Relationship Marketing Analysis for Tesco in Global Context

Management and operation

The presentation will include the following:
 INTRODUCTION
 1. Brand evaluation
 2. Market evaluation:
 3. Internal context analysis or organisational analysis
 4. Relationship marketing analysis: issues, needs and opportunities
 5. Market communication plan 1
 6. Strategic marketing decision making and Relationship marketing strategy
 CONCLUSION
 REFERENCES

INTRODUCTION
 Relationship marketing is about forming long-term relationship with consumers. RM tries to foster consumer
loyalty rather than trying to encourage a one time scale by providing high quality and worthy products and
services. The presentation aims to analyse relationship marketing for Tesco in global context. The brand is
planning for expanding their business in Bangladesh and the whole PPT will base on the plan.
 The presentation will evaluate the brand and the potential market for Tesco. Along with it, an in-depth
context analysis will be done that covers customer context, internal brand context and external context for the
same. The factors will also be analysed that would shape proposed marketing communication campaign of the
brand. Furthermore, issues, needs and opportunities relevant to the relationship marketing and link between
relationship marketing and strategic marketing decision will be analyse. Lastly, the PPT will develop a
marketing communication plan that is linked with context analysis and relationship need for the brand

1. Brand evaluation
Overview of TESCO.
 Tesco is a global UK based groceries and general merchandise retailer.
 Founder- Jack Cohen
 Founded-1919
 Headquarter address- Welwyn Garden City, Hertfordshire, England, UK
 Annual revenue- £57,491 million (2018)
 Area served- UK, India, Ireland, Malaysia, Thailand, Hungary, Czech Republic.
 Website- www.tescoplc.com
 Tesco was found by Jack Cohen in 1919 and at present it is headquartered in England, UK. The brand is the
third largest retailer in the world measured by gross revenue and 9th largest retailer in the world that is
measured by revenues.

TESCO as a brand

Brand Strength Index.

Vision , Mission and Objective of TESCO.
Vision of Tesco
 To be the most highly valued by the targeted consumers that we serve, the communities in which we operate,
loyal and committed colleagues and shareholders.
 To broaden the scope of the industry to enable the brand to deliver a strong sustainable long term growth.
Mission statement of Tesco
 Creating value for consumers to earn their lifetime loyalty.
 We make what matters better together.
Objectives
 To maximise sales and to further decrease their prices to stay ahead from the competition.
 To introduce more healthy eating products into wide range of supplied groceries.
 They aim to develop a large internet shopping site for all of their product line.

Aim OF TESCO
 The aim of the company is to become the leading retail supermarket and provide products and services with
better quality in low price. Introducing healthy eating help in attracting more consumers that are health
conscious and interested in healthy eating products.
 Brand value
 Brand value of Tesco in worldwide is 9.08 billion USD
 In UK the brand value is calculated by 10.8 billion USD