They are known for their customer service. Since the last few decades TESCO has grown up to be the world’s third largest grocery retailer. He established TESCO in the form of a small market stall in EAST LONDON in the year 1919. The strategy used at mid-level is termed as business level strategy and similarly the strategy implemented to control the lower level management responsible for the successful delivery of the organization is termed as operational strategy. The strategy used at the highest level is termed as corporate level business strategy. Organizational LevelsĪccording to Tesco business strategyevery organization is split into three different levels when we talk about organizations. The strategy mentioned in this article here is based on scope, and direction of long term business. We are also going to highlight the concepts, models and approach based on competitive positioning by porter to show students what needs to be done by similar companies to gain a competitive advantage similar to TESCO. We have included a theoretical model in this article that reflects TESCO strategic plan. Here in this article we are going to analyze the five force framework to figure out the completive market of TESCO and how are the gaps identified by TESCO through market segmentation.
Tesco looked at its own business and marketing through the eyes of its customers and today It is the world’s 3rd largest retailer and the UK retail sector leader. It identified that customers no longer responded to mass marketing campaigns full of ‘buy one, get one free’ offers or discounts. Tesco changed its method of marketing by looking at solving the problems that its everyday customers face. Tesco gather customer information from the loyalty card scheme and identifies their purchasing habits and behavior patterns, which are used for segmenting customers based on their needs. Market segmentation is the process of understanding the characteristics and demand of different individuals.
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