Business Strategy Report: Tesco's Macro Environment

This report offers a comprehensive strategic analysis of Tesco, a multinational retail giant. It begins by examining the macro-environment using the PESTEL framework, assessing the political, economic, social, technological, environmental, and legal factors influencing Tesco's operations across its global markets. The report then delves into Tesco's internal environment, utilizing the VRIO model to evaluate its resources and capabilities, identifying strengths and weaknesses. The analysis extends to the competitive landscape, employing Porter's Five Forces to assess the competitive intensity within the retail sector. The report also explores strategic directions and objectives, aiming to provide insights into how Tesco can enhance its competitive edge and market position. Ultimately, the report provides a detailed overview of Tesco's strategic management, incorporating various models and frameworks to inform strategic decisions and ensure business success.

BUSINESSES STRATEGY UNIT
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Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Apply appropriate framework to analyse Macro environment to given organisation...........1
M1 Critically analyse the macro environment to determine and inform strategic management
decisions......................................................................................................................................4
D1 Critique and interpret information, applying environmental and competitive analysis to
produce a set of valid strategic directions objectives..................................................................4
TASK 2............................................................................................................................................5
P2 Analyses of internal environment and capabilities of an organisation..................................5
M2 Analyses of internal environment to assess strength and weakness of an organisation's
internal capabilities structure and skills set.................................................................................8
TASK 3............................................................................................................................................8
P3 Porter's five model to evaluate competitive forces of a market sector for a organisation.....8
M3 Devise appropriate strategies to improve competitive edge and market position based on
the outcomes..............................................................................................................................10
TASK 4..........................................................................................................................................10
P4 Understanding and interpreting strategic direction..............................................................10
M4 Strategic management plan that had tangible and tactile strategic priorities and objectives
...................................................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Business strategy defines plans and policies which help to achieve goals and objectives.
Strategy is long term business planning which provides objectives and procedure to expand
market share. Strategies should be built to fulfil many objectives such as while expansion of
company to purchase new assets, expansion of product or market, develop new product and
services in organisation. So strategy play crucial role in organisation to provide tasks and
distribute responsibilities to staff members to gain objectives successfully. This report is based
on Tesco which is British multinational brand name deals in groceries and general merchandise
in worldwide (Ackermann and Audretsch, 2013). Its headquarter is in England, United Kingdom.
This is third largest retailer in world in consideration of its revenue. This report is based on find
out strategic direction means appropriate strategies with help of different models, theories and
concepts. On other hand it elaborates about framework which helps to analyse macro
environment and its impact on particular organisation while operating in competitive world.
With role and importance of macro environment in determine and inform strategic management
decisions. It also explains internal environment with capabilities of organisation with strengths
and weaknesses. There are many things which give whole description about right strategic
decision for that it gives knowledge of competitive forces to market. Moreover, it explains
Bowman's theory to understand how to gain strategic fit in organisation.
TASK 1
P1 Apply appropriate framework to analyse Macro environment to given organisation
Macro environment is that on which performance of whole organisation is depend on. It
also directly affects consumers and their ability to spend money while purchase goods and
services in business environment. To gain competitive advantage and grab large market share
need to keenly observe and monitor health of economy that both directly and indirectly affect
business and its existence. Macro factors are uncontrollable and organisation feels powerless and
unable to control over it (Halal, 2015). In macro environment consist of political, economic,
social, technological, environmental and legal environment that directly and indirectly affects
business proceedings and impacts both positively and negatively on organisation. Tesco is an
multinational brand in retailing which operates in 12 countries approximately world wide. It is
second largest retailer in world after Walmart in consideration of revenues earn by company. It is

