Research Project: Tesco's Business Expansion and Strategies

This research project provides a comprehensive analysis of Tesco, a British multinational grocery retailer, focusing on its business strategies and organizational culture. The project begins with an introduction outlining aims, objectives, and research questions, including the significance of the study in understanding Tesco's market position and brand image. A literature review synthesizes existing research on branding, employee engagement, corporate social responsibility, and workplace culture. The methodology section details the research approach, philosophy, data analysis methods, and ethical considerations. The study investigates Tesco's expansion strategies, employee motivation techniques, and the impact of organizational culture on its performance. The research aims to determine current working conditions, identify cultural values, and suggest improvements. The project emphasizes the importance of employee engagement, ethical standards, and brand promotion for Tesco's success, drawing on various academic sources to support its findings and recommendations.

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
1.1 Aims and objectives.........................................................................................................1
1.2 Research question.............................................................................................................2
1.3 Significance of research...................................................................................................2
LITERATURE REVIEW................................................................................................................3
METHODOLOGY..........................................................................................................................5
2.1 Research Approach...........................................................................................................5
2.2 Research Philosophy........................................................................................................5
2.3 Data Analysis....................................................................................................................6
2.4 Data Collection.................................................................................................................6
2.5 Ethical Consideration.......................................................................................................7
TIME SCALE..................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Background
Tesco is a British multinational company of UK that deals in grocery sector. This general
merchandiser retailer firm has headquartered in Welwyn Garden city, England. In terms of
revenue, it is ninth largest retailer in the world. As per performance from 1990's to till 2000's,
this association adopts many divergence strategies for expanding business in vast area of local
and intercontinental marketplace. Currently it has near about 6,553 stores in 7 countries where
more than 476,000 employees are working.
Tesco is considered as first corporation in retail sector which incorporated its business
with online platform for marketing and selling food products. Through operational online
medium, this company sells groceries in multiple area of UK and other countries. In order to win
competitive advantage, management of Tesco is going to expand business which grounded on
different strategies of inorganic approaches (Zentes, Morschett and Schramm-Klein, 2017). For
this regard, it wants to deal with multiple firms who are associated with same food segments and
grocery sectors. Along with this, to retain customers for longer period of time, Tesco has
implemented various innovative marketing strategies for promoting its brand name. In addition
to this, it provides club card to every customer through which they can purchase products on
different discounts easily. According to Lancaster and Massingham, (2017), for keeping
retention of consumers, Tesco also used to alter price rates of its commodities and sell on lowest
cost to those customers who have long term relationship with this firm.
1.1 Aims and objectives
Aims and objectives are considered as main part of a research project which refers to
predetermined statement that defines main issues in appropriate manner. Aims of project also
help researchers to determine which direction they need to go so that valid conclusion and
outcomes can be drawn (Karim and et. al., 2015). In context with objectives, these are interlinked
with aims of research which provides a definite path for implementing entire activities of project
in a systematic manner. Along with this, these are also form in small segments which are used
for interpreting final result. This research is made to ascertain ideas for enhancing brand of
company by implementing appropriate strategies. A case study based on Tesco.
The main aims of present research are shown as below:-
1

 To determine current working state of company and impact of organisational culture on
Tesco.
 To ascertain how Tesco motivate its employees for expansion of business profitability.
 To get familiar with modifications that are required in working conditions of Tesco by
social and dynamic approaches change.
1.2 Research question
It can be defined as significant part of a project work that describes a specific direction
for implementing literature review session in a systematic manner (Gonen and et. al., 2017).
Under this part of research, information has to be collected by identifying different perceptions
and opinion of authors and writers. Some major questions of present research are given as
below:-
 At what degree, current condition of Tesco's workplace satisfies the essential and
fundamental needs of associated employees of organisation.
 What are the major cultural values of Tesco and how they are transmitted in workplace
for increasing motivational level of employees?
 What are the positive changes required to be implemented by Tesco in context with
culture followed at workplace?
 What are perceptions of workers about their current working conditions at Tesco?
1.3 Significance of research
The main purpose of conducting a research project is to increase knowledge base of
researchers in a particular area. This specified area leads investigators in enhancing knowledge
base and abilities through which they can conduct further projects of future in appropriate
manner (Felgate and Fearne, 2015). Through a proper research, abilities and skills of them
related to gather data and information of a particular field as well as make analysis also
enhances. As per present scenario, Tesco is going to create various associations through
expanding business in other food sectors. From past performance of Tesco, it has analysed that
this firm confront many crises related to quality of products, price rates, poor techniques of
marketing and more. It has impacted on brand image of this company in negative manner.
2

