Contents

1.0 Research Question & Hypothesis ......................................................................... 2 1.1 Make life easier for employees so they can cope and do more ........................................................ 2 1.1.1 Research Question .............................................................................................................................................. 2 1.1.2 Hypothesis ................................................................................................................................................................ 2 1.2 Increase market share by whatever means necessary to remain number one in the UK ... 2 1.2.1 Research Question .............................................................................................................................................. 2 1.2.2 Hypothesis ................................................................................................................................................................ 2 1.3 Increase profitability .................................................................................................................................................. 3 1.3.1 Research Question .............................................................................................................................................. 3 1.3.2 Hypothesis ................................................................................................................................................................ 3 2.0 Sets ............................................................................................................................ 4 2.1 Categories ...................................................................................................................................................................... 4 2.1.1 External Stakeholders (Customers/ Competitors/ Suppliers) (Corinna) ............................... 4 2.1.2 Operations/ Financials/ Systems (Mark) ................................................................................................. 4 2.1.3 Internal/ Company/ People (David) ............................................................................................................ 4 2.1.4 Products & Services (Claudia) ...................................................................................................................... 4 3.0 Research Design & Focus ...................................................................................... 8 3.1 Data Collection Points ............................................................................................................................................. 8 4.0 Research Methodology ........................................................................................... 9 4.1 Common Semi-Structured Customer Satisfaction Survey ................................................................... 9 4.2 External Stakeholders ........................................................................................................................................... 15 4.2.1 Common Semi-Structured Customer Satisfaction Survey ......................................................... 15 4.2.2 CRM Data ............................................................................................................................................................... 15 4.2.3 Focus Groups ....................................................................................................................................................... 16 4.3 Operations/ Financials/ Systems .................................................................................................................... 17 4.3.1 Common Semi-Structured Customer Satisfaction Survey ......................................................... 17 4.3.2 Cross-Sectional Household Interview Surveys ................................................................................. 17 4.3.3 Customer Location versus Shopping Frequency ............................................................................. 17 4.4 Internal Stakeholders ............................................................................................................................................ 19 4.5 Products & Services .............................................................................................................................................. 20 4.5.1 Common Semi-Structured Customer Satisfaction Survey ......................................................... 20 4.5.2 Customer and Product Segmentation .................................................................................................... 20 4.5.3 Merchandising ...................................................................................................................................................... 21 5.0 Data Collection ....................................................................................................... 22 6.0 Data Analysis ......................................................................................................... 22 7.0 Report Findings ..................................................................................................... 22

Analysis & Project Design TESCO Case Study ___________________________________________________________________

1.0 Research Question & Hypothesis

1.1 Make life easier for employees so they can cope and do more
1.1.1 Research Question Why is life NOT easy for employees? What is the company culture? Why can employees not cope with more? Why arent employees more productive? 1.1.2 Hypothesis Employees have redundant responsibilities Current organizational structure reduces responsibility and discretion of employees - Top-down, controlling, authoritative, leadership style - HQ communication with branches is weak - HQ expectations are not realistic - HQ are not aware/ addressing of onsite issues Current organizational culture doesnt resonate with the workforce - No sense of team spirit among employees Employer has a poor image in the market place Employee loyalty and retention is low Motivational mechanisms such as incentives and advancement are missing - Low pay/ salary - Employees lack motivation to come to work on a daily basis Employees have repetitive tasks that lack interests Employees are expected to perform without adequate training Staffing is not adequate for daily operations HR are not addressing sensitive employee issues Recruitment and selection process is inadequate

1.2 Increase market share by whatever means necessary to remain number one in the UK
1.2.1 Research Question Why are we not growing? How do we take market share? 1.2.2 Hypothesis Assumption is that pie is not fixed/ growth opportunity Possible expansion: - M&A can help us grow - New products or services can increase sales (breadth and width of portfolio) - We can enter into strategic partnerships 06.11.2012 Large Thinkers Buccelli, Chanel, Ziegler & Zumpe 2

