Tesco

Tesco retail marketing



Tesco Retail marketing

Introduction

Tesco is a United Kingdom based company, founded in the East London during the year 1919. The research on Tesco has been carried out from an utterly neutral point of view and it aims to identify, in detail, the retailing elements that makes Tesco stand among the top most companies I terms of services. Through global expansions and management styles which are considered to be the driving tool behind its success, this report will analyze the various retailing strategies used by Tesco for retaining and expanding its customer base; and other aspects.

Tesco opened its branches in China in 2004. It did so by merging with one of the most dominant supermarkets in China, Ting Hsin. This was very helpful as it helped Tesco to learn about the local conditions of the Chinese market, regarding the store locations, taste and consumption patterns of the Chinese buyers. Tesco was attracted to opening the stores in the Chinese markets because of the lenient government restrictions and limitations. The population of the Chinese buyers was also a major contributing factor. There was an increasing trend in the incomes of the Chinese, which led to an increase in the consumption of products like soaps, shampoos and detergents.

This paper evaluates the elements of Tesco's retail marketing in China and discusses how the elements of the retail marketing are a competitive advantage. It will also be discussing the challenges faced by Tesco in spreading its tentacles all over the world.

About Tesco

Tesco is a well known company based in the United Kingdom. It has been operating in the retailing industry since a long time. The company was established in the year 1919. After the giant company Wall Mart, the company is considered as the third largest retailing company all over the world, generating high level of revenues (Lowe & Wrigley, 2010, pp. 659-661). The company is the second largest company that is generating high level of profits. The company is involved in the selling of about 40,000 food products as well as the products related to the clothing and other non-food lines (Bather & Tucker, 2011, p. 138). The efficient and effective strategic approaches is helping Tesco for carrying out the business processes in a perfect manner that promises to provide this retailing organization to prosper with ultimate success and profitability as well as competitive position in the market (Allen C. Amason, 2010, pp. 16).

The company is operating among the giants in the retail industry of the world with adequate level of success and reputation. In United Kingdom, the company is operating as the market leader, and is leading to new trends in the market. Tesco also has its presence in the international market and it is operating in more than 14 countries across the world. It is operating in the Asian, European and in the North American region (Lowe & Wrigley, 2009, p. 332). The market in the UK is the largest market for the Tesco Company where the company ...