Strategic Decision Making in Tesco Supermarkets
Added on 2019-12-03
27 Pages7462 Words349 Views
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Research Project1
ABSTRACT The success of a retail organization is greatly influenced by its ability to meet demand ofconsumers with an appropriate manner. This approach has direct impact on the sales and marketshare of company. Furthermore, the management of retail organization has to consider severalelements of external market for attainment of sales targets of business entity. The present isExamining Declining Sales in the UK Super Markets Retailers: Focus on Tesco Branches withinWoolwich Area of [GREENWISH Borough of London]. The topic of present research providesunderstanding about different factors that influence sales of supermarket in particular location.For completion of different aspects of investigation, researcher has applied an appropriateresearch methodology. As per the qualitative nature of investigation, researcher has considered different tools ofresearch methodology by using qualitative method. Descriptive research design andinterpretivision research philosophy has been selected for handling of various operations ofresearch. Both primary and secondary sources have been applied by researcher for collection ofdata through questionnaire, books, online journals etc. As per random sampling approach,researcher has taken a sample of 25 employees of Tesco and evaluation of data is carried out byusing thematic analysis with the help of graphs etc. As per the objectives of investigation,researcher has found that traditional retail sector in UK is facing several issues in the form ofmarket saturation, recession and high competition etc. It directly influences negative impact onsales of different retail firm. The study further addressed that emergence of new retail chainsalong with growth in online shopping sites has played vital role in sales reduction of traditionalsupermarkets. By focusing the objectives of investigation, researcher has examined that a retailfirm takes wide range of strategic decisions such as attractive offers, changing of staff andclosing of store as a consequence of sales reduction. 2
TABLE OF CONTENTSRESEARCH PROPOSAL ..............................................................................................................41.1 Outlining the research specification.......................................................................................41.2 Identification of the factors that contribute to the process of research project selection andfactors that motivated the process of topic selection for research...............................................51.3 Literature review....................................................................................................................51.4 Research Project specification...............................................................................................61.5 Appropriate plan to handle different elements of investigation.............................................7RESEARCH REPORT .................................................................................................................10Research Topic...........................................................................................................................10Introduction................................................................................................................................10Rationale of the study................................................................................................................10Research aim..............................................................................................................................10Research objectives....................................................................................................................11Research questions.....................................................................................................................11Literature review........................................................................................................................11Research methodology...............................................................................................................14Data analysis and discussion......................................................................................................15Conclusion and Recommendation.............................................................................................22Recommendation for the area of future research.......................................................................23REFERENCES..............................................................................................................................24APPENDIX ...................................................................................................................................273
RESEARCH PROPOSAL 1.1 Outlining the research specificationRetail industry in UK has faced significant up and downs due to change in marketconditions along with economy growth of country. These elements are having direct impact onsales, spending and market competition. Therefore, every business organization is required toconsider several elements for maintaining efficient position in the market in the from marketshare and sales of company (Burrows, 2012). The emergence of new retail firm along withgrowth of online retail market has created negative impact on the sales and performance of retailfirms and conventional supermarkets. In the context, the present research work will be carriedout for Examining Declining Sales in the UK Super Markets Retailers: Focus on Tesco Brancheswithin Woolwich Area of [GREENWISH Borough of London].In this regard, the present investigation will be focused to address various factors that canbe considered as major causes of sales decline among different branches of Tesco withinWoolwich area. Therefore, this investigation is going to examine current market trends that areidentified