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TESCO’s Marketing Strategies and the UK Consumer Perceptions

Introductory Background
According to the report by Solar Navigator (2007) Tesco was founded by Jack Cohen, who sold groceries in the markets of the London East End from 1919. The Tesco brand first appeared in 1924. After Jack Cohen bought a large shipment of tea from T.E. Stockwell, he made new labels by using the first three letters of the supplier's name and the first two letters of his surname forming the word "TESCO". Tesco’s first store was opened in 1929 in Burnt Oak, Edgware, London; and the firm was first floated on the London Stock Exchange in 1947. The first Tesco self-service store opened in 1948 in St Albans and is still trading in 2005, while its first supermarket was opened in 1956 in a converted cinema in Maldon, Essex. Tesco is the U.K.’s largest grocery chain.
Tesco’s marketing activities have evolved substantially over the decades (Reed, 2006). In 1974 it hit the big market and began selling......

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Approximate Word Count: 3062
Approximate Pages: 13 (250 words per double-spaced page)

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