Tesco has had the opportunity to improve and grow into new markets


Tesco plc is a well-established and consistently growing food retailer global company operating in UK and many other countries like USA, European countries, Thailand, China, Japan and so forth. It was founded in 1919 by Jack Cohen, when he sold some groceries in the stall in East London and then it later lead to the beginning of the first Tesco store in 1929 in North London. Making use of the well-researched and consistent strategy for growth, Tesco has been able to improve their central UK business and lead them to develop into new market segments. Tesco was already announced as the no. 1 superstore in UK against its rivals Asda, Sainsbury and Morrison. Tesco is still aiming to broaden the scope of these business to allow it to provide strong lasting long-term growth by following a customers in to the basic and the large expanding market segments at cheaper price. Currently, Tesco has over 2200 stores in UK and has been able to attain every possible customer through its different kinds of outlets as superstore, metro, extra, express and by various means as online shopping through Tesco direct, Reserve and collect plus devotion/club credit cards, insurance, clothing, banking and financial services, telecoms, insurance.

So this article will be discovering Tesco's vision, Objective, its current proper objectives, evaluates them and analyses the factors that will be affecting proper plan. The goal of this research study is to examine and determine the organizational proper aims and aims identify and analyse the progress towards organizational proper aims and aims and determine and examine strategic options to aid a revised proper position.

1. 1 Identify the existing strategic goals and objectives


Our well-established and constant strategy for growth has given the business enterprise momentum to grow through the downturn. (1)

Long term Strategy

According to Tesco's public website it is evidently obvious that Tesco has a well-established and steady strategy for progress. The explanation for the strategy is to broaden the range of the business enterprise to allow it to deliver strong, ecological long-term progress by following customers into large growing markets at home - such as financial services, non-food and telecoms - and new markets abroad, primarily in Central European countries and Asia and recently in the United States.


The objectives of the strategy are

Successful global retailer

Tesco is designed to be one of the most successful global dealer organisation on earth. With this notion in mind they have got exposed stores in a great many other countries like Canada, USA, European countries, Thailand, China and Middle East.

Growth in central UK business

Tesco also is designed on growing its business as the key UK business as it is originated here. It acquired 1500 stores in UK in 2007 whereas the quantity has already reached to over 2000 right now. And it has diversified its market from only being a food merchant to selling fuel, clothes, housing, financing, banking, insurance, mobile broad band and consumer electronics.

Strong non food retailer

As Tesco has been known for its food items and it is the leader in food retailing, Tesco also aspires to develop the rest of the retailing it has been doing. They will work hard to be as strong in non-food because they are in food.

Developing bank and finance

Tesco is also working for developing retailing services - such as Tesco Personal Finance, Banking, Telecoms and Tesco. com. That is showing that Tesco is determined to help its customers even with the financial and bank services. As the name specifies, Tesco is all set to deliver 'Every little helps'.

Community friendly Approach

Tesco is set to place community in the centre of what they do and help keep up with the natural balance.

Values and aims

According to the state website, Tesco feels that: 'No-one attempts harder for customers than Tesco' They have brought up that they understand their customer's needs plus they desire to be the first ever to meet their needs and at the same time they would like to act responsibly to their community in order to avoid any type of degradation in the surroundings and ethnicity.

Tesco promises to treat people even as we like to be cared for

''Work as a teamTrust and value each other. . . Hear, support and say thank youShow knowledge and experience. . . . so we can enjoy our work. ''

Tesco has been taking regular feedbacks from customers by requesting them and the personnel what you can do to make shopping with them and dealing with them better. (2)

1. 2 Undertake an analysis of the component elements of a strategic plan

Tesco's technique to diversify the business in 1997 is a very important landmark and the bottom to the success of the business. Product Diversification from being only food store to non-food retail was the best decision that has made Tesco to be the marketplace leaders in a lot of their market segments in and outside UK.

