Tesco express the sub brand of tesco plc

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The organisation which we have taken for the study is Tesco Express the sub brand of Tesco Plc. In our study we are going to identify, describe and evaluate the following management area of Tesco Plc, where we will be involving Marketing Principles to give proper management report on the basis of below strategies:

  • The Organisation Orientation
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  • The competitive advantage of the organisation
  • The Impact, positive and negative of the organisation’s Marketing Mix
  • Management report of Tesco Express- Strength, weakness and improvements that will help to maintain competitive advantage in near future

Origin of Tesco

Tesco Plc the leading Britain retailer among the top three retailers in the world. They are operating 3700 stores among the world and they have employed around 470,000 employees. They are operating in 14 countries and they are UK, Republic of Ireland, India, China, Japan, Czech Republic, Hungary, Malaysia, Poland, Slovakia, South Korea, Thailand, Turkey, and USA. Tesco Plc was started by Jack Cohen in 1919 and the name Tesco was first appeared in the shop in Edgware in 1929 since the company has grown they were implementing their innovation in different business.

Jack Cohen founded Tesco and his first day profit was £1 among his £4 sales on selling a grocery from the stall in East London. In the year 1924 the first in-house brand of Tesco has launched and they named that product as Tesco Tea. The names come from the initial of TE Stockwell, who was a partner in the tea supplies and the CO from Jack Cohen’s Surname. In the year 1932 Tesco stores limited have changed to Tesco private Limited Company.

Tesco the brand which have changed their way they do business so fundamentally in each and every part of its company. Because of this change they have done in to business which also includes the loyalty management. For that they have taken a different expertise among the world as the earliest and that they have that named as Clubcard. Tesco joined with DunnHumby and created a Clubcard to tracks the buying behaviour of their 13 million customers, through recording and tracking consumption data from shopping bills. Tesco and DunnHumby have jointly built, maintain and mine a rich customer database with information derived from all customer touch points. Using this customer database, Tesco’s marketing department is then able to manage changes in either individual or general consumption patterns and adapt their marketing strategies accordingly.

Clubcard is a reflection of the attributes of the business and its commitment: a strong team ethic, a commitment to serving customers, and most of all, top-to-bottom retailer’s pragmatism. Tesco made customer loyalty marketing work,

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