Tesco's Global Expansion Strategy
Added on 2020-07-22
17 Pages3779 Words53 Views
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To identify marketing activities and itsimpact on Business Performance
Table of Contents1.1TITILE.....................................................................................................................................31.2BACKGROUND......................................................................................................................31.3LITERATURE REVIEW.......................................................................................................31.4AIMS AND OBJECTIVES.....................................................................................................5RESEARCH METHODOLOGY.......................................................................................................61.1PROJECT PLAN.....................................................................................................................72.1 RESOURCES.................................................................................................................................82.2 QUESTIONNIARE.......................................................................................................................82.3 DATA AND RELATION VARIABLE......................................................................................103.1 DATA COLLECTION METHOD.............................................................................................103.2 DATA ANALYSES......................................................................................................................103.3 RECOMNEDATION..................................................................................................................15AREA OF FURTHER CONSIDERATION....................................................................................16REFERENCES..................................................................................................................................17
1.1TITILE“To identify marketing activities on business performance in order to maintain marketposition in the market case study on Tesco PLC”Introduction:Today business environment is too complex and competitive which required anorganization is to design and develop their marketing strategies. So that a firm can maintainits position in the market in the long run (Agresti and Kateri, 2011). Retail industry one ofthe most growing sectors which attract large number of companies and increase thecompetition level. the current is based on Tesco PLC which is one of the most reliable andleading brand in the United Kingdom. They offer different types of products and servicessuch as electronic, grocery, furniture, fashionable clothing and so on. The market share ofcited 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 toincrease competition which adverse impact on sales and market share. 1.2BACKGROUND The role of marketing plays a prominent role in the success for each and every businessentity. It helps to create awareness of product and services which increase demand andpromote organization product and services in an effective manner. Marketing involves widerange of activities such as marketing research, planning, advertising and promotion,forecasting sales, public relation and other aspects (Amatulli and Guido, 2011). These allelements having a large influence on the business performance. Therefore, it is theresponsibility 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 modernapproach. In traditional methods enterprise generally, focused on sales rather than customerwhich is not applicable in the 21st century. Therefore, Tesco is used modern approach whichis become significant for every business organization. In this method, firm tries to understandthe actual customer needs and then design and produce product and services. It will help toincrease customer satisfaction level and leads to enhanced their loyalty (Barney, 2012). In thecurrent report, Tesco is tries to develop their tactics which helps to meet its short and longterm target in an appropriate manner.
1.3LITERATURE REVIEWIntroduction:A business unit main aim is to maintain performance in the longer run through providing highquality of goods and services. A profit seeking corporation recognizes that provide goods andservices not enough for sustain their business in the current and future market. It needs extraefforts to create the brand value which is only way to use marketing activities. It starts fromidentify customer needs to delivering these products to end consumer and make a repeatpurchase considered the competitive advantage. Therefore, Tesco is more focused on allmarketing activities and delivering value of money of their products. Marketing strategy and stakeholder’s loyalty: It is essential for a business organization is todevelop loyalty of their stakeholders which involves customer, employees, suppliers,investors, government and community. According to Sousa (2008), among all stakeholder’scustomer one of the most significant for the company. he said that developing new customeris less important than maintaining existing customer and tries to focused on repeat sales. Forthis there are various strategies which can be used by the cited firm. The best approaches areto provide a high quality of goods and services as compare to its competitors will enhancedcustomer loyalty. On the other hand, Julien (2013) argued that if a company wants to developcustomer loyalty. They required that to understand their exact needs and wants and offer suchproduct. 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 researchand feedback survey over a period of time (Chilisa, 2011). Marketing strategy and competitive advantage: This is significant for a business corporationis to build competitive advantage which help to increase market share and businessperformance. As per the Hallberg (2012), competitive positioning is related with the offeringunique 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 newidea 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 productsand services lower cost as compare to its rival firms. In the context of Tesco, wheremarketing manager needs offer its product range at the discount price which increase salesand 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 attainshort and long term targets in an effective manner.
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