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Essay / Research Paper Abstract
This 13 page paper examines the development and strategy of the UK supermarket chain Tesco. The paper is written in 4 parts, the first part examines the strategies followed after the war including diversification and the development of differentiation. The second part looks at the value of CRM with the loyalty card system and the lessons that can be learnt from the way Tesco’s managed this. The third part speculates on the way in which competitors such as Sainsbury’s, Asda, now part of the Wal-Mart chain and Morrison’s can try to compete. The last part of the paper examines the most recent strategic moves. The bibliography cites 8 sources.
Page Count:
13 pages (~225 words per page)
File: TS14_TEtescostrat.rtf
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Unformatted sample text from the term paper:
1960s there was increasing competition and the supermarket chain was growing. The company needed to find a way to compete that would allow greater growth and also greater r profit.
In the post war there was the pursuance of related diversification as well as the development of differentiation to create a competitive advantage in line with Porters ideas on competitive
advantage (Thompson, 2005). The compnay is following an aggressive growth strategy. Ansoff has suggested that there are four main ways in
which a company can expand, these depend on two variables, whether it is the desire to develop new products or new customers (Kotler, 2003). Therefore, it is whether new sales
are going to be made by penetration, product expansion, market expansion, or diversification. Penetration is the strategy of using the same products and the same market and just increasing sales
to that market (Kotler, 2003). This may be a hard strategy. Product expansion looks to keep the same market of customers but to increase sales to them by offering
more products (Kotler, 2003). Market development looks to increase market share with the same products but to get more new customer to buy them, and diversification, which is often
referred to as the suicide strategy in this matrix, looks to the development of a new product in a new market (Kotler, 2003).
We can see with the expansion of the stores into new areas of the country there was the use of a market development with the opening of the new stores,
but arguably, this was only the continuation of the older strategy, as new stores had been bought before the war. However, the strategy is followed in a slightly different way,
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