LITERATURE REVIEW
Literature review refers to text of a research which intakes current knowledge and
information that includes substantial results. This kind of research helps in determining different
views of various authors through which a researcher can reach on suitable outcomes as well. In
addition to this, LR is based on secondary source of research through which data is collected
form published sources like books, online sites, journals, newspapers and more. In other words,
literature review is a type of review articles which summarises prior research.
According to Wilson (2014), a brand is measured as a name, term or symbol of a
company which refers to a type of product. It also distinguish a firm's business from other
competitors who are also present in same marketplace so that customers can decide whose
product can complete their desires. Brand also distinguishes benefit of one or a group of items
from others in context with administrations of a company. As indicated by Heller (2017), the
term brand has extended to strategic personality for an organisation or its product. Thus, it
suggests values and promises which a customer can perceive and buy the same.
Throughout by past performances, Chowdhury (2016) has dissected that concept of brand
reveals identity of a firm as well as its value at marketplace. It has created for building loyalty,
trust, premium, faith and market appeal by advertising, marketing and promoting techniques. It
also create a differentiation among products which look similar but have different advantages. It
has discovered that customers at marketplace where similar products of various companies
present feels unable to purchase goods as per desire. Therefore, it is necessary to Tesco to create
product differentiation.
According to Rahman, (2015) brand represents the face of a company as well as most
valuable assets also. Therefore, to build this in appropriate manner, it is necessary for
management to promote it in effective way. In context with Tesco, it is required by marketing
managers to adopt appropriate strategies for promoting brand at different marketplace. As per
Liang (2015), a valuable mark of product or a firm can be considered as an important resource
for measuring performance and value of business. However, it is also supposed for upgrading
actual cost whereas in meantime, also builds up relations of association with customers.
Moreover, it also prompt advertisement of new commodities and services as well as diminish
exchange cost also by reducing promoting cost accordingly.
3

According to Lacey (2015), effective engagement of workers is considered as key to
success of organisation. Lack of employee engagement affects performance of workers as well as
productivity of a company too. Tesco is used to corporate with different approaches by focusing
more on motivation. There are several initiatives are available for engaging workers and
maintain transparency within association. It includes giving proper information to workers about
targeted goal of business, provide them necessary techniques and more. This would help in
getting contribution of workers in success of the company as well. As per concerning views of
Walsh (2015), in order to enhance brand image of a company, employers are required to concern
more on providing good qualities of products as well as make available on different price
strategies. It will help in acquiring minds of new customers and enhance existing base also.
Along with this, giving attractive discounts to old customers help in getting their retention as
well.
By concerning some practices with respect to well reputed organisation of UK i.e. Tesco,
it is essential to corporate business with CSR activities (Corporate Social Responsibility) while
dealings by assuming major liabilities towards community. As per literature review in 2004, it
has been discovered that the most exceptionally crime in terms of environmental and social
concerns are being inspected about its CSR through means of associations. According to Wilson
(2014), it has identified that Tesco has denied this feedback as this firm focuses more on welfare
of employees and society. Furthermore, as per Vu (2016), it has been discovered that Tesco has
scored as most notable as well as reacting association for enormously difficulties in context with
society.
According to view points of Heller (2017), it is essential for each organisation to follow
moral standards in every aspect of business after ethical consideration. Moreover, it empower
such companies in running business in an authentic and right manner. Along with this, after
ethics and morale standards, associations who used to build polices and strategies by concerning
needs of employees on individual basis, can move their business on next platform at
marketplace. As per views of Wood, Coe and Wrigley (2016), it is necessary for organisations
to build effective culture at workplace also. As culture plays an important role in associations, it
directly impact on behaviour of organisation as well as employees too. If there is a diverse
culture at workplace then it will help workers in developing their skills and improving abilities
also. Along with this, according to view points of Vu (2016), it is essential for management of a
4

