Impact of Social Media Marketing on Strategic Management in Retail Industry: A Case Study on Tesco

Dissertation

Table of Contents
INTRODUCTION...........................................................................................................................1
Overview of Research.................................................................................................................1
Background of Research.............................................................................................................1
Rationale of Research.................................................................................................................2
Research Aim..............................................................................................................................2
Research Objectives....................................................................................................................2
Research Questions.....................................................................................................................2
Chapter Structure........................................................................................................................3
LITERATURE REVIEW................................................................................................................5
Social media marketing...............................................................................................................5
Social media marketing impact on strategic management in Tesco...........................................7
Factors that affect social media marketing in the company........................................................9
RESEARCH METHODOLOGY & DESIGN...............................................................................12
Type of Investigation................................................................................................................12
Research philosophy.................................................................................................................13
Research approach....................................................................................................................14
Research Design........................................................................................................................15
Data Collection..........................................................................................................................16
Data analysis.............................................................................................................................16
Ethical considerations...............................................................................................................17
Reliability and validity..............................................................................................................18
RESULTS......................................................................................................................................19
CONCLUSION AND RECOMMENDATIONS..........................................................................25
Conclusion.................................................................................................................................25
Recommendations.....................................................................................................................26

Reflection..................................................................................................................................27
Alternative methodologies........................................................................................................28
Research limitations..................................................................................................................28
Further Research.......................................................................................................................29
REFERENCES..............................................................................................................................30

Title:-To investigate how social media marketing impact on strategic management in retail
industry. A case study on Tesco.
INTRODUCTION
Overview of Research
Social media is an interactive computer- mediated technology that facilitate creation of
information, interests and some other expression forms through virtual networks and
communication. It is applications and websites which mainly designed to allow the people to
share content quickly. This is collective of the online communication channels which dedicated
to the community based interaction, collaboration and input. Applications and websites dedicated
to social networking, social curation, forums are among various kinds of social media. Social
media is an integral part of the line as applications and social websites proliferate. In this, social
media is kind of the online media that expedites conversation as comparison to the traditional
media that provided content but do not allow to participate in creation of content to viewers and
readers. In addition to this, social media marketing is use of social media websites and platforms
to promote services and products (Ananda, Hernández-García and Lamberti, 2016). It is one of
the powerful way for business all the sizes to reach at consumers. The social media marketing is
main form of the internet marketing that consist developing as well as sharing the content on
social media networks to attain branding and the marketing objectives. The social media
marketing is use of the different platforms which help in connect to more audience to develop
brand, enhance sales and also drive the website traffic.
Background of Research
Social media is catch all term for variety of the internet application that permit users to
develop content and also communicate with the each other. Social media marketing takes benefit
of the social networking to assess an organisation to enhance brand exposure and wider
consumer reach. Its goal is to develop enough content compelling that the users will be share
with social networks. This is perceived as targeted kind of advertising and believed to be
effective in developing the brand awareness (Brettel and et. al., 2015). It has purpose built data
analytic tools which permit the marketers to track how company make its successful. Tesco is
multinational groceries and merchandise retailer in UK that established in year 1919. This
company is specialized in selling the clothings, food items, electronics, petrol, toys etc. This

company attract range of the social groups through providing goods from low cost value. Tesco
company uses the social media to engage with consumers and searching that thus has developed
main social media networks. The main social media tool used by Tesco company is Twitter. It
operates Twitter accounts for customer care, real food, wines and special offer. Tesco company
plays an important role in replying queries of consumers on Facebook pages. This promotes
healthy living, gardening the ideas and promote recipes on Pinterest account. Tesco company
requires to search systematic way and also create the strategy for managing the social media to
attain set goals. The social media management is explained as high level of the strategies of
company to organise, fund and also evolve social media capabilities. In addition to this, well-
convinced social media marketing strategy will have impact in exposure level of an organisation,
loyalty of consumers and also interaction procedure to enhance traffic (Cao and Li, 2015).
Rationale of Research
This dissertation is based on impact of social media marketing on strategic management
in the retail sector. Social media is helpful in connecting with large number if customers and also
bringing the awareness about brand at marketplace. There are several customers which using
social media marketing in order to introduce products at market place. It helps in provide deep
understanding about the social media marketing that helps in connect with large number of
people effectively. This research is mainly conducted to identifying the impact of social media
marketing on strategic management into retail industry. It helps in enhancing the knowledge and
capabilities for an investigator to work effectively and through this, researcher can able to
conduct the activities in future. On the other hand, learner can deal with the issues which arising
when conduct an investigation (Duan and et. al., 2016).
Research Aim
Aim of this research is “To analyse the impact of social media marketing on strategic
management: A case study on Tesco”
Research Objectives
 To determine concept of social media marketing.
 To analyse the impact of social media marketing on strategic management in Tesco.
 To recommend how strategies can be developed in Tesco.

