Grocery Retail Industry - Tesco
Contents page
Introduction………………………………………………………
Tesco’s current market …………………………………………
PEST Analysis of Tesco…………………………………………
SWOT Analysis of Tesco…………………………………………
Porter 5 forces………………………………………………………
Segmentation of Tesco customers………………………………….
Targeting of Tesco’s product………………………………………
Positioning of Tesco market……………………………………………
Marketing Module
Grocery retail industry – Tesco.
Introduction
Tesco is a popular grocery retailer which sells thousands of well know brands throughout Europe.
The first Tesco shop opened in Edgware, North London in 1929; although the creator of Tesco was a man called Jack Cohen who sold the first own-brand product in 1924, this product was ‘Tesco Tea’. Now 82 years on Tesco currently operates in 14 countries across the globe.
The name Tesco comes from TE Stockwell who was a shared partner of the tea firm which created the tea Jack Cohen sold. Therefore taking the initials ‘TES’ from Stockwell’s name and the first 2 initials of Cohen’s surname ‘CO’ this then creates ‘Tesco’.
By using marketing theories and strategies I am going to analyse Tesco as an organisation.
Tesco’s current market
The retail industry is a very competitive industry due to customers not always being loyal but being persuaded by price, quality and range of products. In order to gain customer loyalty Tesco’s must ensure they keep costs down and offer a wide range of products.
As previously mentioned Tesco’s have stores in 14 countries, the shops are built where there are high demands and where communities allow buildings to be constructed.
Location of Tesco shops
Figure 1 – World map of where Tesco shops are located in which countries http://www.tescoplc.com/about-tesco/a-global-business/ Macro-environment Analysis
Pest Analysis
Using the PEST analysis (Political, Economic, Social and Technological) this will show how Tesco works within the grocery retail
Introduction………………………………………………………
Tesco’s current market …………………………………………
PEST Analysis of Tesco…………………………………………
SWOT Analysis of Tesco…………………………………………
Porter 5 forces………………………………………………………
Segmentation of Tesco customers………………………………….
Targeting of Tesco’s product………………………………………
Positioning of Tesco market……………………………………………
Marketing Module
Grocery retail industry – Tesco.
Introduction
Tesco is a popular grocery retailer which sells thousands of well know brands throughout Europe.
The first Tesco shop opened in Edgware, North London in 1929; although the creator of Tesco was a man called Jack Cohen who sold the first own-brand product in 1924, this product was ‘Tesco Tea’. Now 82 years on Tesco currently operates in 14 countries across the globe.
The name Tesco comes from TE Stockwell who was a shared partner of the tea firm which created the tea Jack Cohen sold. Therefore taking the initials ‘TES’ from Stockwell’s name and the first 2 initials of Cohen’s surname ‘CO’ this then creates ‘Tesco’.
By using marketing theories and strategies I am going to analyse Tesco as an organisation.
Tesco’s current market
The retail industry is a very competitive industry due to customers not always being loyal but being persuaded by price, quality and range of products. In order to gain customer loyalty Tesco’s must ensure they keep costs down and offer a wide range of products.
As previously mentioned Tesco’s have stores in 14 countries, the shops are built where there are high demands and where communities allow buildings to be constructed.
Location of Tesco shops
Figure 1 – World map of where Tesco shops are located in which countries http://www.tescoplc.com/about-tesco/a-global-business/ Macro-environment Analysis
Pest Analysis
Using the PEST analysis (Political, Economic, Social and Technological) this will show how Tesco works within the grocery retail
References: Porter, M. Book Competitive Strategy (1980) Porter M. (1980) How Competitive Forces Shape Strategy, The McKinsey Quartely, spring 1980, pp.34-50; Ritz (2005) Store wars, Business Review, Vol. 11, April, pp.22-23; Bibliography Tesco plc (2012): About Tesco [Online] England and Wales: Tesco stores limited. Available: http://www.tescoplc.com Essay Coursework: Guides and resources, Model answers, PESTLE Analysis for Tesco [Online] Nottingham: Angel SEO Company. Available: http://www.essaycoursework.com/modelanswer/business/help/pestle/tescos.php http://people.exeter.ac.uk/wl203/BEAM011/Materials/Lecture%204/TESCO%20Company%20Profile.pdf http://www.coriolisresearch.com/pdfs/coriolis_tesco_study_in_excellence.pdf Appendix – Porters 5 forces diagram