Impact of Promotional Strategy on Organizational Performance: A Study on Tesco Plc UK

This presentation explores the impact of promotional strategy on the organizational performance of Tesco Plc UK. It discusses the key promotional strategies used by retail companies, assesses the impact of promotional strategy on Tesco's performance, and recommends effective ways to enhance market performance through better promotional tools. The research methodology, data analysis, and findings are also presented.

Research Project

INTRODUCTION
 Research investigation is a detailed description of
a particular issue or a topic
 The objectives that will cover under the present
study will be formulation of:
 Research specification
 Implementation of research project within agreed
procedures and specifications
 Evaluation of research outcomes

Research outline
Aim:
“To assess the impact of promotional strategy on organizational
performance: A study on Tesco Plc UK.”
Objectives:
 To identify the key promotional strategies used by retail companies
 To assess the impact of promotional strategy on performance of
Tesco
 To recommend the effective ways through which Tesco can enhance
its market performance through better promotional tools

Research Methodology
Nature of research : Quantitative
Research design: Descriptive
Research approach: Inductive
Data collection: Primary and secondary
Instrument for data collection: Questionnaire
Sampling: Purposive sampling

Data analysis
Theme 1:Promotional strategy use by Tesco for promotion of products.
What promotional strategy has used by Tesco for
promotion of products?
Number of
respondents
Advertisement 3
Public relationship 2
Social media 8
Internet marketing 6
Sales promotion 1

Conti...
Analysis: 8 out of the 20 responsive have selected social media as a present promotional
strategy of Tesco. On the other hand, 6 respondents have chosen internet marketing as a
promotional strategy of company. Beside this, 3 responders have in the favour of
advertisement and consider it an Tesco promotional strategy.
Discussion: From the above analysis, it has been determined that the current promotional
strategy of Tesco for promoting products in the market market are social media, internet
marketing and advertisement.

Conti...
Advertisement Public relationship Social media Internet marketing Sales promotion
0
1
2
3
4
5
6
7
8
9
Promotional strategy use by Tesco for promotion of products.
Number of respondents

Conti...
Theme 2:Target customers reaction on Tesco product promotional strategies.
How has the target customers reacted to Tesco
product promotional strategies?
Number of
respondents
Strongly satisfied 6
Satisfied 8
Neutral 1
Dissatisfied 3
Strong dissatisfied 2

Conti....
Analysis: From the collected data, it has been analysed that 8 respondents have think
that consumers have satisfied with promotional strategy of company. On the
other hand, 6 responders have selected strongly satisfied that target audience has
positively responds on various promotional strategies of the organization. In this
context, 3 responsive have chosen dissatisfied option with the respect of reaction
of target customers on Tesco promotional strategies.
Discussion: From the above analysis, it has been found that the majority has in the
favour of satisfied and strongly satisfied options. The reason behind this is from
the current promotional strategies of Tesco has delivered right information to the
customers.

Conti...
Target customers reaction on Tesco product promotional strategies.
Strongly satisfied
Satisfied
Neutral
Dissatisfied
Strong dissatisfied

Conti...
Theme 3: Positively impact of current promotional strategies of Tesco on
organization performance.
At which extant, do you think that current
promotional strategies of Tesco has positively
impacted organizational performance?
Number of
respondents
Strongly agreed 8
Agree 6
Neutral 1
Disagreed 2
Strong agreed 3

Conti...
Analysis: 8 responders have selected strongly agreed option and accepted that present
promotional strategies of company has positively impact organizational performance. On the
other hand, 6 respondents have chosen agree option.
Discussion: From the above analysis, it has been identified that present promotional strategies
have made positive impact on organizational performance of Tesco. The reason of this is
current promotional tactics of organization is it has created a good brand image in the
customers mind.

Conti....
Strongly agreed Agree Neutral Disagreed Strong agreed
0
1
2
3
4
5
6
7
8
9
Positively impact of current promotional strategies of Tesco on
organization performance.
Number of respondents

Conti...
Theme 4: Aspect in which organizational performance of Tesco can be measure
after using promotional strategy.
In which aspect, organization performance of
Tesco can be measure after using promotional
strategies?
Number of
respondents
Increase profit margins 3
Improved market share 4
Meet customer satisfaction level 6
Raise in sales of services 5
Growth in revenue 2

Conti...
Analysis: In this context, 6 respondents have voted in the favour of meet customer
satisfaction level option. 5 responders have selected raise in sales of services
alternative to measure organizational performance of Tesco. On the other hand, 4
responsive have picked option of improved market shares to assess company
performance level in the target market.
Discussion:The majority respondents have for meet customer's satisfaction level
because from the current promotional strategies of company has delivered right
information to the customers that help them to take right purchase decisions.

Conti...
Aspect in which organizational performance of Tesco can be
measure
after using promotional strategy.
Increase profit margins
Improved market share
Meet customer satisfaction
level
Raise in sales of services
Growth in revenue

Conclusion and Recommendations
Conclusion: So, it can be said that promotional tactics have made positive impact on Tesco
organization performance and along with this, it has delivered various kinds of benefits to the
firm.
Recommendations:
 Tesco should determine which of the promotional tool will effectively communicate the
brand information to the customers and which one will not (Narendran and
Narendranathan, 2013).
 Organization should ensure that all the resources will be integrated with different types of
promotional strategies so that it can be easy to share the information with consumers
about the services and products of the company and change their buying behaviour.
 The management should adopt new promotional tools on the basis of current market
share and profitability (Theaker, 2013).
 Tesco should use promotional strategies on the basis of target groups and make it more
effective and appropriate so that the services users can easily understand the message of
the company (Demiray and Sever, 2011).

References
McMillan, J. H. and Schumacher, S., 2014. Research in education:
Evidence-based inquiry. Pearson Higher Ed.
Muijs, D., 2011. Leadership and organisational performance: from research
to prescription?. International Journal of Educational Management.
25(1). pp. 45-60.
Narendran, R. and Narendranathan, M., 2013. Influence of pharmaceutical
marketing on prescription practices of physicians.
O'Boyle, I., 2015. Organisational Performance Management in Sport.
Routledge.
Rasula, J., Vuksic, V.B. and Stemberger, M.I., 2012. The impact of
knowledge management on organisational performance. Economic and
Business Review for Central and South-Eastern Europe. 14(2). p. 147.