Strategic Management & Leadership · 1. Wal-Mart- Wal-Mart is largest Industrial Corporation all...

2015

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Strategic Management & Leadership

Strategic Management and Leadership

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Table of Contents Executive Summary ........................................................................................................................ 3

Introduction to the supermarket industry ........................................................................................ 4

About TESCO ................................................................................................................................. 4

TASK 1 - RECENT PAST: Recent strategic development history ............................................... 5

TASK 2 - CURRENT: Current Strategic Situation ...................................................................... 8

TASK 3- FUTURE: Strategic Direction for the future ................................................................. 17

Conclusion .................................................................................................................................... 19

References ..................................................................................................................................... 20


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Executive Summary

The assignment highlights the popular global retailer Tesco, along with its competitors,

past, present and future strategies, supermarket industry, and various areas of the business and its

process of development. It also emphasizes the position of the company in the industry of

supermarket along with its financial performance.


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Introduction to the supermarket industry

Supermarkets are the self service stores that are well organized and offer merchandise

and food products. In the starting years, the shopping process was quite slow. The customer

number was attended within the store and relied over their staff (Clarke, Bennison and Guy

1994). The old trends of the company were transformed into the new trends related to retailing

and making the shopping, a more easy process for the customers in the certain passage of time.

In the year 1990, the key changes, this happened in the retail market, mainly in the developing

country all round the globe (Clarke, Bennison and Guy 1994). It is viewed that enhancing section

of middle class along with the availability of ready to eat products and certain examples fuel the

modern retailing trends process. In the present time, customers are smarter and have limited time

(Clarke, Bennison and Guy 1994). Therefore, in order to offer the customer experience, it is

required by the retailer to adopt the technologies innovative methods.

About TESCO

Tesco is identified as the global leader in multinational retailing. Tesco is the third largest

retailer only after Wal-Mart and Carrefour, and its headquarters are located at Chestnut, UK.

Tesco stores are spread in different parts of the world like Europe, Asia, and North America

along with other 14 countries (Potter 2011). The company leads in grocery market and offers

highest private sector employment, along with 30% market share. Tesco also leads in the market

of Republic of Ireland, Malaysia, and Thailand. Tesco is also part of London Stock Exchange.

The company also follows the innovative methods till today, and this report will discuss about its

past, present and future strategies (Potter 2011).


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TASK 1 - RECENT PAST: Recent strategic development history

Business Strategies followed by TESCO

In the starting, business aim of Tesco was to sell its items at low cost in order to attract

the customers and its slogan was also “pile the high and sell its cheap”.

1. Corporate Strategy- the innovative use of technology was the Tesco‟s key strategy, which

was adopted by the company. The company also builds the tills for self service and even

minimizes the queues through the use of its camera (International‟, Tesco plc 2014). In

order to maintain the brand image, the company also launched the defamation policy.

Other feature of the corporate strategy of Tesco was the advertisements both in television

and the print (International‟, Tesco plc 2014). The advertising slogan of Tesco was

“Every little help”. Tesco sold its banking items like leans, credit cards as well as

mortgages by its marketing idea of distributing the leaflets.

2. The global operation strategy of Tesco- it met the countries local expectations through

making the joint venture with the local partners (International‟, Tesco plc 2014). For

instance, Tesco and Samsung had a joint venture. Tesco even appointed the local

management personnel. Through making the small acquisition is also considered as part

of company‟s strategy (International‟, Tesco plc 2014).

3. Online operations- online operations of Tesco also made quite easier for the consumers in

order get connect with the items they are using (De Toni and Tonchia 2003). Tesco was

not even set up in grocery items, but also moved in the field of telecommunication,

financial services and consumer goods through its website. Though Tesco.com was

launched in the year 2000, but its online services first operated in the year 1994 (De Toni


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and Tonchia 2003). The company even advertises it‟s banking items like car insurance,

credit card, loans, life insurance, and mortgages by its website (De Toni and Tonchia

2003).

Tesco Retail competitors:

1. Wal-Mart- Wal-Mart is largest Industrial Corporation all over the world in terms of sales,

and it is also known as multinational retailer. It operates its business in 14 global markets,

which includes Japan, Brazil, Canada, Argentina, UK, Mexico and China (De Toni and

Tonchia 2003). In the year 2006, Wal-Mart announced its entry in Indian market. The

company has attained mixed feedback from different global markets, but it is quite

successful in Canada and Mexico. The company is not so popular in Europe and Asia. In

the year 2008-8009, the sale of the company was around $370 billion (De Toni and

Tonchia 2003).