in retail sector in UK and their impact on sales of different companies. Furthermore,the present research work will evaluate the impact of sales reduction in stores of particular onTesco along with its strategic decisions. In this context, aim and objectives that will be followedby researcher for collection of wide range of information are mentioned below: Aim of the study“Examining Declining Sales In The Uk Super Markets Retailers: Focus On Tesco BranchesWithin Woolwich Area Of [GREENWISH Borough Of London].”Objectives of researchTo examine current trends of retail industry in UK.To assess the reasons of sales reduction in the supermarkets of Tesco within WoolwichArea.To identify impacts of decline in sales on the strategic decisions of the TescoTo recommend improvement strategies to increase sales of Tesco' supermarkets.Research Questions1.What are the current trends of retail industry in UK?4
2.What are the important reasons of sales reduction in the super markets of Tesco withinWoolwich Area?3.How does decline in sales of supermarkets within Woolwich Area influence businessdecisions of Tesco?1.2 Identification of the factors that contribute to the process of research project selection andfactors that motivated the process of topic selection for researchThe present researcher is going to analysis different elements that have been playedimportant role in reduction of sales of Tesco’s retail outlets and supermarkets situated inWoolwich Area. With the help of this research, investigator will be able to address the currentmarket trends of UK retail sector through which researcher can understand the impact on marketfluctuations on sales and performance of a business entity (Dougherty and Gray, 2006). Thepresent investigation will assess various causes of sales reduction in particular area throughwhich investigator will be able to address certain market conditions in which management ofretail organization should have to develop various strategies to increase sales of supermarkets inparticular along with assessment of alternative strategic decisions in order to avoid losses. Thisstudy will provide information related to different business strategies of retail organizationthrough an organization is able to handle adverse market conditions. This element of researchmakes investigation more interesting in the point of view of researcher. 1.3 Literature reviewThe research of Fransoo, Waefler and Wilson (2010) has found that there have beensignificant fluctuations identified in retail industry. It has created huge impact on the sales ofretail firms in UK. Author further has addressed several elements such as change in lifestyle ofpeople, economy conditions of UK, emergence of new companies, online shopping etc. In thiscontext, it has been evaluated after recession several new companies have started their operationsin retail sector and continuous up- down in economic trends have made people moreconservative while performing any kinds of shopping (Pepe, 2015). All these factors havecreated adverse impact on the sales of traditional big retail firms such as Tesco, Walmart andSainsbury. Ganesan (2015) has evaluated that change in market conditions is considered as mostimportant element that influences needs and desires of consumers that have direct impact onsales value of particular supermarket in an area. 5
The study of Hansen and Grunow (2015) has addressed that emergence of online retailmarket has created huge impact on sales of domestic super markets and retail stores. This isbecause the online retail firms are offering the more discounts and attractive offers along withpersonalized door step services. In addition to that wide product range and easy return policieshave played important role in growth of online retail firms. This thing has created direct impacton the sales of supermarkets and retail stores. In this context, Wallace and Stahl (2010) haveevaluated that emergence of various small and external firms in retail sector have influencedprofit and market share of traditional firms in negative manner (Ingram, 2012). This is becausenew firms are offering new product range with attractive and creative offers that influenceregular consumers of other firm. Therefore, increase in market competition has been consideredas an important element of decline in sales of company. The research of Allwood and et.al. (2008) has found that reduction in sales ofsupermarkets is having direct impact on the overall performance of the company. In order tohandle this situation, the management of retail organization takes wide range of strategicdecision such as new offers, new product range, discount offers, creative marketing etc. All thesefactors are playing important role to increase the sales of supermarket. But, if management isfailed to handle this situation and organization is facing continuous losses due to downfall insales. In this situation, company takes decision to shut the supermarkets and retail outlet foravoiding the losses. In this context, the investigation of Yu and Ramanathan (2008) hasaddressed that shutting of retail brand is the final decision of the company when all the measuresto improve performance and sales have been failed. Furthermore, it has been addressed that thebusiness decision related to shutting of retail outlet is very crucial tasks for company forhandling because organization faces several losses. 1.4 Research Project specificationAs per the nature of investigation, there are two type of research method are available forresearcher such as qualitative and quantitative through which investigator will be able to manageseveral aspects of investigation. As per the nature of investigation, application of differentaspects of study will be carried out as per the principles of qualitative research method (Merriam,2009). This is because the present research work will be carried out to assess various causes thatinfluence sales reduction in particular supermarket. As per the motive of present investigation,6
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