Analysis of Retail and Marketing Strategies

The provided document is an assignment that requires students to analyze various retail and marketing strategies. It includes references from multiple sources, including books, articles, and online resources. The student needs to identify and discuss the key concepts related to retailing in the 21st century, strategic market management, employer branding, beating low-cost competition, and store wars. Additionally, it requires an analysis of the financial performance of entry mode decisions and the impact of control in an internationalization context.

Principles and practice of marketing 1
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principles and practices of
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Tesco Plc.

Principles and practice of marketing 1
Table of contents
1.0 Introduction................................................................................................................................3
1.1 Overview of Tesco.................................................................................................................4
1.2 Current marketing strategies..................................................................................................4
1.3 Marketing mix........................................................................................................................4
1.4 Financial.................................................................................................................................5
2.0 key terms....................................................................................................................................7
3.0 Theoretical framework...............................................................................................................7
3.1 David Aaker model................................................................................................................7
3.2 Kevin Lane Keller model.......................................................................................................8
3.3 Brand identity.........................................................................................................................9
3.4 Brand recognition.................................................................................................................10
3.5 Brand positioning:................................................................................................................11
3.6 Brand personality:................................................................................................................11
3.7 Brand affinity:......................................................................................................................12
3.8 How effective is current branding strategy..........................................................................12
4.0 International marketing............................................................................................................13
4.1 key terms and definition.......................................................................................................13
4.2 Why organisation go international.......................................................................................13
4.3. Tesco international business...............................................................................................13

Principles and practice of marketing 2
5.0 Framework of Hollensen global theory and international marketing......................................14
5.1 Sven Hollensen globalisation concept.................................................................................14
5.2 Standardization vs. adaptation of the marketing mix...........................................................15
5.3 International marketing mix.................................................................................................16
5.4 Products................................................................................................................................17
5.5 Price.....................................................................................................................................18
5.6 Place (distribution)...............................................................................................................19
5.7 Promotion.............................................................................................................................20
6.0 Conclusion...............................................................................................................................20
7.0 References................................................................................................................................22

Principles and practice of marketing 3
Principles and practice of marketing
1.0 Introduction
In the contemporary world of business, firms are concerned with establishing measures to
brand itself with the market and gain considerable competitive advantage over other players.
Most of the firms concentrate on what make a brand strong. In this regard, the questions of
branding can only be answered by applying the customer-based brand equity. The framework
assists in comprehending the brand equity and means in which it is supposed to be created,
assessed and controlled. Nevertheless, the tactics of this model is from the user’s viewpoints,
individual or organisation, since they are the focal point of successful marketing.
Since economic crisis in 2008 up to 2010, business managers are again looking to the
future. As they are re-engaging in the global marketing strategy thinking, numerous executive
are wondering if the turmoil was just another turn of the business sequence or restructuring of the
international economic order. However, though the globalisation of goods and services have
stalled for a while, the overall globalisation trends are unlikely to reverse. In the era of
globalisation and the progressively interconnected world, numerous corporations try to growth
their sales into foreign market. International growth offers a novel and potentially more
profitable arena, assisting in increasing the firm’s competitiveness and accelerates access to new
product notions, production inventions and the current technology. Therefore, to fully understand
the international marketing mix, the paper will also analyse the Svend hollensen model into great
detail.
1.1 Overview of Tesco
Tesco’s rapid growth in the recent decade has been driven by its carefully sustained and planned
customer-focused approach. The company is possibly the only retailer industry attractive to

