouring money (Cornelia, 2009).
Tesco Electronics which is known as Tesco Technika, that is giving TV, Polaroid, telephone, DVD and so on. As a result of low piece of the overall industry and low development rate, it is expending an immense measure of money. In this way, we can think as of it as a dog based on the BCG matrix analysis (Cornelia, 2009).
Tesco apparel and gems is additionally expending a lot of money due to its high development rate. It's an extremely potential segment for them. They need to contribute here for catching the piece of the pie. Thus, this is truly a problematic issue for them (Cornelia, 2009).
Tesco makeup have colossal request in the business. It has the opportunity to turn into a cash cow for them. They have to decrease the development rate for it (Cornelia, 2009).
Tesco bakery business acts as a cash cow for Tesco. Regardless Tesco needs to put as meager as would be prudent in this division on the grounds that, it is devouring less however it is generating a gigantic amount of cash flows for the business (Cornelia, 2009).
Moreover, Tesco is likewise adjusting its item blend in order to accommodate an expanded interest for organic products. The organization was additionally the first to permit clients to pay in checks and money at the checkouts. Therefore with these kind of widened strategic initiatives that Tesco has taken to increase its customer base, the product mix plays an important role in ensuring that Tesco’s business keeps growing with more innovative products line to be introduced in the near future (Cornelia, 2009).
2.2 Place Strategy
2.2.1 Current strategies used in distribution

Tesco’s distribution channel levels should remain minimal in order to make it easier to remain in control and to allow them to find information about end users. One level marketing would be sufficient enough to allow interaction between the manufacturer, the retailer and the consumer in Tesco’s domestic market which is based in the UK. However, Tesco needs to consider a whole channel view into distribution with their global markets. Implementing an intensive distribution strategy rather than selective or exclusive strategy, will allow Tesco to then gain adequate market coverage with more control and at the same time minimizing the cost inflicted upon consumers rather than adopting a selective distribution (Kotler & Keller, 2007). This method of intensive distribution needs to be selected and implemented by Tesco in order to show that their products and services are widely spread and offered in almost all of their hypermarkets so that it is easily accessible by consumers of all types at all times.
2.3 Price Strategies

Tesco has already begun lowering prices by reallocating promotional spending to everyday low prices. The company believes that there is too much promotional activity in the U.K. that isn't resonating. Going forward, Tesco wants to be more strategic in its promotions while making its price competitiveness very clear through every day low price products. In the author’s opinion, this may be Tesco's attempt to extend the positive perception of Price Promise which is (price matching for the major grocers). Although justifiable, this strategic shift still has its risks, as it leaves open the potential for miscommunication and customer disappointment.
Tesco also lowered its capital expenditure plans by about £500 million, and now expects £2.5 billion in annual capital expenditures over the near to medium term. The author thinks that these reductions might make sense, as the U.K. grocery market is relatively saturated and multichannel shopping is of growing importance.
Therefore, it is crucial that Tesco starts being more proactive about their pricing policies and not wait for their competitors to come up with some cost efficient strategy for the consumers so that they wouldn’t lose ground on their customers as a result of stiff competition both within their home ground in the UK as well globally.
2.4 Promotion Mix

Various ranges are acknowledged before TESCO really pushes their products for promotions, including how to update their clients about their items and their specialized staff accessible. In addition, Tesco needs to figure out which method of promoting they are utilizing and where they could utilize it to focus on the targeted customer’s attention and plus which different ways they apply this promotion too could advertise their items to possibly generate income. A fruitful method for finishing so and picking up free attention from the public is to either give out free samples of their products or even run competition.

