The Marketing and Maintenance of Competitive Advantages at Tesco

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Tesco is the dominant supermarket in the UK. It is often argued that the supermarket has gained this position as a result of a highly effective marketing and growth strategy. The writer first looks at the marketing of Tesco and the way it adapts and changes in line with the environment, focusing on the changes that were made in 2008-9 as a result of the global credit crunch. The write then considers ow the marketing strategy of the firm is able to support the firm chosen competitive advantages. Thirty sources are cited in this sixteen page paper.