America s Foreign Policies And Outlook On National...

September 11, 2001 marks the day of a horrific event that had changed America’s foreign policies and outlook on national security protocol. The response that the U.S. government had towards this act of terror was a response involving the pursuit of justice against those who committed the heinous actions that killed thousands of innocent Americans. The U.S. government wanted to combat our enemies by pursuing national interests in an attempt to stop the occurrences of terrorism that were occurring from the Middle East region. The government would do this by first demanding the surrender of Al-Qaeda leaders including Osama Bin Laden and those that were involved with the planning of the attack. Ground forces were later sent to search for Al-Qaeda members when they did not comply with the demands. The U.S. government had goals of developing a peaceful relation with Middle Eastern governments to help combat Al-Qaeda forces; but, while the U.S. government had intentions of containin g a global threat of terrorism, I believe that U.S. government actions have unintentionally unleashed a terrorism outbreak within the Middle East. With intention to stop terrorist acts from taking place, the interests of the U.S. have undoubtedly caused anger among the people of Afghanistan, Iraq, Iran and may have caused terrorist organizations to benefit from actions made by the mistakes of our U.S. military. Mercado 2 Our involvement within the Middle East has consisted of actions that could haveShow MoreRelatedEssay on The Politics of Going Green2153 Words   |  9 Pagesfuels. â€Å"Repowering America† will not be an easy task but I believe it is essential for our country’s economic and national stability. So, what has kept America, or more specifically America’s politicians, from leading in what is possibly the most important dilemma facing our planet? Strong public support for cleaner water, air, and soil began in the 1960’s. Public outcry and mounting scientific evidence pressured the Nixon administration and congress to propose the National Environmental Act. ThisRead More Mending the Transatlantic Rift Essay4789 Words   |  20 Pagesof September 11, 2001 ushered in an era of dramatic change for foreign policy and the international system. Most obviously, the United States’ sense of invulnerability eroded as an acute awareness to the perils of terrorism gripped the American public. In American foreign policy, the dominant paradigms evolved. 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Essay on Education - 1048 Words

Education Dear College Bound Student, You are about to embark upon an important journey. You are going to pursue a higher education. To succeed in attaining a higher education, you must first understand what is education. Everyone from ancient Greek philosophers to modern day English professors have evaluated the definition and goal of education. You must gather the knowledge of these humanitarians to understand the definition education, thereby directing you down the right path towards an enlightening college experience. The ancient Greek philosopher Plato describes education in his â€Å"Allegory of the Cave† as a process of spiritual enlightenment. According to Plato: If (one) is reluctantly dragged up a steep and†¦show more content†¦(129). Joon was different from other students who had the potential of enlightenment because he put forth the effort to understand the information he was given in his courses. When a student puts his need for entertainment and satisfaction aside, and takes the initiative to gain knowledge, he/she allows the material to form himself/herself into an intellectual. Joon is a prime example of a student who looks beyond getting a good grade, and focuses his college experience to acquire an education. If you want to take charge of your college education, you should model after Joon and pursue the knowledge presented in your classes. You must look beyond the homework and tests as grades, and perceive them as academic opportunities for you to utilize your understanding of the material. This is relative to Plato’s interpretation of education, where the prisoner made the effort to achieve knowledge, instead of returning to the cave, and attained spiritual enlightenment. It can then be said that every soul possesses the power of learning, yet the entire soul must be turned away from the world in order to see the â€Å"light†Ã¢â‚¬ ¦knowledge. 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Transportation Management of Apple Samples †MyAssignmenthelp.com