3.0 Technological Impact
3.1.1 Tesco and CRM (Customer Relationship Management)
CRM was introduced in Tesco mainly to increase revenue. For this reason Tesco started the Club card loyalty scheme. As stated by Tesco's Chairman Sir Terry Leahy Tesco's Club card project boasts 10 million family household units and captures 85% of week by week deals In the five year period taking after the execution of the Club Card program, deals have expanded by 52% and still develop at a rate higher than the industry average. Store openings and developments have expanded Tesco's floor space by 150%.
The thirteenth February change the way Tesco settles on choice, create products that oversee its stores and above all the way they serve their customers. On the day Tesco propelled Clubcard, its customer devotion program. Clubcard has given Tesco a path normally to reveal to its thankfulness to customers. Tesco planned Club card to show customers faithfulness to Tesco, as well as all the more essentially to distinguish Tesco's loyalty to its customers.
Today in light of CRM Tesco in UK's biggest supermarket as well as the world's best web grocery store. Starting with the Customer Insight Zone on the grounds that exploiting customer’s information is of essential importance for distinguishing new value, adjusting assets and building closer associations with customers.
The Tesco Club card proclamation is sent to ten million customers each quarter, itemizing the points they win from their shopping. Every explanation additionally holds extra coupons and vouchers, focused to remunerate and give motivations to shopping behavior. Actually, there are currently in excess of 250,000 diversely focusing on varieties. The programme is very complex, yet it reliably attains deals lifts up sales in the end. Yet the provision of Clubcard customer information is much more extensive than the customers reward statement alone.
Clearly, Tesco plainly distinguishes the quality of the customer’s information made by the plan yet there is an alternate critical measurement to their success at applying customer’s information. Rather than analyzing the information in an irregular manner, Tesco maintains a precisely built knowledge of profit and loss account record to measure customer’s ventures in the scheme, the measure of analysis resources connected and the extra returns and new customer value created (Temporal, 2008).
Tesco PLC is always constantly collecting inputs from customers for enhancing existing offerings and conveying new administrations for what's to come. Subsequently, Tesco now runs the world's biggest online supermarket, Tesco.com. With a few million registered customers, it forms more than 4,000 requests an hour, creating offers of over £1 billion (U.S. $1.83 billion) in the 2005 financial year. (Temporal, 2008).
As a whole, the success of each business concerns are focused to the powerful and effective CRM framework that is being practiced by the organization themselves. CRM framework can't work and be fruitful without any technological support back up as its essential data is customer’s data and information.
With the accessible specialized technicalities at hand and the backings of some enhanced technological innovations, Tesco PLC has been walking ahead in order to accomplish its business objectives and long term goals for a more robust and certain future of the retailing giant.
4.0 Conclusion

In a nutshell, Tesco PLC is one of the largest retailers in the world. This success however, has not happened by chance but instead it is due to the effect of a successful and effective leadership and management. The setting of a clear vision is an integral to Tesco's success, supported by a commitment to establishing and monitoring specific objectives and devising strategies to ensure these are achieved. All segments of the business are constantly monitored and, when essential, arrangements are adjusted to guarantee that targets are eventually met. At the heart of all, Tesco does is a promise to being a dependable and reliable retailer. This is exhibited through its focus and concentration on its 'Three Big Ambitions' and 'The Essentials' to show how it is utilizing its scale for the betterment. Each decision taken recognizes these ranges to guarantee customers, communities, suppliers and staff are dealt with equality and with respect. Tesco's qualities underpin all that Tesco does and, thus, keeps their customers’ expectations satisfied by their shopping experiences and above all loyalty towards the brand.

References
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Creevy, J. (2012). Comment: The UK is not Tesco's only problem. [online] Retrieved from: http://www.retail-week.com/sectors/food/comment-the-uk-is-not-tescos-only-problem/5041381.article [Accessed: 22 Mar 2014].
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Appendix
Figure 1.0 Online Stores | * Tesco Direct | * Grocery | * Clothing | * Entertainment | * Books | * Wine | * Tesco Mobile | * Clubcard | * Clubcard Boost | Online Services | * Tech support | * Tesco Bank | * Tesco Home Phone & Broadband | * Travel | In-Store | * Store Information | * In-Store Facilities | * Product Information | * General Information | * Tesco Gift Cards / Branded Gift Cards | * Price Promise |

Several product categories of Tesco such as food, beverage, home, clothing, Tesco Mobile and financial services.
Figure 2.0 * Tesco Everyday Value - Formerly known as 'Tesco Value' for many years, these products minimize Tesco's costs, including simple packaging to keep the retail cost as low as possible. | * Tesco Basics - The 'Value' Nonfood range, products formerly Everyday Value. | * Tesco Brand - Standard products at "mid-range, own label store prices". | * Tesco Finest - These products use "superior" ingredients and in some cases, Tesco claim they are designed/recommended by top chefs. Has also moved into the Non-Food segment of the market, with Finest Home lines being stocked in Extra stores. | * Healthy Living - Usually contains lower fat, sugar and salt content than in standard Tesco Brand. | * Organic - Tesco's own brand range of organic foods, has also moved into the Non-Food market, with organic bedding and clothing planned. | * Tesco Kids - Brands aimed at children, although this range is being phased out in certain areas and replaced with a dual branding with Disney. | * Best Of British - British speciality foods. | * Fresh & Easy - the name of the failed US venture is now used to brand a specific range of convenience foods and ready meals. | * World Foods - Speciality foods from around the world. | * Tesco Wholefoods - Range of natural, unprocessed products such as, dried fruit, seeds & nuts. | * Tesco Bakery has pastries and breads baked daily, including cookies, although many of these items tend not to be produced in store, with the stores own bakery preferring to focus its resources on faster selling items[citation needed] | * Free From - Food that does not contain certain ingredients (e.g. wheat, gluten, dairy & nuts). | * Tesco Christmas - Seasonal goods that Tesco only stock during the Christmas period. | * Clothing at Tesco - comprising several exclusive brands including Cherokee, Stone Bay, True and F+F (formerly Florence for women, and Fred for men) - Tesco's own clothing label. | * Technika/Digilogic - Range of Tesco own brand electrical items (from DVD players to televisions and computers). | * Tesco Mobile - Tesco's own mobile network has 4 pay as you go tariffs; Lite tariff, Standard tariff, Pay as you go with free credit tariff, and the Staff Tariff for employees. | * Cocopia - A range of premium boxed chocolates made in the UK and Ireland exclusively for Tesco. Similar to Hotel Chocolate. |

