留学生论文代写案例-乐购进入壁垒。本文是一篇由本站留学生代写服务提供的留学生论文写作案例，主要内容是讲述乐购是一家英国国际商品零售连锁店。它是全球销售额和国内市场份额最大的英国零售商。2009年，他们的利润超过30亿英镑，雇佣了约44万名员工。按收入计算，它是全球第三大零售商，利润第二大零售商.乐购在国内和国际范围内运营923家，为他们提供了接触不同大陆九个市场超过2.6亿人口的机会。在过去的五年里，乐购已经从一家传统的英国超市扩展到提供各种产品和服务，包括食品、非食品业务、个人理财和互联网购物。其业务规模的不断扩大和全球化大大提高了其效率和盈利能力。下面就一起来看一下这篇留学生论文代写案例的具体内容。
Tesco PLC is a British international merchandising retail chain. It is the largest British retailer in global sales and domestic market share. Their profits exceeded £3 billion in 2009 and employ around 440,000 employees. It is the third largest global retailer based on revenue and second largest in profit
Tesco operates 923 in national and international circuit, it gives them access to a population over 260 million across nine markets in different continents. Over the past five years, Tesco have expanded from a traditional UK supermarket into providing a variety products and services, including food, non-food business, personal finance and internet shopping. The increasing scale and globalization of their operations has provided significantly contributed to their efficiency and profitability.
Even though it has been a very for consumer the company’s confidence has fallen as people worry about unemployment and are struggling to manage their household budgets. At Tesco there has been a shift in priorities of the customers Tesco constantly monitored their prices on their food items and changed their value chain strategy to cut cost , cater to the needs of the customers and eventually to make profits.
尽管这对消费者来说非常有利，但由于人们担心失业，难以管理家庭预算，该公司的信心已经下降。在乐购，顾客的优先事项发生了变化。乐购不断监控他们的食品价格，并改变了他们的价值链战略，以降低成本，满足顾客的需求，并最终盈利。
TESCO MARKET ENTRY STRATEGY 乐购市场进入策略
The plank of Tesco’s entry strategy has been the use of their own-brand product. These are divided into three categories 乐购进入战略的支柱是使用他们自己的品牌产品。这些分为三类
PRODUCT RANGE 产品范围
Finest: High quality food with highest price rages 最佳：价格最高的优质食品
Mid-range Tesco brand : Medium quality and average price range 中档乐购品牌：中等质量和平均价格范围
Low-price Value brand: Low quality products with lower price value 低价值品牌：低价值的低质量产品
These product ranges of items are available to the consumer market in their retail format stores 这些产品系列的商品在其零售形式的商店中可供消费市场使用
Tesco Extra: These are significantly large out of town hypermarkets which stock all of Tesco’s product ranges; the minimum shop floor is of 119,000 sq feet.
Tesco Superstores: They are standard supermarkets stocking primarily groceries and other smaller non food goods.
乐购超市：这些都是非常大的外地超市，供应乐购的所有产品系列；最小车间面积为11.9万平方英尺。
Tesco Metro: They are stores which functions between superstores and express stores, they are mainly located in city centers and high-street, they cater ready to eat food, refrigerated food and deli food to working class consumers.
乐购地铁：它们是介于超市和快递店之间的商店，主要位于市中心和商业街，为工人阶级消费者提供即食食品、冷藏食品和熟食。
Tesco Express: Tesco Express stores are neighborhood convenience shops, they stocking mainly food with particularly on higher-margin products.
乐购快递：乐购快递商店是附近的便利店，他们主要储存食品，特别是利润率较高的产品。
Tesco Direct: Tesco Direct is an online store, where consumers can purchase items online and can collect it from a store or choose to deliver at home.
乐购直销：乐购直销是一家在线商店，消费者可以在这里在线购买商品，并可以从商店领取或选择在家送货。
OBJECTIVES OF MARKET ENTRY STRATEGY 市场进入战略的目标
To cater to variety of food products at different price level satisfying different income levels 满足不同价格水平的各种食品，满足不同收入水平
To operate at an economy of scale there by able to have a control over the price 通过能够控制价格在那里以规模经济的方式经营
To be accessible in all levels of the geography 在地理的各个层面都可以访问
To gain significant market share 获得显著的市场份额
To be able to compete in the highly significant technological and infrastructural environment.能够在高度重要的技术和基础设施环境中进行竞争。
BARRIERS OF ENTRY 进入壁垒
Market Structure 市场结构
The market in which Tesco operates are in daily grocery market. Although, this is a highly competitive segment Tesco holds a huge proportion of market share, This type of market structure is highly volatile, continuous development and innovation is required by Tesco to keep the market share.
