Proposed Market Entry Strategy for Tesco - Indian Retail Food Market

Trader Joe’s is in the broad market of grocery retailers, a market where the top 10 revenue-generating companies accounted for over $360 billion in sales in 2011. This market is saturated with supermarkets (Publix and Kroger), large discount retailers (Wal-Mart and Target), premium retailers (Whole Foods and Fresh Market), warehouse clubs (Costco and Sam’s Club), and “hard discount” retailers (Dollar General). With this large variation in grocer strategies, the market is heavily penetrated and competition is fierce. Supermarkets are continually losing market share in grocery sales (51 percent in 2011 as opposed to 66 percent in 2001) as players like Wal-Mart and Costco continue to generate more revenue. Although the supermarket share is decreasing, the overall grocery market is steadily increasing as the population of the United States increases. People always need to eat, so there will always be a

1. Introduction The intended purpose of this report is to outline the nature of the Australian retail market, specifically the retail food sector. This report will then discuss the role of market segmentation and how it has resulted in the emergence of new retail channels available to consumers. The emergence of ALDI as a new retail channel will be the focal point of the report along with a brief overview of other new-coming organizations such as Costco. Through the use of current journal articles, books, internet sites and government publications, this report will outline the benefits of the new retail channels available to consumers, especially in regards to saving on common expenses. This report will also discuss the possible room for

The threat of substitutes in the food retail industry can be high among the ‘Big Four’ as switching costs are relatively low and products can be similar. However, most have their own private labels and also target slightly different markets, such as Sainsbury’s having more upmarket positioning and Tesco’s cost leadership. Waitrose offers unique and differentiated products, which are, in the eyes of the consumer, significantly superior. No other supermarket offers such premium quality products with great service and such a large range of organic products as Waitrose, so this makes them extremely difficult to substitute. (Euromonitor, 2008).

The objective of this report is to analyse the UK supermarkets industry for John Lewis in order to seek their competitive advantage in the market. This report is to be presented to the Board of Directors of John Lewis Partnership.

This report is about the UK supermarket industry, and analysing the condition of the current market. It will focus on its market structure, barriers to entry and contestable market to analyse if the supermarket industry is an oligopoly market and if it is a contestable market or not.

Larger stores also offer people the convenience of additional services along with their shopping, for example post office, pharmacy and opticians. By addressing consumer’s expectations and using their buyer power they can offer a choice of products to reflect consumer’s diverse budgetary, dietary, ethical and environmental requirements. Furthermore their global buyer power enables consumers to benefit from choosing exotic produce all year round. With 30,000,000 customers (Bevan cited in Allen, 2009) choosing to use the big four supermarkets on a weekly basis it would suggest that they provide a format that consumers want.

Driven by consumer demand for lower prices and convenience, supermarkets maintain an increasingly dominant retail position in the UK by using their buying power to coerce suppliers to sell cheaply. A significant majority of suppliers supply their goods to the four big supermarkets, who occupy 75% of the UK grocery market. Anti-supermarket campaigners, such as Tescopoly and Farmers for Action Press report that supermarkets abuse their buying power to squeeze suppliers’ prices to the bare minimum (farming today, 2010). This has caused increasing hardship in the market – for example “Many dairy farmers have left the industry...” and of those left “blame their low prices on the way that four large supermarkets dominate the grocery market”, even taking the hit when the supermarkets engage in price wars (Parliament, 2010). Conversely, supermarkets provide a significant and stable market for the suppliers.

The suppliers get the advantages of making their products be showcased for the consumers thru these retailing outlets. A wider scope of retail outlets could mean wider scope for the brand recognition of the seller’s products, that is why these retailing giants has more power than suppliers. But when it comes to distribution, having a strong supplier is important, the company be better over competitors when it comes to qualitative factors such as on time deliveries on their branches and wider network of

In this paper I am going to discuss how and why the food is different in the UK compared to that of the USA. To begin this discussion, I want to go into what shocked me so much about the difference in the grocery stores.

The grocery retail industry worldwide has grown in recent years to become one of the most intensely competitive industries due to the continuous amounts of new entrants. A grocery retailer is one that sells food and other general household items. Hypermarkets, supermarkets, discounters and small grocery retailers are all under the grocery retail umbrella. Between 2003 and 2008, the grocery retailing industry accounted for 45% of store-based retail values sales over the world. The figures

The UK supermarket industry resembles an oligopolistic industry, with several characteristics. Oligopolistic markets tend to be characterised by high concentration ratios, barriers to entry and…Since the turn of the century, the industry has been scrutinised by both the Office of Fair Trading and has been referred to the Competition Commission on two occasions. (Seely, 2012)

To her, places like Dundee are typical of the changes that have taken place. Back in the 1960s, there were 10 bakers, now only 2 remain, out of 8 butchers, one remains, and out of half a dozen grocers, only one remains. In the present day, Dundee now hosts 6 Tesco 's, 3 of which are Metro or Express stores. One Asda, one Morrisons, one Sainsbury 's and a number of other low priced outlets. According to Blythman, there is a correlation between the closure of independent stores and the presence of big supermarkets in Dundee, and it seems that they have benefited at the expense of the small independent stores. (Allen, p163) To back this up, a survey of small grocery retailers was conducted in 2011, and they identified the main obstacle to their business was competition from the big supermarket chains. (ResPublica, 2011) This amounts to a zero sum game (Wrong, 1997) where the Supermarkets gain is the small stores loss.

There are 92,796 grocery stores in the UK and the market value increase by 19.5% in the last 5 years and according to IGD forecast the UK grocery market should reach £203bn by 2019. But what we can see in the figure 1 that from 2009 to 2014 annual grow in the grocery market start decreasing from 4.9% in 2009 to 2.8% in 2014. One of the reason for this is difficult economic conditions which had an effect for consumer spending. Consumers choose to spend less money on food by buying less food or by looking for cheaper places. Retail market is diversified into three main sectors: Hypermarket and superstores which accounts for 42.3% of retail market, convenience stores 21.4% and small supermarkets 20.3% (Figure 3). So about 84% of sales are done in these three sectors. The biggest 4 retail chains in UK are: Tesco which takes 28.7% market share, Asda has 17.3%, Sainsbury’s 16.6% and Morrison’s 11%. (Figure 2) So, if we will sum up 4 biggest retail market chains we will have about ¾ of market share. Finally, a strong characteristic of this sector is competition with price wars and a

TESCO is top leading retailer in UK. It manages over a thousand supermarkets, hypermarkets, and convenience store in the United Kingdom, Ireland, central Europe, and Asia. TESCO started life in 1919 when Jack Cohen started surplus groceries from a stall in the East end of London. MR Cohen made profit of 1 from sales of 4 on his first day. TESCO brand first appear five years after in 1942 when he bought shipment of tea from a MR T. E Stockwell. From that time TESCO slowly improve in retail business and now they are take top position in UK retail business. Tesco aim is provide best products for their customer and make sure about customer requirements.

This report will be conducted as follow, first a brief introduction of the analysed industry; the UK supermarket industry with a concise facts about the size of this industry in the UK, then analysing the macro environment of the UK supermarket industry by using the PEST framework that analyses the Political, Economical, Social and Technological factors, which has a direct impact on the UK supermarket industry. After that the micro environment of the UK supermarket industry will be analysed in depth by using the Porters Five Forces framework, which consist of the following aspects; Threat of the new entrants, Bargaining power of suppliers, Bargaining power of buyers, Threat of substitutes and the Existing competitors. Finally, summarising