TESCO Mini Case Study
21
A “Rags to Riches” Story (Not Literally)
-
Upload
rishab-dev-bhaskar -
Category
Education
-
view
96 -
download
0
Transcript of TESCO Mini Case Study
Wasfoundedin1919byJackCohen
ThenameTESCOwasformedbycombiningtwowords– “ThomasEdwardStockwell”and“COhen”
BusinessMottoof“Pileithigh,Sellitcheap”
OneofthebiggestdomesticstorechainsinUK.
Blah,BlahBlah…...............
IMPROVINGQUALITY
OFSHOPPING
*NOTE:Iknowthatthisimageistoo“cheesy”,butyougetthepointright? (Ihopeyoudo)
STUDIED CUSTOMERSHOPPINGDATA
TRACED SHOPPINGPATTERNSOFCUSTOMERS
TARGETED THEMWITHSPECIFICOFFERS
BYCREATING“DNA”PROFILEOFCUSTOMERS
oBetween1990and1995,Theyattracted1.3Millionnewcustomers
oBecauseofnewcustomers,revenuesincreasedoTESCOsurpassedSainsburyin1995oWithin15monthsofIntroduction,8MillionClubCards hadbeenIssued.
oBy2005,ithad35%marketshareinsupermarketspending.