2. Aldi- This Company is owned by Albrecht, and is categorized into two divisions, such as

Aldi Sud, and Aldi Nord. Aldi was the German origin retailer, which operates its stores in

20 countries (De Toni and Tonchia 2003).

3. Caarefour- It is known as global second largest retailer, and operates its business in the

market of South America, Asia, and Europe by the year 1990 (De Toni and Tonchia

2003).

Recent Past of TESCO

The first store of the company was launched at Burnt Oak in 1929, which is located at

Middlesex (Drejer 2000). By the year 1960, Tesco had more than 800 stores. Beginning through


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the drink and eatable items, the company extended its business in the area of dental care, home

items, downloading music, pet insurance, retailing, healthcare, car rental, software, financial

services, internal services, clothing as well as renting DVD‟s and CD‟s (Drejer 2000). In the year

1987, the company owned around £220 million. In 1990, Tesco became the second top market

retailer due to its turnover growth, sales as well as profitability (Drejer 2000). Through acquiring

small competitors, along with strategies and innovative ways in developing the store by 2000,

Tesco was able to transform the company into the multinational operator with 72% of small

convenience supermarket stores of UK (Drejer 2000). The leadership of the company in UK

helped the company in becoming successful and gained competitive advantage over its

competitors, such as Wal-Mart, Sainsbury, and Asda. Being the dominant leader, the company

has to come across barriers related to competition and restrictions on land use. In the year 2009,

Tesco announced about its yearly sale of £60 billion along with its profit of £30 billion in the

year 2008-09 (Drejer 2000).

The key events that took place in last decade were:

In the year 1994, Tesco acquired William low, which is also popularly known as supermarket

chain, which support in enhancing the Scotland recognition.

In the year 1995, Tesco also launched the club card, which is known as branded loyalty card

(Flavián, Haberberg and Polo 2002).

In the year 2006, Tesco was recognized as the ambassador of internet food retailing, as it made

the gain in its online shopping business (Flavián, Haberberg and Polo 2002). By the year 2007,

the market share of company was 27.6% that was more than Sainsbury, Asda and Wal-Mart


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In the year 1997, Tesco launched the British food services.

In the year 2001, the market share of the company increased up to 35% through its grocery work

in U.S and emerged as the internal grocery retailing (Flavián, Haberberg and Polo 2002).

In the year 2002, Tesco was successful through conquering the Poland supermarkets, which is

also known as 13 HIT. In this year, the company will make purchase of T&S store along with

convenience stores of UK (Flavián, Haberberg and Polo 2002).

In the year 2003, Tesco launched its telecom division that cover up mobiles and phone services

in UK, and in the same year, the company purchased the 2 network in Japan.

In the year 2004, Tesco started its business of broadband services (Flavián, Haberberg and Polo

2002).

In the year 2005, the company also acquired around 21 Safeway stores, and it also entered in the

market of Taiwan and even started around 6 stores (Flavián, Haberberg and Polo 2002).

In the year 2006, the company holds around 80 % of share in Casino along with Poland

supermarkets.

In the year 2007, the company also undergo by the investigating the cartel part of around 5

supermarkets (Flavián, Haberberg and Polo 2002).

TASK 2 - CURRENT: Current Strategic Situation

TESCO Present Strategies


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Tesco claim itself as part of cartel, along with this, they have also experienced the

scrutiny of media. The sales figures of the company depicted that around £1.69 billion was

gained in the year 2011 (Flavián, Haberberg and Polo 2002). It was quite interesting to know that

despite of all the recession that occurred in 2010, Tesco had the recorded profit for its retailers in

Britain. The organization is also working with the network of 2 degree in order to create the

internet hub (Flavián, Haberberg and Polo 2002). In the year 2011, Tesco targeted beauty salon,

in order to offer their customers with facilities of manicure, haircuts, eyebrows, and waxing. The

company has even opened the Tesco Hold Exchange, and the same was also launched in the year

2011. The company even provides the points of club card on the items purchased (Flavián,

Haberberg and Polo 2002).