乐购经营的市场是日常杂货市场。虽然，这是一个竞争激烈的细分市场，乐购占据了巨大的市场份额，但这种类型的市场结构波动很大，乐购需要不断发展和创新才能保持市场份额。
Threats of substitutes 替代品的威胁
The fear of substitutes in the food retail industry is minimal, but with higher number of super markets and convenient stores people have variable option to choose their product from.
食品零售业对替代品的恐惧是最小的，但随着超市和便利店数量的增加，人们可以选择不同的产品。
Buyer power 买房权力
The buyer power is high in the industry because the consumer can easily choose between ASDA, Tesco Sainsbury etc. The importance is often which retailer is closest to the consumer. Since the buyer power is high the cost of switching is very low.
该行业的买家权力很高，因为消费者可以很容易地在ASDA、Tesco Sainsbury等之间进行选择。重要的是哪家零售商最接近消费者。由于买方功率很高，因此切换的成本非常低。
Supplier power 供应商权力
Supplier power is relatively weak because there are a large number of supermarkets and a small numbers of dominant buyers. But we must have in mind that large suppliers such as Proctor and Gamble or Unilever have countervailing power.
供应商的力量相对较弱，因为有大量的超市和少数占主导地位的买家。但我们必须记住，像宝洁或联合利华这样的大型供应商具有反补贴能力。
Rivalry 竞争
The rivalry is high in the industry because of a very competitive market industry. As seen in table, Tesco is the market leader in UK; however, the five largest players have a market share of 65.6 % which indicate that it is an oligopolistic market. It is a high capital industry and a new market challenger must have financial resources on a very high level.
这个行业竞争激烈，因为这个行业的市场竞争非常激烈。如表所示，乐购是英国市场的领导者；然而，五大参与者的市场份额为65.6%，这表明这是一个寡头垄断市场。这是一个高资本行业，一个新的市场挑战者必须拥有非常高水平的财政资源。
Because the food retail market in UK is a mature market, growth is achieved by taking market share from competitors.
因为英国的食品零售市场是一个成熟的市场，所以增长是通过从竞争对手那里获得市场份额来实现的。
ANALYSIS 分析
The strategy used by Tesco in UK and Europe has been largely successful because of home territory advantage and supply chain control, the organization can control price of variable and change the price of food accordingly and this gives them a successful edge of other competitors like Asda and Sainsburry.
乐购在英国和欧洲使用的战略在很大程度上是成功的，因为其本土优势和供应链控制，该组织可以控制可变价格并相应地改变食品价格，这使他们在阿斯达和塞恩斯伯里等其他竞争对手中具有成功的优势。
With the plan of expansion significantly towards the east, Tesco has been struggling to gain momentum in these markets. The following are the recommendations for Tesco entering foreign markets
随着大幅向东部扩张的计划，乐购一直在努力在这些市场获得势头。以下是乐购进入国外市场的建议
Identify the market opportunities: Tesco has to understand the retail structure of the country and understand other elements such as suppliers, transport, home grown facilities.
识别市场机会：乐购必须了解该国的零售结构，并了解其他因素，如供应商、运输、本土设施。
Market to enter: Which region to focus their market depending on their variables such as, competitors, standard of living
进入市场：根据竞争对手、生活水平等变量，将市场重点放在哪个地区
Nature of food product: The variety of food product available within the company and international food supply.
食品性质：公司内部和国际食品供应的食品种类。
Understanding buying behavior: Understanding buying behavior is an psychological task, behavior has to be monitored and market research has to be setup to provide products that are best suited to consumer of that country.
了解购买行为：了解购买行为是一项心理任务，必须对行为进行监测，并进行市场调查，以提供最适合该国消费者的产品。
PESTEL ANALYSIS PESTEL分析
The analysis provides a framework for macro-environmental factors that used in the environmental scanning. It is a part for monitoring macro variable factors while understanding a strategic analysis. It is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations.