Question: Discuss about the Transportation Management of Apple. Answer: Introduction Transportation is considered as the important part of every organization. The movement of goods, animals, and people from one place to another is known as Transportation. Road, cable, rail, and air are the modes of transport (Robinson, 2013). The report is about transportation management of Apple. The key agenda of this report is to analyze the efficiency of three features of transportation management namely incoterms selection consideration, carrier selection criteria, and carrier relationship management. Apple is situated in America, it is a technological multinational company. In Cupertino of California headquarter of Apple is established and its central aim is to grow and provide computer software, consumer electronics, and online services. It is known that Apple Company is the world largest information technology in terms of income and it has the position of worlds second largest company in terms of mobile phone manufacturer after Samsung. The objective of Apple is to provide new and innovative products to their customers that enhances the customer satisfaction. Apple has brand loyalty and apple customers have earned a status of loyalty. It has been recognized that in the world there are two sets of people, one set of people say that Apple is not just a company it is a cause and another set of people say that Apple is not the cause it is just a company (Koegler, et. al., 2013). In many countries, Apple operates its retail stores, online stores, and iTunes store. Apple sells its pr oduct to small and mid-size businesses, government customers, consumers. iPhone is the product line of the Apple smartphone with IOS operating system. Apple pay and Siri are the services provided by iPhone to their customers. The competitors of Apple are Lenovo, Dell, and HP. The vision of Apple is to provide the computing understanding to its buyers and inspire professionalism all around the world by inventing software, hardware and online assistance and the mission of Apple is to confirm the highest standards of social responsibility. Incoterms selection consideration International Chamber of Commerce (ICC) is the one who published the trade term i.e. Incoterms, they are used commonly in the trade contracts of national and international. International trade becomes easier by using Incoterms as it helps traders present in different countries to understand each other. It is very important for all the traders to choose incoterms for the transactions in which he/she wants to involve. Incoterms are known internationally and cease the confusion in contracts of foreign trade by guiding buyers and seller understand their duties in transactions. There are 11 common terms. It includes information about the place and time of delivery, payment risk due to missed shifts from seller to buyer and it also maintain the information of those who pay the amount of insurance and transport. Transportation facility of Apple is very effective. The first category is EXW, the Incoterms in which Apple (seller) is liable only for placing the goods available at the chosen loc ation by Apple for the buyer to pick the good from selected transportation carrier (Miller Saldanha, 2016). After placing the goods at the chosen location Apple does not have any responsibility, all risk and cost of transportation are shifted to the buyer. CIF stands for carriage, insurance, and freight, in this term duty of Apple (seller) is to assemble and pay the transportation of goods and insurance of shipping through the named ocean. In the term CIF, terminal handling charges of apple that are involved in the merchandise tariffs by the transporter. The purchaser of the Apple product must inquire about whether THS is involved in CIF or not. DAT stands for Delivered at terminal that means delivery of Apple products once delivered through the transportation mode, is sited at the buyers name at a nominated terminal. Terminal denotes a place like container yard, road, warehouse, air cargo terminal, and rail. DAP stands for Delivered at place which means that Apple is responsible for delivering the product to the location decided from where the buyer can receive the products. FOB stands for Free on board in which Apple (seller) is liable to organize the conveyance for goods to a vessel chosen by the buyer at the nominated port of shipment that reflects that the Apple product has been forwarded. The risk of the Apples product is transferred to the purchaser if good is not founded in the vessel and buyer will be liable to bear all the cost (ACT Logistics. 2017). In the commercial transaction of Apple when anything goes wrong then incoterms help and identify the responsible person between exporter and importer. The issues between two parties are resolved by incoterms that disturb the transaction. The transaction of buying and selling that takes place in Apple Company is considered as a contract. The contract involves all the information of the parties and their accountability towards its risk, cost with their duties that can make the situation difficult while taking the decision about the accountability of the goods. It is not important but it is common as it explains the standards and the terms used by both the parties. Documentary procedures, distribution costs, and transmission risk are included in this (Graham, 2013). The chosen term of Incoterm, seller and buyer do not pay attention that there is a requirement of the content in the contract of sales and condition of the terms must be similar (Malfliet, 2011). Apple Company will receive help from the recommendations provided by these Incoterms for decreasing the potential risk. In Apple, Company incoterms perform an important role in confirming whether the international trade is completed in a standardized way or not. FOB is the term recommended to Apple Company as it allows high control on the cost of freight and