firm to includes workers in group activities so that they can develop good relationship with each
other. It will help them in increasing productivity and performance of workers also.
In context with various grocery stores of United Kingdom, business of these firms are
developing and growing at international marketplace in a rapid manner. According to Dillon,
(2015), for expanding business at marketplace, it is necessary for a company to get high
contribution of employees first. For this process, they are required to have an effective
communication with workers as well as boost their morales on regular manner. In this process,
they should entail them what is present need of business and changes which are going to be done
in system for attaining the same. Along with this, it is essential duty of managers to establish a
purpose to believe in i.e. what company is expected from customers. As per views of Chowdhury
(2016), leaders in an association are most important persons who influence workers towards
success of business. They set level of expectation and help in building skills of employees
accordingly. They also suggest managers to offer training to workers and reinforce mission,
vision and values of business by effective communication.
METHODOLOGY
2.1 Research Approach
It is considered as most powerful tool for conducting an investigation. It acts a support
through which different activities of research can be conducted in an appropriate manner with
main purpose i.e. to achieve desired outcomes in set period of time. There are many investigation
techniques are available for conducting a research among which subjective and quantitative
strategies are utilised mostly. Both types of strategical approaches are conveyed in a specific
direction for drawing valid conclusion (Coe and Lee, 2013). Many researchers have common
belief that both exploration techniques in combined form if utilised in proper manner then
effective outcomes can be obtained. Research team of Tesco use inductive which depends on
subjective technique for gathering information. In this technique, data is collected by means of
utilising diverse tools and instruments.
2.2 Research Philosophy
Philosophy of a research is considered as a certainty for analysing how collected
information is utilised and investigated for drawing conclusion. In this regard, many rationalities
like observational research reasoning, authenticity, strategies, clarification and more are
5

included. With this assistance, interviews are conducted on a particular sample of respondents in
order to know their perceptions. Further with the help of interpretation technique, a valid
conclusion is made. In addition to this, strategies used for evaluating different opinion of users
are depended on basic techniques like interview and survey methods.
2.3 Data Analysis
The information which is collected by researcher suppose to be utilised in proper manner
through distinctive approaches of project. Data analysis also highlights web which is
incorporated as a device for determining deals and enhancing benefits of an organisation. In
addition to this, through some approaches like vast comprehension and contextual investigation,
data analysis also use for testing effect of given web in context with enhancing market share of
Tesco (Mustak, 2014). Other than this, gathering process of information for purpose of
investigation will be finished when collected data can obtain desired outcomes as well as free
from pre-disposition also.
In other terms, data analysis is considered as one of the most essentials part of a project
through which a researcher can analyse obtain information in a proper way. This kind of
investigation also helps in carrying out entire activities in right direction. In context with Tesco,
data analysis is used to generalise information by obtaining a non-specific concept. It helps in
analysing how web is influencing market-share of this company at UK. Along with this, insight
system of collection and effective tools are helped in utilising general research. It is considered
as easy for calculation but difficult also for examining data in case of quantitative research where
interpretation has to be done as per graphical representation of data. But in this case,
interpretation seems to easy and free from pre-disposition also.
2.4 Data Collection
It is a process of collecting and analysing information on targeted audience of a company.
It includes various methods which are vary as per objective of a research like primary and
secondary. The main purpose of data collection is to get quality evidence which helps in analysis
and formulation of credible answers of posted questions. As per concept of qualitative research,
utilisation of graphical data is relatively less because this type of strategical research mainly
through light over actualisation by focusing on project's topic (Tombs and Whyte, 2015). The
information which is gathered clarifies whole concept as well as lighten up subject of research in
a definite manner. In context with addressing the best organisation as per performance of
6

business, present project helps management of Tesco how to get attention of new customers as
well as extend existing base. In addition to this, it also reveals how much this procedure possess
capacity for building share of Tesco in a particular marketplace. For this process, information
should be gathered on the basis of cost and benefits made by present organisation in last two
years. With this assistance, it is necessary to use techniques and procedures in utilised manner by
means of initialising information obtained in qualitative manner. As this data is collected by
taking several discussion with management and executives of Tesco for choosing a sample of
interviewee according to set goals. There are various conversation has been done by means of
email or other modes of communication in meetings held at Tesco between executives. Reason
behind this is respective interview in which questionnaire is conducted in one on one
collaboration.
2.5 Ethical Consideration
It is also considered as essential part of a research project under which researcher is
required to ensure that appropriate ethics should be followed. It will enable investigators for
conducting entire activities of project in best ethical manner as much as possible. In general
process, project makers face many situations and problems when conducting a research.
Therefore, it is necessary for them to address such issues in a systematic way. Some major issues
which occur while making a research is that completed activities of project in pre-defined period
of time as well as conducted the same in set budget also. Along with this, information which is
gathered from different perceptions of respondents will not misused. In terms of incorporating
morals and qualities with research methodologies, techniques, and different opinions, researchers
need to adopt ideal procedure (Blowfield and Murray, 2014). Timely addressing issues and
concerning examination helps in conducting entire activities of research in ethical manner.
However, further review also helps in demonstrating major points of dependability and
authenticity for growing wrong declarations which may explore unpredictable outcomes as well.
Thus, it has evaluated that this type of investigation includes all essential needs through which a
research can be done in ethical manner. In respect to religious concept, this concerned study
includes biased, partialities and interdependency about society accordingly. For gathering
information properly, it is necessary for executive and research team of Tesco to organise
meeting on regular purpose as well as adopt effective mode of investigation. Information on
individual basis should be protected and utilised in a private manner after gathering desired data.
7

