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Tesco Strategies for Market Leadership - Essay Example

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The essay "Tesco Strategies for Market Leadership" highlights the changes that Tesco has made since the year 2006, in order insure their market leadership. Moreover, it also aims at analyzing the competitive environment of Tesco, especially in the United Kingdom…
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Tesco Strategies for Market Leadership
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Download file to see previous pages Employing more than 440,000 people all around the globe, Tesco holds more than 3729 stores under its name. It started as a food and drink seller but it has diversified its operations in various areas like clothing, organic foods, electronics, financial services, insurances, DVDs, CDs, and others (Child, 2002). Very famous is the saying of Jack Cohen that represents the overall drive of Tesco. Jack said, “You cannot do business sitting on your arse” (Johnson, pp. 41-54, 2008). Jack’s strategy was of constant hard work, innovation, change, adaptability, and openness to experience and Tesco has inherited the same from him.
Before we look at the strategies that Tesco has adopted since the year 2006, it is important to note that these strategies had to be perfect and hitting the bull’s eye. Moreover, these strategies would be among the most important ones to execute in the history of Tesco because of the recession that had hit the British market badly since the year 2007 (Johnson, pp. 41-54, 2008).
It was in the mid 2006, when Tesco surprised the world by taking an 80 percent stake in Casino’s Price leader supermarkets in Poland. Tesco hopes to rebrand them into Tesco stores. However, Tesco already has more than 334 stores operating Poland; Tesco still believes that its diversification in Poland would provide them with better results. As an attempt to promote themselves in Ireland, in 2007, Tesco came up with an entirely unexpected and non-traditional method. It signed a contract with O2 to launch Tesco mobile and became mobile virtual network operator in Ireland (McLoughlin & Aaker, pp. 53-69, 2010). This clearly shows that Tesco is not only in an expansion mode but it is also somewhat rebranding, and if not rebranding than representing itself as youthful product to appeal to the young customers. ...Download file to see next pagesRead More
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