Digital Marketing in Tesco Plc : Case Study
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Added on 2020-01-21
Digital Marketing in Tesco Plc : Case Study
Added on 2020-01-21
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Research Project
Table of ContentsTASK 1............................................................................................................................................11.1Research project specification................................................................................................11.2 Factors contributing to the process of research project selection.........................................11.3 Critical review of key references..........................................................................................21.4 Research project specification...............................................................................................31.5 Appropriate plan and procedures..........................................................................................3Gantt Chart..................................................................................................................................3Conclusion...................................................................................................................................4TASK 2............................................................................................................................................42.1 Match resources efficiently...................................................................................................42.2 Undertaking proposed research investigation.......................................................................62.3 Record and collate data.........................................................................................................7TASK 3............................................................................................................................................83.1 Using appropriate research evaluation techniques................................................................83.2 Interpreting and analysing the results in terms of original research specification................83.3 Recommendations and justifying the areas for further considerations.................................9TASK 4..........................................................................................................................................104.1 Use agreed format...............................................................................................................10REFERENCES..............................................................................................................................11
TASK 1Title- Aim of the study is “To critically analyse the impact of digital marketing upon consumerbuying behaviour- a case study of Tesco Plc. 1.1Research project specificationSocial media is considered as the best way of communication among people in whichthey can create, share and exchange information and ideas among each other. Moreover, socialmedia depends upon mobile and internet technologies in regard to create highly interactiveplatform through which information is being shared among individuals and communities whichhelps in improving sales and profitability of firm (Ashley and Tuten, 2015). Digital mediamarketing differentiates themselves from traditional marketing that is based upon differentfeatures such as quality, usability and frequency etc. Now-a-days each and every organization isundertaking digital media promotion so that brand image and reputation can be build amongtarget market. Moreover, social media provides an unique platform which allows individual toadvertise their products or services using social media marketing and thus emerge as a dynamicprominence in market. Furthermore, in the current era of competition among retail businesses it can be seen thatconsumers opt for the products which are advertised effectively. It helps in attracting consumersall around the globe and thus influences the buying behaviour of consumers. However, there aredifferent factors that impact the social media that is still growing and considerable. In recenttimes, it is essential for the marketing manager of firm to overcome the traditional marketingmethods such as newspapers, magazines, television etc (Miller, 2013). Now-a-days with the helpof digital media it assists business to share crucial information and knowledge among targetpeople. Here, business is required to assess the issues faced by marketing team while promotingthe products using digital media techniques. Present study undertakes Tesco which is a Britishmultinational grocery and retail products provider. Its headquarter is in England, UK. Tesco isthe third largest retailer in world that is measured in terms of profits. 1.2 Factors contributing to the process of research project selectionThrough evaluating the above statement, it can be stated that digital marketing isconsidered as one of the most effective modern technology for promoting products or servicesamong target market. It involves different websites such as Facebook, Twitter, YouTube and1
MySpace etc. that attracts global customers and enhance their buying behaviour. Here, companyaims to select Facebook for its social media promotion as it is widely used by consumers now-a-days in order to interact with each other and attain success. Most of the businesses uses socialmedia marketing technique in regard to reach target market and assess their buying habits (DeVries, Gensler and Leeflang, 2012). Also, it can be assessed that impact of digital marketingupon consumer buying behaviour assists in improving business performance in market. Digitalmedia tools provides information to potential consumers regarding offers, discounts availablewithin store. Thus, promotion upon Facebook i.e. social media tool helps in influencing buyingbehaviour and enhance the sales and profitability. 1.3 Critical review of key referencesAs per the view of De Vries, Gensler and Leeflang (2012), growth of social mediamarketing in recent years helps in contributing to consumers changing habits towards retailfirms. Now-a-days consumers are becoming more conscious regarding usability of products andthus keep themselves updated with the latest introduced products in market. Today, social mediais mostly used by each and every business houses in order to improve their communicationamong target market. Social media being an integral part of consumer's everyday lives. However,Ashley and Tuten (2015), argued that the changes caused by social media in terms of consumerperceptions and behaviour could not be left along upon social media marketing managers butshould be reflected upon much deeper in company value chains. Now-a-days consumer choicesare being made increasingly more and more upon the basis of social media information.Additionally, adopting social media technique helps in advertising the message upon websitesassists in informing consumers regarding offers upon products or services which helps in sharingideas among each other. Cornelissen (2014), shows that in the current days, social media is considered as one ofthe most prominent challenges for marketing managers. Therefore, it is essential for people toundertake effective action so that social media can provide value potential to individuals andidentifying their buying decisions so that performance can be enhanced significantly. Throughdifferent researches it can be identified that digital marketing is interlinked with the consumersbuying behaviour and thus helps people to market their products using social media websites andinfluence consumers towards firm (Marketing. 2016). 2
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