• Analysis tracks performance of Tesco in the field of selected categories and FMCG.
• In 2002 Tesco achieved 3,2% value share in FMCG market. Expenditures of all Tesco shoppers on FMCG (in Tesco and in other stores) amounted to 40,8% of total FMCG market. At the same time, loyalty of Tesco shoppers towards Tesco reached 7% (Tesco covered 7% of its FMCG shoppers expenditure on FMCG products).
• On the basis of share analysis of selected product groups, Detergents seem to be the category, which performs the best. Fruit Juices & Non Carb. Drinks have also shares higher than average, however propensity higher than average suggest that there is still here a room for improvement.
• Yoghurt category has value shares on average level but over proportional propensity, which leaves the room for category growth in Tesco.
• In case of Coffee propensity lower than average indicates that there is not much possibilities of category development.
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