TABLE OF CONTENTS

Introduction 01

History 01

Expansion 03

Diversification 04

Restructuring 05

Market share 06

Corporate social responsibility 07

Vision and mission 09

Values 11

Competitors 13

Marketing Strategies of TESCO 15

Strategy 19

SWOT Analysis 21

Strength 21

Weakness 21

Opportunities 21

Threats 21

Marketing Strategy (STP) 22

Marketing integration mix 24

Evaluation & control 25

 Executive Summary
Tescos earnings per share have increased steadily over three years, from 22.36 pence to
29.12 pence, making it a good target for potential investors. The dividends paid to
shareholders have also increased which can be expected considering its excellent increase
in earnings per share value. Apart from the profit and share price the company came top
in other categories of the business also namely quality of goods & services provided
to the customers, marketing value. Tescos sparkling growth pushed its main rivalry
Sainsbury to third position which was the biggest grocer in UK until 1995. From then
onwards Tesco became the UKs leading grocer and still maintaining its position in the
market ahead of the tough competition with Morrison and Sainsbury. The companys
performance is analyzed more deeply using ratio analysis