该分析为环境扫描中使用的宏观环境因素提供了一个框架。它是在理解战略分析的同时监测宏观可变因素的一部分。它是一个有用的战略工具，用于了解市场增长或衰退、业务地位、潜力和运营方向。
PESTEL analysis for TESCO
(P)olitical 政治
UK has a variety of important legislation and food laws. The FSA (The Food Safety Act) provides support for all food legislation in Great Britain. Some of these acts are:
英国有各种重要的立法和食品法。FSA（食品安全法案）为英国的所有食品立法提供支持。其中一些行为是：
Falsely describing or presenting food 虚假描述或呈现食物
Rendering food injurious to health 使食物对健康有害
Selling food to a purchaser which is not of the substance or quality as demanded 向购买者出售不符合要求的物质或质量的食品
Unsafe – unfit for human consumption 不安全——不适合人类食用
The companies within the food industry must operate under the government’s regulations, such as, the employment laws. 食品行业内的公司必须遵守政府的规定，如就业法。
Tesco’s Impact 乐购的影响
Tesco employs over 250.000 people in UK which can be difficult to control. Also environmental regulations and trade restrictions and tariffs are something to be aware of. Political changes may affect the food industry if curtain restrictions appear in the future, for that reason companies need to be flexible and ready to change quickly. Tesco certainly is a company which has the power and knowledge to change when difficulties occur.
乐购在英国雇佣了超过25万名员工，这很难控制。此外，环境法规、贸易限制和关税也是需要注意的。如果未来出现帷幕限制，政治变化可能会影响食品行业，因此公司需要灵活应对，并做好快速变化的准备。乐购无疑是一家有能力和知识在困难发生时做出改变的公司。
(E)conomical 经济
Even though inflation rose to a high level at 3 % and interest rates rising to 5.75 %, the UK economy is rising the fallen
尽管通货膨胀率上升到3%的高位，利率上升到5.75%，但英国经济仍在上升中
The economic growth is currently at 3,8 % (www.statistics.gov.uk, 2009), unemployment has been falling and the UK housing market continues to be buoyant with rising house prices being a strong factor in maintaining consumer spending and confidence but retail companies in the UK are making record negligible profitability.
目前经济增长率为3.8%，失业率一直在下降，英国房地产市场继续繁荣，房价上涨是维持消费者支出和信心的一个有力因素，但英国零售公司的盈利能力创下了可忽略不计的记录。
It is important to have in mind that, with the American economy entering a harder economical phase because of housing bubble and large loans – UK economy is feeling is feeling the heat too. Companies in the food retail industry are suffering the consequences. Therefore, profit are increasing because consumers are tending to be thrifty.
重要的是要记住，随着美国经济因房地产泡沫和大额贷款而进入更艰难的经济阶段，英国经济也感受到了压力。食品零售业的公司正在遭受后果。因此，利润增加是因为消费者趋向于节俭。
Tesco’s Impact 乐购的影响
Even though with the financial turmoil Tesco’s has been able to hold an upper hand, the company uses its value product more efficiently to cater to their customers need and budgeting procurements. Higher interest rates and rising labor costs have adversely impact Tesco’s margins negatively
尽管在金融危机中，乐购占据了上风，但该公司更有效地使用其价值产品来满足客户的需求和预算采购。更高的利率和不断上升的劳动力成本对乐购的利润率产生了负面影响
(S)ocio-cultural factors 社会-文化影响
The annual income in UK has been increased since 2001 and is expected to increase even more in the future which is connected with an healthier economy predicted in UK.
自2001年以来，英国的年收入一直在增加，预计未来还会增加更多，这与英国预测的更健康的经济有关。
Another important factor is lifestyle changes, it has big impact on consumer habits and expenditure, some of these factors are weight loss and dieting, which increases focus on health products in the food retail industry.
另一个重要因素是生活方式的改变，它对消费者的习惯和支出有很大影响，其中一些因素是减肥和节食，这增加了食品零售业对健康产品的关注。
“It is not so much a question of developing new products but increasing dietary information and educating consumers on a healthy lifestyle in a way that is more actionable for them “The early adopters of this approach include British retailers like Sainsbury and Tesco, both of which have ‘diet’ ranges that do not include this word on packaging. Instead their ranges are branded as ‘healthy’, often emphasizing heart health, a major issue associated with obesity”.