Analysis & Project Design TESCO Case Study ___________________________________________________________________ Locations of stores are hard to reach with public transportation Distribution density of stores is not sufficient Assumption of fixed pie We can take market share through new store formats Customer retention will increase market share through decreased churn i.e. Loyalty cards (i.e. retain current customers) CRM - Lack of centralized database - Can we incentivize non-Tesco shoppers to come to Tesco/ We can attract new customers from competitors with incentives We can grow through enhanced store environment/ layout Grouping of products is not logical and organized Shop layout is not consumer friendly We can grow through analyzing and understanding customer demographics, needs and wants We can grow through customer satisfaction and customer feedback We can grow by better understanding our competitors/ tackle market share We can grow by defining and communicating our USP (differentiation in marketing) Marketing/ Marketing strategies We can grow by enhancing front-line contact between employees and customers We can grow by decreasing stock-outs

1.3 Increase profitability

1.3.1 Research Question Why are we not more profitable? In what manner do we stop profitability from decreasing? 1.3.2 Hypothesis How do we increase revenue? (See question2) We can increase revenue by increasing prices We can increase revenue by encouraging customer bulk buying We can increase revenue by offering promotions and coupons We can increase revenue by offering a layaway program How do we decrease costs? We can decrease our costs by streamlining logistic We can decrease costs through supply-chain optimization - Reduce distribution lock-up/ supply lock-up We can decrease costs through inventory management optimization - Reduce empty shelf-space - Reduce capital lock-up - Insufficient quality of available products We can decrease costs by reducing waste 06.11.2012 Large Thinkers Buccelli, Chanel, Ziegler & Zumpe 3

Analysis & Project Design TESCO Case Study ___________________________________________________________________ We can decrease costs through increasing efficiency Supplier agreements to be more focused on Tesco - payment terms and conditions Inventory spread between stores, distribution centers, and supplier stores

2.0 Sets
2.1 Categories

External Stakeholders (Customers/ Competitors/ Suppliers) Operations/ Financials Internal/ Company Products & Services

2.1.1 External Stakeholders (Customers/ Competitors/ Suppliers) (Corinna) Customers Marketing Competitors (Suppliers) 2.1.2 Operations/ Financials/ Systems (Mark) Sales/ Stores Procurement/ Buying Supply Chain/ Suppliers Systems Processes 2.1.3 Internal/ Company/ People (David) HQ/ Structure People HR/ Structure Sales/ Stores/ Location Administration Performance management 2.1.4 Products & Services (Claudia) Merchandising - Pricing - Display Products/ Range External Stakeholders (Customers/ Competitors) 06.11.2012 Operations/ Financials/ Systems 4

Large Thinkers Buccelli, Chanel, Ziegler & Zumpe

Analysis & Project Design TESCO Case Study ___________________________________________________________________ 1.2 Increase market share by 1.2 Increase market share by whatever means necessary to remain whatever means necessary to remain number one in the UK number one in the UK 1.2.1 Why are we not growing? Assumption is that pie is not fixed/ growth opportunity Possible expansion: - M&A can help us grow - We can enter into strategic partnerships Assumption of fixed pie Customer retention will increase market share through decreased churn - i.e. Loyalty cards (i.e. retain current customers) CRM - co-partnerships/ co-branding Can we incentivize non-Tesco shoppers to come to Tesco/ We can attract new customers from competitors with incentives Shop layout is not consumer friendly We can grow through analyzing and understanding customer demographics, needs and wants We can grow through customer satisfaction and customer feedback We can grow by better understanding our competitors/ tackle market share We can grow by defining and communicating our USP (differentiation in marketing) Marketing/ Marketing strategies We can grow by enhancing front-line contact between employees and customers 1.3 Increase profitability 1.3.1 Why are we not more profitable? How do we increase revenue? We can increase revenue by encouraging customer bulk buying We can increase revenue by offering promotions and coupons We can increase revenue by offering 06.11.2012 1.2.1 Why are we not growing? Assumption is that pie is not fixed/ growth opportunity Distribution density of stores is not sufficient Assumption of fixed pie We can take market share through new store formats Locations of stores are hard to reach with public transportation 1.3 Increase profitability 1.3.1 Why are we not more profitable? How do we decrease costs? We can decrease our costs by streamlining logistic We can decrease costs through supply-chain optimization - Reduce distribution lock-up/ supply lock-up We can decrease costs through inventory management optimization - Reduce capital lock-up We can decrease costs by reducing waste We can decrease costs through increasing efficiency Supplier agreements to be more focused on Tesco - payment terms and conditions How do we increase revenue? We can grow by decreasing stockouts Increase operating hours at selected stores Different store formats