TESCO SWOT Analysis

Strength- Tesco is popular for its low price items (Graiser and Scott 2004). The company

strength lies in its finance through its insurance sector. Other factor is related with increasing

internet sales. The brand recognition of Tesco is its strength (Graiser and Scott 2004).

Weakness- the weakness of the company relies on its sales in UK market. Even the Tesco

business model presently being used is suitable for the market of UK. The company is also

suffering from the bad debt and insurance claims (Graiser and Scott 2004).

Opportunities- Tesco has attained opportunities for high growth in the market of Asia and

Europe. The increase of online displays the wide opportunities in coming period.


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Threats-Enhancing fair trade cost might result into the decrease in sales that might affect the

profits (Graiser and Scott 2004). Along with this, changes in purchasing trends in the market of

UK might create threat for the company.

TESCO Operations in UK

In the market of UK, the Tesco store tries to categorize in six variant forms, relying over the

product range and size.

1. Tesco Superstores- they are standard supermarkets, small non food products and

groceries as compared to Tesco Extra (Johnson and Scholes 2003).

2. Tesco Extra- They is town supermarkets, but their size is large.

3. Tesco Express- they hold the area of around 2200 square feet, and offer mainly food and

daily routine essential products (Johnson and Scholes 2003).

4. Tesco Metro- These are big stores, similar to Tesco Superstores, but these lies between

the Tesco Express stores and Tesco Supermarkets in context of size, and are mainly

based over high streets and city centers of the small town (Johnson and Scholes 2003).

5. Tesco Home plus- They is the first venture of non food items in the UK. These stores are

mainly located in high streets or either at dense public shopping malls.

6. One Stop- These are small stores as compared with Tesco Express. This store does not

include the Tesco name, and is explored in UK small communities (Johnson and Scholes

2003).

PESTLE Analysis


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Political- Due to the reasons of employment legalization, the state tries to motivate the

multinational companies to preset various types of labor demands, which starts from part time,

low, paid, highly paid as well as centrally located jobs (Lindgreen and Hingley 2003). In the last

size years, Tesco has tried to procured employment to around 2000 people who were

unemployed as per the scheme of job guarantee (Lindgreen and Hingley 2003). The aim of these

schemes is to offer the employment and training to the people, who are workers for first time,

old, and single parent. In the year 2004, in UK, small grocery stores has given employment to

around 500000 people, having the turnover of £21 billion, and even the company manages to

give employment to 250000 people, through its turnover of £29 billion (Lindgreen and Hingley

2003).

Economic- the food retailing market of UK is quite mature as well as highly competitive, and

this market is badly impacted through the increasing inflation in food sector. The domestic

market diffusion as well as the desire for the expansion is treated the enhancing globalization in

the retail sector through merger and acquisition, as well as franchising business (Lindgreen and

Hingley 2003). Supermarkets in Britain are trying to open the stores in small high streets in order

to cash the increasing demand for the convenience shopping in the urban areas (Lindgreen and

Hingley 2003).

Social/culture- Demographic changes could be termed as an example for the increase of high

percent of older generation, in which there are less housewives and the complete trend is towards

eating outside (Lindgreen and Hingley 2003). It is noted that retailers in UK are trying to

respond towards the changes through emphasizing over the added services and items. Moreover,

the new trends are related to supply chain along with various other cost reduction operations as

well as share of own label in business (Lindgreen and Hingley 2003).


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Technology- Changes taking place in retailing methods like sale of garments through online

channel is now becoming common in retail sector (Myers 2004). The management and the

companies administration are considering IT systems that could easily accessed by the secure

servers, and offer flexibility in business run (Myers 2004). As Sweden is considered as forefront

in advancement of technology through its local companies such as Ericsson, even Tesco could

enjoy the distribution channel and comprehensive logistics (Myers 2004).

Environment- Since 2003, pressure has increased on the large organizations as well as on

managers in UK, and the main government motivation is to make people aware of their

responsibility towards the society and act in a way that could provide benefit to the complete

society (Palmer 2004). In the area of food retailing, the key issue is environment, and the main

area to act is social responsible manner. Therefore, through exploring the movement, Tesco can

try to develop the committee for corporate responsibility in order to meet its obligation towards

the society (Palmer 2004).

