Classroom Speech - The Comeback of TESCO

We were very disappointed and worried in Tesco. This resulted that the Board of Directors decided to fire the then managing director Terry Leahy in favor of Philip Clarke. Tesco was in a major enlargement that caused major problems for Clarke. He started out with great savings and promotions about price reductions. This did not give the expected profit and customers decided against joining Tesco in favor of its competitors. That is why Tesco had to create a reconnect to customers, to get the desired market position an the corporate culture back. .
             Customers ' buying behavior was changed through time7. Customers no longer wanted frozen food for cheap money. The better quality for more money culture had spread8. This did not fit into Tesco's marketing campaigns that focused on cheap goods. Therefore Fresco needed to adjust after the costumers needs. 2/3 of Tesco's market is in England. Therefore, it was necessary to start in England with the reconstructions of all shops. There were focused on quality and fresh goods. The name of the new stores is "Fresh and Early". The old price tags, which were colored with dark colors, have been destroyed. Now the focus has been placed on the bright colors that invite the customer into the store. There has been implemented a new discount product "Everyday value". There is a bakery and butcher departments, which indicate the good quality and fresh goods. It is known from various market studies that there has been a very satisfactory response. These stores have gained considerable success around the country, which has been a major turning point for Tesco. These shops are 4-5 years old and have not had their Break even point yet. Therefore, investors can look forward to a great profit. This will help to restore the former Tesco in great growth.
             What should we do in the future?.
             In the future we need to convince our customers, that we together need to make the planet greener.