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Tesco Case Study: Analysis Of Relevant Theories

   

Added on  2021-02-19

8 Pages2607 Words19 Views
MARKETING
Tesco Case Study: Analysis Of Relevant Theories_1
TABLE OF CONTENTSShort introduction of Tesco.........................................................................................................3Target Audience of the supermarket............................................................................................3Analysis of the Tesco supermarkets' website using Website Design Theory..............................3Analysis of the supermarkets social media marketing activity using Social Media Theory.......5Recommendations for improvement of Website Design and Social Media activity...................7REFERENCES................................................................................................................................8
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Short introduction of TescoTesco Plc is one of the biggest retailers of the United Kingdom and is dealing withgroceries and general merchandising. It is headquartered at Hertfordshire, England and has awide range of operational activities like Tesco Superstores, Tesco Metro, Tesco Clubcard, Homeshopping and more. This was founded by Jack Cohen in the year 1919 and gradually tookexpansion in more than 11 countries since the early 1990s (Felgate and Fearne, 2015). It is oneof the brands that was initiated as a UK grocer and took a diversification into areas like clothing,furniture, petrol, books etc. to grow as a successful chain from affordability (Tesco value) toluxury (Tesco finest). Such transformation brought this company in both local and globalmarkets.In regard to this, this chain has turned into 100 years of great value and are continuouslyworking towards the betterment of the society on the whole. It has also been noticed that thiscompany is taking smaller steps towards the sustainability aspect. For instance, Tesco haslowered the wastage of food products by approximate 17 % and has also removed plasticpackaging while carrying the fruits and vegetables (Daft, 2015). Therefore, the core value ofserving the consumers a little better on daily basis has brought radical changes in providingquality and delivery of proper services. Target Audience of the supermarketThis supermarket has strategically changes the customer segmentation depending uponthe scenarios from time to time. In recent times, Tesco has initiated a unique range of singleportion foods and is done mainly to attract the growing number of people living in UK whoprefer eating alone or the elderly population who are residing alone (Zoe, 2018). Moreover, thepurchasing habits have been changing significantly and led this company launched theconvenience foods in the name of marketing plan. This involves sauce pouches, single servepasta pots, hand sized packets of new potatoes and many such items. Analysis of the Tesco supermarkets' website using Website Design TheoryThe current website of Tesco has established basic rules in framing the outline of thewebsite in terms of font size, layouts and colour combinations. In addition, there is a menuoption to give a platform to the customers for switching between different web pages. Moreover,the designing team has incorporated the colours and sizing option to make the customersexperience smoother (Altaboli and Lin, 2011). In regard to the same, Tesco has entered the
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