Tesco Scenarios—Selling Through the Internet Without Cannibalizing Ourselves
This case study graphically illustrates the development of a strategy that created a new overall system of adding value besides illustrating the role that the process of scenario development can play in strategy development.
Very many years ago, I got a call on a Monday asking if I would like to facilitate a one-day session to re-examine the strategy at Tesco. In common with Tesco Metro, Tesco Express, and to a lesser extent, Tesco Non-Food, the home-shopping operation lacked a focus, as I found it, without a really clear idea of how it was going to compete better than its competitors, what value it would be bringing to its customers, and indeed who they ...
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