Tesco's Global Expansion Strategy

This assignment explores Tesco PLC's expansion opportunities in high-growth emerging markets such as India, China, and Indonesia. Students will research market trends, consumer behavior, and competition to strategize Tesco's entry and sustainable growth. The project aims to enhance students' understanding of global marketing strategies, market research methods, and competitive analysis.

To identify marketing activities and its
impact on Business Performance

Table of Contents
1.1 TITILE.....................................................................................................................................3
1.2 BACKGROUND......................................................................................................................3
1.3 LITERATURE REVIEW.......................................................................................................3
1.4 AIMS AND OBJECTIVES.....................................................................................................5
RESEARCH METHODOLOGY.......................................................................................................6
1.1 PROJECT PLAN.....................................................................................................................7
2.1 RESOURCES.................................................................................................................................8
2.2 QUESTIONNIARE.......................................................................................................................8
2.3 DATA AND RELATION VARIABLE......................................................................................10
3.1 DATA COLLECTION METHOD.............................................................................................10
3.2 DATA ANALYSES......................................................................................................................10
3.3 RECOMNEDATION..................................................................................................................15
AREA OF FURTHER CONSIDERATION....................................................................................16
REFERENCES..................................................................................................................................17

1.1 TITILE
“To identify marketing activities on business performance in order to maintain market
position in the market case study on Tesco PLC”
Introduction:
Today business environment is too complex and competitive which required an
organization is to design and develop their marketing strategies. So that a firm can maintain
its position in the market in the long run (Agresti and Kateri, 2011). Retail industry one of
the most growing sectors which attract large number of companies and increase the
competition level. the current is based on Tesco PLC which is one of the most reliable and
leading brand in the United Kingdom. They offer different types of products and services
such as electronic, grocery, furniture, fashionable clothing and so on. The market share of
cited firm is approx. 28 percent which highest as compare to other corporation like ALDI,
Sainsbury etc. But, in the recent years UK market facing various issues which leads to
increase competition which adverse impact on sales and market share.
1.2 BACKGROUND
The role of marketing plays a prominent role in the success for each and every business
entity. It helps to create awareness of product and services which increase demand and
promote organization product and services in an effective manner. Marketing involves wide
range of activities such as marketing research, planning, advertising and promotion,
forecasting sales, public relation and other aspects (Amatulli and Guido, 2011). These all
elements having a large influence on the business performance. Therefore, it is the
responsibility of a company is to use marketing activities in an effective manner. basically,
there are two types of concept used by Tesco such as traditional concepts and modern
approach. In traditional methods enterprise generally, focused on sales rather than customer
which is not applicable in the 21st century. Therefore, Tesco is used modern approach which
is become significant for every business organization. In this method, firm tries to understand
the actual customer needs and then design and produce product and services. It will help to
increase customer satisfaction level and leads to enhanced their loyalty (Barney, 2012). In the
current report, Tesco is tries to develop their tactics which helps to meet its short and long
term target in an appropriate manner.

1.3 LITERATURE REVIEW
Introduction:
A business unit main aim is to maintain performance in the longer run through providing high
quality of goods and services. A profit seeking corporation recognizes that provide goods and
services not enough for sustain their business in the current and future market. It needs extra
efforts to create the brand value which is only way to use marketing activities. It starts from
identify customer needs to delivering these products to end consumer and make a repeat
purchase considered the competitive advantage. Therefore, Tesco is more focused on all
marketing activities and delivering value of money of their products.
Marketing strategy and stakeholder’s loyalty: It is essential for a business organization is to
develop loyalty of their stakeholders which involves customer, employees, suppliers,
investors, government and community. According to Sousa (2008), among all stakeholder’s
customer one of the most significant for the company. he said that developing new customer
is less important than maintaining existing customer and tries to focused on repeat sales. For
this there are various strategies which can be used by the cited firm. The best approaches are
to provide a high quality of goods and services as compare to its competitors will enhanced
customer loyalty. On the other hand, Julien (2013) argued that if a company wants to develop
customer loyalty. They required that to understand their exact needs and wants and offer such
product. It will help to increase satisfaction level and transform i9n to repeat sales. Therefore,
each and every company tries to identify the actual need by conducting marketing research
and feedback survey over a period of time (Chilisa, 2011).
Marketing strategy and competitive advantage: This is significant for a business corporation
is to build competitive advantage which help to increase market share and business
performance. As per the Hallberg (2012), competitive positioning is related with the offering
unique product and services which different from other product in terms of design,
technology, shape and quality. Therefore, a business unit tries to focused on developing new
idea regarding their product and tries to differentiate over others in an effective manner.
Whereas, as per the Chaston and Mangles (2012), a company required that to offer products
and services lower cost as compare to its rival firms. In the context of Tesco, where
marketing manager needs offer its product range at the discount price which increase sales
and profitability which is a common goal for a corporation (.Canen,and Williamson, 2013.).
Apart from that, there are other strategies which includes diversification, focus helps to attain
short and long term targets in an effective manner.

