Relationship Marketing: Analysis, Opportunities, and Strategy

RELATIONSHIP MARKETING

3.3.5. Competitors analysis
3.3. EXTERNAL CONTEXT ANALYSIS
Direct competitors
Physical stores all over the UK
Offer wide range of healthy and
organic products served fresh in-
store
Indirect competitors
Sell online or through supermarket
chains
Offer wide range of healthy and
organic products
Substitutes
Different substitutes including
local café, fast food and
restaurants
Direct competitors Indirect competitors Substitutes

OUTLINE
1.Brand evaluation;
2. Market evaluation;
3. Context analysis;
4. Relationship marketing analysis: Issues, needs &
opportunities;
5. Marketing communication plan;
6. Relationship marketing strategy;
7. Conclusion

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.

Vision , Mission and Objective of TESCO.
Vision of Tesco
 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 maximize 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.
 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.
 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

Brand Index report

TESCO as a brand