Relationship Marketing Analysis: Issues, Needs & Opportunities

RELATIONSHIP
MARKETING

OUTLINE
• Brand evaluation;
• Market evaluation;
• Context analysis;
• Relationship marketing analysis: Issues, needs & opportunities;
• Marketing communication plan;
• Relationship marketing strategy;
• Conclusion

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

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.

Brand Value of Tesco
 Brand value of Tesco in worldwide is 9.08 billion USD
 In UK the brand value is calculated by 10.8 billion USD

• Tesco is a British multinational groceries retailer.
• It operates and serve its products and services in USA, UK and in another countries like India, Ireland, Thailand,
Hungary and Malaysia. Now it wants to expand its business and want to serve its products and services in
Bangladesh. Bangladesh is situated in North-eastern corner of the Indian subcontinent and bordered by India &
Burma.
• It has population of 163 million.
Market Evaluation

Why in Sylhet, Bangladesh
• Sylhet, in Bangladesh is making major strides in human development that includes and
focuses on gender equity, empowerment of women, reducing population growth and
increasing health and renewable energy.
• The main reason of Tesco to operate on Sylhet, Bangladesh is it is the world 8th largest
population. The capital of Bangladesh is Dhaka. This country in increasing rapidly that is the
main reason of Tesco to expand and serve its services and products.
• Sylhet, in Bangladesh is the 42nd largest in the world in nominal terms and also 31st largest in
terms of purchasing power parity. The GDP in Bangladesh is expanded 7.11 % in 2016. The
expected rate of GDP in Bangladesh is to be 7.20% by the end of the quarter.
20/04/19