TESCO

Longitudinal Strategic Development Study

[Instructor's Name]

Table of Contents

Introduction1

Mission1

Strategic Corporate Development History1

Current Strategic Situation3

Strategies that is making Tesco a success story4

Tesco Is Well Positioned for Profitable International Growth5

Loyalty programs5

Branding and Reputation5

Brand value6

Tesco brands6

From retailing to e-tailing7

Strategies for expansion8

Managing the Suppliers8

Tesco's advantage in UK market9

Summary of Tesco's performance10

Challenges for Tesco10

Increased customers awareness of environment11

Maintenance of quality11

E-buzz11

Factors Influencing TESCO Performance11

Political Factors11

Economic Factors12

Social/Cultural Factors12

Technological Factors13

Environmental Factors13

Strategic Direction for the Future13

Resilient to economic retail environment13

Consumer backlash14

Frequent advertising using different medium14

Increasing awareness of global warming14

Joint venture and alliances15

Introducing online security15

Anthropologies of innovation15

Product innovation15

Cause related marketing16

Be an efficient task performer16

Conclusion16

References17

Longitudinal Strategic Development Study

Tesco Plc

Introduction

The company, Tesco Plc, is one of the global companies operating in the markets of general merchandise and grocery. It has its headquarters in Cheshnut, United Kingdom. Considering its revenue generation, Tesco plc is the third-largest global retailer which is followed by Wal-Mart and Carrfour, while concerning the profitability, the company is the second-largest. Tesco operates in more than 14 countries all across the world, and has gained the position of a market leader in the grocery market of UK, Thailand, Ireland, and Malaysia.

Mission

Tesco's mission is to generate worth for consumers to gain their loyalty for the life time. Tesco's success is reliant on the customers and the people, the customers who do the shopping and people who are working with them. Customers are likely to return if they like what Tesco is offering them, and shop again with them. If the team finds what Tesco reward them, team work more hard to help customers (McTaggart, 2006, 10).

Strategic Corporate Development History

As far as its history is concerned, Tesco plc was founded in the year 1919 by Jack Cohen, and its first store was initially opened in Middlesex. The first brand of Tesco that was introduced by Cohen was the tea that was bought from an entire shipment from T.E. Stockwell, and later, he used the initials of this name and merged them with the surname that he owns. Thus, by origin Tesco Plc is grocery retailer which is focused on and based in United Kingdom's. The company has adopted extreme diversification in all the aspects whether geographically or demographically. Even the nature of the company's business is diversified since it operates in the areas such as petrol, books, clothing, software, internet, financial services, music downloads, DVD rentals and others. Above all, the company is also on the list of London Stock Exchange and has its shares owned by the public (www.tesco.com).

Since 2002, Tesco's major focus shifted towards the extension of its existing product ranges. This was catered to include non-food items on a massive scale. Based on studies and surveys, all aspects of the customer offer have been revised and re-implemented. Strategic steps have enabled Tesco to extract revenues from the UK based customers despite the cautious spending patterns of the region. Personal Financing services have provided very valuable support as this wing of Tesco has done significantly well. Extensive efforts in customization of products have made a massive difference in the revenues in the past ...