SWOT Analysis of Tesco in UK:
Strengths;
Tesco’s reputation for low cost products, can gain fair-trade cotton clothing substantial market share in the UK. Tesco’s growth in the insurance sector provides financial strength to Tesco in UK. Another important factor is the increasing growth of online sales and fair-trade cotton clothing could be included in these sales. The Brand recognition of Tesco in UK is an important strength and will help fair-trade cotton clothing.
Weaknesses:
The weaknesses of Tesco are that it is still largely dependent on UK for its sales. it is doubtful if it will support fair-trade cotton clothing objectives. The business model that Tesco is using is suitable for UK and not for the rest of the world. Even …show more content…

There were forty eight focus group interviews conducted of which 30 were in the UK and 18 were in Germany. Each focus group consisted of Between 12 to 15 participants. Each of these were customers that visited Tesco stores and showed interest in buying fair-trade cotton clothing.
The customers were asked question relating to the type of clothing they would prefer to purchase from a Tesco store. There was a number of specific suggestions received from the participants and based on the inputs received from the focus group, the fair-trade cotton clothing line was developed.
In addition, the focus group participants were asked the price they would be willing to pay for the products. The inputs from the focus groups helped Tesco in pricing its fair-trade cotton