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In: Economics

Question Tesco is a global grocery and general merchandise retailer headquartered in Cheshunt, United Kingdom. It...

Question

Tesco is a global grocery and general merchandise retailer headquartered in Cheshunt, United Kingdom. It is the third-largest retailer in the world measured by revenues (after Wal-Mart and Carrefour) and the second-largest measured by profits Tesco House, head office in Cheshunt, Hertfordshire. (after Wal-Mart). It has stores in 14 countries across Asia, Europe and North America and is the grocery market leader in the UK (where it has a market share of around 30%), Malaysia, the Republic of Ireland and Thailand. Tesco opened its first store in Malaysia in May 2002 with the opening of its first hypermarket in Puchong, Selangor. Tesco Malaysia currently operates 49 Tesco and Tesco Extra stores.

Assume the role of a management consultant reporting to the CEO and Board of Directors at TESCO Malaysia, prepare a report based on the following questions below. In your report, address the following points:

  1. Define the current strategic problems and opportunities faced by TESCO in Malaysia or in selected branches in Malaysia.

  1. Analyze TESCO’s marketing and innovation strategy transformation designed to position the company on the cutting edge of consumer trends.
  1. Evaluate TESCO’s strategy of developing healthy lifestyle or go green concept in Malaysia.
  1. Compare and contrast the performance of TESCO with the nearest competitor of a kind in Malaysia.
  1. Provide recommendations to management of TESCO on ways to improve strategically in Malaysia.

Solutions

Expert Solution

  1. Tesco faces problems related to licensing ajd government bureaucracy, high initial cost structure due to taxation and compliance, cultural barriers, differences in perceived preference by customer, and changing trend patterns in Malaysia.
  2. Tesco marketing strategy is based on 360 degree marketing campaign like innovative advertising through social media, mobile, word of mouth, referral, guerilla marketing, TV and Print, Radio, Out of Home.
  3. Tescos go green strategy is to attract new customers base with premium pricing to maximise revenues and sales per square foot and also enhance profitability levels. Health lifestyle products get better shelf space and state of art support with infrastructure.
  4. Food retailers of Malaysia is biggest competitor to Tesco with extensive distribution, low cost model, hugher markup margins, better brand awareness and customer like ability. Tesco needs to revamp its strategy by promotional discounts and great offers with best in class supply chain models to keep costs low. Extensive local sourcing and franchise tieups can help cut down costs and economies of scale can lead to profit maximisation.

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