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Tesco History Corporate strategies, corporate social responsibilities and Advertising Descriptive Essay

Tesco UPL started in London’s East End. It was founded by Jack Cohen as a one man business. He was a son of a tailor and when he started it, he specialized in selling groceries in the markets of London East End. The company started in 1919 and it adapted its brand name Tesco on 1924.

The brand name was delivered from a combination of the initials of its former supplier T.E. Stockwell (TES) with initials (CO) from his surname. Thus, the misconception that the brand name Tesco originated from a combination of his name Jack and his presumed wife Tessa is wrong, since he has never been married to such a woman.

Tesco started its first store at Burnt Oak, in 1929 and it started trading its shares in London Stock exchange in 1947. It was in 1956 that it started its first self-service store and first supermarket in St Albans and Maldon respectively (Tesco Corporate Profile (2004, para.5).

Tesco has expanded greatly to be the biggest chain of supermarket in United. Internationally, it is placed at position four after Wal-Mart of United States on America, Carrefour of France, and the Home Deport also from the United States of America. Tesco has been successful in opening stores in 14 countries in Europe, North America and Asia.

The company has expanded his line of production from specializing in selling groceries by also stocking consumer goods, financial services and Telecoms that has enabled it generate revenue of £3.41 billion annually(Tesco Corporate Profile (2004, para.7).

Tesco-Corporate Strategy Tesco’s expansion over the last three decades comprises of a complete change of its strategy and image. In its early years it used a strategy that was known as ‘pile it high, sells it cheap’.

This strategy was initiated by Jack Cohen and was very effective by then, but latter it was not successful in selling the brand to the middle-class customers, since they had a poor image for the brand. In 1970s, many consultants recommended a change of the names of its store due to their poor, an issue that was never implemented.

Get your 100% original paper on any topic done in as little as 3 hours Learn More They latter changed their strategy that enabled them establish a well consistent growth that facilitated it in 2005 to become the biggest retailer market in United Kingdom with a domestic grocery market share of 29% compared with 16.8% of Wal-Mart who were formerly dominating the market. The company established a strategy that that was aimed at broadening the scope of the business. This was meant to ensure that the company delivers a strong sustainable long-term growth.

This new strategy entailed expanding the domestic markets to offer diversified products such as non-food, telecoms and financial services. This strategy which was initiated in 1997 is the one that ensured the growth and success of the company. This strategy comprises of five elements;

Core UK: Tesco has the biggest domestic market in United Kingdom. Approximately 70% of their growth and profit occurs in UK. It has over 2,200 stores that have enabled to employ more than 285,000 people. Its expansion in UK happens as a result of extending its established store, opening new store and lastly by the strategy of multi-format approach.

Its sale of non-food has greatly boosted the expansion of the company. To sell its products, Tesco has adapted five diverse store formats which are costumed to meet the needs of their customers. They are categorized according to what they stock and size. They include;

Express (up to 3,000 sq ft)

Tesco has more than 960 such stores that sell a range of up 7,000 products to their customers. They are located close to where their customer live and work for convenience while buying. They stock high quality and fresh food stuff, wines and spirit.

Metro (approx. 7,000-15,000 sq ft)

The company has more than 170 metro. The first metro was established in 1992. Metro are aimed at enhancing the conveniences of shopping in towns and city centers. They stock variety of products including sandwiches and ready-meals,

Superstore (approx. 20,000-50,000 sq ft)

Tesco have more than 450 such stores that stock a wide range of products. Nowadays they have diverse products that include non-food products such as books and DVDs

We will write a custom Essay on Tesco History Corporate strategies, corporate social responsibilities and Advertising specifically for you! Get your first paper with 15% OFF Learn More Extra (approx. 60,000 sq ft and above)

In the United Kingdom, there are over 175 such stores. They stock a wide range of non-food and food products. These products include clothing, health and beauty, electrical equipments and others. The Homeplus is another store that is on trial .They are 10 in numbers and are aimed mostly at stocking on non-food products.

Apart from Tesco designing its stores in various formats to suit its customers, it offers its products in a broadened appeal. Tesco is continually investing to expand their line of production to offer their customers a wide variety of products to choose from. Tesco products enable various people to purchase their different products to supplement their lifestyle. For instance, their nutrition labeling educates their customers on the key information that enable them make an informed decision when buying from their stores.

The recent economic depression had challenged their business greatly and as a result invented 500 more products that will enable various categories of customers to buy various products at a cheaper price without compromising on quality. Tesco stores are designed to appeal all the classes of their customers in reference to their social economic status.

