In this essay, I am going to compare the top four supermarkets of Britain by observing their market share, number of shops, total selling space, annual sales and number of employees.
I predict that Tesco will be superior in these aspects, as Tesco is Britain's most successful supermarket. Convenience seems to be the most important feature of supermarkets as far as the public is concerned. My questionnaire shows me that 70% of people use the supermarket closest to their home or work. The other 30% normally look at value for money, quality or selection.
Tesco has covered all three of these as Tesco's "Value" range covers value for money and Tesco's "Finest" range covers quality. This also means that Tesco has a big selection as it has "Value", "Finest", own brand and the specialist brands like Heinz. However, as Britain is a M. E. D. C (More Economically Advanced Country) the majority of the public are middle class, therefore, Tesco have wider selection of products in their own brand and specialist brands than in the "Value" and "Finest" ranges.
Statistics show that if there is a Tesco closest to your home or work you will use it. I have noted down in various supermarkets, prices of both own brand and specialist brand products. I have found out that Asda is the cheapest major supermarket and Waitrose is the most expensive (except for M;S, as they only have own brand products). Although Asda is cheaper than Tesco, Tesco's own brand range is better quality than Asda's.
Tesco and Sainsbury's are roughly in the middle on prices of specialist brand products, Sainsbury's is that little bit more expensive.Safeway is cheap but not as cheap as Asda. Asda has a big selection of items other than food and toiletries as it has its own clothing brand "George" and normally a petrol station, a cafeteria, electrical appliances and a photo developer. Asda has nearly half the amount of shops than Safeway but 1.
3 million sq. ft more selling space. Tesco has a similar selection as Asda in its big supermarkets but also has many things such as cards, presents, chemist, tobacconist in much smaller shops. Tesco has even a big selection of big shops.Tesco has the biggest percentage of the market share, the largest number of shops, the biggest total selling space, the largest annual sales and the most employees. Here are five graphs showing Tesco, Sainsbury's, Asda, and Safeway.
A survey conducted for SuperMarketing magazine showed that Tesco was the most efficient supermarket in Europe, with the highest sales per square metre, while Asda was the third most efficient and Sainsbury's the fourth. This suggests that Tesco is Britain and Europe's most successful supermarket as efficiency as a key point in convenience that the public looks for.It is also very interesting that Asda are more efficient than Tesco's main rival, Sainsbury's. Asda appears to be gradually taking over Sainsbury's and nothing (if anything) it does, seems to be helping Sainsbury's prevent Asda from doing so. Since Asda got taken over by Wal- Mart (the world's largest retailer) in 1999, their clothing range has been dramatically reduced in price. This is due to their 60% savings on fabrics and 15% on zips and buttons.
For example, George (Asda) jeans in 1999 cost £14. 99 but now cost only £6.Asda and Tesco are about to have a price war, cutting back on £100m worth in just one week, while Sainsbury's does not appear to be joining in. Asda do have an edge on Tesco as they have their own clothing brand, which is UK's fifth-largest clothing retailer. However, Tesco have roughly 45% more selling space than Asda so they can rely on their location and numerous amount of shops which is a very important to the public.
In the past two years, Tesco and Asda have made a steady increase on their market share percentage unlike Sainsbury's and Safeway.As you can see below: Tesco has by far the most market share compared to its rival Sainsbury's. Asda appears to be catching up with Sainsbury's and Safeway is decreasing rather than increasing. It is clear to see from the graph above who is the most successful supermarket in Britain, and it has no worries of anyone overtaking it at this moment of time. My prediction was correct, as Tesco has been the leading supermarket since it had started.It was the first to introduce to Britain self-serving, loyalty points (green shield stamps), clubcard, home delivery, insurance etc.
nd is still going strong. Soon Tesco will take over the corner shops as it is going to launch Tesco corner shops. Many of the things he introduced are still here today including a number of schemes have been set up and proved to be profitable. Tesco has the biggest: percentages of the market share, number of shops, total selling space, annual sales and most employees. It has always been one step ahead of all the other supermarkets in Britain and has always had the edge over the other supermarkets.
