Submitted by: Submitted by jgeneva
Views: 371
Words: 1156
Pages: 5
Category: Literature
Date Submitted: 12/05/2011 09:23 PM
Section
E06
–
G13
Ana
Bodin,
Tomoko
Ishikura,
Otto
Turton,
Rahul
Agrawal,
Ronny
Roeller
Strategy
Homework
–
2
1.
2.
TESCO’s
business
level
strategy
in
its
primary
business
and
how
this
strategy
impacts
willingness
to
pay
and
its
costs
We
had
defined
primary
industry
for
TESCO
as
Retail
Supermarkets.
These
supermarkets
offer
a
wide
range
of
products
from
food
to
non-‐food
categories.
As
per
the
latest
retail
journals
both
groceries
and
non-‐food
products
are
defined
as
groceries.
For
the
purpose
of
this
analysis
we
define
the
product
catetory
as
Retail
groceries.
Essentially
we
were
earlier
focussing
on
the
size
of
the
stores
and
now
we
are
further
drilling
it
down
to
the
product
category
in
these
stores.
Tesco
uses
an
integrated
“low-cost/differentiation”
strategy
while
keeping
its
focus
on
the
“broad
market”.
It
appeals
to
all
segments
of
the
market.
As
part
of
Tesco’s
strategy,
they
invest
on
own-‐brand
products
including
up-‐market
“Finest”,
mid-‐range
Tesco
brand
and
low-‐price
“Value”.
Tesco
caters
to
customers
from
all
geographies,
classes
etc
hence
it
falls
under
the
“Broad
Market”
category.
Tesco
also
invests
heavily
on...