Tesco Case
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Tesco
Hello everybody. My name is – and I work as a PR assistant at Tesco. Today, I have been given the task to inform you about Tescos current situation, and I cannot express how pleased I am of being given the opportunity to come here and represent the company. Hopefully, I will do it justice.
As Im very sure that you are all aware of, things havent exactly been going well for Tesco lately. As a matter of fact, the past 12 months has frankly been awful for us. Tesco, once the third-largest retailer in world only surpassed by Wal-Mart and Carrefour and, furthermore, the very grocery market leader in the UK has reached the bottom. The tragedy struck at Christmas time, when we had just withdrawn our double Clubcard points and many households were struggling to pay their heating bills through the winter. As our costumers turned to budget rivals, we ended up with the lowest sales growth in 20 years. Our shares fell by 20 % and two thirds of our profit and sale dropped drastically. It was a true disaster – but where did it all go wrong?
Apparently, our customers had been highly dissatisfied with the lowered standard for quite some time. Of the reviewers on our website, many seemed to be disappointed with their shopping experience at Tesco. They would leave complaints about the lack of employees, empty shelves and a complete slip of quality. It wasnt so odd, after all, that they have been lured by our rivals. We realized that we could not let this stand, and, if we were counting on claiming our spot back as the market leader in the UK and win back our shoppers, we needed to change our priorities.
We decided to lay our focus on creating a better shopping experience for the costumers overall. First of all, we have increased the number of employees with 25 % and we have plans of hiring more than 22,000 new employees in order to assist our customers and help maintain the standards. We have also developed a “fresh food” concept where we are concentrating more on fresh, green vegetables and freshly baked goods that will help winning over costumers. The smell of freshly baked bread and flowers will appeal to the senses and make the overall shopping experiences a lot more enjoyable, too. We want to convey a warmer, more welcoming feeling than before by appealing to the eyes as well and therefore, we have completely renovated the design of Tesco. Where it before was cold and industrials-looking, now green paint adorn the walls and we have mainly used wood in order to give the design a more homey, cosy look and feeling. We have also decided to invest more into digital assert in order to reflect on our consumers, as we are entering the digital era of the internet. We think that it is very important to keep up with time, and offer our customers alternative ways of shopping to maintain their interest.
Tescos sales really have