Digital Marketing Strategy of TESCO

Digital marketing strategy
of TESCO

INTRODUCTION:
 TESCO is a multinational company of UK founded by Jack Cohen, dealing in groceries
and merchandise retailing.
 It is one of the largest retailers of the world based on the revenues that it earns. The
UK groceries market is dominated by TESCO.
 TESCO has its shops in seven countries across the globe (Tesco, 2019).
 The company is presently operating in 11 different countries across the globe.
 It has expanded its operations to a wide variety of products including- books, groceries,
clothing , toys, software, financial services and internet.
 The company changed its position from a low cost retailing of down market goods to a
company that provides the finest goods.
 TESCO started its online services in the year 2006 to meet the requirement of groceries
through online orders placed by the customers. These stores were called the dark stores.

 The TESCO dark stores provide an option to the customers to pick from stores, to pick
from stores with delivery being mechanised.
 It also gave options to pick from stores with delivery being mechanised and zone
picking.
 These options made online shopping easier through select, pick and delivery options
provided by the store.
 TESCO also started home shopping options for its customers in UK.
 TESCO had been the first company
to become profitable in the field
of retailing of groceries through
home shopping in the year 2006.

SITUATIONAL ANALYSIS
 A Situational analysis is a technique of understanding the internal and external environment of the
company and the same is often represented by SWOT analysis.
 A SWOT analysis discusses the company’s strength and weaknesses that are internal to the
company and Opportunities and threats that are influence by the external environment of the
company (McDONALD, 2016).
Strengths of the company
 It is known for its customers service and robust retailing practises that have earned the company
many rewards and the company believes in providing the best shopping experience to its customers
(Rothaermel, 2015).
 The format of retailing used by TESCO is followed by many of its competitors.
 The company’s brand equity is a major strength for the company and it helps the company in
overcoming many difficulties.
 The company is respected across the globe for its quality and customer services.
 The company earns its credibility because it has been in existence since a long time and that is why
it is the most preferred supermarket among its customer base in UK.