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Integrated Strategy: Tesco - Case Study Example

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In the paper “Integrated Strategy: Tesco” the author provides a case study of Tesco Plc., which is an exemplary example where an application of marketing theory significantly improved the performance outcome. The visionary outlook of its CEOs has been major ingredient of its success…
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Integrated Strategy: Tesco
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Download file to see previous pages The fast changing socio-economic paradigms and advancing technology have tremendously changed the dynamics of market strategies. ‘Organizations must change because their environments change’ (Bateman, 1990). In contemporary times, the customer has become much more informed and technology has provided him with more options within the similar product lines, but produced by different companies. The case study of Tesco Plc. is an exemplary example where the application of marketing theory significantly improved the performance outcome. The visionary outlook of its CEOs has been the major ingredient of its success. Tesco is Britain's number one food outlet. They constantly outperform their competitors and have been voted the best in the business. It boasts annual profits of £22bn. Since 2004 a number of strategic changes have taken place. The report would carry out a situation and SWOT analysis of Tesco post-2004 and discuss strategic actions that would help it to maintain the competitive advantage in the current recessive trend. The fast changing socio-economic paradigms and advancing technology have tremendously changed the dynamics of market strategies. ‘Organizations must change because their environments change’ (Bateman, 1990). In contemporary times, the customer has become much more informed and technology has provided him with more options within the similar product lines, but produced by different companies. The case study of Tesco Plc. is an exemplary example where an application of marketing theory significantly improved the performance outcome. The visionary outlook of its CEOs has been the major ingredient of its success. Tesco is Britain's number one food outlet. They constantly outperform their competitors and have been voted the best in the business. It boasts annual profits of £22bn. Since 2004 a number of strategic changes have taken place. The report would carry out a situation and SWOT analysis of Tesco post-2004 and discuss strategic actions that would help it to maintain the competitive advantage in the current recessive trend. 2. Situation analysis Tesco has conscientiously adopted up against a number of strategic changes since 2004. It has expanded its business in 12 different countries with further expansion in the pipeline (Tesco). It has also introduced new product lines and significantly widened its consumer base. The leading food supermarket has seen a transformation in its basic format by not only introducing a whole lot of new products lines including non food items, clothes, home appliances, electronic goods etc. but stores in new formats like Tesco superstore, Tesco Metro, Tesco Express, Tesco Extra were also opened to meet all segment of the society. Tesco superstores were characterized by huge space and were designed to attract customers of all strata. It was followed by an intensive drive to make committed customers as members through club card so that they could offer their customer extra benefits. ...Download file to see next pages Read More
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