Porter Five Forces Model

Threat of New Entrants- the UK grocery market is basically dominated through the small

competitors such as Asda, Sainsbury, and Safeway, which has around 70% of the market share

and the small chains of Budgens, Somerfield, and Waitrose has the market share of 10% (Acur

and Bititci 2004). Beginning from 80th

, the system of grocery retailing is represented through the

business of supermarket. For instance, there are two reasons that could be mentioned;

requirement for enough capital due to the huge fixed costs and the other one is supply chain that

is highly developed (Acur and Bititci 2004). This is also exploring in the wide investment


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complete through the huge chain like Tesco, in technological advancement for the stock control

system and for checkouts, which affected the new entrants (Acur and Bititci 2004).

Supplier bargaining power- These supply side representatives are influenced through the main

grocery chains and are also under the continuous pressure for losing the business against the

supermarket chains (Acur and Bititci 2004). In result of that, it also improves the strong position

of the dominant stores such as Tesco and Asda in either promising the better cost from the

suppliers that small market chain are not able to complete it. The competition commission of UK

explored that Tesco has paid its suppliers around 4% that is below the average of industry in

2000 (Acur and Bititci 2004). In the year 2005, Financial Mail began its campaign of

supermarket bullies for uncovering the cases of creating pressure on the farmers through the

huge chain of grocery. Tesco has different cases related to poor treatment of suppliers (Acur and

Bititci 2004). However, it is noted that Office of Fair trading mentions that the code is not

effectively working, but suppliers are associated with de-listing the supermarket conditions if

any official complain came (Acur and Bititci 2004).

Customers bargaining power- the popular club card and loyalty card of the company could still

be named as the successful way of attracting the customers through the maintenance strategy,

which could play important role in financial profitability of Tesco (Anon 2004). Even brand

Tesco could enhance the customer base due to its permanent tendency for fulfilling the needs of

the customers, customizing the services in order to maintain the low cost, along with constant in-

store promotions (Anon 2004). An important change has happened in the habits of shopping of

the population of UK in the present years. In the year 2005, Tesco has the huge range of products

that were of fair trade in UK, and it presented through the product line of 91- fair trade, by


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comparing the same in context of 40000 products that seems to look small achievement in

helping countries of third world (Anon 2004).

Threat of Substitutes- in the small chain of grocery industry related to convenience stores as

highly emerging industry (Harvey 2007). In the case of Asda, Tesco as well as Sainsbury, they

are trying to acquire the lying operations at small scale and opening of Tesco Express and Tesco

Metro in the city as well as local towns (Harvey 2007). Through the huge share in the retailing

grocery market presented by the chain of Tesco, small local shops could be considered as

substitutes. Most of the local retailers are not easy to compete with Tesco, as the company has

immense purchasing power (Harvey 2007). On an average the contracts of Tesco with the market

wholesalers is 11.5% that is less than retailers and that are private independent. In UK, Londis,

which is a corner shop has also claimed that they it is cheaper to purchase items from Tesco as

compared to wholesalers (Harvey 2007).

Competitors bargaining power- the market environment of retailers could be easily characterized

as market dominating through huge players with crucial increase, emergent concentration of

retailers, increasing size of stores, as well as use of wide range of formats that is considered as

significant characteristic of sector (Helft 2001). It‟s mentioned earlier that all the buying power

of the retailing food industry is acquired in small number of the retail purchasers (Helft 2001).

Beside the market could be explained as the mature operations, where growth is quite

challenging as it could serve as the diversification driver in the area of non-food items;

moreover, consumers are getting more and more sophisticated as well as demanding, but the big

players like Tesco are trying to accurate constantly with huge amount of consumer information,

which could be made used for the purpose of predicting and meeting the changed preferences

(Porter 1980).


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BCG Matrix

Boston Matrix is a marketing tool, in which the business could pale the items under every stage,

and every part of the matrix possesses its unique role (Tran 2005).

Dogs- It includes those products that has low share in the low market growth, and don‟t generate

business cash, for example Tesco lard.

Question Mark- It includes those products that have fewer shares in the increasing growth of

market, and they also consume recourses as well as try to generate less in return (Tran 2005).

They even use more money in the business for the purpose of increasing market share, for

example Tesco mobile (Tran 2005).

Cash Cows- it includes those items that hold high share in the decreasing market growth. Cash

cows tries to generate more revenue than invested, for example own brand food.

