The Impact of Branding Strategies on Competitive Effectiveness of Retail Based Firms

Research Dissertation

Table of Contents
TITLE: ............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of the Research......................................................................................................1
Background of the Research ..................................................................................................2
Significance of the study .......................................................................................................2
Research Aim .......................................................................................................................3
Research Objectives ..............................................................................................................4
Research Questions................................................................................................................4
Chapter Structure....................................................................................................................5
CHAPTER 2: LITERATURE REVIEW ........................................................................................7
The branding strategies that are usually adopted by the retail organisations of UK. ............7
Benefits to retail establishments of branding strategies.........................................................1
Branding strategies and its influence on competitive effectiveness of retail based firms......2
Ways to effectively utilise branding strategy.........................................................................3
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................5
Types of Investigation............................................................................................................6
Research Design.....................................................................................................................6
Research Philosophy .............................................................................................................6
Research Approach.................................................................................................................6
Data Sampling........................................................................................................................7
Data Collection.......................................................................................................................7
Data Analysis..........................................................................................................................8
Ethical consideration..............................................................................................................9
CHAPTER 4: DATA ANALYSIS ...............................................................................................10
CHAPTER 5: CONCLUSION AND RECOMMENDADTION .................................................23
Conclusion ...........................................................................................................................23
Recommendation .................................................................................................................24
REFERENCES .............................................................................................................................26
APPENDIX ...................................................................................................................................27

