Tesco et le marché des produits organiques

Étude de cas Marketing & marques Marketing distribution

Date de publication :

25/10/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

11 pages

Niveau :

avancé

Consulté :

0 fois

Avis client :

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Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Market environment analysis
1. The macroeconomic factors in the UK that impact supermarket organic business
2. Porter's five forces
3. Opportunities
4. Threats
Tesco's organics food resource capability analysis
1. The value chain
2. The core competences
3. The value network
4. BCG matrix
5. Strengths
6. Weaknesses
Strategic fit analysis

Résumé :

tesco is the leading retailer in the United Kingdom, and one of the largest food retailers in the world. It however is not just limited to the food market and has expanded into areas such as electrical goods and clothing. tesco has its headquarters in Hertfordshire and employs about 318,300 people. The group recorded revenues of £42,641 million for February 2007.

tesco is not just a retailer it is also a brand. It has to its name, not only various shops such as tesco Express, Metro, tesco.com, Catalogue, tesco expand, Fresh and Easy, tesco homeplus but also tesco station, tesco insurance, broadband, mobile and electricity. tesco adapts and answers its customers' needs by improving its offers especially as regards food. Keeping apace with market trends tesco has over the past few years developed in yet another direction; the organic market. This report therefore will consider the remit and success of tesco's organic business in United Kingdom. tesco is developing a series of strategies based on the organic market. Firstly, it is attempting to widen the scope of organic food available in the store, including fruit and vegetables, meat, spirit and wines. Furthermore tesco has expanded the ideology of organically grown substances, developing a range of organic clothing in collaboration with Katharine Hamnett. In this report we are going to focus on the issues surrounding tesco's organic food range in United Kingdom.

The UK has the third largest market for organic food in Europe, after Germany and Italy more than 50% of Europe's organic land is in Italy, Germany, Spain and the United Kingdom. By December 2006, 498,646 hectares of land were managed to organic standards across the United Kingdom. Retail sales of organic products in the United Kingdom were worth approximately £1.6 billion during 2005, an increase of 30% on the previous year. Sales of organic products sold through supermarkets increased by 21% in 2006.