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...COMPANY PROFILE Tesco PLC REFERENCE CODE: 34972414-9A41-4048-A7B6-1B0017054743 PUBLICATION DATE: 7 Feb 2013 www.marketline.com COPYRIGHT MARKETLINE. THIS CONTENT IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED OR DISTRIBUTED. Tesco PLC TABLE OF CONTENTS TABLE OF CONTENTS Company Overview..............................................................................................3 Key Facts...............................................................................................................3 SWOT Analysis.....................................................................................................4 Tesco PLC © MarketLine Page 2 Tesco PLC Company Overview COMPANY OVERVIEW Tesco PLC (Tesco or ‘the company’) is a food and grocery retailer. The company primarily operates in Europe and Asia. It is headquartered in Hertfordshire, the UK, and employed 519,671 people, on an average, in FY2012. The company recorded revenues of £64,539 million (approximately $103,223.7 million) in the financial year ended February 2012 (FY2012), an increase of 6.8% over FY2011. The operating profit of Tesco was £3,985 million (approximately $6,373.6 million) in FY2012, an increase of 1.7% over FY2011. The net profit was £2,806 million (approximately $4,487.9 million) in FY2012, an increase of 5.7% over FY2011. KEY FACTS Head Office Tesco PLC Tesco House Delamare Road Cheshunt Hertfordshire EN8 9SL GBR 44 1992 632222 Phone Fax Web Address http://www...

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Tesco

...Assessing the performance of tesco TESCO plc is a United Kingdom based group specialised in food retailing, it operates as a grocery and general merchandising chain in the United Kingdom and across the world. So far, it is the largest British retailer in term of sales and market share with, according to Thomson one banker, a total net income of £ 2,161.00 for the year 2009. It is also the third largest global retailer group in term of revenue after the American group Wal-Mart and the French group Carrefour. With a main activity of food global retailer, it has diversified his activity into clothing, home, financial services, car insurance, health, telecoms and internet services and software. However in this report we are focusing on its clothing unit which operates online. So to better know this Tesco clothes retailing, this report will bring an overview of the company and will analyse its current strategic position, the same as its fitness with the other business units. This report will also analyse the Tesco clothes retailing’s macro environment, the competitive environment, the strategic capability and also the future strategic options. Tesco clothes retailing’s brief overview: The Tesco clothes retailing company is among the biggest clothing retailer by volume in the United Kingdom as it was ranked at the third place in 2008 and had to juggle this place with Asda Direct online retailer behind Mark & Spencer and Primark (Hall, J.). Tesco clothes retailing is committed...

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Tesco

...Vision, values and business strategies S T R AT E G Y Introduction Tesco was founded in 1919 by Jack Cohen from a market stall in London’s East End. Today it is one of the largest retailers in the world. Tesco’s core business is retailing in the UK, which provides 60% of all sales and profits. Tesco has the widest range of food of any retailer in the UK. Its two main food brands are its Finest and Everyday Value ranges, each sell over £1 billion per year. The position of Tesco as a leading global brand is clearly illustrated by its expansion of operations into 12 countries including China, Czech Republic, India, Malaysia, Ireland, Hungary and Poland. In 2013 Tesco employed in excess of 530,000 colleagues. This level of success does not happen by chance. Tesco’s leaders have always set high standards and clear goals, never settling for anything less than the best. Tesco’s ‘Every Little Helps’ philosophy puts customers, communities and employees at the heart of everything it does. It prides itself on providing a great shopping experience for every customer it serves, whether in stores, online or in its many other service provisions. Tesco’s core values include a commitment to using its scale for good by being a responsible retailer. In 2010, it opened the world's first zero-carbon supermarket in Ramsey, Cambridgeshire and was awarded Green Retailer of the Year at the Annual Grocer Gold Awards 2012. Tesco aims to be a zero-carbon business by 2050. Tesco’s continuing success...

