Macro-environment challenges of Tesco Essay Example | Topics and Well Written Essays - 2000 words

Macro-environment challenges of Tesco - Essay Example Tesco launched the different programs to ensure customer satisfaction, and loyalty. During 2006/07, Tesco: launched their Fruit and Veg Pledge - they offered at least five fresh fruit and vegetable products at half price every week during the whole of the year; extended their range ofwhole foods to include an even wider choice of pulses, beans, dried fruit and nuts, breads, oils, cereal bars, breakfast cereals and cooking oils; posted nutritional signpost labelson 6,600 of their own-brand products, making it easier for customers to understand, and ispractical to use; made organic products more affordable, selling them alongside the standard ranges, on the same shelves, instead of in a separate section; increased a range of Value non-food products to make setting up home cheaper; halved the price of energy-efficient light bulbs making them even more cost-effective than traditional light bulbs over their life-span; offered a range of Healthy Living non-food fitness equipment such as skipping ropes, pedometers, exercise bikes and rowing machines to make keeping fit more affordable. Some of the details employed by Tesco on the aspect of effective communication with the customers: Tesco listens to people - It is the largest private sector employer in the UK with over 260,000 staff. The people make Tesco a success and their feedback is very valuable. Tesco listens to suppliers - it takes a partnership approach and believes that open and constructive relationships with suppliers are key to a strong and sustainable supply chain. Tesco listens to communities - Tesco aims to improve the way they consult local communities before building new stores so that they can be sure that they have understood local issues and concerns. (Tesco website) Scenario planning Tesco's... Tesco’s share data sometime showed that there was a sharp increase in the sales of flowers and wine for one week at the start of the summer.   An analysis of their Clubcard data showed that the majority of customers buying these items were families with school age children.   Parents were buying these products for their children to take to school and give to their teacher at the end of term.   With this conclusion, Tesco people were able to ensure that there was a plentiful supply of flowers and wine in their stores at the end of the school term.   Using external research, they found an opportunity to improve the range.   The research told them of a rapidly growing need for Polish & Eastern European products and their growing number of excellent Polish staff helped confirm their beliefs.   As a result of this, they appointed one of their Polish executives who began by listening to customers and held their first ever Polish ‘Customer Question Time’ (in the Polish language) to find out which kinds of products their customers would like to buy.   After talking to Polish customers, they finalized their product selection then sourced the products from a new supplier.Tesco has implemented the in-store TV network in its stores, which is known as the TESCO TV.   Various programs are shown like news and entertainment, as well as promotional information on both Tesco’s own products and suppliers’ branded products.   The suppliers pay to promote their products on TESCO TV as with any advertising medium.