Tesco realized the vast potential of internet early and has been the first business enterprise to introduce e-commerce activity in UK. Te interactive communication between the client and the business house has been utilized to develop a professional relationship between the two, tat not only provides opportunity to improve and improvise the quality as per customer’s requirement and demand while at the same time, cstomer gets the best deal because of the competitive nature of internet, a a medium of business promotion technique. ad Chaffey D. hve argued is commonly thought to include e-tailing, oline banking and shopping – it involves transactions where buyers buy and shoppers actually shop.
Ohers suggest e-commerce is any transaction such as a support or an online catalogue search (Smith, Caffey, 2002). Tsco’s history has shown that the dynamic vision of its bosses combined with the creative and innovative approach in strategy and market planning would pay off in spades. Tsco started off as a small grocery retail outlet in 1924, b Sir Jack Cohen, rpidly added more than 100 stores in ten years.
Wth ‘Pile it high and sell it cheap’ motto, Tsco was able to strengthen its market and in 1956, i opened its first self service supermarket, o the pattern of American supermarkets, slling products at low costs. Te aggressive market strategy, bsed on acquisition, tok the total number of stores to more than 600 in 1960s and thanks to Cohen, te largest supermarket of Europe came into being in 1961 in Leicester. 1970s and 1980s saw the rapid decline of Tesco primarily because of the low quality Bt the dynamic leadership of Lord MacLaurin, Tsco underwent tremendous change.
Hs business acumen was so sharp that he had realized early that introducing technology would accelerate the growth of Tesco manifold. H introduced technology in the two main areas of sales and distribution and at the same time, mde special efforts to attract the upper class by opening superstores with high end products. McLaurin made many changes in the basic format of the store by not only introducing a whole lot of new products lines including non items, cothes, appliances, eectronic goods etc.
bt stores in new formats like Tesco superstore, Tsco Metro, Tsco Express, Tsco Extra were also opened to meet all segment of the society. Tsco superstores were characterised by huge space. ..
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