Tesco's strategy is centered on three key pillars: serving customers, simplifying

operations, and focusing on growth. These three pillars are designed to enable Tesco
to provide its customers with a better shopping experience, increase operational
efficiency, and drive long-term growth and profitability.

1. Serving Customers: Tesco's customer-centric strategy is focused on

understanding the evolving needs and preferences of its customers and
providing them with a seamless shopping experience across all channels. The
company has invested heavily in its online and mobile shopping channels,
allowing customers to shop from anywhere at any time. Tesco has also
introduced a range of personalized services, such as Clubcard, which allows
customers to earn points and receive personalized discounts based on their
shopping habits.

Tesco's customer-centric strategy is also focused on providing customers with high-

quality products at affordable prices. The company has introduced a range of own-
brand products, such as Tesco Finest and Tesco Value, which are designed to cater to
different customer segments and price points. Tesco has also introduced a range of
sustainable products, such as its 'Fairtrade' and 'Free from' ranges, which have
proved popular with customers who are looking for more environmentally-friendly
and ethical products.

2. Simplifying Operations: Tesco's second pillar of its strategy is focused on

simplifying operations and improving operational efficiency. The company has
invested heavily in its supply chain and logistics network, with a focus on
reducing costs and improving delivery times. Tesco has also simplified its store
operations, reducing the number of product lines and focusing on high-
margin products.

Tesco's simplification strategy is also focused on reducing costs and improving

profitability. The company has introduced a range of cost-cutting measures, such as
reducing store staff and renegotiating supplier contracts, which have helped to
improve margins and profitability.

3. Focusing on Growth: Tesco's third pillar of its strategy is focused on driving

long-term growth and profitability. The company has introduced a range of
growth initiatives, such as expanding its online and mobile shopping channels,
entering new markets, and launching new products and services.

Tesco's growth strategy is also focused on diversifying its business and reducing its
reliance on the UK market. The company has entered several new markets, such as
Central Europe and Asia, and has introduced new products and services, such as
banking, insurance, and mobile phone services, which have helped to diversify its
revenue streams.

Tesco's growth strategy is also focused on innovation and technology. The company
has introduced a range of innovative products and services, such as its 'Scan as you
Shop' technology, which allows customers to scan and pay for products as they shop,
and its 'Tesco Now' service, which delivers products to customers within one hour.

In summary, Tesco's strategy is centered on serving customers, simplifying

operations, and focusing on growth. By focusing on these three pillars, Tesco is able
to provide its customers with a better shopping experience, increase operational
efficiency, and drive long-term growth and profitability.