Large Thinkers Buccelli, Chanel, Ziegler & Zumpe

Analysis & Project Design TESCO Case Study ___________________________________________________________________ a layaway program Internal/ Company/ People 1.1 Make life easier for employees so they can cope and do more 1.1.1 Why arent employees more Productive? Employees have redundant responsibilities Current organizational culture doesnt resonate with the workforce - No sense of team spirit among employees Employee loyalty and retention is low Motivational mechanisms such as incentives and advancement are missing - Low pay/ salary - Employees lack motivation to come to work on a daily basis Employees have repetitive tasks that lack interests Employees are expected to perform without adequate training Staffing is not adequate for daily operations HR are not addressing sensitive employee issues Recruitment and selection process is inadequate Conscious decision to shift from focusing on the corporation to focusing on people, both employees and customers - Creating really motivated and independent employees was one of their key drivers for growth Top-down, controlling, authoritative, leadership style HQ communication with branches is weak HQ expectations are not realistic HQ are not aware/ addressing of onsite issues Products & Services 1.1 Make life easier for employees so they can cope and do more 1.1.1 Why arent employees more Productive? Current organizational structure reduces responsibility and discretion of employees

1.2 Increase market share by whatever means necessary to remain number one in the UK 1.2.1 Why are we not growing? Assumption is that pie is not fixed/ growth opportunity New products or services can increase sales (breadth and width of portfolio) Assumption of fixed pie Lack of centralized database We can grow through enhanced store environment/ layout - Grouping of products is not logical and organized - Shop layout is not consumer friendly 1.3 Increase profitability 1.3.1 Why are we not more profitable? How do we increase revenue? We can increase revenue by increasing prices Product and Service offering not sufficiently adapted to the different customer segments Differentiated pricing strategy for different store sizes and location - charge more at smaller stores, central locations How do we decrease costs? Reduce empty shelf-space 6

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Analysis & Project Design TESCO Case Study ___________________________________________________________________ Insufficient quality of available products

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Analysis & Project Design TESCO Case Study ___________________________________________________________________

3.0 Research Design & Focus

We will use a triangulation method by collection both quantitative and qualitative data, thus enhancing validity and reliability of our research. Each of the four previously identified sections (External Stakeholders, Operations/ Financials/ Systems, Internal Stakeholders, and Products & Services) will focus on one hypothesis each, compiling data from three different sources. A common semi-structured survey administered to TESCO customers will serve as one of three data points, thus compiling general information from which to focus on more detailed analysis thereafter.

3.1 Data Collection Points

1. Common semi-structured customer satisfaction survey 2. Quantitative data source 3. Qualitative data source

Common SemiStructured Customer Satisdaction Survey

Quantitative Data Source

Qualitaitve Data Source

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Analysis & Project Design TESCO Case Study ___________________________________________________________________

4.0 Research Methodology

4.1 Common Semi-Structured Customer Satisfaction Survey

Quantitative & Qualitative Analysis Participants selected through random sampling

- online/ offline distribution in 50 different stores/ locations Sample size of 1000 customers, under the assumption of receiving a 50% response rate

At TESCO, we strive for excellence. As such, your opinion and input are highly valuable for us to improve our service offering to you. The information provided by you will be used confidentially. Results are aggregated and quotes are used but never attributed. This survey will require about 20 minutes of your time.

1. How well do you think TESCO understands your needs and wants?

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Analysis & Project Design TESCO Case Study ___________________________________________________________________

2. How satisfied are you with the TESCO loyalty card?

3. If not, why not?

4. How interested are you in receiving electronic information about TESCOs product offering?

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Analysis & Project Design TESCO Case Study ___________________________________________________________________ 5. How satisfied are you with the location of TESCO stores?

6. Would you be interested in shopping at a TESCO store that was closer to your house, but had a more limited assortment of products?

7. Would you be interested in shopping at a TESCO store that was much closer to your house, but had slightly higher prices?

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Analysis & Project Design TESCO Case Study ___________________________________________________________________ 8. How beneficial would you perceive a wider product range within one product category, differentiated by price-value variations? (Example: basic yoghurt, organics yoghurt, lactose-free yoghurt, and premium yoghurt)

9. How satisfied are you with the store environment and layout?

10. How satisfied are you with the current product and service offering?

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Analysis & Project Design TESCO Case Study ___________________________________________________________________ 11. Which products and services would you like to be added to TESCOs portfolio?

