Multi-Format Strategic Approach

In global business environment, most of companies including consumer goods companies and small retailers prefer to develop a multiple format channel business model. Firms follow multiple-format strategic approach in order to reach more target consumers in different shopping situations and to satisfy several shopping needs of same customers (Berman and Evans 2007).

In order to attain a significant market share and to increase market share, retailers are also establishing multi-format strategies, so that they can give better response to the needs of several consumers group.

Under multi-format strategic approach, small retailers and consumer goods companies are starting to customize their offerings to local markets, straightening different types of stores and making different types of pricing, product, marketing and customer service strategies.

Tesco, Wal-Mart and other manufacturers like apparel maker VF are replacing standardization and localization into multi-format strategic approach. According to case, in the UK, Tesco has built five specialized food formats such as Tesco Superstore, Tesco, Extra, Tesco Metro, Tesco Express and Tesco.com for web shoppers under multi format strategic approach (Tesco in China: Opportunities and Challenges).

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