“与其说这是开发新产品的问题，不如说这是增加饮食信息和以对消费者更可行的方式教育消费者健康生活方式的问题“这种方法的早期采用者包括塞恩斯伯里和乐购等英国零售商，这两家零售商的‘饮食’系列包装上都没有这个词。相反，他们的系列被打上了‘健康’的标签，经常强调心脏健康，这是与肥胖相关的一个主要问题”。
Also consumerism is central, it is linked to consumer expenditure, as you see below the forecast is showing increasing spending in the UK from 2006-2013, which is essential to the food retail industry
消费主义也是核心，它与消费者支出有关，正如你在下面看到的，预测显示2006-2013年英国的支出在增加，这对食品零售业至关重要
Tesco’s Impact 乐购的影响
Tesco has been analyzing variety of consumers through their market research campaign; the stores have catered not only to consumer’s income levels but their diversities. Tesco’s has special aisles dedicated to Chinese and Indian consumers.
乐购一直在通过市场调查活动分析各种各样的消费者；这些商店不仅迎合了消费者的收入水平，而且迎合了他们的多样性。乐购有专门为中国和印度消费者提供的通道。
(T)echnological 技术
UK government spent approximately 22bn on technology in 2005 (www.zdnet.co.uk) which is double as much as ex. Germany. It indicates that UK is willing to spend a large amount on the future within the technology area. The speed of the technology transfer in the UK rises while internet users increase every year, see forecast below
2005年，英国政府在技术上的支出约为220亿英镑，是前德国的两倍。这表明英国愿意在技术领域的未来投入大量资金。英国的技术转让速度在上升，而互联网用户每年都在增加，见以下预测
Tesco’s Impact 乐购的影响
The technological development in Tesco and other retail industry is emerging. New technologies such as self-service technology are becoming popular. The dependence on human services in Tesco retail is fast reduced by machines, this help the company reduce the prices of goods and cut operational cost. The technology gives the consumer the possibility to check-out by them self and it gives the retailers cost advantage because of less till employees – it is a win-win situation.
乐购和其他零售业的技术发展正在兴起。自助服务技术等新技术正在流行起来。机器很快减少了乐购零售业对人力服务的依赖，这有助于该公司降低商品价格并降低运营成本。这项技术为消费者提供了自己结账的可能性，也为零售商提供了成本优势，因为收银台员工更少——这是一个双赢的局面。
Environmental 环境
The green issue is becoming more and more relevant in society. Especially businesses needs to take part in the future of recycling and waste programs set up by the government. The framework of this is: (www.defra.gov.uk, 2007)
绿色问题在社会中越来越重要。尤其是企业需要参与政府制定的未来回收和废物计划。其框架是
Tesco’s Impact 乐购的影响
Phase out the use of free disposable bags in store and bag free delivery from the online shop. (www.tescocoporate.com)
Reduce food packaging – use in-store devices to deliver product information instead. (Retail Week, 2007)
The Business Resource Efficiency and Waste program -Tesco advises and help other businesses on how to reduce and recycle their waste, with £4 saved by business for each £1 of government money.
逐步取消店内免费使用一次性袋子和网店免费送货的做法。
减少食品包装——转而使用店内设备传递产品信息。
商业资源效率和废物计划-乐购就如何减少和回收废物向其他企业提供建议和帮助，每1英镑的政府资金可为企业节省4英镑。
Legal 法律
Retail companies like Tesco needs to be aware of commercial and consumer laws like Sale of Goods Act 1979 which regulates contracts in which goods are sold and bought , food safety laws mentioned before and consumer protection laws, which protect the consumer against unfair and deceptive practices. Also fair trading which makes markets work well for consumers ex. The Office of Fair Trading (www.oft.gov.uk). These laws and acts can have a negative effect if not researched or taken into consideration.
像乐购这样的零售公司需要了解商业和消费者法律，如1979年《商品销售法》，该法规定了商品买卖合同，之前提到的食品安全法，以及保护消费者免受不公平和欺骗性行为侵害的消费者保护法。还有公平贸易，它使市场对消费者有利。例如，公平贸易办公室。如果不加以研究或考虑，这些法律和法案可能会产生负面影响。
Tesco’s Impact 乐购的影响
Over the years Tesco has aided legal laws regarding consumer behavior including government legislations the company follows their own set of standard rules and regulations which enhance customer satisfaction.
多年来，乐购帮助制定了有关消费者行为的法律，包括政府立法。该公司遵循自己的一套标准规则和条例，以提高客户满意度。
VALUE CHAIN ANALYSIS AT TESCO 乐购的价值链分析
(using Potters principals)
Inbound Logistics 进货物流
The inbound logistics is of critical importance in the Tesco value chain, because of the strong bond between Tesco and its suppliers.
