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Internal Marketing Strategies of International Business Organizations

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Added on  2021-02-19

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1 CHAPTER 1: INTRODUCTION1 1.1 Overview of the study 1 1.2 Background of the company 2 1.3 Aim of the research2 1.4 Objectives of the study 2 1.5 Research Questions 3 1.6 Rationality of the study 3 1.7 Research Structure 4 CHAPTER 2 : CRITICAL LITERATURE REVIEW 6 2.1 Introduction of Literature Review 6 2.2 Main Body 6 Theoretical and conceptual understanding on the concept of internal marketing strategies in the context of retail sector 6 Relationship between investment in internal marketing efforts and employee performance within

Internal Marketing Strategies of International Business Organizations

   Added on 2021-02-19

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Internal Marketing Strategies of International Business Organizations_1
ABSTRACTStudies in past, particularly in regards to effectiveness of internal marketing strategy ofretailers has been built by ample number of researchers. Basically, internal marketing strategieshas helped business organisations in hitting their targets. Over the years, marketing departmentof companies that are performing business at international level has developed strategies so thatemployees could effectively stay motivated towards their jobs. Here, it can be said that a range ofstrategies like compensation, bonus and more some of ideas that has helped companies likeTesco Plc in meeting their goals and objectives in specified time frame. Including this, the reasonthat came in front of considering this topic is that, over the years business firms has been dealingwith high employee turnover ratio and these all took place due to less motivation given to staffapart from their staff. Therefore, this issue has raised ample number of problems for TESCO andimpacted negatively upon overall performance level.
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ABSTRACT.....................................................................................................................................2TITLE - “An Analysis on the Effectiveness of Internal Marketing Strategy of a Retailer”. A CaseStudy on TESCO PLC.....................................................................................................................1CHAPTER 1: INTRODUCTION ...................................................................................................11.1 Overview of the study......................................................................................................11.2 Background of the company.............................................................................................21.3 Aim of the research..........................................................................................................21.4 Objectives of the study.....................................................................................................21.5 Research Questions..........................................................................................................31.6 Rational of the study ........................................................................................................31.7 Research Structure............................................................................................................4CHAPTER 2 : CRITICAL LITERATURE REVIEW.....................................................................62.1 Introduction of Literature Review....................................................................................62.2 Main Body........................................................................................................................6Theoretical and conceptual understanding on the concept of internal marketing strategies inthe context of retail sector..................................................................................................6Relationship between investment in internal marketing efforts and employee performancewithin the organisational value chain................................................................................92.3 Conclusion of literature review......................................................................................13CHAPTER 3 : RESEARCH METHODOLOGY..........................................................................143.1 Introduction of Research Methodology..........................................................................143.2 Main Body......................................................................................................................143.2.1 Research Philosophy...............................................................................................143.2.2 Research Approach.................................................................................................153.2.3 Research Strategy ..................................................................................................153.2.4 Research Choice ....................................................................................................153.2.5 Sampling.................................................................................................................153.2.6 Time Horizon..........................................................................................................163.2.7 Techniques and Procedures and research instruments ...........................................163.2.8 Data Sources...........................................................................................................16
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3.2.9 Research Ethics.......................................................................................................173.2.10 Research Limitation..............................................................................................173.2.11 Research Reliability and Validity ........................................................................173.2.12 Research design....................................................................................................183.2.13 Data Collection Techniques..................................................................................183.2.14 Data Presentation Techniques...............................................................................183.2.15 Data Analyse techniques.......................................................................................18CHAPTER 4 : DATA ANALYSIS...............................................................................................194.1 Introduction of Data Analysis........................................................................................194.2 Main body of Data Analysis...........................................................................................19THEME 1: Knowledge about internal marketing................................................................23THEME 2: Internal marketing develops positive impact on retailer..................................23THEME 3: Benefits TESCO PLC can get through internal marketing...............................24THEME 4: Internal marketing helps in enhance employee performance in TESCO PLC .25THEME 5: Different ethical issues related to execution of internal marketing strategies...26THEME 6: Importance of employee performance at workplace.........................................27THEME 7: Different internal marketing strategies retailer should be used.........................28THEME 8: Internal training impact on the employees innovation......................................28THEME 9: Different ways TESCO PLC should use to improve employees loyalty...........29THEME 10: Internal marketing develops positive impact on employee loyalty.................30..............................................................................................................................................31THEME 11: Different issues related with internal marketing..............................................31..............................................................................................................................................32THEME 12: Ways to overcome from the internal marketing issues...................................32REFLECTION......................................................................................................................34CHAPTER 5: RECOMMENDATIONS AND CONCLUSION...................................................35REFERENCES..............................................................................................................................38
