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

Would Tesco Be Successful - Essay Example Smith 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 suggest e-commerce is any transaction such as a support or an online catalogue search (Smith, Chaffey, 2002). Tesco’s history has shown that the dynamic vision of its bosses combined with the creative and innovative approach in strategy and market planning would pay off in spades. Initially, Tesco with its ‘Pile it high and sell it cheap’ motto, was able to strengthen its market position considerably. The aggressive market strategy, based on acquisition, further took the total number of stores to more than 600 in 1960s and thanks to Cohen, the largest supermarket of Europe came into being in 1961 in Leicester. 1970s and 1980s saw the rapid decline of Tesco primarily because of the low quality product. But under the dynamic leadership of Lord MacLaurin, Tesco underwent tremendous change. His business acumen was so sharp that he had realized early that introducing technology and building committed customer base would accelerate the growth of Tesco manifold. He introduced technology in the two main 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 etc. but stores in new formats like Tesco superstore, Tesco Metro, Tesco Express, Tesco Extra were also opened to meet all segment 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 offer their customer extra benefits.