Marketing strategy and business performance: There are various tactics and strategies can be
used by an organization in order to enhanced their performance level. these plans can be
related with the strategic level, tactical level and operation level. according to Chiliya et al.,
(2009), marketing mix one of the most usable tools helps to increase business performance
and creating a goodwill in the market. he said that communication with customer and create
awareness about their product by using traditional and modern approach can be used by the
cited firm. For example, if a company wants to launch a product they need to communicate
and product an appropriate marketing campaign. On the other hand, according to, R.
Gajanayake (2010), the best approach to sustain performance in existing market is to
concentrate on continuous improvement in to existing product line which helps to meet the
changing needs of customer. they can launch a product before absolute an existing goods in
the market. Therefore, this is the responsibility of marketing department of Tesco is to design
an appropriate marketing plan in the long run (Bazeley and Jackson, 2013).
1.4 AIMS AND OBJECTIVES
Aims: “To identify marketing activities on business performance in order to maintain market
position in the market case study on Tesco PLC”
Objectives:
 To determine various marketing activities relating to business performance.
 To identity the relationship between marketing activities and competitive advantage.
 To evaluate different methods current and future performance of business relating to
marketing.
 To provide recommendations regarding business performance.
Research question:
 What is the relationship between marketing activities and business performance?
 What is the relationship between marketing activities and competitive advantage?
 What methods can be used by the cited firm to increase business performance?
 What recommendation can be used by the organization?

RESEARCH METHODOLOGY
Research methodology is one of the integral part for a project which provide the various tools
and techniques used in a report. There are different types of methods are significant in a
research and considered at the time of carry out a project. in the context of given context, the
impact of marketing activities and its impact on current and future business performance on
Tesco PLC. This approach will be helps to solve their issues facing by the cited company and
meet its short and long term targets in an effective manner.
Research design: This is related with the guidelines provided by the researchers in the present
study. Research design can be exploratory and descriptive according to the requirement in a
research. In the exploratory design the project manager investigates the topic and the factual
information based on numerical data. On the other hand, descriptive research design is related
with the identify the attitude and behavior of an individual regarding any topic, in the current
report descriptive design will be used to make an appropriate recommendation.
Research philosophy: It is related with the principles which assist to the researchers regarding
project report. There are three types of philosophies can be used by the project manager
according to the requirements. In the present study interpretevism philosophy will be used by
them which help to solve marketing issues in an effective manner.
Research type: In the current report there are qualitative approach will be used by the
researchers in order to design an appropriate conclusion and make recommendation
accordingly (Cohen, Manion, Land Morrison, 2013). the another research type is known as
quantitative used for different types of research.
Research approach: It is essential for a researcher to select an appropriate approach for make
an effective conclusion. In the present report, deductive techniques will be used in order to
analyses and investigate specific data.
Research strategy: There are various strategy which must be considered by the researchers.
These strategies related with the collected of primary information for nuts potential
respondents (Han,Nunes and Drèze, 2010). Questionnaire survey will be selected for the
proposed project and examined in an effective manner in order to meet its issues regarding
performance.
Research techniques: There are various techniques which need to be used by the researchers
in an appropriate manner. In the present report thematic techniques will be selected by the

project manager for the questionnaire and interpreting these data. This is one of the most
suitable approach for the determining impact of marketing activities on the business
performance (Harrison, Bosse and Phillips 2011).
Sampling: This is another significant part in the research which helps to selected the potential
sampling respondents. In this report, sampling size will be 30 which is enough to identity the
appropriate response in an effective manner.
1.1 PROJECT PLAN
A project plan is related with the planning of a project and assign time and resources for each
task. Researcher required that to evaluate the overall plan which helps to meet its deadline in
an effective manner. There are following project plan is given which categorize in to small
task:

Gantt Chart: It is a blueprint of research plan which provide guidelines how to implementing
a project with a limited time frame. The major purpose of this tools is to controlling resources
and time which increase the effectiveness and efficiency of their project.
2.1 RESOURCES
Resources is related with those assets required to carry out a research and solving the issues
in an effective manner. In the context of current research report, researcher needs various
resources from different sources (Hung, Huiling Chen and Peng, 2011). Primary data can
be collected through questionnaire survey among customers. on the other hand, secondary
data will be collected from news articles, website information and other second hand
information. Time is another resources which is limited in the present report. This is the
responsibility of project manager is to provide sufficient resoit5ces to the researcher in order
to implement proposed project. whereas, the role of researchers is to use all resources
provided by the manger utilize in an effective manner.
2.2 QUESTIONNIARE
Topic: To identify marketing activities on business performance in order to maintain market
position in the market case study on Tesco PLC.
Questionnaire
Name:
Age:
Gender:

Email:
Q.1 Are you visited Tesco PLC store?
A) Yes
B) No
Q.2 How many times you visit Tesco Store?
A) One time in a week
B) One time in a month
C) One time in 3 months
D) Rarely
Q.3 Are you satisfied with the product quality of Tesco?
A) Satisfied
B) Highly satisfied
C) Dissatisfied
D) Highly Dissatisfied
Q.4 Are you satisfied with the product price of Tesco?
A) Satisfied
B) Highly satisfied
C) Dissatisfied
D) Highly Dissatisfied
Q.5 Are you satisfied with the product range of Tesco?
A) Agree
B) Highly Agree
C) Disagree
D) Highly Disagree
Q.6 Where are you get the information of Tesco product and offers?
A) TV
B) News paper
C) Holdings
D) Social media
Q.7 Do you, things Tesco need to diversify their business?
A) Agree
B) Highly Agree
C) Disagree
D) Highly Disagree

Q.8 In your point of view which sector more suitable for the company?
A) Food and restaurant
B) Energy
C) Service sector
D) Manufacturing
Q.9 In your opinion Tesco needs to spend more on marketing?
A) Agree
B) Highly Agree
C) Disagree
D) Highly Disagree
Q.10 In your opinion Tesco needs to expand their business in to other countries?
A) Yes
B) No
2.3 DATA AND RELATION VARIABLE
The present report has been analyzed on the marketing activities and its impact on business
performance. There are two significant variables one is marketing activities and another one
is business performance. The collected data will be helpful in the determining positive and
negative impact on current and future performance (Jensen, 2013).
3.1 DATA COLLECTION METHOD
There are two types of data has been used in the current report primary and secondary.
Primary data are first hand data collated by the different approaches like observation,
questionnaire, interview and so on. Whereas, in the secondary data past research and articles
and journal will be used (Wang, Lin and Chu, 2011).
3.2 DATA ANALYSES
Theme 1: Customer frequency on Tesco Store

A) Yes B) No
0
2
4
6
8
10
12
14
16
14
6
Interpretation: In the given information from the respondents that most of customer visit
Tesco store for purchasing good approx. 14 out of 20. On the other hand, 6 respondents
Tesco PLC. These data show that, company needs to promote their brand more aggressively
in the UK market.
Theme 2: How many times you visit Tesco Store.
A) One time in a
week B) One time in a
month C) One time in 3
months D) Rarely
0
2
4
6
8
10
12
14
12
5
2
1
Interpretation: When the questions were asked to loyal customer of Tesco about the
frequency of their visit. There are more than 50 percent respondents agreeing that they go
Tesco store in a week. These information is too significant for the company which can be
improved in the near future.
Theme 3: Customer satisfaction level of Tesco product.

A) Satisfied B) Highly satisfied C) Dissatisfied D) Highly
Dissatisfied
0
1
2
3
4
5
6
7
8
9
8
5 4 3
Interpretation: According to the given data, it has been interpreted that there are 8 customers
who satisfied with the product, 5 respondents are highly satisfied. On the other hand, only 7
respondents not agreeing with this statement. Therefore, Tesco need to focus on customer
choice and offer products accordingly.
Theme 4: Customer satisfaction level of Tesco product quality.
15
3
1 1
A) Satisfied B) Highly satisfied
C) Dissatisfied D) Highly Dissatisfied
Interpretation: This question is related with the customer satisfaction level of quality of
product offered by the Tesco PLC. On the basis of given data, it has been interpreted that 15
customer said that quality is too good which provide competitive advantage to the cited firm.
Theme 5: Customer satisfaction with the product range of Tesco.

A) Agree B) Highly Agree C) Disagree D) Highly Disagree
0
2
4
6
8
10
12
14
12
1
5
2
Interpretation: In this question, researchers wants to know about the customer satisfaction
level regrading Tesco product range. As per the graphical representation, there are following
12 respondents satisfied with the different types of product, there are 7 respondents who
argued that Tesco need to increase its existing product range.
Theme 6: Customer get the information of Tesco product and offers.
A) TV B) News paper C) Holdings D) Social media
0
1
2
3
4
5
6
7
8
9
8
4
5
3
Interpretation: It is essential for a business organization is to use appropriate tools and
techniques in order to promote firm product. As per the above given figure the response is
mixed responses. There are 8 respondents who favor for TV, 4 for newspaper, 5 customer
agreeing for the advertising holding and rest of the responded get information from social
media.
Theme 7: Customer opinion on things Tesco need to diversify their business.

