The Impact of Marketing Strategies on Sales Performance: A Case Study of Tesco

This research project focuses on the impact of marketing strategies on sales performance, using Tesco as a case study. It explores the importance of marketing strategies, different types of strategies, and their benefits for Tesco. The research findings highlight the significance of customizing customer requirements and strengthening human capital. The study also evaluates the research methods used and provides recommendations for Tesco to enhance its sales and performance through effective marketing strategies.

Research Project
1

Research title:...................................................................................................................................3
Introduction..................................................................................................................................3
Background to the Project...........................................................................................................3
Aim and Objectives.....................................................................................................................3
Literature Review – consider the research findings on company chosen topic linked to
company research objectives.......................................................................................................3
Research Methods - critically evaluate the research methods used within the findings
presented......................................................................................................................................5
Main Findings..............................................................................................................................9
Conclusions, Evaluations and Recommendations.....................................................................13
REFERENCES..............................................................................................................................16
2

Research title:
`The impact of Marketing strategies on Sales performance: A case study of Tesco`
Introduction
The importance of a marketing strategy is that it determines how you communicate your worth to
others. This provides company with a unified brand image in the marketplace and the assurance
that your company will be correctly portrayed in all aspects of sales and marketing. Users radiate
signs of insecurity when you have a firm knowledge of who you are and how to communicate
about the business (Alon and et.al., 2020). When business know who potential client is and how
you can help them, you can devote your time, attention, and resources to addressing them. Your
company will appear more respectable since it will have a marketing strategy in place. Every job
you perform, every move you take, with marketing technique, leads to aiding your consumers
solve their problems. While providing you with a defined route to pursue and a succinct means
of expressing your value to others, marketing strategy helps you create brand loyalty and long-
term consumers. In this report, chosen company is Tesco which was started in the year 1919 by
Jack Cohen.
Background to the Project
Aim and Objectives
`The impact of Marketing strategies on Sales performance: A case study of Tesco`
Objectives
 To understand different types of marketing strategies
 To analyse importance of marketing strategies to improve sales performance
 To evaluate marketing strategies used by Tesco for enhancement of sales performance
Literature Review – consider the research findings on company chosen topic linked to company
research objectives
Literature review is the systematic process that helps investigator in identification of gaps
in previous study. Literature review is based on secondary data and for collecting secondary
information, there is requirement of different sources i.e. books, articles, magazines etc. This
section of research project facilitate researcher in addressing of each objectives of study.
3

To understand different types of marketing strategies
From the views of Burt and et.al, (2021), one of the most popular and efficient forms of
marketing tactics is social media marketing. This equates to around 37% of the planet's
population. This enormous number comprises people of all ages. Children as young as ten years
old have begun to use social media on a daily basis. Professional social media networks exist as
well, the most prominent of which being LinkedIn. Due to the casual nature of the internet,
LinkedIn is ideal for assisting businesses in forming long-term partnerships. Social media
generally refers to a variety of places for people socialize and engage with one another. Content
marketing is a marketing approach that entails generating content in order to attract potential
consumers and achieve company marketing and commercial objectives.
To analyse importance of marketing strategies to improve sales performance
It is evaluated from the viewpoint of Cheng, Lyu and Zhang (2020), Marketing strategies
are intended to help sales, not just to generate them. This is due to the fact that not every
potential customer or organization in company market segment is a suitable fit for company
organization. For a firm with existing in-house sales and marketing activities, business
development congruence differs greatly than for a corporation with really no advertising
department at all or for a corporation with salespeople scattered across many geographies.
Company target audience will get more aware with company brand as a result of content
marketing, and leads will be closer to becoming consumers. To attract target users, the majority
of company material will be available for free online. In converts prospect into buyers, you may
need informa identities to access specific protracted material.
To evaluate marketing strategies used by Tesco for enhancement of sales performance
sTesco has opened a new store in order to boost sales. In 2010, the firm launched 195 new
outlets and has plans to add more in the near future. Tesco's convenient model (Tesco Express)
has seen especially strong development, with over 140 new outlets. This year alone, the firm has
opened over 400 new outlets and got great response from its customers. From there, it
determined which items were suffering the most from consumer drop-offs in demand and which
were performing just fine. With this information, Tesco was able to devise new packaging
designs and branding campaigns for items in need of assistance. Many of these new rebranding
4