According to Tesco's formal website (www. tescoplc. com), its perspective and mission are

Vision- Every little helps.

Tesco's vision is simple as it is known. It simply targets providing every little really helps to the clients. Tesco is inclined to check out the customer's and their basic needs and be the only retailer to help them out with every kind of help they need -small or big


Tesco is designed to broaden the opportunity of the business to enable it to provide strong long-term ecological growth by pursuing their customer into large extending markets at home - such as financial services, non-food and telecoms - and new markets abroad, at first in Central Europe and Asia, and more recently in the United States

Chairman s statement

Over days gone by ten years Tesco has transformed itself into a diverse international business- we have been well-positioned for long-term growth.

Tesco is scanning the exterior environment as much as possible in order to develop its objective and vision. All these efforts from Tesco is making them able to meet their strategic intend to be everywhere, to market everything and sell to everyone. Professionals are taking further activities to full complete their promise. These are satisfying and figuring out customer needs through affordable prices, quality products, home delivery, 24 hrs service, recycling, business expansion and technological trends such as online shopping and home deliveries. These evidences shows that; there is a clear position between their objective. Eyesight and strategies. This can help tesco in being market head in UK retail ultra markets.

1. 3 Analyse the factors influencing the proper plan

For any business to run and meet its long-term tactical aims and objectives, there is a great involvement of the environment. The surroundings is divided into Macro/external and Micro/internal environment and there factors which are affecting the long-term organisational tactical planning. Some factors both external and internal for Tesco are discussed below

Internal factors are those factors that can come from the business and affect it without the respect to the external factors like suppliers, customers, vendors and so forth. A few examples are Research and Development, Staff Turnover/employee satisfaction, Physical belongings, mission and targets and so on. The inner environment contains variables (Strength, Weakness, Risk and Opportunities) that are within the business itself and aren't usually within the short-run control of the Top management. This parameters form the framework where work is done. They include the cooperation's structure, culture and resources, Key power form a couple of core competencies that your organization can use to gain competitive benefit.

(Thomas L. Wheelen, J. David Cravings for food (2000). Strategic Management Business Plan. p10)

By analyzing Infestations Examination, it is witnessed that Tesco's proper plan is affected by various exterior factors. They can be


Government interferes in the economy of every company. Factors such as duty policy, labour laws, environmental laws, trade restrictions, tariffs and political steadiness makes the major effect on the business enterprise and the population as well as the global market. This season the federal government has increased the duty from 17. 5% to 20%. It has affected the earnings of Tesco and has effects on the long-term aims, mission and perspective of Tesco.


Economic factors include monetary growth, interest levels, exchange rates and the inflation rate. These factors have major effects about how businesses operate and make decisions. For instance, interest rates impact a Tesco's income and therefore to what extent an enterprise grows and expands. Exchange rates impact the expenses of exporting goods and the resource and price of brought in goods within an economy.

Example: increased fuel tax, impact of credit crunch on sales.


Social factor includes the ethnic aspects you need to include expansion rate of populace, age circulation, health consciousness, career attitudes and health insurance and basic safety. Changes in the sociable factors impact the demand for a company's products and how that company manages. For instance, the new style of health consciousness has led to Tesco to create more organic and low fat foods such as skim milk, organic milk, organic and natural vegetables, Lighter options with vitamins and minerals mentioned in the merchandise and local charities and getting Thailand over fit- 3 million people involved in aerobics Tesco has improved various management strategies to adapt to the social styles such as recruiting older workers and permanent unemployed people as part of public responsibility; Regeneration: where individuals who are unemployed for more than 6 months had been trained for a number of weeks and were guaranteed jobs; Community Champions and many volunteers helping the community and local charities. (UK helping cancer research with race for life to fight malignancy) (4)


Technological factors include technological aspects such a study and development activity, technology bonuses and the speed of scientific change. Technological changes in Tesco can affect costs, quality, and lead to advancement. Example: Usage of self check out service, online shopping and reserve and acquire service(new) has saved large amount of labour cost, has avoided customers from being priced for same product more than one time plus has preserved time of the customers. Or use of security system and CCTV video cameras has prevented Tesco from having large amount of stock variances and made the staff more work efficient with the fear of being trapped while doing irresponsible activity during their duty time.


