Tesco is the largest food retailer in the UK, holding an estimated 15,5 % share of the total market. Tesco also aims to grow their share in the non-food markets. The two most important factors in Tesco's success are listening to customers and learning from mistakes. Offering their customers quality products for low prices and putting local people first in the way they run their business is also core to their strategy. (Dickson, M. 2001) Tesco's target market …showed first 75 words of 3108 total…

…showed last 75 words of 3108 total…customers still appreciate the Clubcard. (http://www.mintel.com) Tesco could use more personal selling to attract more customers. This tool is seen as the most effective and expensive tool of the promotion mix. Personal selling is effective because both the seller and the buyer can easily understand each other's needs when having a conversation. When using personal selling it is easier to establish loyal customers because of the personal relationship one creates. (Kotler, P. 1999)