IndexInductionMain BodyIn ConclusionInductionToday is a time of strategic success. If companies want to achieve long-term survival and development in a competitive and rapidly changing social and economic environment, they must consider every step taken by the company from a strategic perspective. The key factors for development are to formulate clear development strategies to promote the further development of enterprises and improve their competitiveness in the industry. Tesco is a leading retail industry in the UK and one of the top three retailers in the world. It was founded in 1924 by Jack Cohen's first store in North London, England. In addition to the UK, Tesco also operates in 13 other countries. Below I will analyze its competitive and expansion strategy. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essayMain bodyFirstly, analysis of Tesco's competitive strategy.Competitor Analysis: Both Wal-Mart and Carrefour have adopted a cost leadership strategy. It has the advantages of economies of scale, know-how, preferential raw material supply prices, transaction costs and lower management fees. Competitive strategic choices: Tesco's business philosophy is people-oriented "Our success is inseparable from customer support and employee efforts." Tesco's core philosophy is to create value for customers and earn their trust for life. Tesco uses differentiated warfare, such as store mode (Tesco has developed a range of store models to meet the different needs of different customers: Tesco Express, Tesco Metropolitan Stores in Main Commercial Street and Downtown, Tesco Supermarkets and Tesco Supermarkets.), localization (expansion in collaboration with local retailers such as relationship building, cost reduction or sourcing centers in many countries that provide convenient and convenient products to customers around the world at a lower cost or Tesco has established its own warehouse, a distribution of fresh produce and hires local staff) and uses information management systems to segment the market and provide better services. First, Good at database marketing (categorization of customer groups, product positioning), Second, Innovative Retail Services (Tesco.com, "Tesco Bank", "Tesco Communications", online delivery) thirdly, Club Card is the loyalty program Coupons for consumers (1% of the consumption amount, each time, Tesco will replace the bonuses accumulated by customers into "consumer vouchers" and send them to the consumer's home Customer database (acquiring data on customers' purchasing habits) The Niche Club (dividing customers into several "niche clubs", producing different versions of "club card magazines", publishing the most interesting promotional information and other topics of them interest. Some local Tesco chains have also organized various events locally for members of different clubs.) Effective cost control is needed as Tesco has to maintain a club with 10 million members, and it is a cash reward like. main reward method and also provides tailor-made promotions for different "niche club" members. Daily management and marketing communication are very complicated. For example, direct mailing instead of TV commercials. First of all, Tesco almost never uses mass media such as television to promote "club cards". Through investigations, it was found that sending letters directly to customers has a higher information arrival rate and is more.