In the past few months we have read a lot of negative articles about TESCO, a giant UK retailer. It has awaken my curiosity, not that I would pretend that I could solve their strategic issues, but I amused myself this weekend at writing a strategy as if I was the TESCO CEO. Feel free to feedback.

Background

Tesco started in 1929 with one store. By 2006, Tesco had overtaken Sainsbury’s to become the UK’s largest grocery store, and by 2007 account for 31.8pc of the total UK grocery market and the world’s 2nd largest retailer (by sales), operating in 12 countries (UK representing two third of its sales). Tesco got there through diversification and spotting gaps in the market, especially in the field of consumer behaviour. In 1995, Tesco revolutionised how data was collected and used through the Tesco Clubcard.

However, in January 2012, Tesco released its first profit warning in 20 years, and by November 2014 the share price had dropped to less than half the value of its record high of 2007. Its share of the grocery market has dropped to 28.7% by October 2014.

Figure 1: Tesco market price 2007-2014

UK grocery market analysis

Overall UK grocery market:

* Worth £174.5 billion in 2014.

* The grocery market’s share accounts for 54.5p in every £1 of UK retail spending.

* By 2019, the UK will grow by 16.3% to £203bn, with the fastest growth sectors being convenience, discounters and online3.

Figure 2: IGD UK Grocery: Market and channel forecasts 2014-2019

Figure 4 – UK grocery market by 2019

Internet UK grocery market:

* Worth £7.8bn in 2014 +98.5% since 2009

* Growing internet penetration (80%)

* Rise of m-commerce with smartphones (+51% yoy)

UK discounting grocery market:

* Worth £9.5bn +35% since 2009

* Aldi (+35%) and Lidl (+17%) witnessed their highest ever growth in sales and market share (3.4% to 4.6%) and (2.9% to 3.4%)

Tesco 3 C’s

Core Customer analysis

Geographic	Region	UK
	Density	Rural and urban
Demographic	Age	All age categories
	Gender	Males and females
	Income	Low and middle income category
	Occupation	Students, employees, professionals
	Education	High school, technical, Bachelors,
	Social status	Working class, skilled working class, lower middle class, middle class
	Family size	Single individuals, nuclear and extended families
Psychographic	Lifestyle	Traditionalists, contended conformers
	Personality	Easy-going, determined
Behavioural	Occasions	Regular
	Benefits sought	Cost advantage, variety
	User status	Active user
	Attitude	Sceptical, positive

Table 1: Target customer for Tesco

Competencies

* Online expertise and multi-channel synergies.

* Large scale operations, multifaceted distribution network from supermarkets to convenience stores and online shopping.

* Customer focused (CRM) – Clubcard: significant data collection on consumer habits since 1995

* Large range of products from Tesco Value range to Tesco Finest with significant purchasing power against branded products and suppliers.

* Large store network and very good geographical network across the UK

* Strong financial services division for personnel insurance and banking.

* Designed and implemented supply systems that effectively link existing shops with Tesco.com

* Staff – large pool of talented employees nurtured through internal training facilities

Competition

Figure 5: UK supermarkets’ market share

The big 6 dominate the UK grocery market with a combined 85% share, but heavy discounters have started to gain market shares due to the weak growth in the sector, limited product differentiation and limited costs for consumers to switch suppliers.

 

Table 2: UK Grocery market competitors

Macro and micro environment analysis

PESTEL analysis

* Political factors – In the UK the key political factor is the competition commissions view point on market share.

* Economic factors – continued economic stagnation, and the fact consumers have less money to spend on groceries.

* Social Factors – changing consumer habits too ease of shopping, value, and online shopping.

* Technological – where changing consumer habits are requiring smarter technological improvements.

* Environmental – reducing energy usage, packaging and transportation.

* Legal – Government policies and legislations over competition, food safety, food labelling impact the legal environment.

