Bs Rbv Back Ground

Topics: Tesco, Brand, Marketing Pages: 4 (890 words) Published: May 24, 2013
Background of RBV
RBV, or resource-based view, was named by Birger Wernerfelt in 1984. It is a strategic tool that focuses on unique and valuable resources that a firm has that give it a sustained competitive advantage. A resource-based view in business management focuses strategic planning on identifying and developing these resources in areas such as branding, customer relationship management and product development. Valuable resources include things such as machine capacity, customer loyalty and technological leads. Using RBV

A resource-based view is used in many ways in business, such as in mergers and acquisitions. A business may buy another company with attractive resources to reduce areas of weakness in the purchasing business. RBV is also employed when resources are used as stepping stones to business development. For example, a company that wants to enter a new industry could use its existing resources to make a product for that industry as a stepping stone to developing a new product line.

Tesco RBV analysis
1. Identify and study (resources): Tesco market share
UK food retailing Market Share
Grocer| % share| date/period| change|
Tesco| 29.7% (30.5%)| Feb.2012 (12 weeks Nov.27.2011)| na (-0.2%)| Asda| 17.5%| 13 weeks Sept.29,2012| +0.1%|
Sainsbury's| 16.6%| 12 weeks Jan.22.2012| na|
Morrison's| 12.1%| 12 weeks Nov.22.2011| +0.1%|
Waitrose| 4.6%| 12 weeks June.2012| +0.4%|
Aldi| 2.9% (2.8%)| 12wks July.2012 (12wks May.2012)| +0.57%| Lidl| 2.9% (2.8%)| 12wks July.2012 (12wks Jun.2012)| 0.32%| +Competitiors:

Number of store: 3,054
Number of staffs: 300,00
Turnover: £42,248m
Number of countries: 14 markets across Europe, Asia and North America. Number of store: 6,234
Number of staffs: 520,000
:Revenue: 42.8bn...
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