Tesco is a large British-based international grocery and general merchandise retailer founded in 1924. It developed rapidly through acquisitions in the 1950s and 1960s and became the largest retailer in the UK by the 1990s. Tesco now operates stores across Europe and Asia, employing over 470,000 people worldwide. While still the top grocer in the UK, Tesco has faced increased competition in recent years from rivals Sainsbury's and Asda, and saw a slight decrease in revenues in 2011. To address challenges, Tesco is investing in improving stores, hiring more employees, and innovating through new online and mobile offerings.

1. Marketing du point
de vente

2. •
Introduction
•
Historical and place on the market
•
•
•
Historical
The market: Topologu an data
Different ways of distribution
•
The stores
•
Internet
•
The innovations
•
Conclusion

3. •
Founder: Jack Cohen

4. 1956
1924
1929
1948
Appearance
of the brand
Tesco
Opening of
the first store
First service
store
First
supermarket
in London
50’s and 60’s
Development
throgh
acquisitions
(more than
800)
1979
Annual sales
exceed one
billion pound

5. 1992
•Appearance
of the slogan
« every little
helps »
•Opening of
the first Tesco
Metro in
London
1995
1997
•New
CEO, Terry
Leahy
•316%
increase in
turnover
2000
•Launch of the
website
Tesco.com
2011
•Philip Clarke
succeeded
Terry Leahy

6. Distributor based
in the UK, Ireland
and Asia
The 3rd distributor
global
2011: Turnover of
81,5 billion Euros
The 1st distributor
in UK
Activity
Distribution of:
food and nonfood, phone
service

7. •
•
Distribution of revenues:
Implemented in 6 countries in
Europe: more than 800 stores
9
11
UK
Europe
•
Implemented in Asia: more than
1100 stores
Asia
80

8. 472 000 employees:
including 282 000
employees in the UK
16 billion customers are
holders of the loyalty card
5008 stores: including
2545 in the UK

9. Decrease of 0.6% of
turnover
ROCE: 12.9% of
turnover
Sales representing
66% of turnover
(53.77 billion Euros)
Commercial
margin: 6.1%

10. Strong
competition
Lack of
employees in
store
Supply not
Too many
sufficiently
hypermarkets
differenciated

11. Recruitment and training of 8000 new employees (245 million Euros)
Renovation store (245 million Euros)
Continuing “Big price Drop”
Improve supply
Reorientation marketing and communication
Improve online

12. •
Loss of customers at Tesco
•
Increase of sales at Sainsbury’s
•
Asda: “Everyday low price”
•
Tesco: “Big price Drop”
•
The gap with competitors as Sainsbury’s has narrowed:
•
•
•
2004: 6%
2011: 2,9%
Asda:
•
•
•
360 stores in UK in 2010
385 stores in 2011
More 25 store in 2012

13. 90’s
• 20 commitments towards the
customer
1995
• Club Card
• Analyse customer’s behaviour

14. •
The catalogue Tesco Rewards
•
Creation of a « low prices »
range, while keeping the Premium
range
•
50% of products are from
distributors

15. 177 Tesco
Extra
967 Tesco
Express
448 Tesco
Superstores
174 Tesco
Metro
One Stop
Tesco
Homeplus

16. •
Create employment
•
Olympic Games
•
Suppliers’ programm

17. •
Free Wi-Fi
•
LED
•
EAS
•
Employees’ programm

24. •
In Tokyo
•
With a smartphone, you can collect
the information and order products
•
The result of the shopping is
delivered at home

27. • Why?
•Way of working
•Database

29. •
Place on the market
•
Different ways of distribution, in order to extend the offer
•
Various ways of innovation

30. Strengths
Weaknesses

31. Opportunities
Threatens