Impact of Covid-19 on Retail Industry: A Case Study of Tesco
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Added on 2023/01/07
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This report discusses the impact of Covid-19 on the retail industry, with a focus on Tesco. It analyzes the challenges faced by the industry, the trends in retail, and provides recommendations for overcoming the impact of the pandemic.
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Table of Contents INTRODUCTION......................................................................................................................3 MAIN BODY.............................................................................................................................3 Analysis of the organisation...................................................................................................3 Trends in retail.......................................................................................................................4 Recommendations..................................................................................................................6 CONCLUSION..........................................................................................................................7
INTRODUCTION Retail industry can be defined as market place where the process of selling consumer goods and services to the end user of the product after passing from multiple channel of distribution in relation to earning the profit. In relation to the current report, the chosen retail organisation is Tesco. It is a British multinational retail organisation which cell different kind of products from food, clothing and many more. In this report, there is discussion about retail industry where the Tesco is trading. There is also a discussion about the impact of covid-19 on the retail industry and recommendation to overcome from this impact. MAIN BODY Analysis of the organisation Environmentrelated to retail industry is changing continuously where there are various challenges which have to be faced by the organisations operating within the retail industry. These challenges are associated with maintaining the customer loyalty, changing customerexpectationstowardindustry,managinginternalcommunicationwithinthe organisation and many more. These all are impacting on the working of a retail industry and are important for the firm to deal for achieving its goals and objectives(Balaji and Roy, 2017). Tesco is working within the retail industry where it is a British multinational organisation which mainly sales food clothing and many products. It is a third largest retailer if it is measured according to the gross revenue of the and ninth largest retailer if it is measured with the net revenues of the organisation. Tesco holes 28% market share within the UK which include Ireland, Hungary and Thailand as a market leader of groceries. Tesco was found in 1919 by jack Cohen. Its headquarters situated in Hertfordshire, England. Organisation gets its existence in 1924 at the time when Jack purchases a shipment of tea and name the organisation Tesco. Currently Tesco is operating in more than 11 countries where it adopted the expansion places in 1990. Since then, Tesco is expanding its business as well as diversifying into various areas of retailing(Peker, Kocyigit and Eren, 2017). Major product of Tesco is books clothing electronics furniture toys petrol software financial services telecom services and internet services. It is a leading retailer in food and clothing services within whole UK where company is also listed under the London stock exchange and constituents of FTSE 100 index. In relation to identify the internal environment of Tesco, it is mandatory to conduct a SWOTanalysis.Thisanalysisisbasedonidentificationofstrengths,weaknesses, opportunitiesandthreatsoftheorganisationwithinthecurrentmarketsituation (Hançerlioğulları, Şen and Aktunç, 2016). By the help of this Tesco can strengthen its decision making capabilities and identify the internal factors which affect the performance of the firm in retail industry.
SWOT analysis of Tesco Strength Biggest grocery retailer in UK:The major strength of Tesco market of retail industry is that organisation is the biggest lottery retailer within the UK where it cover approximately 28 % of the market as well as the annual profit growth of the company is also increasing by 28%. Geographical diversity:One of the strength of Tesco is that organisation is operating with more than 6800 stores in 14 countries which cover Europe, North American and Asian markets.Thishelpstheorganisationachievingaseparatemarketbillsaswellas geographically diverse organisation(von Briel, 2018). Weakness Decreasing operating profits: There is Continuous decline in operating profit of the organisation from the year 2018 is acting as a weakness of the firm. This can be seen from the October 2018 where the share price of Tesco fall more than 9% due to decline in operating profit because of worst performance of firm. Low cost strategy: Tesco is high profit organisation but because adopting look or strategy organisation has to face a bad time where the profit margins of the organisation reduced due to the adoption of low cost strategies(Castillo, 2017) Opportunities Joint venture:Major opportunity in front of Tesco is two combined with different businesses make aliens within various regions so that it can increase the performance of the firm. This is because there are various local companies like Jack. Which has the increasing the knowledge about the market and extending the market but combining with other organisations. Threats Covid-19: Covid-19 acts as a major threat organisation working with retail industry. This is because due to covid-19 there is economic crisis within the different economy where Tesco is working. This impact the performance has finance availability of the firm and in the competition from its main competitor(Doğan, Ayçin and Bulut, 2018). Trends in retail In Relation to retail industry, it can be said that it is growing continuously where there is different kind of trends which are increasing the opportunities for the organisations working within the retail industry. These trends are related to personalising the retail experience of individuals, growing culture, use of digital mobile wallets and online platforms in retail industry. But in recent time, there are some negative impacts of covid-19 on the retail
