TESCO MINI CASE STUDY BY DIPTAM ROY CHOUDHURY

Tesco PLC is a British multinational grocery and general merchandise retailer headquartered in Welwyn Garden City, Hertfordshire, England, United Kingdom.

SO HOW WAS TESCO BORN ?

JACK COHEN……. FOUNDER OF TESCO

Tesco was founded in 1919 by Jack Cohen as a group of market stalls. The Tesco name first appeared in 1924, after Cohen purchased a shipment of tea from T. E. Stockwell and combined those initials with the first two letters of his surname

TESCO STRATEGIES

TESCO’S STEERING WHEEL STRATEGY

TESCO’S MARKET SHARE

CHALLENGES FACED BY TESCO

1) Despite the fact that Tesco has a 27% of market share, competitors are always one step behind.

2) With having all of these huge grocer giants that have online delivery services as well as offline retail s stores, market was packed and there was an opportunity and need of expansion in other areas.

3)Tesco thought that if there is any market share left, there is a potential for growth and expansion.

4)Other challenge in online selling is how to succeed without having huge expenses. Previous attempts to succeed in online selling market for goods like furniture failed because of the inconvenience and cost of shipping and handling.

COMPETITION FACED BY TESCO

CUSTOMER RELATIONSHIP MANAGEMENT

TESCO went to extra ordinary heights to understand its customers :-

1) Marketing was aimed at sensible , middle class families from its slogan “Every Little Helps “ to its no frills website .

2)A loyalty card (Club card ) was introduced in 1995 , and data subsequently fed into Customer Management Systems.

3)American preferences were studied by embedding staff with US families prior to launching its USA operations in 2007

TESCO CLUB CARD

PPT MADE BY DIPTAM ROY CHOUDHURY OF SRM UNIVERSITY FOR A MARKETING INTERNSHIP UNDER PROF . SAMEER MATHUR (IIM LUCKNOW)

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