Research Proposal on Tesco: Positioning Strategy, Competitor Analysis, and Issues

Research proposal

Contents
Introduction......................................................................................................................................3
MAIN BODY...................................................................................................................................3
Positioning strategy of TESCO:.............................................................................................5
Competitor analysis of TESCO:.............................................................................................5
Issues in TESCO:...................................................................................................................6
CONCLUSION................................................................................................................................7

Introduction
Tesco is one of the popular retail brands having presence across different parts of the world it is a
British multinational grocery brand that is having its headquarters located in Welwyn garden
city. It is the third largest retail brand that is measured by the gross revenues and is at 9th position
measured by their overall revenues. They are having shops across 5 countries in Europe and are
also a market leader of grocery market (Harries and et.al. 2019). It was founded in the year 1990
by jack Cohen as a group of market stores in London. Its name appeared in 1924 after four and
purchases the shipment and after that they opened in 1931 in burnt Oak. It is listed on London
stock exchange and is also a constituent of FTSE 100 index. In the present times with the
changing external environment there are some of the issues that are faced by Tesco.
MAIN BODY
Major issues:
Leadership change: Recently KYC and Murphy have taken the range are so it has led to a
displacement from Dave Lewis in September. It has resulted into a massive shift in the
leadership Approach in Tesco in recent times. This shift has affected the overall functioning of
Tesco and the Mars if online is also not an easy task in the present scenario.
Quality control issues: Tesco is a brand having price leadership position but they are also
dealing with various quality control issues.
Food safety issues: In present time TESCO is dealing with a wide range of food products that
requires adherence to some food safety guidelines and standards. So, there is a need to focus on
all such safety issues that can endanger the customer demands.
External environment analysis: There are some of the specific factors that can help Tesco in
dealing with the above mentioned issues:
Political factors: There are some of the political factors that are related with UK leaving
European Union. It has resulted in to change in the regulations and overall legal policies that are
affecting the functioning of different industries.
Economic factors: The covid 19 situation has resulted into various economic issues because
GDP of UK is reduced by 5% in the fourth quarter in a year 2019. The fiscal efforts are also