They ensure it by forming a slogan named ‘I’m not aware of any other retailer achieving’ this slogan has enabled Tesco appeal to every segment of UK market.

Tesco Clubcard is a global leading loyalty card scheme that has information that enable Tesco understands its customer better and give them an opportunity to appreciate their customer for shopping with them. Tesco possess more than 8 million distinct coupons. Each clubcard mailing designed to reflect the type of bid suitable for any of their customer. The company has more than 15 million active cardholders.

Tesco is the biggest private employer in UK with a workforce of more than 285,000. The company offers its customers packages of pay and benefit like children care vouchers or Save As you Earn. This is a scheme for saving that enables their customer to purchase shares at a discounted rate (Tesco PLC, 2010 Para. 6).).

In summary, Tesco has used the strategy of diversification to become among the leading firms globally.

The ability of the firm to succeed in selling its own-brand to its customers has helped the company make sufficient profit as this strategy ensures that a company retains a higher percentage of the overall profit. Thus, the company has enough resources at its disposal to expand to other places locally and also globally.

Not sure if you can write a paper on Tesco History Corporate strategies, corporate social responsibilities and Advertising by yourself? We can help you for only $16.05 $11/page Learn More Another strategy adapted by Tesco is core UK business. This involves stocking of grocery in its home market. This retailing is characterized by very strategic moves that entails opening large scale store in areas that other competing firms have shunned to explore. This strategy gives Tesco the advantage of being the first entrant thus; concentrating on establishing a strong brand in those areas such that other competing firms cannot be able to match its performance when they venture in these areas latter on.

Non-food businesses-Apart from being successful in its grocery business, Tesco has also diversified its operations to include non-food products such as cloths, electronics, health and beauty products among others. This new diversification has ensured high revenues and especially in Ireland where it records very high revenues due to the sale of CDs. Retailing services;-Tesco has also expanded its operations to offer services such as personal finance.

It has succeeded in the retailing services by entering in joints with other main players in the sector. This has strengthened its brand and expanded its customer base. Other competing firms in UK have also adapted this strategy, but Tesco have implemented it more strategically a move that has ensured this venture very profitable (Tesco PLC, 2010 Para. 8).

For example, Tesco clients enjoy banking services from Tesco Bank which was initially a joint venture between Tesco and the Royal Banking of Scotland. It gives its customers offers on various products such as loan, credit cards among others. This new service ventures helps the firm record very high profits that assist the firm to venture in new services or areas. Tesco is also engaged in the cell phone industry.

It cells various home phones, mobile phone and broadband business to various consumers across the globe. It has liaised with successful experts of existing telecom operators.International-Tesco started to expand outside UK in early 1994, and in 2005 it was successful to globalize approximately 20% of its operations mainly in central Europe and Far East (Tesco PLC, 2010 Para. 10).

Tesco Social Responsibilities Buying and selling their products responsibly: Tesco have thousands of suppliers globally. They prefer their suppliers to be innovative and dynamic. To ensure it, they spend approximately £800m of their turn over in United Kingdom for local sourcing. Tesco verify where their products originate from and also ensure they are produced in accordance to their standards.

To achieve a very competent workforce that will be dynamic and very effective, Tesco has trained more than 400 suppliers in China, India, Bangladesh, Spain and United Kingdom on how to enhance labor Standards to realize a workforce that is self motivated and very competent (Tesco Corporate Social Responsibilities, 2010, Para.2).

Protecting the Environment: Tesco is committed in ensuring that its activities have very little negative impact on environmental. It achieves this by leasing with its supplies and encouraging them to ensure they use environmental friendly production methods to minimize pollution. Tesco has a vision to reduce its carbon emission to zero by 2050 by adapting the following strategies. Reducing carbon emission in all the new stores they will erect and the existing ones by 2020(Tesco Corporate Social Responsibilities, 2010, Para.3).

Creating good jobs and careers:-Tesco employees are more than 285,000. Thus, Tesco expansion is an assurance that it will continue to give people more employment opportunities that assure them of a daily source of income for themselves and their families (Tesco Corporate Social Responsibilities, 2010, Para.3).

Assisting customers make healthy choices:-Tesco products are labeled accordingly to assist various customers make informed decisions, while buying from their stores. They encourage their customers to purchase and eat more vegetables and fruits. It is done by offering discounts and promotions on such products.

They occasionally take direct roles to ensure that their customers get healthy. They encourage people to lead active lifestyles. Healthy lifestyle helps one to balance the energy they consume to the one they expend. Some of the strategies it has adapted to make sure people live healthy lifestyles is by supporting aerobics and soccer tournaments for its customers (Tesco Corporate Social Responsibilities, 2010, Para.4).