Principles and practice of marketing 4
different market segments, mid-range, upmarket and low-price. It constantly focuses on
enhancing of customer value with concentration actions in zones like pricing, product range,
quality, online customer convenience as well as in store. For instance, back in the mid-1990s,
the company initiated a significant strategic modification with adoption and customisation of the
balanced scorecard policy.
1.2 Current marketing strategies
Tesco aims to become a leader in the retail sector by providing good quality products at
relatively low cost than competitors. One of the objectives of the company is to maximise sales
which will increase the profits further. Tesco will try to optimise the benefit by cutting prices,
establishing more stores, and expanding the existing stores to sell more stock. Another aim of
the company is to decrease the cost. The firm may have a different strategy to achieve the above
objective. One is providing customers giveaways such has “buy one get one free”. Similarly, the
campaign aims to present more healthy eating produces into a wide array of groceries they
supply. The purpose of adding more health goods is to entice more consumers. Another goal of
the organisation is to be of importance to the community by reducing the level of unemployment
in local areas where the Tesco stores stand. Lastly, the company ambition is to improve a broad
internet shopping place. Tesco aims to offer clothing, groceries, and electronic products as well
as some online services. By doing so, the company will attract new clients that are incapable to
shop in outlets.
1.3 Marketing mix
Tesco Plc. offers a wide assortment of products such food, outfits, financial, electronics, and
financial services. The Tesco’s major competitors are Sainsbury, ASDA, K-Market, and
Carrefour, giving difficulties to the firm’s processes (Annual Report and Financial Statements

Principles and practice of marketing 5
2015). The company has a broad range of products offering at its numerous stores. The company
follow the approaches of cost leadership in its pricing strategy; provides lower priced produces
while maintaining quality. The following are types of stores the company have; Tesco metro,
Tesco superstore, Tesco express and Tesco extra. The company large stores are situated about
1,000 square metres in town and city centres. The promotions activities of the firm are founded
on the low prices. It uses large extent promotion discount and offers such as ‘buy one get one’.
Tesco club card allow for the company to target and segment its users.
1.4 Financial
Three years ago, Tesco was experiencing a crisis as it reported a £6.3 billion loss as well as its
brand trust rapidly eroded (Annual Report and Financial Statements 2015). However, the
customers are now returning as the company executive focuses on what makes Tesco distinctive
and connecting that to users. The company turn around was due to the focus on the customers,
cutting prices, customer services and improved availability. The two value equation exists that
makes the Tesco unique. First, the basket charge reduced by 4% between August 2014 and
February 2016 while couponing was down by 37% signifying that company can offer lower rate
to their products (Annual Report and Financial Statements 2015). Additionally, it brand price
ensures that users never lose out on brands outlets.
The introduction of the “farm brand” is also essential to the company's success. Another part of
the approach is to capitalise in what distinguishes Tesco. The situations across the business
remain significant concerns, not only due to the discounts but also the increase of suitability and
online grocery spending (Seth and Randall 2011, pp.12). Assessing the marketing strategy in the
UK industry, there are a lot of similarities in term of marketing mix executing and tone (Bunn

Principles and practice of marketing 6
and Ellis 2012, PP. 660). However, the company is approaching the issue with different
perspective. For instance, it took the risk in adopting humour in its platform. Humour was an
exciting medium because it does not work for everyone. Another enormous variance in Tesco's
marketing approach is an above-the-line advertisement. Increase in the sales could be attributed
to a shift of company’s cash into digital channels and its media. The company has thousands of
trucks with installed panes so that the firm can change the media very quickly and less
expensive. The company has digital labs team which assist in rolling out services such as flexible
payments. But, the company maintains that technology is concentrated on assisting the users.
The company enters foreign markets mainly through ventures with local companies, Greenfield
investment and acquisitions. The company has registered a massive success in the foreign
countries such as Asia. However, the situation in the United States has been different due to
inability to gain the market control. The lack of endurance is due to the industrial structures and
cultural differences. The company was able to make an entry in South Korea due to merge with
Samsung. It was crucial as shoppers prefer fresh and quality products like meat and vegetables.
The firm's localisation and decentralisation displays local image thus making brand a highly
responsible for lifestyles and tastes for the local consumers (Mosley and Barrow 2013, pp.36).
Therefore, the company had a competitive edge in South Korea compared to other foreign firms
such as Carrefour and Wal-Mart. The company employed the same strategy in China and
Thailand to penetrate the market. The operation in the United States failed because it attempted
to standardise instead of localising. Part of the concerns was the market study focused on the
purchasing behaviour of American and ignored crucial variables such as shopping value,
experience, store atmosphere, quality and aesthetics. For instance, the Tesco retails pre-