Environmental factors are growing awareness of the potential effects of climate change has effects on how tesco operates and the merchandise they offer, both creating new market segments and diminishing or destroying existing ones. No carbon feet prints, Recycling, sustainability will be the areas of focus for tesco, so the products have been labeled with the message of recycling. Using local resourced products is appealing to customers towards the precise food products. Example: environment change impacting on Tesco's source and transportation.


Legal factors include discrimination laws, consumer legislations, data protection law, antitrust law, work law, and health insurance and safety law. Assuring Health and safeness in every the regions wherever it is widened is yet another challenging Legal responsibility of Tesco. These factors make a difference how Tesco performs, its costs, and the demand for its products.

Example: Tesco to enough time legal opposition to extend on the high streets

LO2: Evaluate solution strategies to meet up with the desired future proper position.

2. 1 Apply a variety of strategic evaluation tools to audit progress towards strategic goals and objectives

SWOT Examination FOR TESCO


Strength Weakness

· Giant Leader in superstores

· Financial stability

· Huge Brand name

· Volume goods importers and sellers

· Product Diversification from being food retailer to non food plus gadgets, telecom, insurance, banking and finance

· Competitive pricing-providing goods and services in low price

· Ensuring Health and Safety in various parts of the world

· Maintaining Quality issues as the products are supplied from different suppliers overseas, out which some aren't very experienced with preserving high quality.

· Stabilizing itself as a good non food retailer.

· Maintaining their occurrence and growing customer loyalty in the just lately expanded countries

· Expansion in more developing c countries

· The competition: Asda being competitively cheaper Sainsbury, Morrison being food merchants with comparative pricing

· Environmental issues and corporate and business Governance responsibility

Opportunities Threats



Giant leader in superstore and financial stability

Tesco has over 2200 stores and Tesco keeps more than 71% talk about in the UK retail market

Its strategic capabilities explains that it will continue to increase talk about in food, while increasing space contribution from supermarket allows it to drive a higher show in non-food.

Tesco's business expansion shows no sign of failing. In the UK, Tesco's overdue 2006

investment into West-midlands structured convenience store group T&S was billed as the

most aggressive move into the neighbourhood market by way of a big-name retailer so far. They may be aggressively growing and choosing acquisitions with the neighborhood food stores.

The offer has turned Tesco in to the country's biggest convenience store chain, and the company also packages to open up 95 new stores PLC in the UK this year which includes 6 stores strictly predicated on Regeneration System. Tesco's general progress shows no signal of failing.

Health & safeness issues and preserving quality

Maintaining health and safety is a significant obstacle for Tesco. From the suppliers to warehouses and to the store, there's always a risk associated. Plus making sure that the stock is properly managed in the store by stacking them properly and the utilization of trolleys and their proper management is also the major responsibility of Tesco. They need to make sure that every single person who is linked to Tesco should be safe while they operate their businesses.

Maintaining the product quality and standard of goods they provide is also a major challenge to a bulk good merchant like Tesco as they have to get goods from their suppliers all around the world. They are very fair to their suppliers plus they want them to be respectable to them by keeping the typical of the products they produce and supply.


Business progress and development in Europe is prosperous but it still must work in some other areas of world. They may have just started discovering Asia but being around Asia and the others part of the world is a strong opportunity. Being founded as a non-food retailer is another very good opportunity for Tesco. Because the start of diversification, they will work to confirm Tesco not only as a grocery store but a superstore providing customers with every little helps.


