Tesco.com has established a position of being the world’s leading online grocer with an estimated sales turnover of £401 million and profits up 37 per cent to £21 million (as at 21 September 2005). However, Iceland was the first UK retailer to offer nationwide delivery of a range of groceries ordered via the web yet they have ceased to offer this service. Discuss why Tesco.com has been able to establish such a dominant market position.