efforts revolve around connections to farms, ranches and other elements that elicit imagery of
home-grown atmospheres. Because of the challenges the brand faced, giving shoppers a more
organic and locally-sourced feel in products was a smart move.
Research Methods - critically evaluate the research methods used within the findings presented
Research methodology
Research is a methodical procedure that aids researchers in gathering data on a certain topic
of study. There are a few primary and secondary research methodologies and methods that will
be discussed below:
Research Philosophy: Inductive and deductive approaches to research are the two most
common forms. These methods aid investigators in the analysis of both qualitative and
quantitative data. The current study is focused on quantitative research, and the deductive
technique will be utilized to analyse quantitative data in order to save time and money for the
researcher. According to the current study, the inductive method is not effective since it is
entirely qualitative.
Primary and secondary data: Primary and secondary research are two important forms of
study that help researchers collect qualitative and quantitative data. The use of questionnaires in
primary research aids the researcher in collecting quantitative data. Secondary research, is from
the other hand, aids investigators in gathering secondary data from a variety of sources such as
books, periodicals, and articles. Depending on the findings of this study, a questionnaire will be
utilized to obtain accurate data from the participants.
Sampling: Probability and non-probability sampling are two sampling strategies that aid
researchers in determining sample size. To determine sample size for the current study, survey
design was used since it aids in sampling procedure on a random selection while also requiring
the least amount of time and resources from the investigator. A total of 40 Tesco managers will
be chosen via random sampling.
5

Horizontal time scale: Gantt chart is a time management strategy will be used by the
researchers to regulate the time for each task. These activities are shown in graphical way:
6

7

Costs: This is a crucial and vital aspect that researchers will need in order to conduct systematic
primary and secondary research. Both forms of study will necessitate a significant financial
investment on the part of the researcher. It will assist them in completing each project job in a
methodical and efficient manner.
Another important aspect of the study is access, which aids the researcher in gathering primary
and secondary material on the subject. The researcher will need access to the firm to obtain data
from the personnel in order to acquire primary data. Within the scope of an inquiry, research has
complete access to data from chosen Tesco workers. In the case of secondary research,
investigators will need access to an open company's website since it will let them get complete
information on the problems of talent management and the role.
Frequency distribution analysis
Q1) Do you have idea about importance of marketing strategies within Tesco? Frequency
a) Yes 30
b) No 10
Q2) As per company opinion, is marketing strategy an important part for
performance and sales?
Frequency
a) Yes 34
b) No 6
Q3) What is the best marketing strategy that Tesco can use to increase sales? Frequency
a) Tapping into new product line 13
b) Shifting to digital marketing 10
c) Customising customer requirements 17
Q4) In company opinion, which is the best benefit for Tesco if it uses the above
marketing strategies?
Frequency
a) Strengthens human capital structure of company 18
b) Effective decision making 12
c) Building strong brand image 10
8

Q5) Is Tesco able to increase it’s sales and performance by using
aforementioned marketing strategies?
Frequency
a) Yes 22
b) No 18
Main Findings
Q1) Do you have idea about importance of marketing strategies within Tesco? Frequency
a) Yes 30
b) No 10
Interpretation – Marketing strategy is an essential factor by which companies can able to sustain
within market for long period. There is great need for organisations to have good and effective
marketing strategy for developing competitive advantage. From the above graph, it is concluded
that out of 40 respondents, there are 30 people who have idea regarding the concept of marketing
strategy within Tesco. Only 10 respondents do not have any knowledge about marketing
strategy’s importance.
9

Q2) As per company opinion, is marketing strategy an important part for
performance and sales?
Frequency
a) Yes 34
b) No 6
Interpretation – It is evaluated from the above graph that marketing strategy is very important
part for performance and sales. This is important that tesco should have effective marketing
strategy so that it can attain goals and objectives in lesser time. This graph clearly shows that out
of 40 respondents, there are 34 people who are saying that marketing strategy can increase sales
and performance of company. On the other hand, there are 6 people who are saying that having
effective marketing strategy is not linked with sales and performance of company.
10

Q3) What is the best marketing strategy that Tesco can use to increase sales? Frequency
a) Tapping into new product line 13
b) Shifting to digital marketing 10
c) Customising customer requirements 17
Interpretation – This graph shows that there are three marketing strategies that are used by Tesco
including tapping the new product line, shifting to digital marketing and customising customer
requirements. Maximum number of respondents were in favour of customer requirements. This
means that if company is able to make products according to demand of customers then it is easy
to attain the sales objectives and goals.
Q4) In company opinion, which is the best benefit for Tesco if it uses the above
marketing strategies?
Frequency
a) Strengthens human capital structure of company 18
11

b) Effective decision making 12
c) Building strong brand image 10
Interpretation – There are different benefits that tesco can have by having effective marketing
strategy. These include strengthening of human capital structure of company, effective decision
making and building strong brand image. Out of 40 respondents, there are 18 respondents who
think that biggest benefit for tesco after having strong marketing strategy is strengthening of
human capital structure. On the other hand, there are 12 respondents who think that effective
decision making is another benefit that tesco can have by marketing strategy.
Q5) Is Tesco able to increase it’s sales and performance by using
aforementioned marketing strategies?
Frequency
a) Yes 22
b) No 18
12

