Sainsbury Vs Tesco
For example, comparing Tesco’s and Sainsbury’s branded brown or white bread, Tesco is cheaper than Sainsbury’s by cost difference of 5p to 10p, thus by being cheaper Tesco fulfils the Cost Leadership Strategy and Focus Strategy based on low cost, by which it attracts consumers seeking value for money. But when it comes to the taste and quality factors of the brown or white bread, it is of Sainsbury’s that tops on Product Uniqueness. Therefore, it is up to the customer’s unique requirement that determines the advantage.
According to the chief officer of Tesco (2013), During Christmas period of 2012, Tesco couldn’t maintain the supply of the high demands of their own technological innovation of Hudl tablets, due to customers’ purchasing demands
were high. The product was good quality and at a very affordable cost, compared to the similar products on the market. In 2014 Tesco also moved on to developing and producing Hudl tablet, 2nd generation, thus gaining the scope of competitive advantage over Sainsbury’s in similar aspects, based on Porter’s Generic Strategy framework.
According to the chief officer of Tesco (2013), During Christmas period of 2012, Tesco couldn’t maintain the supply of the high demands of their own technological innovation of Hudl tablets, due to customers’ purchasing demands
were high. The product was good quality and at a very affordable cost, compared to the similar products on the market. In 2014 Tesco also moved on to developing and producing Hudl tablet, 2nd generation, thus gaining the scope of competitive advantage over Sainsbury’s in similar aspects, based on Porter’s Generic Strategy framework.