Deschutes Public Library

Marketing strategy case studies: Tesco ђ́ا triumph and tragedy

eng

videorecording

Marketing strategy case studies: Tesco ђ́ا triumph and tragedy

945762852

Originally produced by TV Choice in 2015

27

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 - 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 - 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?

live action