Porter 5 forces:

• Rivalry among competitors – High. High concentration ratio with slow industry growth. Large number of local and global competitors. With the online boom smaller players are now able to compete with big players.
• Threat of new entrants – Medium. High barriers of entry due to capital requirements, low product differentiation, low access to distribution channels and low switching cost.
• Threat of substitutes – Low. They are a necessity only available from the industry.
• Bargaining powers of suppliers – Low. No threat of forward integration, high threat of switching
• Bargaining power of buyers – Medium. Relatively price sensitive, low switching costs, customers are becoming more knowledgeable about products and distributors.

Current strategy Challenges

Following an article given by Dave Lewis, I have identified 5 key challenges:

1. Tesco doesn’t know which shoppers to target. The supermarket is caught somewhere between the more upmarket offer of Sainsbury’s and Waitrose and the discounters Aldi and Lidl.9

2. The UK retail market is sluggish – Consumers have yet to feel the benefits of the country’s economic recover

3. Brand clarity and consistency is lacking

4. Tesco isn’t well loved – The supermarket has concentrated on high growth, fast expansion and cheap bargains rather than ‘softer’ notions of customer care or having good relationships with its suppliers

5. It lacks a clear management strategy10

Strategic Objectives

* To retain this year market share of around 28-30%. To regain market shares from discounters and upmarket competitors in the next 3 years to reach a 40% market share.

* To stay relevant to all customer segments through its Finest and Value ranges.

* To refresh the brand proposition in order to increase net promoter score.

* To increase store efficiencies and floor space to maximise returns from all stores

* To cut costs by divesting from non-profitable stores and reducing overheads

* To increase margins mix back to the 2014 levels (7.3%)

* To drive Every Day value prices through improved relationship with its subsidiaries to deliver over £300m savings

* To focus on complementary sectors outside of grocery such as children wear and financial services.

* To adapt to changing consumer habits and technological innovations

* To reinstate trust with employees, customers and shareholders

Proposed Strategy

Based on the above analysis, it is evident that the current strategy has not been working and meeting customers as well as shareholders expectations. Based on Tesco’s core competencies, I have developed a holistic new strategy:

1. Define a new brand positioning and segmentation 

Tesco doesn’t know which shoppers to target and its brand is not well loved in the UK. The supermarket is caught somewhere between the more upmarket offer of Sainsbury’s and Waitrose and the discounters Aldi and Lidl.

Our aim is to:

• Increase revenue
• Regain market shares by pushing out Aldi and Lidl and capturing some of Waitrose and M&S shares
• Improve Tesco’s net promoter score

Brand/Marketing and distribution strategy

I propose to revamp the brand and distribution strategy on a cost neutral basis.

• In terms of brand strategy, I propose to retain the Finest and Value range but to add a new brand “local”. See below.

• In terms of distribution, I propose:
  • Hypermarkets and supermarkets: close non-profitable and refresh/modernise others
  • Metro/Express: Transform them into Tesco Finest and Tesco local stores based on their current locations and socio demographics catchment area

Based on research, Tesco customers feel they should get more and they feel their expectations are not met. But they want more (choice and quality) but by paying the same or less. Therefore, I would advise to be relevant with the target audience by having a new strapline “Expect more. Pay less”.

I recommend conducting a major customer research across all brands/sectors with a partner such as TNS, to better identify, define and segment customers. Also, I propose to appoint a marketing agency such as Saatchi & Saatchi to launch a new brand proposition based on the findings of the research.