Advertisements Tesco capitalizes on the power of strategic advertisement to sell its brand locally and globally. It is noted as one company that uses very many advertisements yearly. It’s advertisements emphasis about affordable prices for their products and on healthy living. Tesco’s marketing department is very dynamic and innovative on the most successive advert to employ.

The following are examples of adverts that have been used in the past; in 1982 it used its famous advert referred as “Checkout 82” .this advert involved a till with receipt coming from it with various prices. In 2003 Tesco advertised through adverts that comprised of items and shopping trolley that contained information about Tesco. Currently, Tesco is using adverts that comprises of celebrates such as the Spice Girls

In conclusion, Tesco can be considered as a very successful company that originated from scratch to become a global company through its strategic chose of its corporate strategy,

Social responsibility and Advertising. Thus, it can be a good role model for those upcoming companies that they can live beyond their odds to become among the leading organizations in the world.

Reference List Tesco Corporate Profile (2004). Retrieved from

Tesco Corporate Social Responsibilities (2010). Retrieved from

Tesco PLC (2010) .Tesco Strategy. Retrieved from

Why it is Safe to Say that Northrop’s Book Exposes the Roots of Racism in America Argumentative Essay

Nursing Assignment Help Table of Contents Introduction

The Main Thesis. White People Racism




Introduction Nowadays, it is being commonly assumed that racism is nothing but simply one among many extrapolations of people’s simple-mindedness, which in its turn, implies essentially irrational subtleties of a racialist worldview.

Such point of view endorses the application of environmentalist approach to deal with the issue – political activists, affiliated with ‘eracism’ agenda, never cease suggesting that the key to eliminating racism in America is education. At the same time, the very concept of education, as we know it, is also being increasingly criticized on the account of its ‘euro-centrism’.

Nevertheless, given the fact that racial tensions continue to affect the dynamics within American society, it will only be logical to hypothesize that the emergence of white racism has been predetermined by objectively existing laws of historical dialectics.

In this paper, we will aim to substantiate the validity of such our suggestion at length, while referring to the book The White Man’s Burden: Historical Origins of Racism in the United States by Jordan Winthrop, because this book offers a rather comprehensive historical insight into discussed subject matter. And, it is namely by assessing the significance of racism from historical perspective that one will be able to gain a better understanding of racism’s actual essence.

The Main Thesis. White People Racism The foremost thesis of Winthrop’s book can be outlined as follows: the reason why, throughout the course of 17th-18th centuries, white people were growing increasingly intolerant towards blacks is that, at the time, there was a plenty of objective reasons for them to draw parallels between blacks and apes – after all, upon being encountered by European explorers in Africa, African natives were pursuing with essentially savage mode of existence, while going as far as cannibalizing each other in routinely manner. [1]

Throughout the course of Exploration Era, Europeans used to embark upon lengthy voyages to the furthermost corners of the Earth, and yet, with the exception of what it used to be the case with Chinese, Japanese and Native Americans, they were often realizing that local populations had failed to advance even beyond the Stone Age.

And, the fact that the extent of these populations’ visual ‘darkness’ appeared to correlate with the extent of their civilizational achievements in counter-geometrical progression, confirmed the validity of European view of colored people as being somewhat less human.

Get your 100% original paper on any topic done in as little as 3 hours Learn More Nowadays, even some Afro-American historians subtly recognize the fact that, prior to being discovered by Europeans, African blacks did not have much of a history worthy of mentioning, which is why they imply that the very concept of Black History should be assessed within the context of how blacks contributed to America’s well-being, rather within the context of what represents black cultural and scientific achievements.[2]

Therefore, just as we have suggested in introduction, white racism in America should not be referred as the consequence of white people being inheritably wicked per se, but rather as the result of them being endowed with an ability to rationalize life’s emanations. And, as we are being well aware from the lessons of history, one’s ability to address life’s challenges in rationalistic manner rarely correlates with his or her tendency to choose in favor of ‘moral’ mode of living.

Given the fact that the principle of scientific inquiry, upon which Western science continues to be firmly based even today, is being concerned with researches establishing dialectical relationship between causes and effects, it was only natural for white intellectuals, throughout the course of 17th-19th centuries, to point out at black people’s anthropological closeness with primates as the foremost reason for their cultural backwardness: “It was virtually impossible, in fact, to discuss gradations of men without stressing the closeness of the lowest men to the highest animals”.[3]

Whatever ironical it might sound, it was specifically the process of Western science freeing itself out of intellectual imprisonment of Catholicism, which instigated the rise of racialist sentiment within Euro-American scientific circles.