well known name in food and non food items and now it aimed to expand its market in finance,
mobiles, insurance services with hardware and software and many other services (Annabi and
McGann, 2013). Before form the strategy need to understand the goals, missions and objectives
of organisation that helps to build a strong and practical strategy that helps in gain strength of
organisation. So to adopt a best strategy there is need to understand PESTEL analysis of Tesco.
Mission of Tesco:
Tesco core mission is to '' we make what matters better, together''. It values, missions and
vision core relate to each other and operate as a whole identity of business. Their core mission is
to focus on success that is long term in nature, with make strategies which is according to
changing world and its needs.
Vision of Tesco:
In vision of company is to spread in whole world and attain grwoth and prosperous
business that also provide opportunities to others. With provide goods and services which is
modern, innovative and satisfy future needs of consumers. To gain trust and loyalty of
consumers and their staff also so that they can give their best to their organisation.
Objectives of Tesco:
In objective of Tesco consist of that they want to increase their market share in
forthcoming years. Its aim to provide good quality services and products with low cost so that
they provide goods cheaper in comparison to their competitors. Their aim is to satisfy wants of
consumers by giving their best products in their best manner (López-Cabarcos, Göttling-
Oliveira-Monteiro and Vázquez-Rodríguez, 2015). Tesco aims to stay leading organisation and
provide best quality goods and services to their customers. The first aim to provide large no. of
online sites to their customers, provide job to local communities and introduce more healthy
products to grab large market share of consumers.
Here is PESTEL analysis of Tesco should be elaborate to make a viable strategy for organisation.
Political factor:
Tesco presently operating in 12 countries in Asia and Europe while operating in different
countries so it has to coordinate according to different laws and regulations. So it creates chaos
in coordination such as different tax rates, current legislation of countries, political instability,
rate of unemployment and economic condition of different countries. Import duties affect its
business proceedings while operate in different countries. It has to operate in different tax

regimes that are big cause of price hike that impacts negative on economic stability and
purchasing power of consumers. Tax rates and influence of inflation also affect business
proceedings of Tesco while operating in business environment.
Economic factors:
Many economic factors which affect business proceedings of Tesco while operating in
different environment is cost of labour is major economic factor (Auzair, 2011). Cost of labour
become high while deal in different market conditions. Another issue of economic factor is wage
rates that are different from region to region and it affects economic condition of Tesco. Some
external economic factors which affected its economic power such as macro economic factors in
UK, fiscal with monetary policies of other countries that is applied by government, inflation rate
of country and credit terms and conditions of country which directly and indirectly affects
business conditions of Tesco. Company majorly depends on market of UK which is flexible and
fluctuate frequently. So there are both positive and negative conditions that exist while operating
in international market.
Social factors:
In social factors includes beliefs, customs and traditions of people that affect choices,
tastes and preferences of consumers in Tesco. The trend of UK change frequently that influence
its strategies time to time. In recent time, trend is changed. Preferences of people and their taste
frequently and like to shop in bulk and one stop. To fully satisfy wants of consumers there is
need to offer non food items to consumers so that they become trustworthy consumers of Tesco.
In addition to Tesco have to launch some healthy food items that attract attention of consumers
so that they ready to consume their products and services.
Technological factors:
Technological advancement gives new opportunities to identify needs and wants of
consumer in distinct way so that they satisfy and become loyal consumers (Murano and et. al.,
2011). It always advent to adopt new technologies in which includes online shopping facilities in
which home delivery also associated. Moreover, it also provides self service counters which give
convenience to customers so that they satisfy from services and reduce labour cost. On other
hand to adopt new technology increase cost in different ways and also it increases labour
turnover which is a big problem before Tesco while operation in different countries. People take

long time to understand new technologies and face difficulties so that create problem while
adopting new technologies.
Environmental factors:
Tesco operating in fierce competitive world to beat its competitors it is necessary to
protect environment so that it gives benefits directly and indirectly to both employees and
organisation as well in Tesco (Azar, 2011). By save environment it enhances goodwill of
organisation and reduce cost also.
Legal factors:
Legal policies and procedures affect business proceedings that varies from nation to
nation so to bring coordination in organisation while adopting different laws is very hard for
Tesco. Tesco suffer from different labour laws which creates hurdles in their progress and
employment laws which have different applicability according to nation that become problem for
Tesco in competitive world. So legal laws and regulations sometimes give fruitful results and
sometimes creates hurdles in economic progress of company.
M1 Critically analyse the macro environment to determine and inform strategic management
decisions
A Pestel analysis is use world wide to evaluate corporate firms and their potential
opportunities and strengths. With it help to evaluate performance and improve business
outcomes in long run. PEST analysis is good source to evaluate business opportunities with its
disadvantages. Pest analysis is used as effective tool to when use as a strategic tool for
organisation but it has some limitations too that are as follows Pestel analysis is use for
evaluating external factors which change overtime so there is need to evaluate time to time
which take time and cost (Oestreicher-Singer and Zalmanson, 2012). Tesco have both
opportunity and threat while operate in internation market that it expands in large market share
and gain economic advantage on other hand it has to suffer vary rules and regulations that create
hurdles in fierce competitive world. Pestel helps to give their decisions while launching a new
product and development regarding strategies and system is given approval for new adoption of
product and services by mapping different factors.