Principles and practice of marketing 7
packaged produces was a big blunder because America prefers choosing fresh products alone
(Wood and McCarthy 2014, pp.124).
2.0 key terms
There have been a wide variety of brand definition, with some being more products oriented and
others being more consumers oriented. According to Aaker, a brand is a design, term, name,
symbol or any other features that identifies one seller’s goods and services as distinctive from
those of other vendors. As elaborated by Keller, a brand is a name, design, symbol, sign or
combination of them, intended to identify the good and service of a seller and to differentiate the
merchandises from those of rivals. The Tesco branding strategy is to offer wide variety of choice
ranging from brand, type, regional produces with relatively at affordable and reasonable price.
3.0 Theoretical framework
3.1 David Aaker model
The Aaker model is a marketing framework which views brand equity as a combination of brand
loyalty, association and loyalty, which supplement to give the value offered by the products or
service. For the past three decades, many scholars have backed their effort in researching how
the product equity can be linked to a brand. Numerous structures had been drawn yet the
frequently used would be the Aaker classical. Aaker argues that the brand loyalty is a kind of
perceived quality, association, awareness, and loyalty (Aaker 2012, pp.11). When user had a
specific connection or attachment towards a product, it is said that consumer is devoted to the
brand. Aaker sets value premium and customer gratification as a loyalty measurement (Aaker
2012, pp.13). The premium worth is the additional sum of cash that client is eager to pay for the
product when it is compared with another product offering same assistance (Ryans 2013, pp. 28).

Principles and practice of marketing 8
The problems of using client fulfilment as the dimensions are that it can only relate to present
clienteles. Therefore, the above analysis is a relatively important in Tesco measurement for the
service sector (Wood and McCarthy 2014, pp.127).
Aaker model (Aaker 2012, pp.11).
3.2 Kevin Lane Keller model
Keller’s brand equity model is also known as the customer-based brand equity. The concept
behind the framework is simple; to create a strong brand, shape how consumer feel and think
about ones producer. One should generate the right types of experiments around the brand, so
that users have specific beliefs, opinion, feelings, perceptions and positive thoughts. When the
company as robust brand equity, customer will purchase more and they tend to refer others they
become loyal and less likely to go to competitors.

Principles and practice of marketing 9
Keller model (Keller 2013, pp.113).
Keller centres his work and inquiry on brand equity from the perspective of the distinct
behaviours (Keller 2013, pp.113). The differential influence of brand familiarity on customer’s
response to the brand marketing is the definition of customer-based brand equity. Keller claims
that customer-based brand equity occurs when the user is acquainted with the brand or has an
acquaintance of the specific product (Keller 2013, pp.114). Numerous studies support that
product knowledge influences decision making and choice. Keller categorises brand familiarity
into two components which are brand image and awareness (Keller 2013, pp.117). Brand image
is the relations of ideas which are linked to a specific brand, person, and the company.
According to the Keller, brand association is informational connected to the brand ‘knob’ in a
memory (Keller 2013, pp.120). Brand recognition is the capability of user to acknowledge
product’s knowledge when they are asked questions about a particular brand; it means the users
can differentiate the brand.
3.3 Brand identity: It is an exclusive set of brand link that planners hope to maintain or
creates (McLoughlin and Aaker 2010, pp.11). According to the Aaker, brand identity is the
company wishes to find or positions itself, its products or services. The passionate and

