From:
http://www.hl.co.uk/news/articles/is-dave-lewis-the-right-man-to-lead-tesco
Is Dave Lewis the right man to lead Tesco?
by Charlie Huggins
Tesco recently announced that Philip Clarke, a 40-year veteran of the company, is to stand down as chief executive on 1 October. He will be replaced by Dave Lewis, a senior executive at Unilever, and the first outsider to the role in Tesco's near 100-year history.
The news comes as little surprise. Since assuming control of the group in February 2011, Clarke has overseen a dramatic fall in sales and profits, as competition in the UK grocery market has intensified. With Tesco seemingly stuck between a rock (the upmarket offering of Sainsbury's and Waitrose) and a hard place (the discount offering of Aldi and Lidl) the board clearly felt the time was right for a change of direction.
Three questions will now be at the forefront of shareholders' minds. Who is Dave Lewis? Is he the right man for the job? And what options does he have to turn the company around?
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What do we know about Dave Lewis?
Dave Lewis is currently president of Unilever's Personal Care business and is a Non-Executive Director of British Sky Broadcasting.
A Unilever 'lifer', Lewis joined the firm as a graduate in 1987. He helped launch Dove soap in the UK in 1992, becoming Marketing Operations manager a year later. He then progressed to Marketing Director of River Plate (Argentina, Uruguay and Paraguay) before assuming the role of Managing Director of Unilever Indonesia's personal care business. Against a challenging political and economic backdrop this business achieved average growth of 30% per year under his tenure.
After serving as Senior Vice President for Home and Personal Care, Central and Eastern Europe, for three years, Lewis returned to the UK in 2005, becoming Managing Director of the UK Home and Personal Care business; and later chairman of Unilever UK and Ireland. Dave Lewis was a key figurehead in turning around this ailing business, overseeing Unilever's transition from a company with three separate operations – foods, groceries and personal care – into a single unit, and laying a strong platform for future growth.
Dave Lewis was rewarded for his good work in 2010 by being appointed President of the Americas, before taking up his present role in 2011. Unilever's Personal Care business generated annual sales of around €20bn in 2013 and incorporates many high profile brands including Dove soap, Vaseline and TRESemme haircare.
Is he the right man to lead Tesco?
Dave Lewis is very highly regarded within Unilever and was seen as the internal favourite to become its next chief executive.
He has a CV stuffed with turnaround experience and heads the most profitable multi-category personal care business in the world, working with many brands sold in Tesco stores. This should stand him in good stead.
He also brings a wealth of international experience (in Asia, Americas and Eastern Europe). Tesco's overseas operations (accounting for around a third of sales) have struggled of late and are a key area of priority. Dave Lewis could be the man to give the company's flagging international operations a much-needed shot in the arm.
Perhaps of greatest significance is Mr Lewis' vast marketing experience. He has been responsible for some of Unilever's most successful marketing campaigns. Given Tesco's current 'identity crisis' they desperately need someone to reinvigorate the brand and restore customer loyalty.
There is, however, one large gap in his CV - he has no direct retail experience. This is somewhat of a gamble by Tesco's board and represents a large departure from Philip Clarke, a former shelf-stacker who knows the company inside out. That said, some may see Mr Lewis's lack of retail experience as an advantage - the industry is undergoing a period of substantial upheaval and a fresh perspective could be just what the doctor ordered.
What options does Dave Lewis have to turn the business around?
At this stage we can only speculate and it will probably be a number of months before we have a clear picture of the new chief executive's plans. He does, however, have several options at his disposal:
Cut prices to combat the threat of the discounters
Over recent years the discount retailers have made significant inroads into the UK grocery market. This has seen Tesco's market share fall from 31.8% at its peak in October 2007 to around 28.6% today.
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To try and win back these customers Tesco's new CEO may decide to embark on aggressive price cuts (something Philip Clarke was reluctant to do). Tesco's size and dominance affords it higher profit margins than many of its rivals, giving it a degree of scope to reduce prices. This is likely to hit profits in the short term but if it gets sales moving in the right direction it could turn out to be a wise long-term strategy.
Take a knife to underperforming stores
One of the major problems Tesco faces is a substantial proportion of its sales still come from large, out-of-town stores. With more people choosing to shop online and via the convenience format, sales at its larger supermarkets have fallen sharply. Rather than filling space by introducing the firm's non-core café and restaurant brands to large stores, Dave Lewis could take much bolder steps such as reducing store size and letting the extra space to tenants, or shutting down stores altogether.
Slim down international operations
Tesco has already pulled out of the US and Japan, and Turkey is under review, but this could be extended to other struggling central European markets. This could free up cash to invest in the UK business or other international markets with more promising growth prospects.
Tesco could even go a step further and pull out of Europe completely. Trading margins are just 2.6% in Europe, around half that in the UK, so Dave Lewis may decide Tesco's efforts are better focused elsewhere. The difficulty might be finding a buyer.
Cut capital expenditure
Tesco spent almost £2.9 billion on capital expenditure in its 2013/14 financial year, representing 90% of net operating cash flow. That is a lot, even for a company the size of Tesco. The new chief executive may decide to tighten the purse strings and 'reinvest' these savings into lowering prices.
Cut the dividend
This certainly won't be a popular option but whenever a new management team comes in to revive a struggling business, the risk of a dividend cut is increased. Philip Clark was reluctant to cut the dividend, maintaining it for the last three years, despite falling sales. Although the dividend is reasonably well-covered by earnings at present, Mr Lewis may wish to free up some cash by cutting the dividend (though I would be surprised if he scrapped it completely).
It will be very interesting to see what route Dave Lewis takes and only time will tell whether he can turn the business around. If you want to stay informed on Tesco's progress make sure you sign up for our free share research updates.