Tesco is the retailer with the biggest market share, holding 31%. It currently has the largest store base in Britain, the largest in internet shopping, and has the biggest land bank. Tesco has become a convenience shop for most people everywhere, with there now being Extra, Metro, Express and Home Plus. These shops have taken over towns and cities, for example in Bedford alone there is 8 Tesco shops. This has enabled Tesco to expand and grow, and become the leading retailer in the UK.
However, now many people have fallen 'out of love' with Tesco, with the shopping experience (in store and marketing campaigns) being bland and boring, falling behind its competitors. This may be because of the focus on expanding in different countries, bringing to life ideas and concepts, with many of them not working, for example 'Fresh and Easy' in America. There is also so much more choice in supermarkets and online shopping than ever before. This has meant that people are no longer forced to go to a specific supermarket because of the location, they can now shop in three or four and try to get the best deals and compare/match prices. If Tesco decide not to change their marketing strategy they may be left behind and lose their place in holding the biggest market share.
Tesco, along with many other stores, recently had lots of controversy over horse meat being found in many of their products, mainly 'beef' products, being forced to withdraw all stock from their shelves. Tesco and other stores were hit hard by customers and food experts, forcing Tesco to make public apologies, and allowed customers to bring back any food/packaging that had been identified as being contaminated. Not only has this been very costly to these supermarkets, but it makes Tesco have a bad reputation, and may result in customers going to more reputable companies, such as local butchers.
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