Tesco are a Public Limited Company, most commonly known as a PLC. This refers to them as being a Public Limited Company which gives them the chance to operate on the stock market by selling shares.

Tesco operates 2,291 stores around the world and employs 296,000 people. We have grown from a domestic retailer, to an International Group, through our organic growth programme. This year, all four parts of the Tesco strategy, the core UK business, non-food, retailing services and international, have increased in profitability.

Tesco personal finance, established in 1997, now has over 3.4 million customer accounts and 15 products and services. It achieved profits of £96m in 2003 (Tesco share £48m). Tesco.com is the largest grocery e-tailer in the world and achieved a profit of £12m in 2003. They now also own a fixed line phone service as well.

Half of their UK new space opened this year has been for non-food and the result has been to grow their market share to 5%.

Tesco's group capital expenditure is 841 million pounds; this was mostly ploughed back into Great Britain. The main spending in Europe was as follows:

£737m Great Britain

£63m Ireland

£41m Central Europe

As is shown above when the capital expenditure rose in 1997 from 758 million pounds to. The extra 83 million pounds spending being concentrated in Ireland and central Europe. This sending has added 23 new stores to the U.K.

Tesco's has also started an over seas investment program since 1994 so their name becomes a world wide known brand. This investment looks like this:

1994 France

1995 Hungary and Poland

1996 Czech Republic and Slovakia

1998 Northern Ireland and Thailand

But since the first investment in France in 1994 Tesco has decided to sell all but one of their stores in favour of expanding else wear due to expenditure not being recovered as quickly as they would have aimed.

Tesco's objectives of product promotion are to give a large and relevant range of product promotion in all of their stores. This then should be both relevant to both the customer and the product. They aim to differentiate their market and they try to make the promotion strategy applied to the market they are aiming at. For example they would aim chicken shaped as rabbits at the parents with young children and not the elderly and retired population. They aim to operate a long side their normally goods a W.I.G.I.G strategy. Which is a set of one-off promotions, it stands for "When Its Gone Its Gone."

This is when Tesco sell leading and expensive brands such as Calvin Klein, but they sell these goods at very competitive prices. They only have a limited number though so it is once they are gone they are gone, most of these goods are imported from America or other parts of Europe where they can be accurate at a cheaper price. Many company object to this but then attempts to try and stop them have always failed.

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Tesco's marketing is manly used to promote themselves as a store that represents their customers and gives good value for money whilst still providing high quality goods. This promotion is separated into two very different and distinctive groups, which are as follows:


1. The name that is advertised through national advertising.

2. The promotion of the products in side the store it self, for example special deals or say Televisions. This type of comparing is shown on television the national and local Newspapers. This is as it has been proven that two third of adults will react because ...

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