Tesco, Hungary (Clothing and Footwear) Shoppers Profile, Market Share and Competitive Positioning

Tesco, Hungary (Clothing and Footwear) Shoppers Profile, Market Share and Competitive Positioning

Summary

Profile of retailer’s shopper base, key performance indicators, sales and market shares

Tesco attracts customers primarily between 35-64 years old, and with female shoppers accounting for 60.6% of the consumer base. Tesco’s position in the Hungarian clothing & footwear market has fallen over the past few years as it has faced challenges in retaining its market share, with it decreasing from 1.3% in 2017 to 1.0% in 2020. While the retailer’s operations have not been directly impacted by the Russia-Ukraine conflict, the resulting increase in inflation and shortage of raw materials will have indirectly affected Tesco’s sales in Hungary.

Scope

• Tesco’s value price positioning in apparel appeals to price-conscious Hungarian consumers
• Lack of an online presence in clothing & footwear has restrained Tesco’s market share
• Humanitarian acts and a focus on its Clubcard scheme will help Tesco boost shopper loyalty

• Gain a comprehensive knowledge on Tesco's business and develop a competitive advantage
• Investigate current trends in the clothing & footwear market to identify the best opportunities to exploit
• Analysis of key players in the clothing & footwear market segment in Hungary