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Tesco

...way ea one ons > Cr than dati ore foun > M the … owth ying e gr > La utur f for ors rect of Di d ent Boar atem Our l St t ncia epor Fina t rs’ r emen mary ecto ir tat Sum ry D al S i mma nanc > Su ew y Fi Revi mmar ss > Su sine tion a Bu form and and r in ndar esto ale Inv c ion > rmat cial How to find out more online info inan er > F ——— Every year, more and more hold ——— hare s —— Chai rman eme Stat 6 6 8 10 12 16 20 24 26 28 28 30 34 36 —— ——— ——— information is available for our shareholders, staff and customers. www.tesco.com/annualreview08 ——— —— 212583_TESCO_REVIEW 30/4/08 07:26 Page 1 Most people know something about Tesco. After all, we are the UK’s largest grocer and we’ve been serving customers for the best part of a century. What you might not know, is that Tesco is also the world’s third largest grocery retailer with operations in 12 international markets, employing over 440,000 people and serving millions of customers every week. We’re not simply about providing great quality food at affordable prices. We provide more choice than ever to more customers, whether it’s through our expanding international operations, innovative retailing services or our growing non-food offer. It doesn’t matter how people choose to shop with us or what they choose to buy, our core purpose remains the same – to create value for...

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Tesco

...to all the people that helped to gave us the chance to go for this programme. Without forgeting a special Thanks to our English Teatcher M.EL FOUADI KAMAL for this opportunity. Last, but not least, we would like to thank our parents and family for supporting our stay in LONDON financially and emotionally. INTRODUCTION ...................................................................................................2 SECTION 1 : TESCO……………. .........................................................................4 1-BUSINESS DESCRIPTION…………. ......................................................5 2-HISTORY .................................................................................................6 3-CORE VALUES ......................................................................................7 4-VISION AND MISSION …........................................................................7 5-STRATEGY .............................................................................................8 6-PROFIT AND LOSS IN TESCO ..............................................................9...

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Tesco

...Module Code:SP Table of Contents Executive summary 3 1. RECENT PAST: Strategies deployed and resulting outcomes- recent Strategic development history. 4 Introduction:- 4 Strategic Development History:- 4 Growth Strategy:- 7 Organic Growth:- 7 External growth (Acquisitions):- 7 Product series Strategy:- 8 Tesco Finest Range:- 8 Tesco Average Range: 8 Tesco Value Range: 8 Store Formats strategy:- 8 2. CURRENT: Current Strategic Situation:- 9 PEST Analysis:- 9 PORTER’s Five Forces:- 11 SWOT ANALYSIS:- 13 3. FUTURE: Strategic Direction for the future:- 16 Strategic 1: Tesco should expand in South East Asian developing country:- 16 Strategic 2: Tesco should alliance with Star Bucks or Caffe Nero:- 17 Strategic 3: Tesco should introduce books section in back to school section:- 17 Strategic 4: Tesco should launch micro Tesco chain in UK:- 17 Conclusion:- 18 References:- 19 Executive summary The main purpose of this work is that to analyse the strategic growth of Tesco plc. After the brief study of Tesco’s history it has been analysed that Tesco works on many different strategies. Regarding to the growth strategy Tesco...

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Tesco

...Tesco Tesco is a British multinational grocery and general merchandise retailer headquartered in Cheshunt, Hertfordshire, England, and United Kingdom. It is the second-largest retailer in the world measured by profit and third-largest retailer in the world measured by revenues. It has stores in 14 countries across Asia, Europe and North America and is the grocery market leader in the UK (where it has a market share of around 30%), Malaysia, the Republic of Ireland and Thailand. Tesco Aims * To Maximize their profits * To Provide goods/services that is cheap and affordable to the public or consumers * To maximize their sales * To grow and maintain the number one retail company in UK Tesco Objectives * To increase market share * To do better than their competitors and remain the market leader * Offering customers the best value for money and the most competitive prices Growth strategies for Tesco Tesco’s use Ansoff’s Matrix because they are using different ways in order to make sure that the Business is meeting its customer needs. Tesco’s use market penetration to keep their customers loyal, they also use product development to introduce new products to their customers, they use market development to try and get customers to buy existing products and Tesco have expanded their Business by opening a store in South Korea. Market Penetration/Relationship Marketing The way Tesco have tried to get Customers to stay loyal is by offering...

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