How has Tesco’s performed against each of the measures of success?

For a long time, we measured our performance using the Steering Wheel. ... We now have just six simple, key business performance measures. It's about alignment and focus: if we give our colleagues more power to choose the right actions, we'll do a better job for customers and achieve greater success for our business.

Tesco has been particularly successful because of its powerful brand.  It has a reputation for value, low prices and for being customer focused.  Its brand equity and associations have helped the company to expand into new sectors and markets.  Tesco has also been strong in public relations, advertising and building profile in catchment areas on a local level.  This local approach to marketing appears to be a key driver for success.

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