2. 2 Review and determine the anticipations of major stakeholders and their effect upon the organisational strategy

Engagement with stakeholders is assisting Tesco identify new dangers and opportunities and ensure that their long-term goal and strategy is ecological. In some instances, they have found that dealing with stakeholders in relationship can help deliver shared goals. Tesco feels that they could not be able to satisfy all stakeholder concerns at all times but through proper proposal they can do their best to balance contending needs. Tesco is very committed to having a fruitful dialogue with its stakeholders inorder ensure that they understand what is important to them. This is allowing themselves the chance to maintain their position. Interesting with stakeholders includes customers, employees, suppliers, buyers, federal, regulators and non-governmental organisations. () (www. tesco. com/cr2010)

The major stakeholders of Tesco plc. are


Customers need to be in a position to trust tesco's business and they will only trust only if they believe that there is appropriate engagement in regular basis with the stakeholders. Tesco has been using various ways of able to win the trust of its stake holders by pursuing various strategies such as Cost leadership, diversification,

Tesco feels that if they can offer what the client needs than surely they'll come back and buy again. That is helping to establish and gain life-time loyalty of the clients. The start of Club cards is helping customers meet their needs and quality services are the practical business strategy of Tecso. They have been innovating more than 2000 new products (food/non-food) every year depending after the demand of the clients. Example: Launching organic and natural, dietary and better food options, Nutritional beliefs in the product packaging and ensuring the grade of the food is preserved by doing unknown audits in the supplier's factories. As well as the new personal check out system where customers can get whatever they need and go has helped the client to control their time and managed to get simple to operate.

According to the Tesco website, Tesco says 'No-one tries harder for customers

Understand customers.

Be first to meet their needs.

Act responsibly for our communities.

Treat people even as we like to be cured: Are a team. Trust and respect each other. Listen closely, support and give you thanks. Show knowledge and experience. . . . so we can enjoy our work.

We regularly ask our customers and our staff that which we can do to make shopping with us and dealing with us that tiny bit better. ''

This proves Tesco has been dealing with their customers as the main of the business and are providing every simple and small helps when you are reasonable to them.

(http://www. tescoplc. com/plc/about_us/values/)


Include stakeholder analyis and describe the CSR of tesco towards major stakeholders

Tesco employees 285, 000 employees. Philip Clarke, LEADER from 2011 says 'If we don't look after our staff the probabilities are they will not take care of our customer. '

(http://www. tescoplc. com/plc/media/board_announcement/)

Tesco has been using the term 'A great spot to work' in which they include;

''Our personnel have advised us what's important to them - to be cured with respect, developing a administrator who helps them, having a fascinating job and an chance to get on. Helping achieve what is important to your staff can help us to provide an Every Little Helps Shopping Trip for our customers. ''

(http://www. tescoplc. com/plc/about_us/values/)

The statement evidently declares that they treat everyone with esteem and dignity. At the same time they have got great professionals who are always prepared to help the team and make their job interesting everyday and providing them with good opportunities by job rotation, job enrichment and job enlargement. These activities take the employees faraway from the standard job pattern, motivates those to learn and do new things each day. And staff are the basic point of contact to customers which is very important to have them to gain satisfaction and commitment of all our customer.

Employees are the most crucial and basic degree of connection with customers. Every customer remembers his first experience when he goes to the store and the way he previously been assisted. An excellent and motivated staff always snacks them very well. So Tesco has been very centered to be sure the employees do their duties in the right way and makes sure that every customer and even the staff is being cared for in the right way.

Rewards wise also Tesco is the sole organization which includes been giving bonuses to their staff on doing their regular careers. For retaining the accuracy of stock level they get 15% reward, till accuracy 5% benefit and Mystery shoppers result 5% reward. Aside from this there are definitely more benefits and rewards the employees are getting like holiday break pay, remarkable service prize, discount in shopping, profession breaks, free company shares.