由于乐购与其供应商之间的紧密联系，入境物流在乐购价值链中至关重要。
Tesco needs to make sure that the stores get the right products at the right price, the right quality, the right quantity and of course at the right time. Balance between these elements is central, so at the end, the consumers get what they want. The inbound logistics is one of Tesco’s competitive advantages and deals with reception of products, staff scheduling, facilities planning, stock control and storing.
乐购需要确保商店在正确的时间以正确的价格、正确的质量、正确的数量获得正确的产品。这些要素之间的平衡是核心，所以最终，消费者会得到他们想要的。入境物流是乐购的竞争优势之一，涉及产品接收、员工调度、设施规划、库存控制和储存。
Operations 操作
The operation within the Tesco organisation is in fact all the different products arriving to the store and placed in-store. Tesco buy large amounts of groceries, clothes, electronics etc. so they get the advantage of economies of scale, then they increase the price and sell it direct to the consumer with a positive margin. That is very simplified how Tesco’s operation works, of course there are things to be done before they sell it, like packaging, machining, testing of products, assembling, till operations and store operations.
事实上，乐购组织内部的运作是所有不同的产品到达商店并放入商店。乐购购买了大量的杂货、衣服、电子产品等，因此他们获得了规模经济的优势，然后他们提高价格，以正利润直接卖给消费者。这非常简化了乐购的运营方式，当然，在他们出售之前还有一些事情要做，比如包装、机加工、产品测试、组装、收货和商店运营。
Outbound Logistics 出货物流
The outbound logistics is a smaller area in the organisation because Tesco do not have to send things out of their stores; customers come into the store and pick up their groceries, pay at the till and go out again. However, queuing management is important, so the customer gets a quick and efficient check-out. The location of the store and the car park outside the store is also central and linked closely to the consumer when they leave the store.
出境物流在组织中是一个较小的领域，因为乐购不必把东西从他们的商店里寄出去；顾客走进商店，拿起他们的杂货，在收银台付款，然后再次出门。然而，排队管理很重要，因此客户可以快速高效地结账。商店和商店外停车场的位置也是中心位置，当消费者离开时，它们与消费者密切相关
Customer management is essential for the reason that Tesco is customer driving and the company needs all the information they can get about their customers to develop customer relations.
客户管理至关重要，因为乐购是客户驱动力，公司需要他们能获得的关于客户的所有信息来发展客户关系。
Marketing and Sales 市场营销与销售
Because of Tesco’s size, the company uses many marketing tools like Public Relations, advertising, promotion and in-store layout which “hit” the consumer on all senses when they shop. Tesco also have many in-store sales techniques, from different price schemes like expensive, less expensive and cheap areas in the store, in addition to price comparison with ASDA and J. Sainsbury etc. They do everything there is to capture the customer while they shop at Tesco’s and try their best to make sure people will come back. Another marketing scheme is their vouchers, you can actually use an ASDA voucher in the Tesco store and that is a perfect example of the sales techniques and Tesco’s willingness to capture customers.
由于乐购的规模，该公司使用了许多营销工具，如公共关系、广告、促销和店内布局，这些工具在消费者购物时“击中”了他们的所有感官。乐购也有许多店内销售技巧，除了与ASDA和J.Sainsbury等进行价格比较外，还有不同的价格方案，如店内的昂贵、便宜和廉价区域。他们在乐购购物时会尽一切努力吸引顾客，并尽最大努力确保人们会回来。另一个营销方案是他们的代金券，你实际上可以在乐购商店使用ASDA代金券——这是销售技巧和乐购吸引客户意愿的完美例子。
Service 服务
Tesco has many employees working all around the store, if you cannot find a special article at the store and asks an employee, they will either show you where it is or find somebody who knows about the article. Another service is when people check out and pay the employee at the till always asks the costumer if they need any help with packaging.
乐购有很多员工在商店周围工作，如果你在商店里找不到特别的文章并询问员工，他们要么会告诉你它在哪里，要么会找到知道这篇文章的人。另一项服务是，当人们结账并向收银台的员工付款时，他们总是询问客户是否需要包装方面的帮助。
Service outside the store is provided by the effective www.tesco.com where people can buy groceries, clothes and electronics online. Furthermore Tesco has a service and repair group who concentrates on everything that evolves service and repairs of product.
