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and evolving market is by reviewing corporate as well as marketing
objectives and strategies through evaluation, choice and formulation of
new strategies.
The following case covers many of the previous points. Tesco, a leading
supermarket chain in the UK is in an enviable position. It is the market
leader in the UK and is constantly identifying new opportunities within the
market place to expand its business, maintain its leadership and expand
its portfolio. The Tesco strategy is one of long-term growth and its core
purpose ‘is all about customers, creating value for customers to earn their
lifetime loyalty’ and they add ‘this statement is at the centre of everything
that we do’ (www.tesco.com). This shows that Tesco is extremely market-
oriented and focuses on identifying opportunities to satisfy customer
needs in order to maintain its leadership.
