Tesco had gained the position of number one retailer in the UK. “Today in the UK, the retailer has been the dominant force for more than 10 years” - (Seth, A. & Randall, G., The Grocers: The Rise and Rise of the Supermarket Chains). Tesco was also one of Europe's rapidly growing financial enterprise. This remains the case today as well since Tesco woke up to the fact that their strategy might have been losing them customers rather than attracting them. It made a turnaround with their marketing strategies after a failure that almost caused it to trip. Not only that, today it also is a known leader in the internet supermarket.
The main cause of this failure had been Tesco's decision in 2004 to get innovative and build an in-store TV network called Tesco TV. Like fire spreading out, this mark of creativity was copied rapidly by other supermarkets and ditched very quickly. In 2009, Tesco finally decided to cut its losses, and suspended the service. By devising new strategies, it launched Tesco Screens with an idea of reaching out to customers at the crucial point of sale. An analysis of why it failed to attract audience and increase sales showed the company specific reasons:
Tesco TV had been launched in 100 stores, with an investment of 500 wide screen televisions. They were to be suspended from aisle... [continues]
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