Magazine article Marketing

Editor's Comment: Tesco: Watch Your Back

Magazine article Marketing

Editor's Comment: Tesco: Watch Your Back

Article excerpt

Over the past week, there has been a lot of news about the strategies being pursued by the UK's leading supermarkets. The more I read, the stronger the feeling I get that the landscape is changing Tesco's dominance of the sector could really be under threat.

I am not bashing Tesco. Far from it. The retailer has done a sterling job, over many years, at giving consumers a real reason to shop in its stores. Its 30% market share - the biggest by some way - is testament to the effectiveness of its strategy over recent years.

It will certainly take some time for its nearest competitors to catch up. It does, however, feel as though those rivals are no longer content to let Tesco's dominance continue, and the latest sales-growth figures are illustrating this trend.

Tesco's sales, excluding fuel and VAT, have risen by 4.3% since the start of the year. A solid performance in a recession, yes; but not when you compare it with Sainsbury's 7.8% and Morrisons' 9.2% sales growth for the same period. …

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