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industry. This can be seen from the overall growth of retail industry within the period of January 2020 to August 2020. These impacts are related to changing within the revenue forecast of organisations, negative impact of massive lock down, slow growth rates, ban on import and export, reduction in foreign trades, reduction in tourism industries and many more. These all factors directly impacted the trends within retail industry where the Tesco is trading. There are different kinds of trends within the retail industry which are directly related to the impact of covid-19 these trends are discussed below: Managing demand fluctuations: There is a different kind of demand fluctuations because of covid-19 which also impacted on changing trends in retail industry. This is because in red zone areas the marketer has to shut their retail outlets accepting grocery stores and pharmacies. This give rise to managing the fluctuation within the demand because marketing within the red zone has to shut their doors which shift their customer to the green zone areas where the spread of virus is low(Vyt and Cliquet, 2017). Changeinpaymentperprocess:Aftercovid-19,retailindustryischanging continuously where the use of digital mobile wallet increased dramatically. This is because currency notes can also be the reason behind spreading of covid-19 virus. These become the reason of increasing the trend of digital payment with the retail industry. This trend also impacted negatively on the organisations because it generates the problem of shorting up cash revenues within the organisation. Increasing protection of people:Coronavirus impacted negatively on different work places as it lead to shut down or current time of working businesses. Please directly impact on the focus of retailer towards planning and ensuring the safety of the employees while doing the business activities in usual way. This can be seen from the different steps taken by the retail organisations like Tesco where organisation is planning a perfectly and innovative plan rather than creating a simple plan for crisis communication. Therefore, Organisations are focusing on managing the workforce so that it can fulfil the guidelines of social distancing and maintain working environment appropriate(Giri, Thomassey and Zeng, 2019). Online sales of product: The major change and the current trends within the retail industry are related to online sale of the products and services of the organisation to the customers. There are various organisations who are dealing in e-commerce like Amazon, Flipkart and many more. The market share of Tesco is increasing continuously. This is because fear of coronavirus impacted directly on the customer behaviour where due to strict norms of social distancing and curfew local areas because of red zone and spread of covid-19 customers are shifting towards online purchase of products and services. One more reason to work this trend is because their online platforms use proper sanitization for the production services is supplied to the doors of the customer which also involve minimum personal interaction of individual and communication with virus(Cho and Volpe, 2017). It can be seen that there are various trends within the retail industry which are directly related to the impact of covid-19. These trends within the retail industry can impact both positively and negatively on the organisational performance. Positive impact of covid-19 on the trends within the retail industry is that it helped the business in developing new and
innovative ideas so that they can attract the customers as well as increased their market by providing safe and secure environment to the customers.negative impact of covid-19 in the trends within the in retail industry is that it minimises the success rate of the organisation because of low GDP growth and factors like lockdown curfew social distancing and many other negative impacts of covid-19. Is also impacted on the growth from the production of the Nationswheretheretailindustriesworkingeffectivelywhichdirectlyimpactonthe purchasing power of customer reduce the total revenues of the organisation. Recommendations It can be evaluated from the above mentioned information that there are different kind of trends within retail industry where is trading. These trends are directly related to the impact of covid-19 as well as different changes within the functioning of retail industry because of this pandemic. For surviving with independent organisation required to follow these trends so that it can achieve a plane through it in the market by eliminating the competition and negative impacts of pandemic on the performance of firm. There are some recommendations which are mentioned below which can be followed by the organisation to achieve its objectives within retail industry. Tesco is operating within the retail business of grocery goods and services which is highly impacted by the covid-19. The main reason behind this impact is because closure of stores and their operations because of mass spread of coronavirus. This impacted on the organisational level u negatively because organisation has to revise its targets as well as change the functioning pattern. It is recommended to the organisation that it has to manage the demand fluctuations. This can be done by the organisation with the help of managing fluctuation accounts as well as using cost cutting techniques so that it can save the interest of investors as well as increase its market by providing cheap quality products or budget friendly products to the customers(Kamath, 2016). Tesco is operating its function with the high level of investment on the stores as well asprovidingbetterinfrastructureforservingitscustomers.Inrelationtothis organisation has to manage the norms related to social distancing so that it can control the spread of coronavirus within the organisation. For improving its functioning organisation can use to develop infrastructures as well as facilities which will help in fulfilling the norms of social distance. This can be done by the organisation with the help of using PPE kits for the staff members as well as maintaining the distance between customers by allowing limited customers within the supermarkets. Tesco is also known for its services as well as quality products within the market which help the organisation in attracting customers and achieving its goals and objectives. In the current trends within the retail industry organisation can also adopt door to door delivery system as well as online selling of products which will help the organisation in improving its services as well as managing it trends of online sale of product. Thishelps theorganisation in achievingitsgoalsand objectivesand managing successful business operations by increasing the market share with the help of online channels.
CONCLUSION It can be concluded from above mentioned report that retail industry is continuously developing as well as changing its position. It can see that covid-19 impacted negatively on the industry which also arise different kind of friends within the industry. These prints are directly related to managing the demands fluctuations, changing the payment processes, increasing the protection of people as well as online sales of products. This directly impact within the trends as well as use of resources by the organisation dealing within the retail industry. It can be evaluated that if organisation use a proper strategy that it can achieve maximum competitive advantage in the pandemic situation as well as achieve its goals and objectives in an appropriate way.
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