TITLE:
“To investigate effective strategies of branding and its impact in providing contending
benefits to retail sector organisations of UK- A study on TESCO”.
CHAPTER 1: INTRODUCTION
Overview of the Research
Marketing is consist to be an essential element which plays vast role in growth and
development of firm at market place. In the modern business era the major motive of each small
as well as large business enterprises is to attaining higher growth and development at market
place through creating awareness among people about the offered products and services of firm.
Branding is considered as the crucial part of each business as in this competitive era major
focused area of firm is to developing an effective brand image in the mind set of customers in
order to grabbing attention of more and more buyers towards the firm or its offered products and
services. In today's scenario organisations are concern on attaining higher competitive edge
because competition is so high at market place and similar organisations are producing similar
goods as to providing higher level competition to their rivals. Marking is among them all and
portrays a significant presence in the present battling period of business. It is anyway
characterized to be a long haul system for the development of a viable brand into the market. It
consequently helps the associations to work in much serious way as a method for achieving their
attempted objectives and destinations (Goworek, 2011). The flow inquire about depends on a
comparable part of marking and its adequacy as far as helping the organizations to accomplish a
few upper hands. Retailer is considered as the most developing industry in United Kingdom as it
provides various opportunities to the people or firm to fulfil their desires at market place. The
retail industry is vital to the UK economy, in the year of 2016 it is generated that the total sales
in retail sector is around £358 billion which is high as compared to the other industry. Retail is
consist to be the largest employer industry through approximately 290, 315 mortar and bricks
retail outlets and stores in the United Kingdom. TESCO is the chosen company for this particular
research project, it is the most popular and largest retailer company which is concern on offering
variety of products and services at market place in order to satisfying the needs and preference of
people at market area. As a large business enterprises it is essential for an organisation to
produce effective image in the mind set of customers as to attaining higher growth and success at
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market place. It is also necessary for an organisation to apply various marketing strategies which
are more suitable in grabbing attention of people towards the firm. Effective marketing strategies
helps the firm in attaining higher growth and success through attracting people at market place.
Background of the Research
Marketing plays effective role in growth and development of firm at market place in this
competitive business era organisations are widely concern on effectively implementing its
marketing activities as to gaining attention of buyers, which create value in higher growth and
success at market area. The current research is based on the effective strategies of branding and
its impact in providing contending benefits to retail sector organisations of UK. Branding is
being an utmost concern of various small as well as large business enterprises as it plays vast
role in growth and development of firm as in this modern era people are very much concern
about brands as it helps in signifies the appropriate standard and image of people among public.
TESCO Plc is trading as TESCO, it is the British multinational company which deals in
groceries and general merchandise company which is headquartered is in Welwyn Garden City,
Hertfordshire, England, United Kingdom. As per the measure of profit it can be considered as the
third largest retailer company across the globe. The company was founded in the year of 1919 by
Jack Cohen, the company mainly deals in supermarket, hypermarket, superstore and convenience
shop. Market is consist to be an essential element which allows people to make transaction as to
satisfying the needs and wants of people at market place (Mitchell, Hutchinson and Bishop,
2012). Marketing is considered as an effective process through which buying and selling of
goods and services are done which create value for customers as well as organisations.
Customers satisfaction plays important role in attaining higher growth and success of firm.
TESCO is a most leading retailer multinational brand which deals in world wide and concern on
capturing a wide area of market in respect to attaining high growth and success at market place.
Branding is consist to be a crucial element which plays effective role in enhancing the effective
image of people in the mind set people. This create various benefits in the growth and
performance of firm. Higher customers attraction is effective in developing their productivity
and performance of firm at market place.
Significance of the study
The investigation into consideration is based on the effective strategies of branding and
its impact in providing contending benefits to retail sector organisations. Marketing strategies
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plays effective role in managing all business activities in well planned and appropriate manner.
The major purpose of conducting a research is to developing the knowledge and skills level of
people in the area of branding and its effectiveness in enhancing the performance and
productivity of firm at market place. The present research depends on the examination of
different marking techniques that are typically received by the retail associations of UK and their
viability as far as serving to the battling advantages of the organizations. For this reason, it has
for the most part depended upon 3 driving goals to right off the bat determine the methodologies
that are as of now embraced by the organizations. Besides, it has alluded to break down its value
as far as helping the endeavours to achieve a few upper hands by ultimately evaluating the
impact of such connected systems onto the general contending advantages of the business. In
today's scenario the essential motive of each business enterprises is to providing high quality
goods and services at market place as to increasing the brand awareness among people as to
attaining competitive position at market place. In the modern market choice and preference of
customer are changed as per the change arises in the market trend, so it is the prior responsibility
of firm or its higher authority to identify the needs and wants of people at market place. As a
large retailer firm it is essential for TESCO to implement various marketing strategies as to
attaining higher growth and success at market place. People with high brand awareness are very
much focused on buying branded products and services in respect to fulfilling basic needs and
wants of them. As a large retailer firm is it is necessary for firm to offer variety of products and
services more then their rivals in respect to providing high competition to their rivals (Matanda
and Ndubisi, 2013).
Research Aim
The essential aim of this particular research is “To investigate effective strategies of
branding and its impact in providing contending benefits to retail sector organisations of UK- A
study on TESCO”. This consist as a predetermined statement on which the whole activity of
research is based on. This is the most vital advance of any examination on the grounds that the
aggregate research work depends on the points and targets that are made by the scientist with a
specific end goal to do the exercises of research a correct way. These are foreordained
components which are should be made before start up a viable research work. The current
research is based on the importance of branding and its impact on maximising organisational
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performance and productivity at market area. This section of research is effective in carry out the
research activities into well planned manner in respect to overcoming with the research issue.
Research Objectives
This is an another primary aspect of research project which has a direct connection with
the title of the research. Research objectives can be considered as the fundamental results of task
that give assistance to the specialist to making a few proposals and suggestion based on gathered
discoveries. In this some particular focuses must be made that are connected with the
examination title. Research goals are considered as fundamental and prominent parts of
concentrate as it helps examiner in giving proposals or recommendations based on data that has
been assembled from their examination objectives It is to be noticed that targets are firmly
related with the point of examination (Brookes and Altinay, 2011). Objectives plays effective
role in defining the purpose of research in appropriate manner, some essential objectives of
research are described as under:
 To identify the branding strategies that are generally adopted by the retail organisations
of UK.
 To ascertain the usefulness of branding and its impact on firms like TESCO.
 To understand the way in which the adopted strategies of branding impact upon the
competitive nature of the retail based organisations in UK.
 To recommend ways in which TESCO can effectively utilize its branding strategies for
achieving contending benefits.
Research Questions
As the present research depends on significance of preparing and improvement in
business associations, based on look into objectiveness a few inquiries are should be produced
keeping in mind the end goal to do the entire research work critical way. It is the duty of research
to make address which depend on explore points and targets. These inquiries encourages the
explored to finish crafted by look into in a compelling way. This is considered as the essential
aspect of research work as it provides a brief direction to the researcher to carry out the research
activities in effective manner. Some essential questions of research are described as under on
which the section of literature review is based on:
 What are the branding strategies that are usually adopted by the retail organisations of
UK?
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 How the retail establishments are benefited from the undertaken strategies of branding?
 How the branding strategies influence the competitive nature of retail based firms in
terms of effectiveness?
 What are the ways through which TESCO can effectively utilize its branding strategies
for achieving contending benefits?
Chapter Structure
It is one of the critical aspect for each business association for directing the exploration
venture in powerful way which may helps in achieving positive results. It should be possible by a
fitting casing works and structure in which analyst effortlessly give their exploration venture the
point of drawing out every one of the exercises in deliberate way. Alongside this, analyst set up
the entire structure for deciding the successful approaches to perform examine activities (Nobbs,
Moore and Sheridan, 2012). In this unique circumstance, the ebb and flow ponder is consider
following the focuses which consider by the scientist at the season of leading exploration:
Chapter 1: Introduction
The examination work will begin with part of presentation that gives a concise review of
field of study. In addition, the segment decides points and targets that are to be accomplished by
look into work. It is the underlying advance through which researcher can decide.
Chapter 2: Literature Review
This segment is additionally an essential advance in entire thesis process in which
different creators speak to their perspectives and supposition towards the exploration point.
Alongside this, different sources are additionally utilized by specialist for get-together significant
data for taking right choice. What's more of this, it is one of the essential piece of whole
research. In the event that analyst execute great data and in addition solid sources inside their
specialist which may leads in accomplishing set points and goals in best way.
Chapter 3: Research Methodology
This is the third and most important part of research work which plays vast role in categorising
the activities in appropriate manner through utilising the appropriate methodologies. It is the
following section of the thesis which is put after the fruition of writing survey. It comprises of
various instruments and methods which help to gather and investigate the information all
together deliver to substantial result.
Chapter 4: Data Analysis
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