Research Paper on:
How Did Tesco Become The Dominant Supermarket In The UK; A Research Proposal

Unformatted Sample Text from the Research Paper:
1. Introduction Tesco is the dominant supermarket within the UK, a position which has been gained with a relatively  rapid speed. The growth into a market leader has seen the use of a number of strategies including the building up of land stocks for current and future development as  well as defensive purposes, aggressive marketing campaigns, the development of loyalty with the Tesco Clubcard and an extensive use of diversification. Many of these strategies have not been unique to  Tesco, other supermarkets have sought to compete in the same way, so why has Tesco succeeded to a greater extent that other supermarkets? To consider the reasons behind Tesco  rise to prominence it is important to look at the company as a whole as well as the industry which it operates to identify potential sources of competitive advantage which  can be assessed for their contribution to the success of Tesco. The purpose of this research is to identify the contributing factors that have lead to Tesco gaining and retaining  the dominant position in the UK supermarket industry. The paper will start by looking at the industry as a whole and the position of Tesco in that industry and an  overview of the main strategies. The importance of the strategies will then need to be assessed from the perspective of the customers with the use of primary research, this proposal  will outline the approach that can be taken to the primary research. 2. The Supermarket Industry The supermarket industry United Kingdom is a highly competitive industry; in 2004 the market  was worth a total of ?120.1 billion, with supermarkets making up the largest sector of the grocery store, food retailers and supermarkets industry, supplying 46.6% of sales (Euromonitor, 2006). Some