10
5
3
2
A) Agree B) Highly Agree
C) Disagree D) Highly Disagree
Interpretation: In this question researchers wants to know about the marketing strategy for
business performance. As per the above given information almost 50 percent respondents
said that Tesco need to diversify their business in to other sectors. It will help to maintain
sales and market share of the company.
Theme 8: Customer opinion on sector more suitable for the company.
A) Food and
restaurant B) Energy C) Service sector D) Manufacturing
0
1
2
3
4
5
6
7
8
9
8
5 5
2
Interpretation: According to the above given graphical representation it has been concluded
that, most of the respondents argue for diversification in the field of food and restaurants.
Theme 9: Customer opinion on Tesco needs to spend more on marketing.

70%
15%
10% 5%
A) Agree
B) Highly Agree
C) Disagree
D) Highly Disagree
Interpretation: As per the above give data there are 70 percent people agreeing that Tesco
needs to spend more money on it.
Theme 10: Customer opinion on Tesco needs to expand their business in to other countries.
A) Yes B) No
0
2
4
6
8
10
12
14
16
18
16
4
Interpretation: This question is related with the business expansion of the company. As per
the above given data, there are 16 respondents who agreeing that Tesco need to expand
business in to other countries.
3.3 RECOMNEDATION
As per the mentioned report it has been recommended that the role of marketing activities is
too essential in order to meet its short and long term target. Due to compete in the UK
market, Tesco PLC required to focus on rebranding and spending large amount of capital in
to business. there are following recommendation can be considered by the company:
 Higher authorities required that to conduct market research on regular basis and tries
to understand the changing needs of their customers. it will help to design and offer
product which enhanced customer satisfaction level.

 Tesco also need to increase their product line and adding new goods in to existing
product range. It will provide gain competitive superiority in the market.
 Use of social media tools on of the significant for Tesco which helps to provide a
communication platform where they can interact with their customer effectively.
 There is various emerging market such as India, China, Indonesia which provide
attractive market and long term growth rate. Tesco can be increase its presence at the
global level which helps to sustain in the market and profitability.
AREA OF FURTHER CONSIDERATION
This report will help to the students that how to conduct a research by using different types of
tools and methods in an effective manner. This report also will help to gaining knowledge
about the marketing and its various activities in t6he context of Tesco PLC. There are
different types of tools and approaches will be used which enhanced the information and
knowledge and provide a great experience in the near future. The present research project
increases the practical and explore individual competencies which can be used in the
upcoming future and meet their short and long term goals and objectives in an effective
manner.

REFERENCES
Books and journal
Agresti, A. and Kateri, M., 2011. Categorical data analysis (pp. 206-208). Springer Berlin
Heidelberg.
Amatulli, C. and Guido, G., 2011. Determinants of purchasing intention for fashion luxury
goods in the Italian market: A laddering approach. Journal of Fashion Marketing and
Management: An International Journal, 15(1), pp.123-136.
Barney, J.B., 2012. Purchasing, supply chain management and sustained competitive
advantage: The relevance of resource‐based theory. Journal of Supply Chain
Management, 48(2), pp.3-6.
Bazeley, P. and Jackson, K. eds., 2013. Qualitative data analysis with NVivo. Sage
Publications Limited.
Canen, A.G. and Williamson, G.H., 2013. Facility layout overview: towards competitive
advantage. Facilities.
Chilisa, B., 2011. Indigenous research methodologies. Sage Publications.
Cohen, L., Manion, L. and Morrison, K., 2013. Research methods in education. Routledge.
Han, Y.J., Nunes, J.C. and Drèze, X., 2010. Signaling status with luxury goods: The role of
brand prominence. Journal of Marketing, 74(4), pp.15-30.
Harrison, J.S., Bosse, D.A. and Phillips, R.A., 2010. Managing for stakeholders, stakeholder
utility functions, and competitive advantage. Strategic Management Journal, 31(1),
pp.58-74.
Hung, K.P., Huiling Chen, A., Peng, N., Hackley, C., Amy Tiwsakul, R. and Chou, C.L.,
2011. Antecedents of luxury brand purchase intention. Journal of Product & Brand
Management, 20(6), pp.457-467.
Jensen, K.B. ed., 2013. A handbook of media and communication research: Qualitative and
quantitative methodologies. Routledge.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons.
Wang, W.C., Lin, C.H. and Chu, Y.C., 2011. Types of competitive advantage and
analysis. International Journal of Business and Management, 6(5), p.100.