D1 Critique and interpret information, applying environmental and competitive analysis to
produce a set of valid strategic directions objectives
According to an organisation have to take strategic decisions there are many factors that
have to evaluate. In that factors include macro environment and missions, vision and objectives
of organisation after that strategies should be framed. So that they frame strategy according to all
these considerations. Without reviewing all factors Tesco never reach to their results and goals.
So analysis of macro, micro and competitive analysis is very obligatory while frame strategies.
By evaluating different aspects in which includes macro environment, competitors analysis and
micro environment analysis helps to take decision after analysing their results. If research results
are favourable then initiatives should be taken to expand market share
TASK 2
P2 Analyses of internal environment and capabilities of an organisation
Business strategy refers to tactics which company implements to achieve their goals and
objectives. In this, company analyses internal and external factors within organisation to operate
functions of organisation easily and effectively (Bharadwaj and et. al., 2013). It is an essential
tool as it provides overall direction to a firm and develops policies or plans to achieve objectives.
Internal analyses help company to analyse their strength and weaknesses to meet their targets or
needs. In context of Tesco Plc, it is also essential for organisation to analyse internal
environment and capabilities of environment to enhance their overall performance. In internal
analyses, company also determine their strength and weakness which given advantage to firm
meet their goals. In this regard, the manager of Tesco Plc implements VRIO model to examine
capabilities, strength and weaknesses of organisation which is as follows:
VRIO model
It is a business analyses framework which helps various organisation to analyse internal
or external factors and to achieve goals of company. By this, business enterprise can also identify
their mission, vision and marketing objective so that they can perform their activities to attain
them. This framework involves four factors which assists organisation to determine their
competitive potential at market place. Some factors of VRIO model are as discussed below:
 Value: This is the initial question of framework which states that it is important for
company to add value in order to enhance their growth and future opportunities. Valuable

resources also allow organisation to increase their customer value and preference. This
can be done by decreasing value of products increasing their quality. In Tecso Plc, this
element of VRIO model should also adopt by company which helps them to achieve their
goals and objectives in allotted time frame (Scholes, 2015). By this, organisation can also
gain competitive advantage at market place from their competitors. This will also
enhance their customer base along with productivity level. It is also essential for
company to analyse market demand and needs of customers so that they can produce
valuable products. This also assists them to full fill all demands of customer and attract
them towards enterprise with aim of increasing profitability margins.
 Rarity: It is defined as products which are unique and acquired by one or very few
companies. It is also an essential element of this model which helps companies to gain
competitive advantage and increase their sales (Bucolo and Matthews, 2011). In order to
achieve goals and objectives, it is essential for company to produce products which are
rare and unique. This will enhance sales and make strong customer base. In Tesco Plc,
company should also manufacture rare and valuable resources to meet their targets and
allure more buyers For example, if company produce same or similar resources as other
organisation produce , then it becomes difficult for Tesco to gain competition and
increase their sales. On the other hand, rare resources will lead them to attain objectives
and also allure more buyers.
 Imitability: It refers to duplicating of resources or providing substitute products and
services. This is also an essential element of this model which should be considered by
companies to gain competitive advantage. According to this, it is crucial for companies to
manufacture resources which are difficult to imitate and but are unique and valuable.
They should produce resources which other organisation cannot imitate their design or
products. This will lead them to decrease their level of productivity and sales. In context
of Tesco Plc, company should also focus on their costs and resources. They should
manufacture resources and apply costs in such a way that other organisation cannot easily
imitate or duplicate them. For example, if business enterprise makes rare and unique
products but is affordable and easy to copy then it will lead them to have temporary
competitive advantage at market place. So, it is essential for the manager of Tesco Plc to
maintain costs of their resources in order to increase their sales and revenues.

