Tesco chief executive Philip Clarke is finally trying to step out of the considerable shadow of predecessor Terry Leahy. This week’s announcement of a wide-ranging turnaround plan for Tesco’s UK operations might be considered excessive in the greater scheme of things. Consumer sentiment in the UK is weak and Tesco’s much anticipated drop in UK profits was only by 1% in its latest fiscal year (ending February), with the UK’s largest grocer still netting nearly £2.5bn for the period.
That said, the fall in profit—its first in decades—and the loss of market share to Asda and Sainsbury generated unease among shareholders and highlighted a need to address significant challenges in Tesco’s home market. Tesco still controls a sizeable 30% of the UK retail market, but this share is slowly eroding.
Despite his vigour in addressing the problem, many of the initiatives unveiled by Mr Clarke are not new, something that he admits in statements accompanying the group’s latest results. Rather than innovating, Mr Clarke’s focus for Tesco is a “back to basics” attempt to re-engage with consumers via store facelifts, relaunching the value range and boosting customer satisfaction. In the online space, Tesco’s domestic strategy is more of a departure, especially if it seeks to challenge pure-play e-tailers such as Amazon by allowing third-party sellers into its online marketplace. This could be an important asset in improving choice and availability for web-savvy shoppers.
The scale of Mr Clarke’s commitment to the UK is notable for the size of the investment he’s committing to the project: £400m on store facelifts and £600m on increased staffing levels. A billion pounds is a lot of money, but for Tesco it only amounts to 1.5% of group revenue, and just over a quarter of group profit.
The biggest gamble, then, is not the amount that Mr Clarke is investing, but the fact that it is directed at operations in the UK. A slight fall in profit and market share in the country is a concern but, given the general weakness in the British economy, embattled consumers are still likely to favour price over the renewed service that Mr Clarke is investing in.
Emphasising the domestic could spurn much stronger opportunities elsewhere, especially fast-growing emerging markets in Asia. Over the past five years, Tesco’s average annual UK profit growth is only around a fifth of growth at its operations in Asia. Tesco’s multinational competitors are expressing commitments to new markets in Asia, Sub-Saharan Africa and Latin America. They are also watching India very carefully as the retail market gradually opens. It is worth shareholders asking whether £1bn might go further if it is invested in these markets.

The EIU's Consumer Goods Briefing assesses the consumer goods and retail industry in the world's biggest markets. It leverages the expertise of EIU analysts and data from Planet Retail to offer five-year forecasts for a range of sub-sectors.

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