Interpretation – It is analysed from the above graph that out of 40 respondents there are 22
people who says that tesco can increase sales and performance by implementing marketing
strategy. On the other hand, only 18 respondents think that sales has no link with marketing
strategy.
Critical Evaluation
I am grateful for the opportunity to do a research study on the topic of talent management,
specifically the problems that the hotel industry has in managing people. In order to collect data
on this issue, I employed a variety of research methodologies and methods that were beneficial to
me in terms of producing quantitative data. I utilized a questionnaire to collect quantitative and
primary data about the subject that was more informative and beneficial. This approach was
beneficial to me since it aided in the collection of trustworthy data, which allowed me to
effectively complete my research objectives and goals. I used relative frequency analysis as well
as Ms-excel to analyse the data.
Conclusions, Evaluations and Recommendations
Conclusion
From the above report, it is concluded that marketing strategy is the best way for
managing sales and performance of a company. The system then identified which goods were
suffering the most from customer demand drops and which was fine. Tesco was able to create
fresh packaging designs and branding campaigns for goods in need of assistance using this
13

knowledge. Many of these new rebranding initiatives are based on associations with farms,
ranches, and other features that evoke images of home-grown environments. Given the brand's
problems, offering customers a more organic and locally sourced feel in products was a wise
decision. A marketing strategy is a company's total goal for attracting possibilities and
converting them into customers. This is the underlying reason why company marketing efforts
will assist you in achieving company objectives. A marketing plan includes elements such as
what you'll provide, who you'll offer it to, how you'll distribute it, and who company rivals are.
Content strategy are the driving force behind company whole business model, allowing you to
acquire more (and better-qualified) inquiries where you can transition into customers. Because
buyer personas might vary over time as company sales increase and changes, it's critical to keep
them up to date to get the best outcomes. Make an effort to research and update company
knowledge.
Recommendation
There are following points recommended for Tesco –
 Matching company marketing approach with company firm's overall growth goals
guarantees that all of company marketing expenditures and efforts are going toward
growing company. The business strategy of company will provide information that where
and when to spend so much time by employees, how much money to spend on which
channels, and who to target with company messaging for the best return on investment.
 Customer value can be seen as the primary goal that a business strives to achieve in order
to achieve its stated objectives and aims. It is defined as the amount of pleasure a
customer receives or expects as a result of doing a certain activity in relation to the cost
of that action. It is precisely defined as the satisfaction a customer experiences after
acquiring products or services in return for money.
14

REFERENCES
Books and Journals
Alon, I., and et.al., 2020. Global Marketing: Strategy, Practice, and Cases. Routledge.
Burt, S., and et.al, 2021. The changing marketing orientation within the business model of an
international retailer–IKEA in China over 10 years. The International Review of Retail,
Distribution and Consumer Research, 31(2), pp.229-255.
Cheng, Y., Lyu, L. and Zhang, Y., 2020, August. Research on Fuzzy Comprehensive Evaluation
Based on Competitive Intelligence Enterprise Influence. In 2020 4th International
Seminar on Education, Management and Social Sciences (ISEMSS 2020) (pp. 595-598).
Atlantis Press.
Guan, L.P., Yusuf, D.H.M. and Ghani, M.R.A., 2020. Factors Influencing Customer Purchase
Intention Towards Insurance Products. International Journal of Business and
Management, 4(5), pp.70-79.
Hashim, M., and et.al, 2021. Unlocking the Sustainable Production Indicators: A Novel TESCO
based Fuzzy AHP Approach. Cogent Business & Management, 8(1), p.1870807.
Karim, R., and et.al, 2021. The Impact of 4Ps Marketing Mix in Tourism Development in the
Mountain Areas: A Case Study. International Journal of Economics & Business
Administration (IJEBA), 9(2), pp.231-245.
Walsh, L. and McHugh, D., 2020. An exploration of customer loyalty in the Irish grocery
industry. Volume 2 Issue 1 October 2020.
Woohyoung, K., Kim, H. and Hwang, J., 2020. Transnational corporation’s failure in China:
Focus on Tesco. Sustainability, 12(17), p.7170.
15