12. How knowledgeable are employees about the store and products?

13. How well do store employees help you?

14. What is their attitude when helping?

15. Were they able to answer your questions within a timely manner? 06.11.2012 Large Thinkers Buccelli, Chanel, Ziegler & Zumpe 13

Analysis & Project Design TESCO Case Study ___________________________________________________________________

16. How knowledgeable are store employees about the store and products?
Extremely knowledgeable Very knowledgeable Moderately knowledgeable Slightly knowledgeable Not knowledgeable

17. How well do store employees help you?

18. What is there attitude when helping?

19. Were they able to answer your questions within a timely manner?
Yes No

Thank you for taking the time to fill out the survey. This information will help us improve our service to you.

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Analysis & Project Design TESCO Case Study ___________________________________________________________________

4.2 External Stakeholders

This section will focus on customers as external stakeholders. It also includes competitor analysis in order to benchmark and contrast and compare performance in terms of customer satisfaction. Hypothesis Greater customer insight and knowledge will positively contribute to developing profitable long-term customer relationships, which in turn will increase turnover through delivering customer satisfaction and delight. 4.2.1 Common Semi-Structured Customer Satisfaction Survey Research Design: Quantitative & Qualitative Analysis Data Source: Primary data from customers Focus on four questions, aiming to collect information about customer perception of TESCOs current service offering, their usage behavior of TESCOs loyalty card, as well as willingness to provide and to receive information. The answers will be ranked on different Liker Scales, thus allowing for quantitative analysis of qualitative data. 1. 2. 3. 4. How well do you think TESCO understands your needs and wants? How satisfied are you with the TESCO loyalty card? If not, why not? How interested are you in receiving electronic information about TESCOs product offering?

4.2.2 CRM Data Research Design: Quantitative Analysis - Statistical analysis with correlation and cluster analysis Data Sources: Primary and Secondary data - Company internal data from sales and after-sales departments as well as existing data warehouses, focusing on purchasing patterns for individual customers to identify trends - TESCO Clubcard/ Loyalty card data focusing on demographics, geographics, and psychographics to identify correlations and trends for better targeting Conducting and Reporting of Analysis Cluster analysis is the task of grouping a set of objects into clusters so that objects within one cluster are relatively homogenous to each other (in some sense or another) and heterogeneous to objects in other clusters. Correlation analysis helps to find out whether a relationship among variables exists and how strong it is.

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Analysis & Project Design TESCO Case Study ___________________________________________________________________ CRM data warehousing allows for detailed analysis of customer buying behavior, as well as offering in-depth information on their demographics, geographic, and psychographics. Data cleansing is of major importance, as this corrects redundancies within the data collected, and manages customer data updates. Based on the TESCO Clubcard/ Loyalty card, customer data can be analyzed with the aim to identify clusters and correlations between the amount of data collected on a particular customer and their buying behavior and shopping patterns. Furthermore, it can be inferred from the data whether specific targeting/ advertising has an effect on customer spending by analyzing correlations and seasonal clusters. To gain greater insight on customer preferences, CRM data needs to focus on determining needs and wants of individual customer and customer segments. The overall aim is to target them accordingly to boost customer satisfaction and delight by catering towards specific needs and wants, which in turn is hypothesize to boost turnover through establishing long-term profitable customer relationships. 4.2.3 Focus Groups

Research Design: Qualitative Analysis

- Structured, participatory observation, random sampling Data Sources: Primary data Conducting and Reporting of Analysis Focus groups of 8-10 participants will be conducted on a bi-monthly basis over a period of six months to collect information on customer needs, wants, and opinions about TESCOs current customer management systems. Focus groups will be selected through random sampling, selecting participants from existing CRM data as well as from on-sight voluntary offerings at different TESCO stores. The time allocated for each meeting will be 60minutes, not including an introduction and debriefing. A moderator will be present at each meeting, monitoring and guiding the progress during open discussion. Topics to be addressed include: How well do you feel TESCO is managing customer relationships as compared to its competitors? (I.e. Sainsbury) How do you feel about revealing/ offering valuable insight into your buying motives, needs and wants? In your opinion, how should TESCO target individual needs and wants? (I.e. product promotions, weekly online/ offline offerings) Data collected will be used to better derive methods of customer targeting and delivering value and delight. The overall aim is to outperform competitor handling of customer satisfaction in order to establish profitable long-term customer relationships. Furthermore, focus groups will address issues regarding competitor perception among customers, thus establishing important benchmarking points to improve TESCOs customer management system. Competitor mapping can be derived from data analysis.