Stars- it include those products that are high in increasing market having high percent of share.

Stars try to generate high income, for example finest range of Tesco (Tran 2005).


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Tesco has tied to balance its portfolio, which is significant, because the funds that are created

through the cash cows are used for making turn questions in stars that might become cash cows

(Tran 2005).

Value Chain analysis

Primary Activities

Inbound Logistics- Inbound logistics is placed in beginning of the value chain, as it creates

earlier opportunity in terms of creating the value. Tries also tries to maintain the consumer

preference level in stores through enhancing the distribution system efficiency (Jordan 2007). In

applying the procedure of quality choice it focus over damaged products and services, in order to

offer good opportunity for minimizing the price unfairness; therefore, it ties to prevent the price,

which is passed to the consumers (Jordan 2007).

Operations- the Tesco production components activities are basically service oriented. For the

purpose of obtaining future competitive benefits, Tesco tries to expand further in context of

operating hours, where the company could open its Express and metro stores (Jordan 2007).

Outbound Logistics- it comes under third stage of value chain, which is focused over providing

items to customers. Presently, Tesco adds value in the services of home delivery (Jordan 2007).

However, other items that are tangible, which are enhanced are trolley collector as well as

parking facility in order to gain competitive benefits, as it could add value through saving the

time of customers through enhancing turnaround (Jordan 2007).

Marketing and Sales- It is placed under the downstream components related to value chain. Club

card offers the loyalty and discounts to the customers (Jordan 2007). However, it is noted that


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Tesco could try to attract customers through advertising, TV, local newspapers and radio.

Through more sophisticated customers and the ethical business practice awareness, it might

provide the organization with certain barriers in context of selling the products that are

environment friendly (Jordan 2007).

Support Activities

HRM- It is considered as downstream activity that includes complete selection till development

of management. Tesco also invest in customer service, in which training is connected with pay;

therefore, staff is highly motivated towards learning and also tries to encourage them to enhance

their approach towards service and consumer provision quality (Jordan 2007).

Technology development- it is considered as downstream activity as it offers new innovative

solutions and product range, which could help in anticipating the needs of customers (Jordan

2007). It also remains as main competitive benefits that add value in brand name of Tesco for

providing vitality to product (Jordan 2007).

TASK 3- FUTURE: Strategic Direction for the future

Future strategy of TESCO

Tesco has plan for creating the employment through providing around 16000

opportunities of job, in which the company is planning to start 9000 jobs in the market of UK

(Finch 2004). The company is also planning to open seventy; Beauty Salon and by the year 2020,

the company is planning to reduce carbon footprint by around 30% (Finch 2004).

Financial performance


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Tesco is listed on London Stock Exchange, along with Irish Stock Exchange as Tesco

Plc. In the year 1997, the turnover of the company was £17158 million and in 2011, it was

around £67573 million (Finch 2004).

Consumer Decision Tree

Relying over the focus group and decisions about the customer purachse, the decision tree of

customers is created. During the changes in lifestyle and market trends, customers could refer the

functions, before purchasing the cheese (Finch 2004).

Price is the key factor, which could create influence on the consumption. Customers

could refer cost, before they make any purchase, and they would most likely to prefer that

products whose price is less. If Tesco follows promotional activities, the promotional items will

be consider as their first preference, like discount and purchase one and get another free (Finch

2004). Other key factor relates with flavors. Various types of cheese hold variant usage like

Mozzarella and Cheddar. Customers selecting various flavors for cooking sandwiches, pizza and

pasta- Under the segment of flavor, customers could refer brand, origin place and whether it‟s

healthy or not (Finch 2004).

Healthy- it follows a crucial trend in the market of Irish food. More and more Irish customers

place their demand for healthy foods. There are some customers, who would like to have low or

half fat cheese, along with other nutritional ingredients (Finch 2004).

During the course of complete research, Irish customers will purchase Irish items. As compared

with overseas brands of cheese, Irish brands will hold high awareness as well as market share.


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They purchase Irish cheese on regular basis, as it gives guarantee of high quality (O‟Halloran

2009).

Conclusion

In UK, Tesco is the largest retailer in context of market share and global sales. The

company has its stores located in UK that controls around 30% of total grocery market, Along

with this Tesco.com is also referred as global largest store of grocery items. The company

website also receives around 250000 orders within a single week.


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