Principles and practice of marketing 10
exceptional aspects reinforce brand identity and values that help to differentiate the brand in the
market. In this initial step, the objective is to generate awareness or brand salience; need to
ensure that the brand stand out and that customer recognise and are aware of the brand.
Therefore, one does not just create brand awareness and identity but also tries to ensure
perceptions are correct at the central stages of the buying processes.
The perceived quality in the Aaker model is one of the main aspects of brand equity.
Additionally, the perceived quality is one of vital part of study in assessing the brand equity.
Perceived quality offers value by offering a reason to purchase, differentiate the brand,
supporting high prices, attracting channel member interest and being the fundamental for line
extensions. Therefore, perceived quality is the consumer’s judgment about a product’ ’general
superiority or excellence. The main basics making Tesco to build a strong character are personal
possessions, organisational arrangement, company décor catalogue, card, packing, market and
invention (Wood and McCarthy 2014, pp.130).
3.4 Brand recognition: Tesco’s brand recognition denotes how the users and possible clients
perceive the products (Wood and McCarthy 2014, pp.127). Attitudes and perceptions of the
users can be influenced by how conscious is the brain. Perceived worth is one of the
measurements of brand parity. The perceived condition has been linked to the price elasticity,
premium price, brand usage and stock return (Mosley and Barrow 2013, pp.37). Several levels of
awareness include recall, recognition, brand awareness, top-of-mind, brand opinion, brand
awareness, brand dominance. Aaker suggests that brand in various product lifecycle need a
different level of knowledge (Aaker 2012, pp.15). The final measures from Aaker classical are
the market behaviour. It comprises market segment, price and delivery indices, which are data

Principles and practice of marketing 11
acquired from the marketplace rather than directly from users (Aaker 2012, pp.17). The model
acts as universal procedures to quantify the brand equity at Tesco.
3.5 Brand positioning: positioning is the places in shopper’s minds that company want a
brand to own. Building brand awareness involves ensuring that users understand the product or
service classification in which the brand competes. According to Aaker model, brand
awareness is the ability of potential purchaser to recognise that a brand is a member of a specific
product’s category. At the recognition level in the brand awareness, it offers with a sense of
familiarity, substance, and familiarity. Therefore, brand awareness is crucial in most of
conceptual framework of brand equity. According to the Keller, brand recognition comprises
customer’s ability to recognise and recall the brand. According to the Aaker model, perceived
quality offers value by offering a reason to purchase, brand differentiation, attracting channel
member interest, supporting a higher price, and being the basis for line extension. Tesco’s brand
positioning is well built through constant communication with the users about the merchandise to
its directed market segment through brand label and packing, and advertisement (Keller 2013,
pp.128).
3.6 Brand personality: According to the Aaker, brand personality is a set of human
characteristics connected with a given brand. Any human personality is influenced by the aspects
such as relatives, family and friends. The brand personality concept assists the specialists in
number of ways such as it helping to comprehend the attitude and perceptions of the consumers
towards the brand. It enables to differentiate the brand from its competitors. Finally, it leads to
sustainable differentiation point and gives a competitive edge as a brand is perceived of being
vigorous which is difficult to emulate. The truth of the situation is that Tesco is putting their
brand online and adjusting to the social media guideline with a specific tone of voice. For

Principles and practice of marketing 12
instance, through use of the modest humour expression, the company is adding logic of
personality into the consumer service.
3.7 Brand affinity: Brand affinity is a metric that lets market researchers make projection
about how a consumer will behave. Brand affinity also adds a layer of information that is useful
when differentiating among users to realise market segmentation. According to the Keller, brand
loyalty is about consumer having an emotion link with the brand. Brand affinity also assist
accelerate building of consumer loyalty, thereby making the process less expensive and time
consuming for brands. Tesco is the most massive retailer in Europe currently. Just like ASDA,
Morrison or Sainsbury, affordable price, high quality products, and fashionable design and
distribution systems are critical to its success and rapid expansion globally (ASDA 2017).
3.8 How effective is current branding strategy
Brand effectiveness is a result of an action that comes with the brand image. From the retailers,
effectiveness is showed on the suppliers, community, staff, customers and local dealers. The
company is becoming successful in the global retailer, and trying to be active in the nonfood
section, and putting the community at the forefront. High growth rate, market share and value
brand depict the effectiveness of Tesco brand. Publicity is one of the distribution channels that
measure the effectiveness of brand such as half price decorations, keeping Christmas special at
Tesco. Finally, the result of the activities from the brand image and positioning is shown by the
Tesco’s brand effectiveness.

