Identify and discuss the business level strategy of TESCO

Q4 – 30% (2500 words)- inc refrence in text and end.


This is obviously the most important question. Here you need to:


a) Identify the business level strategy of TESCO (this could be also been found/linked from question 2. That is either cost leadership or differentiation or hybrid (both). Of course you will need to reference all concepts such as “Porter, 1985”.

b) Identify the corporate level strategies. These could be growth: e.g. market penetration, market development, product development, vertical/horizontal integration, related/unrelated diversification. Here you can use the Ansoff’s matrix/directional policy table (it is essentially the same).  Of course there are turnaround corporate strategies (e.g. downsizing, liquidation, divesture etc) and stability strategies ( no-change strategy, pause, etc)

So in a) and b) you can identify/record plenty of strategies but please use the terminology and reference properly every concept.

c) Suggest strategies: Either you can suggest sustaining the existing ones, or developing the existing ones, or developing new.

d) Choose two (advisable)-three (max) strategies to evaluate them according to certain criteria. These can be:

– suitability – acceptability – feasibility, that is SAF (highly recommended, simple and straightforward)

-STAIR model

-SUITS model

-RACES model

– or any other properly referenced model.


e) Finally, you will need to say a few words about the implementation techniques/modes of those suggested strategies. Examples of implementation modes: licensing, franchising, merger/acquisition, joint venture, direct investment/wholly owned subsidiary. Remember, these are ways of implementing strategies – they are not strategies themselves. You can also combine this part with part d) if you want.


For this question, please avoid suggesting simple actions like “enhancing the CRS policies” “or improve the quality”– these are not strategies. In such a case the strategy is “differentiation” and it entails improving the quality etc…