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TITLE - “An Analysis on the Effectiveness of Internal Marketing Strategy of aRetailer”. A Case Study on TESCO PLC.CHAPTER 1: INTRODUCTION 1.1 Overview of the studyInternal marketing can be defined as an effective promotional strategy, which is used bybusiness organisations to promote their products and services within the workstation amongstaff. Basically, this is being done to enhance overall employee engagement in a company, whichhelps in attaining specific goals and objectives in much effective and efficient manner. In otherwords, internal marketing is said to be or considered as a philosophy management that stayslinked with staff members as these are the individuals who needs to have all the knowledgerelated to organisation's products or service. This is said to be a step, which is required by everysingle business organisation that is performing business in retail industry. With the help of this, acompany could effectively encourage, attract, create and retain talented employees that may aidthem in sustaining or gaining competitive advantages.Along with this, there are ample number of strategies that can be utilised by a businessfirm and these are : brand authenticity, product marketing, internal communication, employersbranding, project branding and so on. TESCO Plc is one of the famous United Kingdom'smultinational retailer, which was found in the year of 1919 by Jack Cohen has been taken intoconsideration in this research in order to get deeper knowledge related to internal marketingstrategy and their uses. Customer's mindset basically gets changes on a regular basis related toproducts and services offered by business organisations. This affects overall performance levelof a company like TESCO Plc and it is required for them to make alterations among goods inorder to gain customer's satisfaction. Away with this, internal marketing strategies or consistswith high range of benefits and these are : satisfied customers, compliances with protocols andstandards, positive and effective employee engagement, higher job satisfaction, enhancedmotivation level and so on. With the help of this, TESCO PLC or any other business organisationperforming at international level will gain ample number of competitive advantages and thiswould aid them in sustaining in today's crucial business environment. 1
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1.2 Background of the companyOne of the United Kingdom's multinational retailer named as TESCO coming under topand big four supermarkets of this nation. Basically, this firm was found by Jack Cohen in theyear of 1919 and it is headquartered in London, UK. This company has helped United Kingdom'sgrocery sales to improve with three other famous retailers and these are Sainsbury's, ASDA andMorrisons. Basically, these four have combined market share approximately to 73.2% in the yearof 2015. TESCO PLC is offering it's customers with high range of products and these are :furniture, clothing, electronics, toys, internet, software, financial service, telecom services and soon. On the other hand, if it is talked about staff members that the company is having around472,000 staff members that are performing well and helping business organisation in sustainingwithin the market for a longer period of time.In present time, if it is talked about this business firm than the company consists withhigh range of internal marketing strategies and these could be anything from e.g. programs,product, price, communication and distribution. If it is talked about all these strategies then theseare fundamental and significant techniques which will boost the TESCO's relationship with bothstaff and customers and hold them for long time and keep up solid connection with them.Principle job of workers in the association is to pull in huge number of customers by givingquality products and ventures at moderate cost. In past few years, company was dealing withdecline among their productivity and profitability, the reason that came in front was staffmembers of TESCO were less motivated and due to this, 1.3 Aim of the researchMain aim of this research is “To analysis the Effectiveness of Internal MarketingStrategy on Retailer”. A Case Study on TESCO PLC.1.4 Objectives of the studyTo develop a theoretical and conceptual understanding on the concept of internalmarketing strategies in the context of retail sector. To determine a relationship between investment in internal marketing efforts andemployee performance within the organisational value chain. To analyse the relationship between employee loyalty to the internal marketing initiativesfrom retailer. 2
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To examine ethical issues related to the implementation of internal marketing strategiesin the context of TESCO PLC. 1.5 Research QuestionsWhat are the reasons for international marketing? What are the routes to international marketing? What is the importance employee performance?How does internal marketing strategy relate to employee performance in the context ofretail sector?1.6 Rational of the study Basically, the reason behind conducting research is to develop effective strategies toenhance the inner capabilities of a business organisation like TESCO PLC to could help them insustaining within the international market for a longer period of time. On the other hand, anotherreason that came in front i.e. internal marketing basically aid a retailer in enhancing overallperformance, loyalty and engagement. Therefore, this could be considered as one of the effectivestrategy, which will not only improve the knowledge of research but it will also aid readers too.With the assistance of this, an investigator could easily perform all the tasks in specifiedtime frame and this may aid him in meeting the favourable outcomes for the chosen topic.Another reason that came in front i.e. researcher has his own interest of performing the researchon this chosen topic, where employee performance could effectively be improvised with the helpof internal marketing strategy. Over the years, internal marketing strategies has taken lead overother promotional activities within business firms that are dealing in retailing industry. On theother hand, it has been found that most internal marketing efforts provide incentives for theirstaff members to attain their specific daily and monthly targets. Away with this, it can also besaid that, it is much required for business firm's like TESCO Plc that this incentive forsomething, which majorly motivates different range of people. It was mentioned in a surveywhere wagers have asked with the question that, what sort of bonuses they require the most froma business firm. This is where, they mentioned that nearby the holiday seasons. Basically,survey has given favourable outcomes related to best motivated individuals through making3
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more money and least motivated by company parties. Information like this is important forcompanies trying to create an enthusiastic workforce. Through this, TESCO Plc could sustainwithin the market for a longer period of time, within today's competitive business environment.(Sources : Internal Marketing, 2012)1.7 Research StructureIntroduction : This is being considered as one of the crucial section in a research.Basically, this sets aim, objectives, research questions and other related details to the chosentopic. In present context, where investigator has taken into consideration of the topic i.e. ananalysis is going to be performed with the help of internal marketing strategy of a retailer and i.e.TESCO Plc. On the other hand, it is also said that this section if developed inappropriately, thenit is may be possible that results would not come clear in the end.Literature Review : Literature review section, mainly consists with information that hasbeen presented by researchers in the past. Basically, researcher in present context will beconsidering different range of books, journals and different articles which are a part of secondary4Illustration 1 : Internal Marketing
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