Tesco Case Study

Introduction

Tesco founded in 1919 by jack Cohen from a market stall in London’s east end. Jack Cohen began selling groceries. By 1924 the first own brand product sold by jack was Tesco tea. In 1930’s Tesco started growing and jack Cohen decided to expand London suburbs. They released “Every little helps” strap line at 1993, and this campaign attracted 1.3 million new customers between; 1993-1995. The first two superstores opened in London in 1994 and in very short time 13 more had been opened. Also they became the first UK retailer to offer customers a service commitment at the checkouts through the ‘one in front’ initiative. At 2000 tesco.com was launched. Since then tesco.com has grown to serve over 500,000 customers each week. Almost each year Tesco enter new country for example in 2002 they entered Malaysia and in 2003 they entered Turkish market. In 2007 Tesco entered the US under the name “fresh & easy”, opening stores in southern California, Arizona and Nevada. In 2010 a new club card app was launches in the UK, which gave customers a new way to swipe their cards in store. Today Tesco operates in 14 markets across Europe, Asia and North America. Including England, China, India and Czech Republic.

In the UK Tesco employees over 300,000 employees and has over 3,000 stores. Tesco has a wide range of any food retailer including the leading own label range. Finest and everyday values are two largest food brands in the UK- bigger than Coca-cola.

Tesco employees tries to understand customers, be first to meet their needs and act responsibly for our communities. They believe that treat people how we like to be treated. They work as a team, trust and respect each other. Also listen, support and say thank you.

Values of Tesco were developed in 1997 from discussions with thousands of staff on what they thought Tesco stood for and what they wanted the business