HV00110716
MARKETING STRATEGY CASE STUDIES: TESCO - TRIUMPH & TRAGEDY
~ Marketing Strategy
~ Retailing
~ Corporate Social Responsibility
~ External Factorst

Tesco was the retail success story of the 90s and early 2000s. By 2007 it came close to capturing a third of the UK retail market, and was a true international retail giant ¨C but by 2014 profits were falling and scandals were brewing. It seems the wheels came off the trolley. What went wrong?

STACK 'EM HIGH¡­ Founder Jack Cohen's aggressive growth policies in the mid 20th century set the pattern: his successors had grander plans: to make Tesco all things to all people ¨C selling everything to all sectors of society. Branding, own-label goods, overseas expansion and technology were vital planks of its strategy. But was Tesco over-reaching itself?

THE PERFECT STORM: The 2008 world economic crash was a signal for a profound change in the retail landscape: new discount stores could beat Tesco on price, and Tesco had acquired a reputation as a bully towards rivals and suppliers. With the horsemeat debacle and financial reporting scandals by 2014 it was "the perfect storm". Tesco had a fight-back plan, but was it enough?
DVD
27 minutes
2015
 
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