Strategic perspectives Essay Example | Topics and Well Written Essays - 3750 words

Strategic perspectives - Essay Example Additionally, the volatile economic conditions in the UK serve as major concerns for achieving consumer loyalties, which are part of the company’s mission. Based on all research findings, it has been recommended that the company utilise more promotion in public relations to expand perceptions of competent and viable corporate social responsibility focus. Additionally, based on consumer behaviour patterns and the economic conditions in the UK, it is further recommended that the company begin launching more private label brands that are aligned with discounted pricing structures. These recommendations will better align the corporate level strategy with the publicised mission of Tesco and sustain higher levels of competitive advantage for the firm. Tesco is a UK-based, multinational supermarket and general merchandise retailing organisation. This retailer giant is currently the second largest retailer, in terms of profitability, just behind Wal-Mart with revenues of  £64.83 billion in 2013 (Tesco 2013). Tesco maintains presence in 12 different countries throughout North America, Europe and Asia. Sustaining a market share of approximately 30 percent in the UK, it is considered the largest supermarket in comparison to its main competitors: Morrison’s, Sainsbury, Waitrose and Asda. This report conducts a strategic analysis of Tesco, inclusive of the external environment impacting operations and strategy with an emphasis on the UK market, the internal environment, an evaluation of its reputation from a public relations perspective, the firm’s existing strategies and a series of strategic recommendations are provided to improve its market and competitive positions. This section describes the relevancy and impact of external market forces, utilising Porter’s Five Forces Model for analysis, as well as the PESTEL framework. Tesco operates in many highly saturated competitive markets