TESCO

TESCO

TESCO

Introduction

The strategies aiming at the customer value are of particular importance to the organizations. Tesco is a leading retail store in the world with several branches all over the world. The company has been engaged in providing quality products to its customers along with the quality services that it provide to its customers. The paper has been presented on investigating the important question of how Tesco seek to deliver customer value thereby attracting new customers along with the retention of its old customers. As the company has been focusing on introducing various policies that seeks to deliver customer value, Tesco is considered to be the first organization in the world of retail market that introduced grocery shopping through the online channels for its customers. The strategy of shopping online by visiting the company's website is a part of seeking customer value and providing them with every ease possible while shopping.

Background of the Organization

The retail giant achieved 14% growth in the revenue coming from its online retailing business. The online retailing profit for the year 2010 was £136m. Tesco Online employees around 20,000 people, and has become the 3rd largest online retailer, only behind Amazon UK and Argos. The company was founded in 1919 by Jack (later Sir Jack) Cohen, selling groceries from a stall in London's East End. “Tesco” as a brand first appeared five years later. Growth since the early days has occurred both organically and by acquisition, and today the total number of stores exceeds 3,700. Today, although Tesco remains focused on grocery items, following the Continental hypermarket model, it has also diversified into consumer electronic goods, clothing, DVDs and CDs, furniture, telecoms, and even insurance and other financial services (Fernie, 2004).

Organizational Objectives

The organizational objectives that have been set by Tesco for seeking and delivering customer value are based on certain points. The organization objectives of the company are mainly based on the seven points. This strategy of the company has been designed after taking into account changing needs of the customers. The strategy of the company that has been aimed at delivering customer value also takes into account the factor of increased demand of the company's products. The company's organizational objectives have been redesigned in such a manner that it has made easier for the organization to achieve success in the forthcoming years along with the strengthening of the company (Terry, 2008).

The organizational objectives of the company includes growing the core economy of the United Kingdom, to prove itself as an outstanding retailer in the international market along with the satisfactory progress in the online retail market. The organizational objectives of the company also include proving itself strong competitor in every field as the company is currently operating in the food retailing (Mesure, 2003).

Product & Brand portfolio

As part of its strategy for seeking and delivering customer value, Tesco has been introducing various new brands in the market that aims at facilitating the customers with effective services. Tesco has been operating not only in the food ...