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Analysis & Project Design TESCO Case Study ___________________________________________________________________

4.3 Operations/ Financials/ Systems

This section will focus on the operations of Tesco, specifically involving store locations and supply chain management. Hypothesis We can enhance profitability by focusing on the location of our stores and optimizing the logistics to each individual store location. 4.3.1 Common Semi-Structured Customer Satisfaction Survey - Research Design: Quantitative & Qualitative Analysis - Data Source: Primary data from customers Focus on three research questions designed to gage customer-shopping preferences as related to current store locations. The responses will be categorized on Likert Scales, thereby allowing for a qualitative analysis of data based on qualitative responses. 1. How satisfied are you with the location of TESCO stores? 2. Would you be interested in shopping at a TESCO store that was closer to your house, but had a more limited assortment of products? 3. Would you be interested in shopping at a TESCO store that was much closer to your house, but had slightly higher prices? 4.3.2 Cross-Sectional Household Interview Surveys - Research Design: Qualitative Analysis - Data Source: Primary data from customers - Cross-Sectional Household interview surveys will be conducted in ten locations across the country. We will interview 30 households in each location that live within a 75-kilometer radius of a TESCO store to determine their shopping habits. We are interested in examining the relationship between store location and the decision on whether or not a customer decides to shop there. Conducting and Reporting of Analysis Frequency Analysis will establish distribution categories based on distance, while varying factors such as store selection, or pricing. We will be able to qualitatively determine store locations based on this data. 4.3.3 Customer Location versus Shopping Frequency Research Design: Quantitative Analysis - Correlation and cluster analysis Data Source: Primary data from customers & Secondary data from competitor store locations - Data from the TESCO Clubcard program will be analyzed to determine shopping frequency based on the distance from a customers mailing address. Large Thinkers Buccelli, Chanel, Ziegler & Zumpe 17

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Analysis & Project Design TESCO Case Study ___________________________________________________________________ Categories of merchandise will be incorporated to determine if the primary purpose of their visit was to purchase items that could not be found in smaller stores with a more limited selection. - This data will also be cross-referenced with the locations of competitor stores to determine if it is likely that shoppers are also visiting those locations. Conducting and Reporting of Analysis Cluster analysis will be used group customers into categories based on the distance their homes are from TESCO locations. We will then analyze their shopping patterns to determine how many times per week they are coming to TESCO relevant purchasing information. Correlation analysis will be used to determine the relationship between purchases based on customer distance from TESCO. We would expect to see shoppers further away only arriving once every several weeks, and purchasing items that they cannot find in smaller local stores.

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Analysis & Project Design TESCO Case Study ___________________________________________________________________

4.4 Internal Stakeholders

This section will focus on the internal stakeholders of Tesco, specifically front line employees and their interactions with customers. Hypothesis Employees are expected to perform without adequate training. 4.4.1 Quality of Training Programs - Research Design: Qualitative - Data Source: Semi-Structured Interview of employees - 3 per store, 10 stores, 40 minutes each, 2 interviewers, 2 days long 1. 2. 3. 4. 5. What do you do on a daily basis? Which of those tasks did you learn in training and which were on the job? What would have been beneficial to learn in training? What would have been beneficial to go more in depth into in training? Have you or colleagues been reprimanded over mistakes made that were not covered in training?

Conducting and Reporting of Analysis Correlation Analysis will be used to find common mistakes that may lead to costly issues later in in an employees career. This will allow for the training programs to become more comprehensive and reduce unexpected costs. 4.4.2 Results of Training Programs - Research Design: Quantitative - Data Source: Structured Interview of store managers or HR - 25 interviews, 15 minute phone interviews, 2 interviewers, 1 day 1. 2. 3. 4. 5. How many hours does training last for each position? How long does competitor training last? What are employees paid during training? What extra expenses are there for training new hires? What are some common mistakes made by new employees after training? What expenses are associated with rectifying those mistakes? 6. How many employees have been fired for those common mistakes? Conducting and Reporting of Analysis Cluster Analysis will be able to show where Tescos training program is in the market and if there are specific issues with the programs content. This will detail what improvements need to be made (if any) in order to maintain high quality staff. Correlation Analysis will help determine if there are common mistakes that are missing from training programs. This will show what does and does not work in the current training program.

