Campaign Planning
Supermarket Chain Performance and Customer Perception
L. J. Marchant, Marcos (Market Competition Studies) Ltd.
In May the two leading supermarket chains published their annual trading results. Tesco has made considerable improvements in its financial performance compared with the previous year, but Sainsbury is opening up a gap in terms of total sales and market share, and continues to achieve higher profit margins. The results of two surveys carried out among customers of the 10 leading supermarket chains may help to explain some of the reasons for this difference in performance.
The entry of major...