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Marketing Strategy at Tesco - Assignment Example

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The intention of the following assignment is to examine the factors that led the Tesccompanyay to its present marketing success at the international level. Moreover, the writer aims to describe how the company should strategically plan its activities in order to maintain its success…
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Marketing Strategy at Tesco
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Download file to see previous pages The Company has been gaining market share but has been adversely impacted by actions such as the recent loss of its Chairman, Mark Bollard, to the Marks and Spencer chain of stores (www.fool.co.uk). Sainsbury’s profits were pushed up by 30% to £342 million in 2009 due to its strong sales drive, and this upward rise in profits has continued into 2010, with the retailer registering a 17% annual hike in profits. (www.walesonline.co.uk).
Tesco’s strong international presence has also been an invaluable aid in providing a competitive edge. Despite a severe recession in the U.K., the Company’s profits were up as detailed above. Several new stores were opened in the U.K., but almost half of its profits were derived from its stores overseas, rather than most of the profits being drawn in from the U.K.(www.bbc.co.uk). As a part of its growth structure, the Company is also opening 11.5 million square feet of retail space outside the UK. In comparison, among Tesco’s competitors, Sainsbury's has only one store in Calais, France which is a beer and wine outlet, while Morrisons is restricted to the U.K. Asda has outlets in Scandinavia and Northern Europe and can also benefit from Walmart’s stores in the United States, since its acquisition by Walmart. In terms of competitiveness, Tesco and Asda are therefore placed in a much better position than the other two chains, because they can capitalize on sales abroad.
On the basis of the above, it may be concluded that Tesco operates in a highly concentrated market; an oligopoly in which four major grocery chains operate, namely Tesco, Asda, Morrisons, and Sainsbury's. Asda appears to pose the most significant levels of competition for Tesco, both in the international markets as well as the domestic market, especially after its recent acquisition of the Netto chain of stores.  ...Download file to see next pages Read More
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