The online grocery market in the UK is one of the largest in the world. It has many players, but two of the most dynamic are Tesco and Ocado. These two companies have taken markedly different approaches to executing and fulfilling online grocery orders from customers. Tesco has an extensive network of stores and primarily uses these stores as picking locations to prepare and ship customer orders. Ocado has no retail stores, and uses highly automated distribution centers to prepare and ship customer orders. This case describes the UK online grocery market and the two companies; it invites students to consider the differences in the approaches, in which ways they offer advantages to the company and to customers, and ultimately which one is better suited to the UK online grocery market. Learning objective: The objective of this case to develop an appreciation and understanding of the different benefits, costs and constraints of supply chain distribution models. By contrasting two companies that have very different supply chain approaches to competing in the same market, the case leads students to make connections between a company’s supply chain strategy and its customer value proposition.
Keywords Supply Chain; Omnichannel
Settings Europe; United Kingdom; eCommerce Industry; 2017
IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information, please contact our Information Center.
Send this page
Fields marked with * are mandatory.
Back to top
Top Master Business Administration Searches:
What distinguishes the best leadership development programs? Many start with career assessments that pinpoint where you are, want to be, and what skills you’ll need to get there. That way, the training and development programs you take can be tailored to your skillset and ambitions. If you’re an ambitious executive who is aiming for the top, keep reading.