Brassington, F & Pettit, S (1997). Tesco is positioned as an exclusive, high-quality supermarket. To strengthen this positioning in its target market, Tesco ensures that the product range, staff expertise, displays and overall store atmosphere are of equal quality. Brassington, F & Pettit, S (1997). Positioning may need to be adjusted for many reasons as both the product and its market mature. Developing technology, evolving competition, changing customer needs and wants mean that products need to be constantly evaluated and reviewed Brassington, F & Pettit, S (1997). Defining the consumer's lifestyle allows marketers to sell the product not on superficial, functional characteristics, but on benefits that can be seen as enhancing that lifestyle on a much more emotional level Brassington, F & Pettit, S (1997). The marketing overview consists of a detailed marketing map showing the key decision making process and the segments described, Malcolm McDonald (2007). Malcolm McDonald (2007) laid out four steps in his marketing plan to achieve higher profitable growth. The process can be seen in Appendix V. Essentially this involves drawing a map of the flows of goods and services from producers through to end use, Malcolm McDonald (2007). An example of this is shown in Appendix W, which shows four main types of joints from suppliers through to the end user. Where percentages and volumes or values