The Marketing Mix at Tesco

Description:

Tesco is everywhere. And now it sells everything - from mince to mortgages. A loyalty card and Prunella Scales are two of the jewels in the promotional campaign which has helped it gain market dominance. Tesco portrays itself as good value - but are its products really all that cheap? And is its "computers for school" scheme just a promotional gimmick? Tesco has enormous power - over people's diets, over its suppliers and over our environment. But does it use this power for good - or bad?