Tesco has recently given plenty of share earnings to its employees (02/06/10). A lot more than 216, 000 Tesco staff, from checkout providers to individuals and managers found out that they will show a 105 million bonus offer pot as the company announced information on its biggest ever 'Shares In Success' scheme(http://www. tescoplc. com/plc/media/pr/pr2010/2010-06-02/).


Tesco has been offering goods from various areas of the entire world as the bulk retailer has to meet the requirements of huge retail market section like Kenya, South Africa, Spain, Scotland, Wales, and has high objectives of its suppliers. They may have built a solid relationship using their suppliers, have given them the cost effective for his or her customers and given their customers the confidence of preserving good standard through their string. They are incredibly focused in dealing with the people correctly in order that they perform better and that will automatically assists with increasing sustainability in their supply chain by stimulating suppliers to make proper investment in products and stable work. Because of their decent rates, Tesco is confidient to keep carefully the trading for longer time period and is prepared to get enough support from its provider by being with them and assisting them maintain their moral and food criteria. Tesco has been sourcing products from the countries which includes cheaper good employment routines, cheap labour and less restrictions to maintain the level of margin. (http://cr2010. tescoplc. com/en/buying-and-selling-our-products-responsibly. aspx) Tesco has been paying more for the journal suppliers. Kenayen suppliers have been supplying goods since very long time. Tesco launched an awarding agenda where they had been launching shock visits and assessing the hard work done by the suppliers and satisfying them afterwards. Tesco in addition has been providing necessary training to the supplier's personnel in Kenya, South Africa.

The pursuing diagram shows the competitive rivalry and shows the result of stake holders in the business.

2. 3 Analyse, interpret and create a structured analysis of the organisational strategic position

Note: The challenges experienced by the company may be determined, for example, competitive environment, exterior weather and globalisation (if applicable) may be examined. The data gained by studying Porter's three common strategies and PESTAL evaluation may be applied.

Political view shows that the economical downturn- credit crunch has lead to lot of unemployment. But Tesco has been able to help a number of people by providing them jobs.

and therefore assisting the unemployment.

Regeneration: Folks who are unemployed for more than 6 months have been trained for several weeks and were assured job. Three new stores were opened up and 320 individuals were utilized. 6 more stores will be opening this season.

Community Champions: Tesco has Community Champions and many volunteers aiding the city and local charities,

Healthy living for customers: is one of key guarantee by Tesco and is also celebrated by producing healthy products like lighter choices, nutritional value stated in the product, getting fit-Thailand over 3 million people involved in aerobics, UK helping cancers research with race for life to fight cancers. Tesco is also instrumental as a store in supporting carbon reductions and have also urged their customers to make low carbon selections. They created a 100 million Lasting Technology Fund for this purpose.

At the same time they are keeping the eco-friendly procedure by helping reducing the pollution-they are moving the message to their customers to reuse and recycle the wastages.

LO3: Decide after a technique and identify how, if required, you'll justify your selection to meet the required future strategic position.

3. 1 Identify and develop a range of choice strategic options to meet tactical aims and objectives

Note: This section requires the candidate to use his/her own judgement so a few alternative options are visualised and discussed, . For example the prospect may propose focus on alternative products, or increased after sale service, or following aggressive marketing strategy etc.

During the 1980s Teacher Michael Porter from Harvard Business College developed the model of universal competitive strategies. He called the strategies generics as they can be undertaken by businesses of any size or type, even if they're non-profit organisations (Cravings for food and Wheelen [2001]p82).

He argued that companies have only three strategies to choose from

Cost leadership



Porter also assumed that before an organization decides which strategy to adopt, it got to know its competitive opportunity: the breadth of its target market, the range of products it wants to produce, the distribution stations, the type of purchasers and geographic areas it desires to serve and the related sectors it will be fighting in (Cravings for food and Wheelen [2001]p82). The price management strategy is aimed at the broad mass market and requires activities like cost minimisation in research and development, services, sale forces, advertising and so on. By doing this the business will sell its product for smaller price than its competition but still achieve reasonable earnings. This also creates access barrier for the new market entrants, as it might be difficult for them to match the low cost of the prevailing producer. (Appetite and Wheelen [2001] p83).