店外服务由有效的www.tesco.com提供，人们可以在网上购买杂货、衣服和电子产品。此外，乐购还有一个服务和维修小组，专注于产品服务和维修的发展。
Support activities – Firm Infrastructure 支持活动——公司基础设施
When a company grows as big as Tesco, the management structure will be divided into several areas as they do not only operate in their domestic market but are a global company. That is why Tesco now has a manager in all the major areas. The organizational structure is centralized at Tesco because it gives greater control, better goal congruence and greater expertise. In addition, Tesco has a multidivisional organization structure which is clear because they have so many different directors working in different divisions around the organization.
当一家公司发展到像乐购这样大时，管理结构将分为几个领域，因为它们不仅在国内市场运营，而且是一家全球性公司。这就是为什么乐购现在在所有主要领域都有一位经理的原因。乐购的组织结构是集中的，因为它提供了更大的控制权、更好的目标一致性和更多的专业知识。此外，乐购有一个多部门的组织结构，这一点很清楚，因为他们有很多不同的董事在组织的不同部门工作。
Tesco also has a large legal department where they focus on the treatment of new suppliers.
乐购还有一个大型的法律部门，他们专注于处理新供应商。
Human Resource management 人力资源管理
Tesco employs over 250.000 in the UK only, so dealing with recruiting the right people and developing the right teams in the stores has a huge impact on the firm. Tesco educate the employees by sending them to employment-training programs and some of the managers to management and leadership courses, to prepare them for the problems that often occur in the company and in the stores.
乐购仅在英国就雇佣了超过25万名员工，因此在商店里招聘合适的员工和培养合适的团队对公司有着巨大的影响。乐购教育员工，让他们参加就业培训项目，让一些经理参加管理和领导力课程，为他们应对公司和商店中经常发生的问题做好准备。
Technology Development 技术开发
Tesco make use of many technological tools like information systems and use IT for stock control. They have IT systems about customer satisfaction and databases with information about the club card holders. To develop check-out satisfaction they use self check-out tills.
乐购利用许多技术工具，如信息系统，并使用IT进行库存控制。他们有关于客户满意度的IT系统和包含俱乐部卡持有者信息的数据库。为了提高退房满意度，他们使用自助收银台。
The internet is becoming more and more important and www.tesco.com is a good example of another technology initiative which has become a success since they launched their online shopping service in 1997.
互联网正变得越来越重要，www.tesco.com是另一项技术举措的一个很好的例子，该举措自1997年推出在线购物服务以来取得了成功。
Procurement 采购
Tesco deals with a lot of procurement like the buildings they operate their stores in, the IT equipment and buying tills for the stores. Things people do not think about when shopping at Tesco’s like the lightning in the store, air-conditioning, ovens for the bakery and the take-away food, cleaning machines etc. A huge corporation like Tesco operates so many machines and spends millions on procurement which needs to be controlled by the management.
乐购处理了很多采购，比如他们经营商店的大楼、IT设备和商店的收银台。人们在乐购购物时不会想到的事情，比如商店里的闪电、空调、面包店的烤箱、外卖食品、清洁机等。像乐购这样的大公司经营着这么多机器，在采购上花费了数百万美元，这些都需要由管理层控制。
FINANCIAL STATEMENTS 财务报表
Good financial management and being the leader in market positions has served Tesco well during the year to face the challenges of consumer environment. The objective of the organization is to continue the pursue long-term strategy which would help the management to be in a much stronger position once the markets emerge from the economic meltdown.
良好的财务管理和在市场地位上的领先地位为乐购在这一年中应对消费者环境的挑战提供了良好的服务。该组织的目标是继续推行长期战略，一旦市场摆脱经济崩溃，这将有助于管理层处于更有利的地位。
BALANCE SHEET ANALYSIS 资产负债表分析
From the balance sheet we can understand the development of Tesco over the years; the company has increased their fixed asset by increasing their level of plant and property. This is largely due to the new hypermarkets and supermarket which Tesco guaranteed to provide by the end of 2008. Investment and joint ventures decreased of the company, last year the company recognized a joint venture in India with Tata group to support a retail store under the brand name “STAR-BAZAR”, this was one of Tesco’s entry strategy to method to flag ship the Indian market. Loans and advances to customers increase, this was result to “pay back later” strategy issued by Tesco in their retail format.