 Organisation: This element involves management systems, processes, structure and
culture. In order to accomplish goals at proper time, it is essential for organisation to
follow appropriate management structure and process (Buckley and Ghauri, 2015). This
also helps them to improve overall performance of organisation which results in
increasing revenues and sales levels. In Tecso Plc, the manager of company should also
follow organised system and procedures so that they can attain their functions and
operations in a systematic and effective manner. By this, company can also gain
competitive advantage at market place enhance their growth.
Thus, above all four elements of VRIO model is essential for company to follow to
achieve their goals and sustainable competitive advantage (Grover and Kohli, 2013). This also
assist Tesco Plc to understand internal environment of their company along with strength and
weaknesses.
Strength and weaknesses of organisation
To achieve goals and objectives, it is essential for company to identify their strength and
weaknesses (Tesco SWOT Analysis, 2017). This will help them to improve overall performance
of company and increase their sales. In context of Tesco Plc, there are some strength and
weaknesses of organisation are explained under:
Strength
 Tesco is a renowned brand of UK which deals in retail sector (Moseley, 2017). The main
strength of company is that it provides superior quality products to its customers at
affordable rates.
 The company has also won numerous awards for its retail quality, customer services and
overall shopping experience.
 It has also a wide range of property and significant cash reserves which provides strong
financial position to all types of economic cycles.
 The organisation also uses improved and advanced technologies which helps them to
attract more customers and enhances services experience.
 In Tesco it follows the hierarchy system in which orders and instructions moves from top
to bottom level and its workforce is very skilled according to requirement Tesco provides
time to time training to their employees.
Weaknesses

 The weaknesses of Tecso is that there are huge number of competitors at market place
which results in difficulty for company to gain competitive advantage and attract more
customers.
 The rate of operation in while operating in different countries is also fluctuate which
results in monetary risks. Along with this, some external factors also adversely affect
functions and operations of company.
 The company is highly dependent upon UK and Europe for sales. It does contribute their
efforts and time to develop other markets.
M2 Analyses of internal environment to assess strength and weakness of an organisation's
internal capabilities structure and skills set
In order to gain competitive advantage and enhance larger market share, it is essential for
organisation to analyse their strength and weaknesses (Jocovic, and et. al., 2014). This helps
them to improve overall performance of organisation and increase internal capabilities. In this,
Tesco Plc should also analyse their competitors and offers quality products to their customers.
This helps them to build strong customers base and increases level of sales.
TASK 3
P3 Porter's five model to evaluate competitive forces of a market sector for an organisation
As per the modern and competitive business scenario, it is essential for business
enterprises to identify their competitors or rivals. As many companies are facing competitions in
different market segments. In order to perceive their rivals, company should analyse their
strategies and tactics which they are follow. By this, they can easily compete with them and gain
competitive advantage. In context of Tesco Plc, it is also essential for company to determine
their competitors in order to develop and enhance their growth. So, to analyses competition of a
business, the manager of Tesco Plc should consider Porter's five forces of model. This tool is
beneficial for organisation to determine competitive intensity and create a good image at market
place from their rivals.
Porter's Five forces analysis
This tool or framework is given by Michael E. Porter. This framework is created which
helps companies to analyse competition of a business. This is also advantageous for Tesco plc as