The differentiation strategy is aimed at the broad mass market as well, but this time creating a product which must be regarded as unique by its customers, for example through design,

The strategy seeks to gain customer loyalty and therefore making the buyer insensitive image, technology, customer service, dealer network etc to a higher price. This again will also make entrance more challenging for new entrants (Cravings for food and Wheelen [2001] p83).

(Appetite and Wheelen [2001] p83) argue, 'differentiation strategy generates high income as it creates a better entry barrier. Low priced strategy however creates upsurge in market talk about.

Focus strategy specializes in portion only a certain market as the cost innovator or with a differentiation strategy. In cost focus a firm seeks a cost advantages in its marketplace only, in differentiation concentration a firm seeks differentiation in its section (Lynch [2000]p. 568)

The following diagram may demonstrate Porter's model in more detail

Fig: Porter's General Model

(http://www. quickmba. com/strategy/generic. shtml)

Tesco has been applying the cost management strategy since its establishment. And after going to non-food retail in 2004, it also applied the diversification strategy in their business to meet the customers every needs. Tesco launched its own broad group in 2004 accompanied by Home plus in 2005. Globalisation has been another important step used by Tesco. Though Tesco's Fresh simple did not do very well in USA in the first 24 months of its establishment, now it is keeping its hold among the clients, regarding to Sir Terry Leahy LEADER. Tesco has been very successful in European countries and in Asia. To flourish more of its business in South Asia, Tesco has an exclusive franchise arrangement with Trent, the retail arm of Tata Group to aid the development of their Superstar Bazaar format by the finish of 2010 in India.

Since Tesco has recently used the first two strategies, it still has the Focus strategy at hand. Tesco can still purpose on the area of interest markets and focus on that segment of the marketplace in order to get more market show. Tesco has opened up their first baby store in Manchester which provides all the required materials to the toddlers including clothes, motivate chairs, strollers, car seats, high seats etc. Similarly, the beginning of DRIVE-THRU store has protected another segment of men and women who drive and also have very rigorous time agenda.

Apart from that Tesco also needs to work on its weaknesses. Maintaining Health insurance and safety in all parts of the earth with its globalisation and maintaining quality of goods upto the Tesco standard at all times is the major challenge. Tesco should make sure that their ware house, supplier's factories and even the shop floor should be Health and Safety approved and really should have all sorts of machines that helps in preserving it such as use of helmets, gloves, security goggles and also training the people who have right types of procedures of raising weight, managing chemicals and so on.

Tesco must make sure that every product they sell is 100% hygienic to the customers and gets the same quality and standard all the time. Because of having different suppliers worldwide and purchasing goods on bulk, Tesco is probably not have had the opportunity to keep proper preserved standard all the time(as some issues were raised last year regarding the bread distributor) So focusing strategy isn't only a good idea to get a hold over the market segments but also to maintain its brand value among the existing customers.

3. 2 Determine and justify the tactical option that fits the revised strategic position

Note: Out of the different options in 3. 1 above, the one which is considered to be most suitable to meet up with the new tactical position, may be identified. Justification may get concerning how this picked option is likely to fit in today's position.

Out of the various strategies recommended above in 3. 1, Focus on maintaining quality and brand value at all times around the globe without a solitary compromise is the most important option which is most suitable to meet new tactical position and is likely to fit in the present position.

Tesco has already been market leader in expense management and has used Differentiation technique to its limit by understanding the needs of people to the basic extent and providing them the assistance and gratifying them. They have started employed in the niche online marketing strategy by starting DRIVE-THRU store and Kids store. Tesco is looking to launch home loans in the first 1 / 2 of 2011, followed by current accounts in the next half 2011/2012 financial yr.

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