从资产负债表中我们可以了解乐购多年来的发展情况；该公司通过提高工厂和房地产的水平增加了固定资产。这在很大程度上是由于乐购保证在2008年底前提供新的大卖场和超市。该公司的投资和合资企业减少，去年该公司承认了与塔塔集团在印度的一家合资企业，以支持一家名为“STAR-BAZAR”的零售店，这是乐购进入印度市场的策略之一。对客户的贷款和预付款增加，这是乐购以零售形式发布的“稍后偿还”战略的结果。
INCOME STATEMENT ANALYSIS 损益表分析
Revenue for Tesco has increased over the past years, even with impact of recession but the profit was marginal. Along with the revenue, the cost of sales has increased too. Tesco over the year used certain promotional activities to increase revenue, one of their tactical methods was issuing promotional coupons but a part of the revenue mentioned includes unredeemed coupons.
尽管受到经济衰退的影响，乐购的收入在过去几年中仍有所增长，但利润微乎其微。随着收入的增加，销售成本也在增加。乐购在过去一年中使用了某些促销活动来增加收入，他们的战术方法之一是发放促销优惠券，但提到的一部分收入包括未兑换的优惠券。
CASHFLOW STATEMENT 现金流量表
Tesco derives most of their cash from their operating activities; their core business involves a lot of inflow and outflow of cash. Most of the cash flow out flow is for purchase of building, equipment and purchase of land, Tesco has significantly increased their joint ventures as a technique to capitalize international market.
乐购的大部分现金来自其经营活动；他们的核心业务涉及大量的现金流入和流出。大部分现金流用于购买建筑、设备和土地，乐购大幅增加了合资企业，以此来利用国际市场。
FINANCIAL ANALYSIS 财务分析
The operating profit of the firm has reduced marginally from 5.9% in 2008 to 5.4 percent in 2009. It shows that the firm has been controlling their cost in generating profit from sales especially at the times of recession; this also resulted in the fall of net profit margin. The first quarter improvement in 2010 has proved the company has got out of recession and growing into greater strengths and better economic times await the firm.
该公司的营业利润从2008年的5.9%小幅下降到2009年的5.4%。这表明，该公司一直在控制销售利润的成本，尤其是在经济衰退时期；这也导致了净利润率的下降。2010年第一季度的改善证明，该公司已经走出了衰退，并成长为更强大的实力和更好的经济时代。
BENCHMARKING 标杆
Tesco is second largest retail in Europe in terms of revenue, with the company growing rapidly it is a growing threat for other large retailers. Wal-Mart and CarreFour have strategically emerged into global leaders, the variable factors which these company focused to grow big are
就收入而言，乐购是欧洲第二大零售企业，随着公司的快速发展，它对其他大型零售商的威胁越来越大。沃尔玛和家乐福已经战略性地成为全球领导者，这些公司想要做大的可变因素是
Location: Wal-Mart and CarreFour has a total of 7,262 and 5643 stores respectively worldwide. Each and every store that Wal-Mart and CarreFour have opened in the past have been strategically assessed through the stages of macro location. The choice of a supermarket location is considered to be the single most important decision a retail organization has to make and is critical factor of success include
地点：沃尔玛和家乐福在全球分别拥有7262家和5643家门店。沃尔玛和家乐福过去开设的每一家门店都经过了宏观定位阶段的战略评估。超市选址被认为是零售组织必须做出的最重要的决定，也是成功的关键因素，包括
Mobility and Time constraints 流动性和时间限制
Access to infrastructure 访问基础设施
Convenience for customers, suppliers and employees 为客户、供应商和员工提供便利
Tesco should understand location will impact on sales and distribution costs and competitive intensity may vary if there are strong local competitors in some regions. By implementing their location in apt geographic location the management can take advantage of lower distribution, assembly, raw materials or energy costs, and institutional factors such as government regulations. Cost may outweigh the benefits of owning a store in certain locations.