Principles and practice of marketing 13
4.0 International marketing
4.1 key terms and definition
International marketing is defined as the performance of business process designed to plan,
promote, price and direct the movement of a corporate’s goods and services to users in more than
one country for profit.
4.2 Why organisation go international
In general, firms go international because they want to expand its operations, more particular
drivers include generating more revenues, diversifying and recruiting new talent, and competing
for new capital. For instance, when the McDonald entered India, they did a vigorous research
before zeroing up the menu in offer for the Indian users. The company stuck to 40% pure
vegetarian offering unlike any other overseas market.
4.3. Tesco international business
Tesco being leading online grocery sellers, it owns a 35% stake in US grocery chain Safeway’s
grocery works. The company is leading in grocery store and it is currently advancing its
business with a TV channel and a retailer centred education institution. Various attitudes towards
the company’s involvement in international marketing process is referred to us international
marketing orientations. The framework addresses the way strategic decision are made and how
the connection between the headquarters and its subsidiaries are shaped. For instance, Tesco
used the framework when going global in Indian market. The company offered 40% vegetarian
product’s which would go along consumer similar tastes, believing in the distinctiveness of
every market, and respecting the cultural and economic similarities among the regions.

Principles and practice of marketing 14
EPRG framework (Thompson et al. 2012, pp. 145)
5.0 Framework of Hollensen global theory and international marketing
5.1 Sven Hollensen globalisation concept
According to the hollensen, globalisation of companies is the involvement of producers,
suppliers, consumers and other stakeholder in the global marketing process. Global marketing
thus deliberates the style of firms selling’s products and services across many nations (Ulrich et
al. 2012, pp.12). Drawing on an unparalleled breadth of international examples, Svend Hollensen
not only illustrates on how the global marketing functions, but also how it link to actual decision
around the globe (Alexander & Doherty 2009, pp. 5).

Principles and practice of marketing 15
Sven Hollensen globalisation concept (Harrison 2013, pp.40)
Globalisation of production and market has a great obligation in making Tesco largest retailer, as
major Multinational Corporation. Approximately 65% of its operations lie outside the UK with
12 global subsidiaries. During the expansion of Tesco, the aim was to capture and benefit from
the inventive which emerged from the international subsidiaries. Due to the interlinking of the
markets, company’s organisation design and operating skills have been steadily modified as it
learned to function in and adapt to host nations. The company transferred know-how from the
UK around its international operation using the intra firm networks of communication
5.2 Standardization vs. adaptation of the marketing mix
When a firm runs its business internationally, there are two choices, standardisation and
adaptation. The questions of what approach to utilise is a matter of debate since the 1980s

Principles and practice of marketing 16
(Cunningham and Harney 2012, pp.56). The essence of marketing mix is to find out the balance
between standardised (extensions) and localised (adaptation) strategy. Firms have to scrutinise
the range of standardisation and adaptation to resolve which aspects of the marketing mix to
adapt or standardise. Reasons for selecting standardisation are due to higher sales volume, lower
manufacture cost, higher profitability and combined image globally (Harrison 2013, pp.40). The
adapted marketing mix is another substitute to overcome snags when companies want to be a
leader or reach new market segment.
Standardisation Adaptation
Advantages Easy organisation
management
Reduce cost of controlling
Consistent brand image
various satisfying need of
different markets
Local brand image
Easy to adapt to society and
laws
Disadvantages No effort to maximise profit
Hard to react to demands
Decentralization of
management
Extra cost to adapt
Hollensen ‘global’ model (Ulrich et al. 2012, pp.12)
5.3 International marketing mix
International marketing mix comprises use of various marketing techniques to accomplish
positive financial result by firm operating on international markets. The instruments includes,
price, product’s, promotion and distribution. The international marketing mix should account for
socio-cultural and legal circumstances in each nations to which it is directed. When launching a

