Research Proposal: Marketing Strategies for Tesco Retail Challenges

This research proposal investigates the marketing issues confronting Tesco, a major UK retailer. The study aims to analyze the challenges Tesco faces, including customer behavior, brand loyalty, and the impact of digital marketing strategies. The objectives include understanding marketing concepts within a large retail organization, evaluating challenges, and recommending strategies to overcome issues. The research will explore Tesco's marketing strategies, challenges, and potential solutions. The methodology will involve examining primary and secondary data sources to provide a comprehensive analysis of the current marketing landscape. The proposal outlines a literature review, research methodology, and a detailed research plan to address the identified issues and recommend actionable strategies for Tesco to improve its marketing effectiveness and maintain its market position. The research is significant for Tesco and other retailers in the UK, offering insights into innovative strategies and methods to enhance sales and customer satisfaction.

RESEARCH PROPOSAL

TABLE OF CONTENT
ABSTRACT.....................................................................................................................................3
Aim & Objectives........................................................................................................................4
Research Question.......................................................................................................................4
Rationale......................................................................................................................................5
Significance..................................................................................................................................6
Literature Review.........................................................................................................................6
Research Methodology................................................................................................................8
Research Plan.............................................................................................................................12
REFERENCES..............................................................................................................................14

ABSTRACT
Marketing is all about gathering information related to customers and market trends and
promote goods of company. This research will be based on marketing issues that retailers of the
UK are facing. Marketing is one of the important department in retail sector that helps them in
attracting and retaining customers with them for the long run. This study will also be discussing
effectiveness of primary and secondary type of data along with ways as how it can help
researcher in making decision. Research methodology will also be discussed in order to help
researcher in collecting, analyzing and interpreting appropriate data.
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Title: PROBLEMS RELATED TO MARKETING IN TESCO
Aim & Objectives
Aim: To analyse the issues being faced by large retailers in UK. A case study on Tesco.
Objectives:
 To understand the concept which is marketing in a large retailing organization of UK.
 To discuss the issues related to marketing which Tesco is facing in the country.
 To evaluate the challenges and limitations which Tesco is facing to be able to market for
themselves in the market.
 To recommend different strategies and measures which Tesco must take so that the company
can overcome the issues.
Research Question
 What are marketing strategies for issues which Tesco is facing?
 What are the solutions which the company is going to make to be able to maintain their
standards and brand image in the market?
Background
To be able to have higher promotions and selling of their products and services the
activity which is followed is marketing by companies. Advertisements, selling and delivering the
products to the customers has to be present which is good for the company. To be able to get the
customers attraction is essential in order to be able to get higher clients for the products and
services. Consumer behaviour and marketing study are going to be focused and analyzed in order
to make sure that the commercial management is for attraction, retaining customers and
acquiring them for fulfilling the needs and demands of the clients. Marketing is going to make
sure that the company is being able to have a stable profit margin for themselves in market.
Tesco has been able to get more customers when they market their products and services but
there are a lot of issues as well which rise. Challenges are fundamental policies which are being
faced by the company to be able to monitor and control the marketing issues are important so
that the company would be able to maintain their sales. Food retailing industry is being ruled by
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Tesco in UK and British is holding the third largest position in the retailing industry is because
of this factor. There are a lot of food based products and non-food products as well like clothing,
stationary, beauty and health, soft furnishing, electrical good, good, entertainment, etc. Tesco is
aiming to get lifetime loyalty from the clients and also make the value of the brand be higher in
the market. Online and office activities for marketing are being targeted by Tesco but there are
issues related to them as well. The further report is going to discuss the recommendations for the
issues to be solved effectively and make the company be able to have higher functioning.
Research methodology which is being used is also going to be proper to make the right
observation and results from this research.
Rationale
This rationale is selected because this is impacting the behaviour of the clients which is
being influenced and must be used wisely so that the retailing industry will be bale to have
higher customer base for a long run. Marketing functions are being used by Tesco and other
retailers in UK to be able to make the distribution of good to the clients. Strategies are being
developed by retailers to make sure that they are having more customers, reach out to the large