乐购应了解地理位置将影响销售和分销成本，如果某些地区有强大的本地竞争对手，竞争强度可能会有所不同。通过在适当的地理位置实施他们的位置，管理层可以利用较低的分销、组装、原材料或能源成本以及政府法规等制度因素。在某些地方拥有一家商店，成本可能会超过收益。
Store Layout: Store design is a vital role to any successful retailing company around the world. There are three factors that come into play when you analyze store design through the customer’s point of view. The essential idea of store design is to make all customers feel comfortable and enjoy the area they shop in. The three important factors of store design are:
店铺布局：店铺设计对世界各地任何一家成功的零售公司来说都是至关重要的。当你从顾客的角度分析商店设计时，有三个因素会起作用。商店设计的基本理念是让所有顾客都感到舒适，并享受他们购物的区域。商店设计的三个重要因素是：
Ambient dimension 环境尺寸
Social dimension 社会维度
Design dimension 设计尺寸
The above factors can be used to analyse in which way Wal-mart, Carrefour and Tesco operate with their own store design, focusing on their pacific target audience. Another way to analyse both Wal-mart and Tesco is by using the Mehrabian-Russell Model (1974). ” Mehrabian-Russell Model (1974) introduces the concepts of approach (positive) and avoidance (negative) behaviour, as well as pleasure and arousal.” (retail marketing by Malcolm Sullivan and Dennis Adcock)
以上因素可以用来分析沃尔玛、家乐福和乐购在各自的店铺设计中的运作方式，重点关注其太平洋目标受众。另一种分析沃尔玛和乐购的方法是使用Mehrabian-Russel模型。”Mehrabian-Russel模型引入了接近（积极）和回避（消极）行为以及快乐和唤醒的概念。”
Marketing Performance: According to Nielson Media Research, Tesco Spent £62.9m on marketing which includes marketing for their own brand products as well. Wal-Mart spent £34.8m on advertising; their marketing performance is commonly reflected by their ability to promote their own-brand as best as possible to increase the customer retention and not disappointing the shopper. They usually aim to get the customers in the stores by advertising well-known brand names and then focus the customer’s attention on own-brand goods. They attempt to attract the customers interest the moment they and to point-of-sale (PoS) as it’s a very cost effective way to promote own-brand products at a minimal cost.
营销业绩：根据尼尔森媒体研究公司的数据，乐购在营销上花费了6290万英镑，其中包括自有品牌产品的营销。沃尔玛在广告上花费了3480万英镑；他们的营销业绩通常反映在他们尽可能最好地推广自己的品牌以增加客户忠诚度而不让购物者失望的能力上。他们通常通过宣传知名品牌来吸引顾客，然后将顾客的注意力集中在自有品牌商品上。他们试图在一开始就吸引客户的兴趣，并将其转移到销售点，因为这是一种以最低成本推广自有品牌产品的非常划算的方式。
Overall the advantage of Wal-Mart and Tesco operating own-brand products allows the retailers to have larger profit margins compared to selling brand products as well as allows the retailers to enforce the relationship between them and the shopper. Own brands offer a point of difference to the competition, which can increase store reputation and customer loyalty. However the problem with own brand product is that many shoppers and influenced by brand goods and unwilling to buy own-brand goods as they can be seen as an inferior product. Nevertheless during an unstable economic climate such as the current recession, own brand goods are less vulnerable to the fluctuations of economical factors such as currency rates and inflation
总的来说，沃尔玛和乐购经营自有品牌产品的优势使零售商与销售品牌产品相比有更大的利润空间，并使零售商能够加强他们与购物者之间的关系。自有品牌为竞争提供了一个差异点，可以提高商店声誉和客户忠诚度。然而，自有品牌产品的问题是，许多购物者受到品牌商品的影响，不愿意购买自有品牌商品，因为它们可能被视为劣质产品。然而，在当前经济衰退等不稳定的经济环境中，自有品牌商品不太容易受到汇率和通货膨胀等经济因素波动的影响
Customers: Tesco’s USP is it knowledge about their customers. Tesco has signed up 12 million of their customers for their Club card program, providing members discounts in exchange for their name’s, address and other personal information. The data collected let’s Tesco give tailor made promotions for consumer and decide quickly new innovations initiatives employed are working. The Club-card has helped Tesco boost market share in groceries up to 31% double the 16% to Wal-Mart in the Uk.
顾客：乐购的独特卖点是对顾客的了解。乐购已经为1200万客户注册了俱乐部卡计划，为会员提供折扣，以换取他们的姓名、地址和其他个人信息。收集到的数据让乐购为消费者提供量身定制的促销活动，并迅速决定采用的新创新举措是否有效。俱乐部卡帮助乐购将食品杂货市场份额提高到31%，是英国沃尔玛16%的两倍。
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