Macharia Mwangi

Tesco Company It dates back to the onset of the 19th century and deals in a variety of products like grocery, telecommunications, nonfood items, and financial services. Tesco company was pioneered by Jack Cohen, a Corp in the royal flying division and who hang his boots at the end of the Great War and started a market stall to provide food that would reach everyone in need at affordable prices. Cohen was an ambitious businessperson who believed in providing goods at consumers’ doorsteps and their convenience. Tesco has been thriving up to date with more networks being established around the world. Current Performance Tesco has been performing well over the past decades with the introduction of services that help maximize their products sale and reduce wastage. Recently back in 2019, Tesco launched a community cookery school conjoined by FareShare to help people in the society make balanced diet meals with excess food donations given out (Essay Sauce, Tesco Case Study). This will help reduce wastage of food and save for another day. Wider coverage and reach for customers have affected it positively with an increased volume in customers. It has also merged with competitors like Booker reducing expenses for advertising and increasing the volume of customers served. The process of merging saw an increased boost of its sales which has also been contributed by the digitation of its services. Tesco.com was established as a platform to boost its sales and aid in an advertisement (Schallmo, D.R. and Williams, C.A., 2018. Digital Transformation Now!: Guiding the Successful Digitalization of Your Business Model. Springer.). It's merging with Booker has raised speculations that there will be reduced prices for consumers and drive away most of its competitors. Reasons for current performance Wider macro-environmental factors like technology have adversely increased its sales volume. The launching of its services online through its website “Tesco.com” has seen a boost in the number of customers served over a short period. The economic world has digitized immensely as everybody has access to the internet and can order their goods online. Good decision making like merging with competitors has boosted sales and inversely reduced the cost of advertisement with one of its closest wholesale competitors- Brooker. In 2018, Tesco merged with Booker to create one of the UK's leading businesses for food commodities (Raftery, C., 2018. The Next Chapter. Int'l Fin. L. Rev., 37, p.66.). Investments like fresh food brands that offer quality and fresh products at low prices compared to their competitors have been a core to its success. Merging creates a wider pool of resources; bring together ideas and skilled personnel to help in boosting its operations. Tesco is a brand of its kind. Its existence in the market for a long time, consumer-related services, and its general outlook play an important role in its success. It has locally invested in public functions like the 2001 Race for Life campaign initiated by Cancer Research Centre to help raise money to cater to advanced researches. Improved Public relations create a bargain for Tesco Company as it tries to counter the changes in the market. Recommendations Tesco Company should invest more in its customer’s satisfaction. Features like the online platform for purchasing non-food goods saw a hike in customers volume and increased efficiency by operating 24/7. However, it should invest more in same-day deliveries, which will boost its sales and enable it to compete favorably with Morrison and Sainsbury competitor supermarkets in the UK. The management should hire and maintain qualified personnel like Tim Mason who helped in judging customers' reactions helping in deciding on what to do in addressing the complaints (Joseph, A.M. and Sharaf, J., 2016. Building a target corporation's customer loyalty program through Tesco's club-card scheme. TRANS Asian Journal of Marketing & Management Research (TAJMMR), 5(12), pp.61-69.). An increased number of diversified stores would create a stronger marketing advantage over close competitors like Sainsbury. Diversification of its operations and incorporation of associated business help in serving its customers efficiently. Modeling a product and improving its quality for a customer will foresee major achievements. Tesco should invest more in its loyalty program- Club card- to accurately measure and respond to customers’ reactions about their products as the economic market is constantly changing. References Schallmo, D.R., and Williams, C.A., 2018. Digital Transformation Now!: Guiding the Successful Digitalization of Your Business Model. Springer. Joseph, A.M. and Sharaf, J., 2016. Building a target corporation's customer loyalty program through Tesco's club-card scheme. TRANS Asian Journal of Marketing & Management Research (TAJMMR), 5(12), pp.61-69. Essay Sauce, Tesco Case Study. Available from:https://www.essaysauce.com/business-essays/tesco-case-study/[Accessed 06-06-20] Raftery, C., 2018. The Next Chapter. Int'l Fin. L. Rev., 37, p.66.