How far would you go to know your customers?
No matter how great the heritage or reputation of your company, unless you are continuously looking ahead, your strong position may already be slipping away...
One way to falter is to lose touch with your customers.
Tesco's number 1 position in the UK is based on a customer-focused strategy. Chief Executive Terry Leahy has built his reputation and the company's outstanding growth by understanding exactly what his customers want.
Take his forthcoming entry into the American market:
Twelve months ahead of his £250m US launch, Leahy has sent fifty directors to live with families in California. To find out how Americans live: how they eat, how they shop, how they spend their leisure time. The information gathered goes directly back to Leahy to help shape his expansion strategy.
Their US venture may or may not be successful - analysts and investors are divided over the risks involved. But this level of preparation for a new venture clearly shows that Tesco won't leave the future to chance.
One way to falter is to lose touch with your customers.
Tesco's number 1 position in the UK is based on a customer-focused strategy. Chief Executive Terry Leahy has built his reputation and the company's outstanding growth by understanding exactly what his customers want.
Take his forthcoming entry into the American market:
Twelve months ahead of his £250m US launch, Leahy has sent fifty directors to live with families in California. To find out how Americans live: how they eat, how they shop, how they spend their leisure time. The information gathered goes directly back to Leahy to help shape his expansion strategy.
Their US venture may or may not be successful - analysts and investors are divided over the risks involved. But this level of preparation for a new venture clearly shows that Tesco won't leave the future to chance.
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