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Analysis & Project Design TESCO Case Study ___________________________________________________________________

4.5 Products & Services

Hypothesis The current product and service offering is not sufficiently adapted to the different customer segments. The suboptimal store environment and layout are inhibiting TESCOs growth. 4.5.1 Common Semi-Structured Customer Satisfaction Survey Research Design: Quantitative & Qualitative Analysis Data Source: Primary data from customers 1. How beneficial would you perceive a wider product range within one product category, differentiated by price-value variations? 2. (Example: basic yoghurt, organics yoghurt, lactose-free yoghurt, and premium yoghurt) 3. How satisfied are you with the store environment and layout? 4. How satisfied are you with the current product and service offering? 5. Which products and services would you like to be added to TESCOs portfolio? 4.5.2 Customer and Product Segmentation Research design: quantitative analysis - Statistical analysis with cluster and correlation analyses - Product Portfolio and Product Profitability analyses with ABCcategorization according to revenue and profitability Data sources: primary and secondary data - National statistics for demographic and socio-economic data - Company internal data from Sales and Purchasing departments for revenue and profitability data of individual products - Tesco Clubcard data for better understanding of buying patterns of specific customer groups Conduct and Reporting of Analysis Cluster analysis is the task of grouping a set of objects into clusters so that objects within one cluster are relatively homogenous to each other (in some sense or another) and heterogeneous to objects in other clusters. Correlation analysis helps to find out whether a relationship among variables exists and how strong it is. Product profitability analysis computes the profitability of individual products (revenue minus costs) so as to identify profitable and unprofitable products in order to make portfolio and pricing optimizations. Product portfolio analysis has the aim to optimize the product portfolio as well as the resource allocation towards individual products by showing the performance of individual products in regards to e.g. market growth, market share or revenue contribution.

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Analysis & Project Design TESCO Case Study ___________________________________________________________________ Based on demographic and socio-economic data coupled with customer transaction data from the Tesco clubcard (which i.e. shows which products and services were bought and when), customer segments (clusters) can be determined (e.g. less affluent shoppers, midmarket and upscale clientele). Furthermore, it can be identified what kind of products they buy regarding price-value considerations. This helps to better understand buying patterns and could result in a definition of product groups that appeal to certain customer segments (e.g. finer foods for more the more affluent customers and price sensitive products for the less affluent). Using correlation analysis, the existence and strength of relationships between certain product types or products and customer types can be identified and /or confirmed. Product Profitability analysis will be conducted by computing the respective profitability of products and services based on data from the Sales department for revenue figures and Purchasing department for cost data. The product profitability analysis can also complement the product portfolio analysis, which could observe e.g. product profitability, growth, market share and revenue contribution. The results can be presented in the form of bar charts as well as by performing a categorization (e.g. ABC or matrix format). This graphical presentation can help to make educated decisions on pricing and portfolio optimizations. This research with a focus on product and service optimization is designed to test the hypothesis that the current product and service offering is not sufficiently adapted to the different customer segments. The rationale behind the hypothesis is that an optimization of the product and service portfolio could increase sales and thus help Tesco to grow and achieve profitability. Furthermore, using CRM methods such as merging of all this information in a data warehouse will help to develop a complete profile of each customer which can increase service and customer satisfaction.

4.5.3 Merchandising Research design: qualitative analysis - Structured, non-participatory, covert observation Data sources: primary data Conduct and Reporting of Analysis Shoppers in Tesco stores are observed by the research team who record when, how often, and how long pre-coded behaviors occur, such as what products people buy and from where on the shelf. The primary content of the observation shall be shoppers buying behavior, purchasing patterns, and product types bought. The way of observation shall be structured so as to increase quantification, controllability and comparableness. It shall be carried out as a non-participatory and covert observation in order not to disturb the shopper or alter his behavior. This will be conducted through videotape analyses. It is hoped that this approach will lead to a high degree of objectivity and inter-subjective verifiability. The Reporting of the results will be in the form of documents and screenshots showing the observed behaviors and prominent findings. This research with a focus on Merchandising is designed to test the hypothesis that suboptimal store environment and layout are inhibiting Tescos growth (e.g. grouping of products may not be logical and organized; shop layout may not be consumer friendly). 06.11.2012 Large Thinkers Buccelli, Chanel, Ziegler & Zumpe 21

Analysis & Project Design TESCO Case Study ___________________________________________________________________

5.0 Data Collection 6.0 Data Analysis 7.0 Report Findings

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