Option 2: Tesco (pp.154–155) Evaluate Tesco brand’s product and marketing evolution over the years. What’s most important to the Tesco brand with respect to changes in how consumers shop for grocery products? Through the application of a PEST analysis, what are the current environmental factors impacting Tesco? Who are the top three competitors of Tesco, and what are their advantages/disadvantages with respect to satisfying the value proposition of their customers? How will Tesco grow without losing focus on its core customer as they look to maintain customer value, satisfaction, and loyalty?