1) Title for dissertation
An investigation into whether the driving success of the Tesco brand will cause a negative effect on the food retail industry.
2) Introduction
The intention of this research is to investigate whether Tesco's continuing growth in the United Kingdom is having a negative effect on the food retail industry. Tesco have grown from a standard food retailer to becoming the third largest food retailer in the world in just 10 years. My aim is to investigate whether their rise to the top will have major effects on competition and suppliers.
I have chosen to investigate the effects of Tesco's brand power as it is becoming increasingly opposed. This is due to growing evidence that indicates that Tesco's success is partly based on trading practices that are having serious consequences for suppliers, farmers, overseas workers, local shops and the environment.
I am also interested in how Tesco has diversified into other markets including electronics. I aim to investigate whether they hope to specialise in such markets to compete with the likes of Dixons or whether they will continue offering a limited supply to their customers.
3) Objectives
? To analyse the effects of Tesco's ongoing growth and how it is effecting the competition within the food retail industry.
? Review Tesco's current market share and investigate their aims for expanding over the next ten years.
? Consider whether Tesco's diversification into new markets will have a negative effect on the competition within these industries.
? Is Tesco's buying power is having a damaging effect on suppliers?
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