Research Questions
 What is social media marketing?
 How social media marketing impact on strategic management in Tesco?
 What are factors that affect social media marketing in the company?
Chapter Structure
This is considered as the main part of an investigation that aids an investigator to
determining what activities or tasks need to be use to finish research related activities. In this,
different chapters are included for conducting the research activities in an effective manner. It is
necessary for an investigator to complete all tasks and activities of research in systematic way.
From following all the chapters in sequential form, researcher can get the positive outcomes.
Different chapters included in dissertation mention below:
Introduction- This is the first part of research that will help to an investigator to develop
aim and objectives on the basis of set topic in significant way. Under this, researcher can easily
determine major issues of an investigation easily. This part states about the concept of specific
research area that helps in give the proper detail so that research can be effectively conducted
and provide positive outcomes.
Literature review- It is an important part of dissertation and take more time to complete,
this determined an investigation that has been completed already in particular topic and also give
analysis of current information and data regarding topic (Dutot and Bergeron, 2016). This should
be demonstrate that researcher read the area and understand necessary things related to literature
topic. In order to conducting this part, different sources of secondary methods will be used for an
instance books, articles, internet sources and journals. The past data will be critically analysed
through an investigator for getting the positive outcomes.
Methodology- This chapter explains how to conduct an investigation and permit
researcher to assess validity. It consists approach, kind of investigation, methods to analysing
data, justification of methods etc. This explains wider philosophical underpinning to selected
research methods consisting whether using quantitative or qualitative methods. It provides
effective ways to collect and analyse the data in significant manner.
Results and Discussion- It presents outcomes to analyse through research questions and
any outcomes of analysis. This part is based on the literature review that provides proper

discussion by using secondary sources. In this, researcher interpret outcomes in detail and also
make the recommendation for future investigation.
Conclusion and Recommendations- The conclusion of dissertation answers main
questions of research and leaving clear understanding regarding central argument. It is short
section that comes before discussion (Felix, Rauschnabel and Hinsch, 2017). On the other hand,
recommendation will make on the basis of whole investigation so that things can be clear or
improved in future context.
Reflection- In this part, researcher share its experience at the time of conducting an
investigation. It states about the achievements and complexities which facing during conducting
an investigation. From this, it will prepare in future and able to conduct any investigation
effectively.

LITERATURE REVIEW
Literature review is an in depth examination of the previous investigation. This is
summary and synopsis of specific research area that permitting any person to reading paper to
continuing the research in a effective manner. This expand on reasons behind choosing specific
research related questions. A better literature review should be neglect temptation of stressing
significance of specific research program. This is search as well as examination of available
literature in specific subject. This document state of art with the respect to social media
marketing impact on strategic management in retail industry. In this part, information has been
collected by using the secondary sources such as books, articles, journals, online sources and
many others (Godey and et. al., 2016).
Social media marketing
According to viewpoint of MARCO GIUNTA (2019) Social media is a kind of online
media that expedites the conversation as opposed to the traditional media and also provides
effective content. The social media consists publishing more content on social media profiles,
listening and engaging the followers, examining outcomes and also running the advertisement on
social media. Social media marketing is use of the social media platforms which connect with
audience to develop brand, enhance sales and also drive the website traffic. It is one of the
powerful way for the business of all sized to reach at consumers. It is form of the internet
marketing that includes developing and sharing the content on social media network for attaining
marketing objectives. Social media marketing has greater impact on the strategic management as
advertisers are involved in leveraging opportunities as new technology is being introduced in
market. In addition to this, social media marketing is procedure of gaining the traffic by using
social media sites.
The main aim of social media marketing is to produce content that the users will share
with social network in order to help an organisation to enhance brand exposure and wider reach
to consumers. Social media marketing is helpful for an organisation to get the direct feedback
from consumers while making an organisation more personable. The social media is helpful in
connecting with the people by using the different sources. In context to this, online communities
are formed through internet users through using technology. It is method of change on how the
people can access information for writing, reading and also sharing the purposes. The social