TESCO PLC: STRATEGY FOR INDIA Harvard Case Solution & Analysis


The Tesco plc. is a market leader in the United Kingdom providing a variety of product and services to its customers. It is a retail business expanding its stores internationally. It was founded in 1999 by Jack Cohen, he started selling groceries at a lower level but later on, the business had become the world’s largest retail business.

The business faced some difficulties while expanding stores in the United States, but it had wisely cope up with the inevitable situations. The business tried to ponder the techniques and tactics through which it can flourish while expanding its store in India. The Tesco plc. also designed a business model that has to be considered and keep in mind while business is targeting an international market.


Tesco Plc is the British renowned and leading retail grocery. It is listed as the top notorious retail grocery in the United Kingdom. In 2005 the business had proclaimed that it embarks the first and the foremost business which is renowned for its revenue generation which was about £2 billion. It was the prominent business and was considered as the third largest and profitable retailer in 2005.

The retail grocery business was reducing the unemployment rate in the United Kingdom and it was providing the employment opportunities to the countless people of the United Kingdom. It was providing a variety of employment opportunities in manufacturing as well as in the retailing sector. In the year 2003, the retail business accounted for 9% of the local and domestic product of the United Kingdom.

TESCO PLC STRATEGY FOR INDIA Harvard Case Solution & Analysis

The business had become the largest prominent and noticeable business all around the world. Since it was considered as the largest retailer business it was running and operating almost 2318 stores in different countries.

Today, the Tesco Plc is selling and providing almost everything that the customers of the business is needed, it includes food items, clothing, insurance, petrol, books, financial services and home furnishing products. In the 1990’s the Tesco Plc had only 500 stores but as the time spans, it owned 2500 stores all around the world (David Cushman, 2017).

Methods to ensure Tesco Plc. stability in the Indian market?

The Tesco Plc. is a fast growing retail business in the United Kingdom, it is also pondering India to serve the variety of products to the residents of India by considering their norms, values, beliefs and culture. In India, there are only fewer domestic retail stores that can meet the demands and needs of the Indians. Since in India, there are various restrictions and limitations on the foreign direct investment.

The removal of the restrictions on the foreign direct investment was fated, so many industrial groups tried to speedily enter in the retailing business (Baron, 2008).

There are various methods through which the Tesco Plc can ensure its stability in the competitive market of India.

  • The Tesco Plc should keep adapting the market penetration strategy to capture the greater market share in India. Since there is poverty in India it should have to offer a variety of products at a lower price so that people will more likely to buy products from it.
  • It should also create an environment-friendly store in India to satisfy and attract the environment,conscious
  • The next step, the Tesco Plc should have to take is to start giving an attractive discounts and vouchers so that customers will hastily start purchasing.
  • The retail business has to make the positive relationship with its customers and also ponder the taste and preferences of them to make them satisfied and pleasant.
  • The workforce of the Tesco Plc should be motivated, committed and courageous towards the satisfaction of the customers.
  • It should identify the benefits of using its products to the customers.
  • It should also develop the mechanism to make sure the delivery of the quality and value to its end users.
  • The product should be developed time to time (Ashis Mishra, 2013).................

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