Investigating Tesco’s
Task One
Tesco aims to appeal to every customer; it’s the only supermarket that has ever been able to achieve this. This mass marketing strategy is executed and works well for Tesco due to them using a 3 tier system. Offering its Tesco Finest, Value and medium range, therefore not alienating any customers. Many companies tend to define their market, and appeal to a certain type, class or gender; however a lot of Tesco’s growth can be down to its idea of not segregating itself.
Tesco is always looking to grow and has long term strategy for growth which is based on four key elements: growth in the Core UK, expanding internationally, to be as strong in non-food as in food and to follow customers into new retailing services. Tesco's UK business is based on obsession of getting it right for customers. They continue to offer great value, bring new innovations and grow market share. • Non-food: Tesco are extending their brand into non-food. They now have over 4% market share and are developing a good one-stop shop for customers.
With growth being an important objective for Tesco Taking over chains of stores is also a good way to make the company grow. They did this by taking over [insert company name here]. This dramatically increased their share in the market, doubling their number of small stores.
Part of Tesco’s success over the years is due to offering all customers what they want, and offering help when they need it. The emphasis on helping customers can be seen in its “Every Little Helps” policy. This ensures a pleasurable shopping trip. Tesco aim to have every customer offered help, staff in front of the checkouts, and ensure their staff help customers to bag their shopping.
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