What also contributed to the rise of racism in America, before the policy of political correctness had achieved an officially endorsed status, is the theological essence of Protestantism – the religion closely associated with the process of America’s colonization and with ‘nativist’ movement among America’s whites, during the course of 19th century.

It is important to understand that white Protestants have traditionally considered themselves ‘chosen people’ – in literal sense of this word. And, according to Bible, ‘chosen people’ are being at liberty to treat ‘heathens’ and ‘savages’ as lesser beings and to even exterminate them, if circumstances call for it.

As Winthrop had put it: “The Puritans’ fondness for the Old Testament and their stress on the depravity of man and the selectivity of salvation… have led them toward embracing racial slavery with open arms”.[4] This is the reason why white Protestant slave owners in 17th century’s America did not think that there was anything inconsistent between them owning black slaves, on one hand, and simultaneously taking pride in the strength of their beliefs in Jesus Christ, on another.[5]

We will write a custom Essay on Why it is Safe to Say that Northrop’s Book Exposes the Roots of Racism in America specifically for you! Get your first paper with 15% OFF Learn More Conclusion The context of what has been said earlier implies a fallaciousness of a suggestion that in his book, Winthrop had failed at pinpointing the exact causes of white racism in America. It is a truth that in White Man’s Burden, author does provide readers with information on a variety of seemingly racism-unrelated subjects, such as religion, cultural behaviors, physiology, anthropology, science, medicine and sociology.

Nevertheless, by doing it, Northrop had succeeded in exposing the roots of white racism as such that originate in the very workings of white people’s mentality, which in its turn, explains the phenomenon of a so-called ‘subtle racism’ among today’s even most progressive white people, who despite their publically proclaimed loyalty to the ideals of multiculturalism, still prefer to reside in secluded white suburbia.

Apparently, just as it is being the case with animals and plants, throughout the course of known history, the representatives of Homo Sapiens specie never ceased being subjected to Darwinian laws of evolution, which explains the phenomenon of people’s intellectual, cultural and socio-political inequality.

Given the fact that, ever since having freed New World from British colonial oppression, Americans had set themselves on the path of rapid cultural and scientific progress (which had turned America into the greatest country on Earth), and also the fact that the very notion of progress is being conceptually opposite to the notion of enforced tolerance, the rise of racialist sentiment within American society was bound to occur.

To paraphrase George Orwell’s famous saying – all people are equal, but some of them are being more equal than the others. Therefore, whatever politically incorrect it might sound and, regardless of whether we like it or not – the concept of Western civilization, as we know it, is indeed being synonymous to the concept of white racism.

And, since America is an integral part of Western civilization, the fact that many white Americans continue to be affected by ‘subtle racism’ does not come as a particular surprise. We believe that such our conclusion fully substantiates the validity of paper’s initial hypothesis.

References Billings, Warren. The Old Dominion in the Seventeenth Century: A Documentary History of Virginia, 1660-1689. ed. Thomas C. Holt and Elsa B. Brown, Major Problems in African-American History, vol. 2. Boston: Houghton Mifflin Co., 2000.

Harding, Vincent. On the Differences Between Negro History and Black History, 1971, ed. Thomas C. Holt and Elsa B. Brown, Major Problems in African-American History, vol. 2. Boston: Houghton Mifflin Co., 2000.

Not sure if you can write a paper on Why it is Safe to Say that Northrop’s Book Exposes the Roots of Racism in America by yourself? We can help you for only $16.05 $11/page Learn More Winthrop, Jordan. The White Man’s Burden: Historical Origins of Racism in the United States. London: Oxford University Press, 1974.

Footnotes Jordan Winthrop. The White Man’s Burden: Historical Origins of Racism in the United States (London: Oxford University Press, 1974), 14.

Vincent Harding, On the Differences Between Negro History and Black History, 1971, ed. Thomas C. Holt and Elsa B. Brown, Major Problems in African-American History, vol. 2 (Boston: Houghton Mifflin Co., 2000), 8.

Winthrop, The White Man’s Burden, 103.

Winthrop, The White Man’s Burden, 94.

Warren Billings, The Old Dominion in the Seventeenth Century: A Documentary History of Virginia, 1660-1689. ed. Thomas C. Holt and Elsa B. Brown, Major Problems in African-American History, vol. 2 (Boston: Houghton Mifflin Co., 2000), 156-157.