The Tesco brand is key to success. The brand is built on
Tesco’s core purpose – to create value for their customers to earn their
lifetime loyalty – and is underpinned by Tesco’s values.
Exercise
You have been asked by the Corporate & Legal Affairs
Director to evaluate how the Tesco brand is perceived from the perspective of
one an investor.
six pages in length
When you are doing the work it is compulsory to follow the 2
sections below:
The list to follow;
? Critical
evaluation of the brand and the reasoning behind recommendations
? The
ideas you present
? Consideration
of the long term and wider implications
? Understanding
of the task and how you approach it is very important.
Pointers to include;
? What are
the strengths of the brand?
? What are
the weaknesses in the way Tesco’s brand is represented?
? What
opportunities could there be to improve the Tesco brand – now and in the
future?
? What
threats should the Corporate & Legal Affairs Director be aware of?
? What
external factors may affect our brand – now and in the future?
Note: Corporate and Legal Affairs in Tesco is mainly
responsible of protection and promotion of the Tesco brand.
