1. Based on the Case Study and Your Own Research on Competitors, Summarize the Strategic Approaches Which Have Helped Tesco.Com Achieve Success Online.
Case Study 9.1 Tesco.com
Tesco, well known as Britain’s leading food retail group with a presence also elsewhere in Europe, Asia and the United States has also been a pioneer online.
Tesco Product ranges
The Tesco.com site acts as a portal to most of Tesco's products, including various non-food ranges (for example, Books, DVDs and Electrical items under the ‘Extra’ banner), Tesco Personal Finance and the telecoms businesses, as well as services offered in partnership with specialist companies, such as dieting clubs, flights and holidays, music downloads, gas, electricity and DVD rentals.
Tesco Competitors
Tesco currently leads the UK’s other leading grocery retailers in terms of market share. This pattern is repeated online.
The compilation below is from Hitwise (2005) and the figures in brackets show market share for traditional offline retail formats from the Taylor Nelson Softres Super panel (see superpanel.tns-global.com) 1. Tesco superstore 27.28% (29% of retail trade) 2. Asda (13.36%) 3. Asda @t home 10.13% (17.1%) 4. Sainsburys (8.42%) 5. Tesco wine warehouse, 8.19% 6. Sainsburys to you 5.86% (15.9%) 7. Waitrose.com 3.42% (3.6%) 8. Ocado 3.32% (owned by Waitrose, 3.6%) 9. Lidl 2.49% (1.8%) 10. Aldi-UK 2.10% (2.3%)
Some companies are repeated since both their main site and the online shopping site are reported on separately. Asda.com now seems to be performing in a consistent manner online to its offline presence. However, Sainsburys online performance seems to be significantly lower compared to its offline performance. Some providers such as Ocado which originally just operated within the London area have a strong local performance.
Notably, some of Tesco.com competitors are absent from the Hitwise listing since their strategy has been to focus on retail formats. These are Morrisons (12.5% retail share, Somerfield (5.5%) and Co-op (5.0%).
Promotion of service
As with other online retailers, Tesco.com
Tesco, well known as Britain’s leading food retail group with a presence also elsewhere in Europe, Asia and the United States has also been a pioneer online.
Tesco Product ranges
The Tesco.com site acts as a portal to most of Tesco's products, including various non-food ranges (for example, Books, DVDs and Electrical items under the ‘Extra’ banner), Tesco Personal Finance and the telecoms businesses, as well as services offered in partnership with specialist companies, such as dieting clubs, flights and holidays, music downloads, gas, electricity and DVD rentals.
Tesco Competitors
Tesco currently leads the UK’s other leading grocery retailers in terms of market share. This pattern is repeated online.
The compilation below is from Hitwise (2005) and the figures in brackets show market share for traditional offline retail formats from the Taylor Nelson Softres Super panel (see superpanel.tns-global.com) 1. Tesco superstore 27.28% (29% of retail trade) 2. Asda (13.36%) 3. Asda @t home 10.13% (17.1%) 4. Sainsburys (8.42%) 5. Tesco wine warehouse, 8.19% 6. Sainsburys to you 5.86% (15.9%) 7. Waitrose.com 3.42% (3.6%) 8. Ocado 3.32% (owned by Waitrose, 3.6%) 9. Lidl 2.49% (1.8%) 10. Aldi-UK 2.10% (2.3%)
Some companies are repeated since both their main site and the online shopping site are reported on separately. Asda.com now seems to be performing in a consistent manner online to its offline presence. However, Sainsburys online performance seems to be significantly lower compared to its offline performance. Some providers such as Ocado which originally just operated within the London area have a strong local performance.
Notably, some of Tesco.com competitors are absent from the Hitwise listing since their strategy has been to focus on retail formats. These are Morrisons (12.5% retail share, Somerfield (5.5%) and Co-op (5.0%).
Promotion of service
As with other online retailers, Tesco.com