As privacy is viewed as major issue which occur in a research generally. Therefore, it is
necessary for an organisation not to reveal personal information of respondents like their views
and opinions to others. Along with this, it is also essential for interviewers to conduct
questionnaires in reasonable as well as straightforward manner.
TIME SCALE
Time frame is considered as essential responsibility of researchers because it is essential
for them to create a proper time scale under which overall activities are initiated and
implemented in given period as well as in best manner. It also provides a systematic way of
evaluation overall activities with respect to complete in set period of time (Rutherford and et. al.,
2012). Generally, it is created by investigators for completing entire activities in priority manner.
Along with this, it is a best way for drawing an relevant result with utilisation of resources and
information in proper way.
8

Month
Activity
First Month Second
Month
Third
Month
Fourth
Month
Fifth
Month
Sixth
Month
Literature
review
Methodolog
y
Submission
of Proposal
Proposal
Defence
Conducting
Experiment
Analyse
Experiment
9

REFERENCES
Books and Journals
Blowfield, M. and Murray, A., 2014. Corporate responsibility. Oxford University Press.
Chowdhury, B.N., 2016. A critical analysis of customer loyalty and customer satisfaction-a case
study on Tesco Club Card(Doctoral dissertation, University of East London).
Coe, N. M. and Lee, Y. S., 2013. ‘We’ve learnt how to be local’: the deepening territorial
embeddedness of Samsung–Tesco in South Korea. Journal of Economic
Geography.13(2). pp.327-356.
Dillon, N., 2015. From market trader to global player: oral history and corporate culture in
Tesco, Britain's largest supermarket. Oral History, pp.52-62.
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
(pp. 471-475). Springer, Cham.
Gonen, N., and et. al., 2017. Normal levels of Sox9 expression in the developing mouse testis
depend on the TES/TESCO enhancer, but this does not act alone. PLoS genetics, 13(1),
p.e1006520.
Heller, F., 2017. Technological innovation applied to walmart and tesco’s supply chain
(Doctoral dissertation).
Karim, K., and et. al., 2015. Corporate social responsibility: Evidence from the United Kingdom.
Journal of International Business Research, 14(1), p.85.
Lacey, R., 2015. Relationship marketing tools: understanding the value of loyalty programs.
Handbook on Research in Relationship Marketing, pp.104-122.
Lancaster, G. and Massingham, L., 2017. Customer care and relationship marketing. In
Essentials of Marketing Management (pp. 270-288). Routledge.
Liang, S., 2015. Research proposal on reviewing augmented reality applications for supporting
ageing population. Procedia manufacturing, 3, pp.219-226.
Mustak, M., 2014. Service innovation in networks: a systematic review and implications for
business-to-business service innovation research. Journal of Business & Industrial
Marketing. 29(2). pp.151-163.
Rahman, M.M., 2015. Critical analysis of the influence of discount retailers on Tesco plc in the
UK.
Rutherford, B. N., and et. al., 2012. Increasing job performance and reducing turnover: An
examination of female Chinese salespeople. Journal of Marketing Theory and Practice.
20(4). pp.423-436.
Tombs, S. and Whyte, D., 2015. The corporate criminal: Why corporations must be abolished.
Routledge.
Vu, M., 2016. IS THE BALANCED SCORECARD USEFUL IN A COMPETITIVE
INDUSTRY?: Using Tesco PLC as a case study in the UK grocery retail industry.
Walsh, M., 2015. An exploration of Employee Turnover of Front Line employees in Tesco
(Doctoral dissertation, Dublin, National College of Ireland).
Wilson, J., 2014. Essentials of business research: A guide to doing your research project. Sage.
10