Principles and practice of marketing 17
product into foreign markets, companies can use a standard marketing mix or adapt the
marketing mix to suit the nation where they are operating their business. For instance, Tesco is a
global player but, their products are adapted to the local culture and needs. In India, cow is a
sacred animal and therefore their produces comprises fish or chicken instead of beef.
International marketing mix (Alexander & Doherty 2009, pp. 6)
5.4 Products
The whole procedure of a food and fashion brand like in Tesco starts with products and till they
are bought. If the products do not fulfil user’s expectation, whether other aspects such as price,
place and promotion are successful, the brand will not sell. For instance, the main components of
fashion goods are aesthetic style, form and brand image. Products adaptation pursues to improve
several products for varying markets. Products adaptation covers the principal risks of the
standardised products. Standardised products may fit in home market but it would not apt in
other marketplace due to users in different nations having varying conditions and preferences
(Piercy et al. 2010, pp. 6).

Principles and practice of marketing 18
Even though globalisation minimises the difference among the nations, there are still
considerable taste variances across varying countries (Harrison 2013, pp.42). For instance,
persons in the south of Europe consent strong bright colours, but in the north of Europe,
individuals tend to evade the colours (Morschett 2011, pp.15). Tesco sells fashion brands in its
outlets. Apparently, the American and Asian shapes are different as mentioned above. On
fashion websites, Tesco clients in America criticise that Tesco sizes are most of the time too
small which is no surprise because the average American lady is bigger than the average
European woman.
Tesco has one standardising design idea for all market in Asia and Europe. Tesco attempts to
arrange all assortments of what diverse marketplace necessities. The central variety should
shelter all the desires of various markets. India is a gigantic market but that have warmer
environment compared to other marketplaces. Therefore, the Indian market has added
merchandises with short sleeves, and material of products gets substituted by firm Indian
atmosphere. Chinese’s users prefer products with a big brand; logos, anticipate more high-end
products than other users in other nations.
5.5 Price
For the similar style of clothing and food stuffs, price ranges and there are various pricing
strategies and mechanism decided by the external and internal factors. Another objective of
pricing is getting the most excellent profits for the companies while satisfying user’s prospect in
the market. Consumers are becoming price choosy all the time and therefore are unlikely to be
deceived by the deliberate price confusion and false value chains. Price is one of the gauges of
the market positioning. It is a universal pricing plan that a firm sells the similar product at
different charges in diverse markets; consumers have different conditions in every market

Principles and practice of marketing 19
(Piercy et al. 2010, pp. 8). In the long term, varying pricing tactic will be hard for the
international market. With the globalisation, obtaining of products has become much at ease due
to developed communication and technology (Hitt et al. 2008, pp.8). The different pricing policy
tends to weaken user’s brand loyalty because they see lower prices of the similar merchandises
in other nations and comprehend there is no reason to pay more in their home state. The Tesco
wholesale charges are the same but end retail rates of the company are marginally different due
to the market situation in each country (Krafft and Mantrala 2010, pp.7).. The global strategy of
the Tesco is executed not only by pricing itself but also the product.
5.6 Place (distribution)
Distributing tactic is essential for the fashion and food brands, although it does not warrant
triumph. For a high fashion brand, it brand positioning and image are vital. They usually set up
flagship outlets to show the brand identity in a market. Tesco has the similar visual selling
approach. The company’s outlets in Asia and Europe have the identical store setting and even
how the products are shown. It is not easy to standardise the distribution network, and
approaches for all the markets became all nations have a changing atmosphere, customers and
laws which make consumers have different purchasing sequence (Hensmans et al. 2013, pp.22).
The standardisation and adaptation of distribution are more relying on the markets conditions
such as regulation, culture, customers and products than the decision of the company. Therefore,
Tesco distributes its products internationally through brands retails, wholesales and e-commerce
sites. All the brand stores are standardised over the globe regardless of the local surrounding
(Sternquist and Witter 2011, pp.65).

