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07 May 2021
Behind Tesco’s turnaround triumph
Supermarkets & grocery stores
Brand management
United Kingdom
In 2015, Tesco – the UK’s biggest supermarket chain – was a brand in fundamental decline. The turnaround strategy required encompassed many areas of the Tesco business from improving product quality, to customer service, to repairing brand trust.
Why it matters
As a household name brand with a huge market share, it can be difficult to turn around a decline. But Tesco proves that with decisive leadership, patience and creativity, reinventing a huge brand is possible.
Lessons
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