freight itself. CIF is the term of incoterm in which risk is shifted to the buyer, therefore, it is recommended to Apple Company. DAT and DAP both are different from each other, DAT has been recommended to Apple Company as at the time when a product is delivered by Apple and dropped from the arriving mode of transport, is protected with the buyers name. It helps the company in reducing the risk and enhancing the competitive advantages. D AP and CIF are different from each other but both help Apple Company in shifting the risk to the buyer at the place where goods are delivered. In the term of DAP responsibility of buyer is to pay the clearance cost and custom of import. Carrier selection criteria The process of explaining policies of future, goals, and investments to get ready for additional needs to move product and people to endpoints is known as Transportation planning. Transportation project viability is discussed as progress planning and local engineering. Apple is a program which is scheduled to inform local authorities about the process of project development and for helping them in decision making. The manufacturer who has shown effective shipment growth is Apple; international shipments from ASUS, Lenovo, Acer down and HP. Apple has made its place on the list of PC vendors worldwide. In the below image it can be seen that in the 2015 year during the fourth quarter, 5.7 million PCs were shipped by Apple for the market share of 7.5. One year ago Apple global shipment is 5.5 million PCs and with the market share of 6.7 percent. Overall year growth of Apple is 2.8 percent. Shipment of Apple products Transportation of Apple Company is perfect. They deliver their products timely. It is important for Apple to keep secrecy as their products are very advanced. Apples transportation goal is to build consistency ability. Consistency ability describes that Apple has dependable products and it has been checked by the manager of transportation due to his/her duty. The goal of transportation manager is to be careful about the goals of the company. Apple is the company who show the demo prior and launches its product in advance. Transportation manager should emphasis on all the related points regarding the privacy of the product (Choudhary Shankar, 2014). Further, transportation manager of Apple Company should take care of the privacy of delivery point and should not be exposed. For every company contract security is important. The information of contracts of Apple Company with other company should be kept secret and its secrecy should be ensured by the transportation manager. Quality of A pple product is very high with the high cost so that is why transportation manager should keep the high security of the products while exporting. Courier team, packaging teams, and verification team is maintained by Apple Company so that products could not be damaged. Apple Company should ask their employees to sign the agreement of non-disclosure so that private facts could not be revealed (Ennio, 2013). Apple believes in the modification, change and when it makes a innovative change in its designs and products, for the security of the process engineers inspects the process, environmental and health risks. Risk mitigation plan is designed at the time when risk is identified by partnering with the engineering team (Gustin, 2013). One of the features of Apple Company is to conduct the online verifications, safety tests, and technical training after producing new products, to confirm whether the new products can be produced safely or not. To protect importers and exporters of the Apple product from uncertainties and disturbances a backup plan and emergency plan is formed (Rushton, et. al., 2014). The Apple Company is focused on definite measures of legal and dues that have risen in the regular passage of business and it has not been completely judged (Farahani, et. al., 2014). It can be recommended that the Apple program should be framed effectively to provide clear information to the local authorities and can help them in decision making. The goal of the organization should be the goal of their transportation manager and to achieve these goals manager should be very efficient and skilled. The secrecy of the Apples contract should be ensured by the transportation manager. Carrier relationship management Balance should be maintained by the team of effective carrier relationship by encouraging on behalf of transporters while filtering the conclusions of business for carrier partners. Without the support of carriers, Apple will not be able to provide services to their customers. A business that can offer facilities legally with the Apple products is known as Apple Authorized Service provider (Apple ASP) although the Apple products warranties are held by different entities. If the customer will avail the services other than authorized service provider than that provider will not provide warranty feature. The providers of Apple services have full status of ASP, which allows authorities to operate all the Apple products (Clover, 2016). For the Apples ASP program, business should be entitled to this program with a recognized reseller, service provider or educational institute in the area where there is the presence of Apple as well as