Marketing Strategy Assignment - TESCO and LIDL

Added on - Nov 2020

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Table of ContentsINTRODUCTION................................................................................................................................3Research Aim :.................................................................................................................................3Research Objectives :......................................................................................................................3Rationale of Research.....................................................................................................................3Literature Review.................................................................................................................................3To determine the concept of marketing strategies...........................................................................3To study the importance of marketing strategies for attaining the competitive advantage.............4To ascertain the effect of the marketing strategies on the leading firm TESCO and LIDL.............5Research Methodology.........................................................................................................................6Limitations............................................................................................................................................7References............................................................................................................................................8
INTRODUCTIONMarketing Strategy is the process of reaching to the people and making or converting theminto customers for the product which is offered by the company. This is the type of long termplanning approach which is having the goal of attaining the sustainable competitive advantage. Themarket share of LIDL company is low as compare to Tesco, but then also it is on e of the fastestgrowing and developing firm in the industry of super market. To gain the competitive advantage thefirm LIDL will reduce the price of their product and provide the better and best quality to theircustomers, so that they can gain and attract more customers (Banerjee, 2017). LIDL is having manyoutlets, so their products are totally reachable by all the customers. The firm is also providing thetraining and development sessions to their employees or workers so that they can focus on thecustomers and understand that what are their requirements.Research Aim:“The aim is to analyse the effect and influence in the marketing strategy of the competitiveorganisation. A case study on the difference between LIDL and TESCO”Research Objectives:To determine the concept of marketing strategies.To study the importance of marketing strategies for attaining the competitive advantage.To ascertain the effect of the marketing strategies on the leading firm TESCO and LIDL.Rationale of ResearchThis research has been undertaken to evaluate the impact of marketing strategies and itseffect on the competitive position of the leading company in the industry of supermarket. There willbe the difference between the two leading and competitive firms named as Tesco and LIDL. Thepresent research will enhance the practical knowledge and skills of the researcher. By this, theinvestigator will able to do conduct the research in an effective manner and this will result in thedesired outcomes.Literature ReviewTo determine the concept of marketing strategiesAccording to point of view ofCacciolatti and Lee, (2016), marketing strategy is a concept ofmaking plans and path for future, which is used by organisations, so that they can grow in futureand also can achieve their goals and objectives set by them. These are the long term and futurebased plans that can help organisation in improving their working styles and also help them inimproving their performance in market place. TESCO is one of the leading organisation in the
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