A brief analysis of TESCO
The main competitors of Tesco are Sainsbury's, ASDA and Morrison's. Sainsbury's has a chain of supermarkets throughout the country, focusing on a wide range of products. ASDA mostly focuses on Groceries, electrical, appliances, clothing and furniture. Morrison's have a chain of supermarket dealing with various types of products. From this, it is evident that Tesco, Sainsbury's, ASDA and Morrison's deal with almost the same products (Fergus 2010). This implies that the competition is very stiff. This can be demonstrated when Tesco overtook Sainsbury's in the mid 1990s to become the market leader in the United Kingdom. Consequently, ASDA overtook Sainsbury's in 2003 making ASDA to be the second and Sainsbury's to be the third in the market. This has come to appeal to all market segments. One of the main strategies of Tesco is to use products of its own brand (Kemp 2008). This includes up market products under product categories of food, beverage, clothing, home, and financial services.