their direct service provider. In that program of apple , an individual is not allowed to apply. Service providers should follow certain rules to generate audited financial records and have a credit line in according to the Apple local financial representatives. Apple Certified Macintosh Technicians should accomplish services for Apple products (Wuerthele, 2016). It can be recommended that Apple Company should retain and manage their carriers as without their support Apple will not be able to entertain their customers. All the service providers of Apple should follow the program of ASP so that secrecy of the product innovation can be maintained. Two primary avenues 3PL known as third-party logistics in supply chain and logistics management in that company uses third-party business for outsourcing company's element for achieving the service accomplishment (Aguezzoul, 2014). Companies like Deloitte and Apple have worked before. The practice of an Apple-centric is being increased by Deloitte that will have more than 5,000 strategic advisors. These advisors are known as the advisor who focuses on serving modifications in the business workflow in overall business, research and development, inventory management, back-end systems and customer-facing functions (Zhang Fong, 2014). Enterprise Next is the program generated by Deloitte and Apple, to improve the process of issues resolution by fast technology. Deloitte is a company working with Apple and is known as the ideal partner as it provides advice to the Apple team to implement committed strategies. Partnership with Deloitte is helping Apple to increase their business and increase their capabilities (Morris, 2016). Conclusion In the conclusion, it can be said that transportation and distribution are very important for all business or organization. In this report Apple Company is chosen, it is the leading company in all over the world. The merchandises offered by Apple are the high range which increases the responsibilities of transportation manager. In this report, three sections are discussed Incoterms selection consideration, carrier selection criteria, and carrier relationship management. Incoterms are the terms of trade used in the contracts of business. Incoterms are used by Apple in its contract. Carrier selection criteria involve carrier selection, transportation planning such as consistency, product protection, availability of equipment and carrier freight of damaged products. For Apple Company carrier relationship management is very important. References ACT Logistics. (2017). Incoterms. Retrieved from: https://actlogisticsinc.com/incoterms/ Aguezzoul, A. (2014). Third-party logistics selection problem: A literature review on criteria and methods. Retrieved from: https://econpapers.repec.org/article/eeejomega/v_3a49_3ay_3a2014_3ai_3ac_3ap_3a69-78.htm Choudhary, D., Shankar, R. (2014). A goal programming model for joint decision making of inventory lot-size, supplier selection and carrier selection. Computers Industrial Engineering, 71, 1-9. Clover, J. (2016). Apple Maintains Mac Sales Momentum Amid Overall Worldwide PC Market Decline. Retrieved from: https://www.macrumors.com/2016/01/12/4q15-pc-sales/. Ennio, C. (2013). Transportation Systems Engineering: Theory and Methods. Retrieved from: https://www.springer.com/cn/book/9781475768732 Farahani, R.Z., Rezapour, S., Drezner, T., Fallah, S. (2014). Competitive supply chain network design: An overview of classifications, models, solution techniques and applications. Omega, 45, 92-118. Graham, A. (2013). Understanding the low cost carrier and airport relationship: A critical analysis of the salient issues. Tourism Management, 36, 66-76. Gustin, C. M. (2013). Trends in computer applications in transportation and distribution management. International Journal of Physical Distribution Logistics Management, 25(4), 73-79. Koegler, A., Moghaddam, H., Haas, C., Wocher, B., Hartig, S., Rajamohan, D., Ronnewinkel, C. (2013). U.S. Patent No. 8,396,749. Washington, DC: U.S. Patent and Trademark Office. Malfliet, J. (2011). Incoterms 2010 and the mode of transport: how to choose the right term. In Management Challenges in the 21st Century: Transport and Logistics: Opportunity for Slovakia in the Era of Knowledge Economy (pp. 163-179). City University of Seattle Bratislava. Miller, J. W., Saldanha, J. P. (2016). A new look at the longitudinal relationship between motor carrier financial performance and safety. Journal of Business Logistics, 37(3), 284-306. Morris, R. (2016). The fundamentals of product design. Bloomsbury Publishing. Robinson, A. (2013). What is Transportation and Logistics Management and Are They the Same Thing? Retrieved from: https://cerasis.com/2013/08/13/transportation-and-logistics-management/ Rushton, A., Croucher, P., Baker, P. (2014). The handbook of logistics and distribution management: Understanding the supply chain. Kogan Page Publishers. Wuerthele, M. (2016). Apple partners with leading business service provider Deloitte for enterprise IT. Retrieved from: https://appleinsider.com/articles/16/09/28/apple-partners-with-leading-business-service-provider-deloitte-for-enterprise-it Zhang, H., Fong, M. H. (2014). U.S. Patent No. 8,737,421. Washington, DC: U.S. Patent and Trademark Office.

