Tesco competitive strategy
When Tesco first entered retailing they went for the low-price strategy. The motto of Tesco’s founder, Jack Cohen was “pile them high and sell them cheap” He bought in bulk and sold at a low price. As time moved on, Tesco moved more and more up market, moving away from low price to differentiation strategies. Tesco did this because they realized UK consumers were becoming better off and money of them was changing in their tastes away from cheap groceries. Tesco has thus effectively changed its strategy and resource base to better fit the changing retail environment.