This case study examines Tesco's journey into online grocery retailing, exploring its expansion and impact on the retail industry. The report provides an introduction to the company, its background, and its operations across multiple countries, particularly focusing on the UK market. It delves into the company's strategic moves, including its response to the COVID-19 pandemic and the adoption of digital shopping methods. The discussion section analyzes the company's history, including its evolution from market stalls to a global presence, and its adoption of self-service shopping and international expansion strategies. The analysis highlights the company's early adoption of online grocery services, and the challenges faced, such as the horsemeat and accounting scandals. The critical analysis underscores the success factors of Tesco's online project, emphasizing customer satisfaction, ease of use, and the integration of customer reviews. The conclusion emphasizes the importance of marketing strategies and customer service for attracting customers. The recommendations suggest further digital transformation and the integration of AI and robotics to enhance customer experience.
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