Marketing Mix Tesco Poland Case Study Essay Example

Marketing Mix Tesco Poland Case Study Essay In this report I will discuss the marketing mix for Tesco Poland and also the current and potential treats in the marketing/competition environment and suggested some recommendations. Tesco started its activity in Poland in November 1995 with a strategic investment in the Savia supermarket chain. The first store with Tesco’s logo was opened in 1998. From 1995 Tesco made many mergers and acquisitions (table one p. 13) and this was the first stage in the development of Tescos Poland network, which in the past two years has developed a chain of small size shops in whole country (Figure 1) (Tesco, 2010). We will write a custom essay sample on Marketing Mix Tesco Poland Case Study specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing Mix Tesco Poland Case Study specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing Mix Tesco Poland Case Study specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Tesco apparently has ambitions to take over the Netto and Billa chains, amounting to 183 retail outlets in total (IFO, 2010). The main strategy of Tesco Poland is to taker over weaker, competing networks and engaging fierce, competitive struggle with others. The strongest Tesco’s competitors currently are Carrefour and Biedronka which use the same methods of competition (table one p. 13). To increase turnover and profits Tesco operates as a limited liability company under the name of TESCO Polska Sp. z o. o.. Figure1. Reflected location of Tesco’s stores across the Republic of Poland Marketing mix using Tesco Poland as an example Marketing mix takes a systematic approach to an analysis of the market and outputs of which enable Tesco to maximise customer satisfaction. Each of the marketing mix factors should not only be internally integrated, but also should have a high degree of efficiency and effectiveness. Traditionally the marketing mix consisted of just 4 Ps (Product, Price, Place, Promotion) but has been extended to 7 Ps (People, Process, Physical evidence) (Dibb Simkin, 2001). 1. 1Products Tesco Poland has a wide range of products designed for different consumer segments: grocery, medication, food supplements and hygiene articles, household goods, toys and gifts, bicycles and scooters, clothing, shoes, entertainment and books, PC, photo, games, home electrical, sound and vision, phones, sports and leisure, furniture and kitchen, baby and toddler, gardening (seasonal outdoor of stores), alcohols and tobaccos, banking, petrol and others. Sir Terry Leahy in 1993 in his National Business Awards was asked: â€Å"What’s your secret for making Tesco, Britain’s number one retailer? and his answer was: â€Å"We sell what people want† (Seth Randall, 2005). And that is a key to the success in Poland as well. Products in Polish branches are split into good quality such as brand products, Polish products and regional products and inferior quality such as discount price, Tesco value and other Tesco products. Figure2. Types of food products in Tesco Poland 1. 2Price Since the expansion in Poland, Tesco has competed over price with its biggest competitors such as Real, Carrefour, Biedronka and Lidl. From the beginning March 2009 Tesco introduced products at discount prices in Poland as well as iscounts of 30 to 88 percent on selected articles (WP, 2010). Through cutting prices offering their own payment cards, vouchers and temporary promotions Tesco became attractive to customers. Price cuts were possible because of the pressure exerted by Tesco on their suppliers (Appendix 1). However not everything is cheap in Tesco. Regional managers usually cut prices of the most popular goods in each store, because in that way Tesco is attractive for potential customers. Of course the customers are buying other, more expensive goods too, so the overall margins are maintained. 1. 3Place The principle of Tesco’s distribution is: â€Å"the right product in the right place, at the right position, at the right time and at the right cost† (Tesco, 2010). Tesco applied composite distributions, which consists of a smaller number of composite warehouses. Warehouses can store a lot of products at different temperatures, and thus provide more efficiency in terms of cost in relation to daily deliveries to all stores. Warehouses operate 24 hours a day, 365 days a year. Delivery vehicles for wholesale composite have trailers, divided into chambers, so they can keep three different temperature levels at the same time. There are three main distribution centres in Poland (Tesco, 2010): †¢ Teresin near Warsaw – 55 000 m2 (fresh and dry food) and 30 000 m2 (manufacturers), †¢ Strykowo – 18 000 m2 (ensures delivery to the smaller shops) †¢ Legionowo – 17 000 m2 (ensures delivery to the smaller shops). Overview of the relations between Tesco and its suppliers is given in Appendix 2. Figure3. The biggest logistics base and the main distribution center of Tesco Poland. Teresin near Warsaw. 9 Promotion Promotion is based on informing consumers about products or services, and the company itself in order to create preferences for them on the market. Tesco Poland uses most of the available means of communication/promotions to gain customers: †¢ sales promotion (offer of the week, special offer, hit of the month, buy now pay later, discount price, buy one get one free/half price – rarely used) †¢ advertising (TV, radio, newspapers, magazines, billboards, internet, adverts on public transport vehicles and Tesco’s transport, adverts in own stores, shopping centres and parking) †¢ personal selling (cashiers, shop assistants, call centre consultants etc) †¢ direct marketing (correspondence with coupons, monthly newspapers and quarterly catalogues delivered to homes of all inhabitants of town/city) †¢ public relations (social campaigns: Tesco for Schools, Clean Up the World with Tesco. Be beautiful with Tesco, Ekstraklasa (graduate scheme), Tesco for you and your family). An overview of the promotion instruments along with examples used by Tesco Poland is in Appendix 2. 