I decided to let my creativity flow as to what I would do

Brands	Tesco Finest	New – Tesco Local	Tesco Everyday Value
Logo
Strategy	Growth strategy	Product differentiation strategy	Predator pricing strategy
Positioning	Premium range. This range is about high quality ready meals, products and service.	Healthy and organic range. This range is about bringing local producers’ healthy and organic products to local consumers. Supporting the local economy.	Value/low budget range but with good quality.
Slogan	Expect more Premium. Pay less	Expect more Organic. Pay less	Expect more Value. Pay less
Competitors	Waitrose, Marks & Spencer	Sainsburys, ASDA, Morrisons	Aldi, Asda
Consumer typology	Age: 30-70 years old Lifestyle: Busy lives, work and lots going on outside of work. Enjoy eating great food and going to restaurant but as little time to cook.	Age: 25-60 years old Lifestyle: family oriented. Love walks and the nature. Strong engagement within the local community	Age: 18-50 years old Lifestyle: little revenue and always looking for bargains and spending little on grocery in order to maximise their savings
Core Target Segmentation	A, B, C1 – White collars	B, C1, C2, D social demographics grades – Blue collars B2B customer base	C2, D, E social demographics grades. Students, working class, unemployed.
Product	1,500 high quality products and packaging	1,000 local products.	2,000 products
Price	Premium pricing strategy but remain slightly cheaper than competitors	Status quo pricing strategy	Aggressive low price strategy. Always cheapest
Place	New – launch of Tesco Finest stores – these are small stores in market towns and upmarket locations. They do not range any other products. They have a finest restaurant and café also available. Visual merchandising is optimized. Hypermarkets and supermarkets – all Finest products are visually merchandised separately from the other products in the aisle. Also, a Finest section is created to create a unique premium experience	New – Convenient stores – these are reconverted Express stores located in the heart of the local communities Hypermarkets and supermarkets – all local products are visually merchandised separately from the other products in the aisle.	New – launch of Tesco Value stores – these are reconverted Express stores located in popular locations. They do not range any other products. Visual merchandising is done in bulk. These products are also available in hypermarkets and supermarkets
Promotion	Use a combination of above-the-line and below-the-line promotions with a focus on its quality and service	Use a combination local below-the-line promotions with a focus on its local products and local activity	Use a combination of above-the-line and below-the-line promotions with a focus on its prices and brands

2. Create a new product strategy for each segment 

I suggest to retain but revamp the Finest and Value range but also to add a new brand called “Tesco local” in the grocery division. The aim is to increase ROI and margins through reviewing the number and quantity of brands carried. Focus back on volume through reduced diversity. Allows Tesco to exert purchasing powers on suppliers to increase margins. Finally, like ASDA, there is a need to invest into low prices through improved relationship with its subsidiaries to generate further savings.

3. Streamline the store network

In terms of hypermarkets and supermarkets I propose to not open new stores; close non-profitable and refresh/modernise others and review cannibalisation of stores where too many exist within a 1km radius and determine whether some should be closed.

In terms of Metro/Express, I recommend transforming them into Tesco Finest and Tesco value (no frills approach to compete with discounters) as well as Tesco local stores based on their current locations and socio demographics catchment area

4. Utilise linear space more efficiently

Re-design hyper and super markets to promote value products and high end brands in better designed sections of the store. Make the stores warmer and more interesting to shop, and allow customers a much easier experience to shop quickly and efficiently. I also recommend to maximise hyper and super stores existing space, through strategic partnerships with external partners such as travel companies, gym operators, and other services where that location can accommodate such a change.

5. Define a new set of promotions

Establish better in store promotions of the value ranges giving them a more dynamic feel and identify to promote quality and value. The aim is to ensure customers trust “white label” brands as much as “branded”.

6. Develop strategic alliances

Tesco should consider getting into a strategic alliance with Kuoni or Virgin travel and offer those travel agents shop space with discounted travel possibly 2.5-5% off holidays for Clubcard owners.

7. Restoring investor confidence

The company’s overstatement of profit is clouding the company at the moment. After recent events, they need to take very strong action to try and ensure that they don’t fall out of favour with the people who are investing them. The recent dividend may have short term ramifications however long term benefits as they are signalling restructure.

8. Invest in innovation and new technologies to gain a competitive advantage

Recommend investing more in the online platform by creating a responsive design that will allow m-commerce to grow significantly. Also need to roll out click and collect to all stores and invest further

As I mentioned at the beginning this is factive work but a worthwhile exercise for any company to do when setting up its strategy.

Benoit Mercier