by this enterprise can easily achieve their goals and create a good reputation at market place. In
this, five forces are as discussed below:
 Bargaining powers of buyers: This is an essential an initial element of five porter's of
model which described as the market of outputs. Customers are the key towards success
of organisation. So it is important for company to consider their needs and demands
related to products. They should apply prices in such a way which helps them to attract
more customers (Torrent-Sellens, 2015). In case of Tesco Plc, the manager of
organisation should focus on production process of resources. Due to substitute of
products and other retail industries, the bargaining power of buyers is high. So, in order
to reduce it Tesco Plc is required to keep their prices of products low and affordable. This
helps company to attract more buyers and reduces chances of switching to other brands
(Kalyani and Sahoo, 2011). It is also essential for organisation to maintain healthy
relationship with their buyers to get products on competitive price and level.
 Threats of new entrants: This is an another element of five porter's model which have
to companies used to face. The threat of new entrants can also become a competition for
other companies. In case of Tesco, the entry barrier is low in retail sector. This is
because it is a renowned brand in UK with high market share that no other competitor can
reach and compete to it easily. To reach to the level of Tesco, the other enterprises have
to put their extra efforts to compete with them. So, threats of new entrants is impossible
to eliminate in any organisation.
 Bargaining power of suppliers: To gain competitive advantage at market place and
achieve goals, it is essential for company to maintain good relationship with suppliers.
They provide a wide variety of unique and rare products which lead company to attract
more customers and enhance their sales. In context of Tesco Plc, the business enterprise
also maintains good relationship with their suppliers which helps them to increase their
market share. This also lead them to get products on competitive prices and enhance
overall growth of company.
 Threat of substitutes: The another issue which company can face is threat of substitutes.
Many small and departmental stores create trouble for companies by introducing similar
products and resources at market. In case of Tesco Plc, the threat of substitute is low as
they have created distinctive brand identity. The company also provides unique products

with their brand label which other companies cannot copy. They provide superior quality
products at affordable and reasonable rates to attract more buyers and enhances their
growth.
 Rivalry within market: This is the last and important component of porters five forces
model in which company puts their more efforts to gain competitive advantage at market
place (Mellat-Parast and et.al., 2015). Rivalry lead company to drive down prices and
decrease overall profitability of industry. It is essential for organisation to understand
their rivals so that they can compete with them easily and achieve their goals. In Tesco
Plc, the organisation contributes their efforts by doing promotion and distribution of
products. They also offer various discounts and deals to their buyers so that more
customers come in brand instead of switching to another (Klettner, Clarke and Boersma,
2014). They also provide superior quality products at reasonable rates form their rivals to
enhance their sales and revenues.
M3 Devise appropriate strategies to improve competitive edge and market position based on the
outcomes
The company should adopt appropriate strategies and tactics to improve their competitive
edge and to make a good position at market place. The outcomes and results are dependent upon
strategies implemented by companies. In Tesco, the manager of organisation should also focus
and consider good strategies to increase their sales and attract more customers towards them. By
this, organisation can also gain competitive advantage at attain better position in market.
TASK 4
P4 Understanding and interpreting strategic direction
Strategic direction is considered as an important force in business. It involves the
structure and internal responsibilities that each division and workers of company follow. This is
beneficial for almost every organisation as by this they can archive their goals and objectives in
time. In this, company should provide clear image of their vision and mission so that that they
can perform their activities in a systematic and effective manner. The manager of Tesco Plc also
considers strategic directions which helps them to generate positive morale in organisation. By
implementing proper strategies and tactics, company can easily attain their goals and operate
their functions in a systematic manner (Chu, KrishnaKumar and Khosla, 2014). So, in order to

understand the concept of strategic direction, company should adopt Porters generic strategies
and Bowman's model of strategy. These both models are helpful for organisation to compete
with their competitors and gain advantage.
Porters generic strategies
This model is given by Michael Porter which helps company to gain competitive
advantage and achieve their goals in allotted time frame. In context of Tesco, this model is also
beneficial for organisation which are as follows:
 The cost leadership strategy: According to this first component of porter’s generic
strategy, the company should charge average prices to gain competitive advantage. In
this, organisation should also produce valuable products which fulfils demands of
customers. In order to increase sales and enhances larger market share, company should
sell their products at average prices (Köseoglu and et. al., 2013). This also results in
developing strong customers base with aim of increasing sales and profitability margins.
 The differentiation strategy: It involves products and services which are differentiated
from their rivals and are attractive. In this, company should consider research and
development program so that they can manufacture resources according to customers’
needs and demands. In Tesco, company should also deliver high quality products at
affordable and reasonable rates to maximise their level of sales. In addition to this, they
should also do effective sales and marketing to give all details about products and
benefits to their customers.
 The focus strategy: The another important component of Porters generic strategy is to
focus on strategy. This component is mainly emphasis on market and needs of customers
related to products. In this, companies adopt strategies which suits their market condition
and enhance sales. In order to build strong customer base and brand loyalty, organisation
should focus on their strategy. They should also serve better services to their segmented
market to attract them towards company.
Thus, this model is beneficial for Tesco to attain their objectives in time and in effective
manner.
Bowman's strategic clock model
This model is given by Cliff Bowman and David Faulkner. This tool is used in marketing
to analyse competitive position of company in comparison from their rivals. This method is also