Principles and practice of marketing 20
5.7 Promotion
Firms use the standardisation and adaptation promotion plans interchangeably as the trends
transforms with the time (Wood and Gibbs 2014). Companies can select adaption,
standardisation or combine both approaches to the promotions plan. Among the three choices,
the most active method is using the standardisation and adaptation together. Businesses should
analyses markets where they function and find shared ground. The resolution to mix
standardisation and adaption approaches are grounded in its market growth, state, culture and
rivalry in the market. In many cases, the adaptation of publicity is a modification of the original
advertising of companies but not building new promotion due to the additional costs to keep the
steady brand image (Ulrich et al. 2012, pp,12). The company uses loyalty card scheme called
Tesco club card (Felgate and Fearne 2015, pp.471). The Tesco ad campaign is used for all media
and advertisement. The standardisatio8n marketing plan saves a lot of costs and offers the steady
brand image globally. Tesco is involved in a lot of initiatives including the sports for clubs and
schools; computers for schools; cancer research UK race for life; and Tesco Great school run
(Thompson et al. 2012, pp. 144). Tesco participates in direct marketing by giving free fruit to
local school for four weeks before the opening of new outlets. The initiative combines healthy
living and direct marketing.
6.0 Conclusion
Globalization influences a variety of field including the fashion and food sector. For the firm to
survive in the globalised sector, companies need to choose a business strategy; standardisation
and adaptation. The standardisation strategies use one approach to different market while
keeping the consistent brand image as well as saving the costs. From the above research, the
companies need to consider specific factors within the 4p's of the marketing mix: product (logo,

Principles and practice of marketing 21
design, fit, size, and colour); Price (positioning, range, and difference); Promotion (advertising
method and communication), and place (point of sales, local surrounding and distribution
changes-to standardise or adapt the business for various markets.

Principles and practice of marketing 22
7.0 References
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Alexander, N., and Doherty, A. M. (2009). International retailing. Oxford: Oxford University
Press, pp.5-9.
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ASDA (2017) About us, available at <> [Accessed on 6 March 2018].
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Economic Journal, 122(558), pp. 660
Cunningham, J., and Harney, B. (2012). Strategy & strategists. Oxford: Oxford University Press,
pp.56-61.
Felgate, M. and Fearne, A., 2015. Analyzing the impact of supermarket promotions: A case
study using Tesco clubcard data in the UK. In The Sustainable Global Marketplace Springer,
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Harrison, A. L. (2013). Business environment in a global context. Oxford: Oxford university
press, pp. 40-44.
Hensmans, M., Johnson, G., and Yip, G. S. (2013). Strategic transformation: Changing while
winning. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan, pp.21-26.

Principles and practice of marketing 23
Hitt, M. A., Ireland, R. D., and Hoskisson, R. E. (2008). Strategic management: Competitiveness
and globalization. Mason, Ohio: South-Western, pp.7-14.
Keller, K.L., 2013. Brand equity and integrated communication. In Integrated
Communication, Psychology Press. pp. 113-142.
Krafft, M., and Mantrala, M. K. (2010). Retailing in the 21st century: Current and future trends.
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McLoughlin, D., and Aaker, D. A. (2010). Strategic market management: Global perspectives.
Hoboken, N.J: Wiley, pp.10-19.
Morschett, D. (2011). European retail research: Volume 25, Issue I. Wiesbaden: Gabler
Verlag ,pp. 14-18.
Mosley, R., and Barrow, S. (2013). The employer brand: Bringing the best of brand management
to people at work. Hoboken, N.J: Wiley, pp.35-38.
Piercy, N.F., Cravens, D.W. and Lane, N., 2010. Marketing out of the recession: recovery is
coming, but things will never be the same again. The Marketing Review, 10(1), pp.3-23.
Ryans, A. (2013). Beating low cost competition: How premium brands can respond to cut-price
rivals. Hoboken, N.J: Wiley, pp. 28-37.
Seth, A., and Randall, G. (2011). The grocers: The rise and rise of the supermarket chains.
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cases. Haslett, MI: BSC Publisher, pp.64-74.

Principles and practice of marketing 24
Thain, G., and Bradley, J. (2012). Store wars: The worldwide battle for mindspace and
shelfspace, online and in-store. Chichester, West Sussex: John Wiley & Sons, pp.8-21.
Thompson, C., Clarke, G., Clarke, M. and Stillwell, J., 2012. Modelling the future opportunities
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