Explain one business objective Tesco might be aiming to achieve by launching its Jack’s stores. - Edexcel - A-Level Business - Question 1 - 2022 - Paper 1

Tesco aims to increase its market share through various strategies. For instance, by positioning Jack's as the 'cheapest supermarket' and implementing sales promotions like the 'When it's Gone, It's Gone' offers, Tesco targets price-sensitive customers who are currently shopping at discount competitors such as Lidl and Aldi.

By launching Jack's, Tesco seeks to capture a larger share of the market that relies on budget-friendly options. This strategic move targets customers who may prioritize low prices, thus addressing their shopping behavior influenced by recent experiences with discount stores. This approach is essential for Tesco to maintain competitiveness in a market increasingly focused on value.