10 People Tesco currently employs almost 27 000 people (Tesco, 2010) and offers: †¢ Professional training regardless of employees’ positions. †¢ A program for graduates (EKSTRAKLASA launched in 2008). †¢ A bonus scheme (demanding standards) †¢ Employee discounts on goods purchased (after one year of employment). Despite this, Tesco does not belong to the popular employers. Forced overtime together with long hours, minimum wage payments, adverse employees’ contracts and generally poor conditions of work produced weakly motivated and frustrated employees (Macalister, 2008; just-food, 2008; JS, 2009). Also Tesco has a serious problem with mobbing in the workplace. In late April and early May 2009 Tesco was visited by inspectors of the National Labour Inspectorate. As a result of control at one store inspectors issued 50 negative opinion and decisions. That illustrates the scale of the phenomenon – said Michal Olesiak from National Labour Inspectorate (Piatek, 2009). This treatment of employees is not good for the image of Tesco and the average consumer quite often chooses alternatives to Tesco because of his reputation. Figure4. â€Å"Too much, too hard, Tesco† – strikes of the Tesco’s employees in Poland 2008 – 2009 (photos from the private collections of protesting staff). 11 Process In Poland due to the dissatisfaction of workers and the creation of an unpleasant atmosphere around Tesco stores a hotline was created to facilitate customers in making decisions about shopping at Tesco and in dispelling doubt (Tesco, 2010). Consultants of the hotline take over some of responsibility from shop assistants and assistants in customer services. Currently customer service in Tesco looks much better, however there still are problems with dissatisfied staff. Tesco Poland needs accomplish profound changes in personnel policy because weakly motivated and appreciated employees who do not provide customer service in the relevant standard. 12 Physical evidence Tesco is not just a shop but is also a commercial space. Tesco stores are a developed infrastructure with specific interior and surroundings: 1. 7. 1 Parking Inseparable from every Tesco hypermarket is parking (sometimes multilevel). Before Christmas some parts of the parking are turned into marketplace and in spring and summer parts of the parking are turned into space for selling plants and accessories for the garden. [pic] Figure5. Tesco car parks – Poland (psboy, 2010) 1. 7. 2 Buildings Tesco hypermarkets are usually built outside the town/city center. Tesco and unlike the other chains do not form part of a larger shopping complex. This is one of the weak points of Tesco, because when customers choose other supermarkets they have the option to visit shops, restaurants, cafes and even a cinema or bowling. Currently Tesco is changing its strategy and has started building whole commercial complexes. Figure6. Modern Tesco in Krosno with large shopping galleries (Krzanowski, 2010) 1. 7. 3 Stores/decor/furnishings The interior of commercial establishments is designed in the same style for the whole network. Dominant colours are yellow, red and blue and have importance in relation to the psychology of colour: †¢ Yellow – associated with the sun, inspires sympathy, improves mood †¢ Red – attracts the eye, stimulates the action, energises †¢ Blue – the shade used in Tesco is strengthens feeling of security, reliability, honesty and trust. Figure7. Tesco Poland – interior of store (Tesco,2010) Keeping the store clean, regular shelf re-stocking, disposal of empty packaging and the regular cleaning of floors, windows and furniture is the foundation of any Tesco store. Micro environment competition â€Å"The marketing environment is defined as those external trading forces that directly or indirectly influence an organisation’s acquisitions of inputs and generation of outputs† (Dibb Simkin, 2001). [pic] Figure8. Factors impacting on a firm (Loh, 2009) One of the important factors of a micro environment is competition. Giant hypermarket networks on the Polish market suddenly appeared and immediately became a serious threat to local small and medium-sized companies. The real competition takes place between international networks such as Tesco, Carrefour and Biedronka (Ladybird). In estimates of Grupa Muszkieterow the top ten largest retail networks in terms of value sales in Poland are: Biedronka, Tesco, Carrefour, Real, Auchan, Lidl, Intermarche, E. Leclerc, Polomarket and Kaufland (PB, 2010). Figure9. Top 10 retail chains in Poland – turnover in 2008 and 2009 (ITM Pl, 2010) Figure10. Percent market shares retail chains in Poland in 2009 (top five)(PMR, 2010) 2. 1Tesco vs. Biedronka (Ladybird) Signs of rivalry between the two networks can be seen in their advertising campaigns. Biedronka attracts customers mainly by offering low prices. Tesco announce in their advertisements that it holds cut prices for a long time and that shoppers cannot buy cheaper anywhere else. At the same time Biedronka’s advertisement answered: â€Å"Simulate the Ladybird and being Ladybird – that is a big difference! †. While other supermarket chains put on loyalty programs for clients, Tesco mainly lowers prices but also competes by investing in small local shops in areas dominated by Biedronka.