Would Tesco Be Successful Essay Example | Topics and Well Written Essays - 1500 words

Would Tesco Be Successful - Essay spokespersonSmith P.R. and Chaffey D. have argued that E-commerce is commonly thought to include e-tailing, online banking and shopping it involves transactions where buyers buy and shoppers actually shop. Others offer e-commerce is any transaction such as a support or an online catalogue search (Smith, Chaffey, 2002). Tescos history has shown that the dynamic vision of its bosses combined with the creative and innovative approach in strategy and trade planning would pay off in spades. Initially, Tesco with its Pile it high and sell it cheap motto, was able to substantiate its market position considerably. The aggressive market strategy, based on acquisition, further took the total number of stores to to a greater extent than 600 in 1960s and thanks to Cohen, the largest supermarket of Europe came into being in 1961 in Leicester. 1970s and 1980s byword the rapid decline of Tesco primarily because of the low quality product. But under the dynami c leadership of gentle MacLaurin, Tesco underwent tremendous change. His business acumen was so sharp that he had realized early that introducing technology and book committed customer base would accelerate the growth of Tesco manifold. He introduced technology in the two briny areas of sales and distribution and at the same time, made special efforts to attract the upper class by opening superstores with high end products. MacLaurin made many changes in the basic format of the store by not only introducing a whole lot of new products lines including non food items, clothes, home appliances, electronic goods and so on but stores in new formats like Tesco superstore, Tesco Metro, Tesco Express, Tesco Extra were also opened to meet all instalment of the society. Tesco superstores were characterised by huge space and were designed to attract customers of all strata. It was followed by an intensive drive to make committed customers as members through clubcard so that they could off er their customer extra benefits.