Introduction to Marketing
Background Information To Tesco
This essay will analyse the marketing environment of an organisation and the organisation chosen is Tesco plc. This will be done by focusing on the micro and macro environment forces affecting the chosen company. After looking at the forces which affects the company this will enable to produce a Swot Analysis which will analyse the strenght,weaknsess,opportunity and threats to Tesco plc.All the this will be done by doing a thorough research.
Jack Cohen was the founder of Tesco which began in the 1920's, selling groceries to the less fortunate people in the London east end. Jack Cohen used the phrase "pile it high and sell it cheap". This phrase has stuck with Tesco and represent what the company is all about to this day
Tesco runs more than 2,700 stores worldwide. Tesco principal activity is food retailing Tesco has supermarkets, supercenters, and convenience stores in the UK (where it is the number 1 retailer, in Ireland, Central Europe, Asia, and soon, the US.
Tesco dominates the middle mass market. A third of all consumers use Tesco for their primary grocery shop and in all 61% of adults over 15 use the store at some time or other.(Mintel 2006)
In the UK market, Tesco has developed a range of store formats which spans convenience stores to hypermarkets and is designed to give its customers access to the company in any given situation Its operations include convenience (Tesco Express), small urban stores (Tesco Metro), supercenters (Tesco Extra)
Since Tesco was first chosen to invest in lower prices in 1977, Tesco has been one of the major forces in the battle to be the cheapest grocer in the UK. Part of Tesco's appeal is that it re ...