beneficial for companies to improve overall performance of organisation and gain competitive
advantage at market place (Svee, Giannoulis and Zdravkovic, 2011). In context of Tesco, the
business enterprise should also consider this model to enhance their market share and increase
their brand image in market.
 Low cost & Low added value (Position 1): This is the initial component of this model
which is not considered as competitive position for a business. This is a bargain basement
strategy in which company sell their products at a reasonable rate to compete and give
tough competition to the competitors in market. In context of Tesco Plc, company should
also reduce their prices of products and add value to their services (Schaltegger, Hansen
and Lüdeke-Freund, 2016). This helps them to enhance market share and position at
market place among customers.
 Low price ( Position 2): As per this, sometimes the company offers its product on low
prices to achieve growth and increase their sales. In this context, the manager of Tesco,
should also offers their services at low prices so as to increase their sales level and
achieve their gaols.
 Hybrid ( Position 3): It involves some elements of low prices and product
differentiation. This is a very effective strategy in which company offers value added
products with combination of reasonable prices. This is also beneficial strategy and helps
Tesco to gain competitive advantage if they add good value to their products and
services.
 Differentiation ( Position 4): The main objective of this strategy is to provide highest
level of value added services to their customers. This also assists Tesco to gain
competitive advantage and increase their market share. As per this, company should
provide quality services to their customers at affordable rates.
 Focused Differentiation ( Position 5 ): This is a positioning strategy adopts by several
companies to attain premium prices. In this, the company position their products at
highest price level so that buyers buy those products because of their high values. This
strategy also leads Tesco to a high profit margins and compete with their rivals at market
place.
 Hazardous High Margin ( Position 6 ): This is also known as risky high margin, as in
this company charges high prices of product without offering any other value added

service. If Tesco applies high prices to their products then it will be beneficial for high
class people. This will also advantageous for Tesco if customers will continue buys
products at high prices.
 Monopoly pricing ( Position 7 ): In this, the company does not offer any alternate of
products to their customers (Slack, 2015). In monopoly pricing, Tesco can apply prices
whatever they wish to set. In this, they are not concerned about what buyers perceives in
the product. The only choice which consumers have is to buy product or not.
 Market share loss ( Position 8): According to this, company sets middle or standard
range of prices on product with low perceived value. In Tesco, company should charge
low prices and offers quality products to their customers to enhance their market share
and to gain competitive advantage at marketplace.
Thus, this is also an effective tool which will assist Tesco to gain competitive advantage
and attract more customers towards them.
M4 Strategic management plan that had tangible and tactile strategic priorities and objectives
Strategic management plan refers to the tools which is considered by company to
communicate with members of organisation (Karami, Sahebalzamani and Sarabi, 2015). It
involves, goals, set priorities, focus energy, strengthen operations, etc. The manager of Tesco Plc
should also consider this plan which helps them to achieve their goals and objectives in time. By
this, company can enhance larger market share and increase profitability margins.
CONCLUSION
From the above report, it can be concluded that business strategy is very essential for
organisation to carry out their gaols in an effective and efficient manner and do innovations. It is
also essential for company to understand internal and external environment which helps them to
improve overall performance. In to this, Porters five model to also used by company to gain
competitive advantage at market place. Lastly, some concepts, models and strategic planning
also helps organisation to achieve their goals and objectives in time.

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