base and make the competitive advantage be higher as well. Marketing is going to consist of
essential functions like warehousing, insurance, transportation, promotions, banking, etc. To be
able to target the maximum customer there are a lot of issues which are faced by marketing
department because of the competition which is present like Morrison, Sainsbury, ASDA, etc.
Issues which are faced by marketing are customer behaviour, trust between the brand and clients,
loyalty of clients, data capturing of the market, Advanced technology which is going to help
Tesco be able to get in better innovations, etc have to be analyzed so that the company can take
advantage in the market. Therefore the further report is going to discuss the issues which which
Tesco is facing to be able to attract the right customers and implementation of marketing
strategies which are beneficial.
Significance
The research is going to be helpful for Tesco to be able to find out the issues which the
company is facing regarding the marketing issues and match the objectives of the company.
Other retailers can also benefit from this factor by understanding the issues of a large retailer in
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UK. Development of more innovative strategies and methods are going to come up so that there
is going to be effective working and sales of a retailing company. Large audience can be reached
out and make the profit margins of the company be present so that the customers are well
satisfied. Stakeholders of the company have to trust the management when decisions are being
made and more transparency needs to be present. Invest is going to be more but is going to make
the company be able to have better strategies and improvement to be able to operate in the
market.
Literature Review
In opinion of (Esteban-Bravo and Vidal-Sanz, 2021), Marketing is a very important
factor which a retailing industry must have because even if retailers are producing quality
products and selling them at low or affordable pricing then also the company has to make sure
that the marketing factor is going to be stable for a long run. Massive energy and economic
requirement is going to be present to be able to find stability which is present. Products have to
be advertised and sold to the customers from time to time which is a very important factor.
Building to the above point, (ŠEINAUSKIENƠ and VIRVILAITƠ, 2020), systematic
process is also needed in the company which is going to be including product, price, promotions
and place. The company is going to decide according to the size and products demand in the
market so that the company will be able to have higher sales. There are a lot of varieties which
the clients are having and customers have to be aware of all the products which are present in the
market so that there is stability which is present. To make sure that the company is having a good
profit margins the company will have to make sure that they are being able to have higher
productivity (Rusanen, 2019). Retailing marketing is going to make sure that they are having
online stores as well which is going to make the company be able to have more sales of products
and services which is going to make the company be able to have higher purchasing.
In the view of (Roubal and CIRKLOVÁ, 2020), pricing and products of the company
there is another important factor which has to be considered and that is promotional activities
which is going to make the information and transparency be higher in the company. Customers
are going to be higher information and physical advertisement for online platforms is being
focused upon by Tesco which is going to make sure that the company is having better sales.
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Ignoring the online advertisement is not going to be practical for the company and it is very
important to make sure that there are right decisions which are being taken so that there is going
to be effective advertisements and other factors which are going to take place (Sahoo, 2020).
According to (Wilson, 2018), data which is being collected has to be right so that there is
going to be better functioning and improvement which is present. Right decisions according to
the experience in the market have to be taken by Tesco which is going to make the products and
services of the company be higher. There are various options like Mobile phones, laptops,
tablets, etc which are mixed and used for online activities and marketing factor. This is going to
make sure that the issues for the company are also going to be less. Trust of the customers is also
going to be higher and programs is going to get in transparency in the company. Educating the
customers about the products and services is going to make sure that there is good control and
personal data which is present for the company.
In according to (Morais, Kakabadse and Kakabadse, 2020), there are a lot of issues which
are being faced by the retailing industry to be able to gain the loyalty and trust of the customers
and establish better relations. Interactions with the customers has to be strong which is going to
make the experience and helping of the loyalty of the customers to be present which is going to
make the standards of the company be present. Technological solution can also be found by the
company which is going to make sure that there are right standards which are present (Da Lio,
2019). Data storage of the company is also going to be better and make the marketing
intelligence tools to be stronger which is a great factor for the overall development.
As per the view of (Carson, O'Connor and Simmons, 2020), investment in the
technological aspect has to be present so that the marketing factor can take place effectively and
the issues can be reduced which is going to make sure that there are higher functioning.
Evaluating the partners and other factors of the market has to be present so that the customers are
going to make sure that the profitability of the company is going to increase (Bachouche and
Sabri, 2019). Irrelevant data has to be figured out so that there is going to be right tools and other
customer base has to be better which is going to make sure that there are going to be better
functioning and operations that the company is going to have.
Research Methodology
Research methodology is known as an effective part in research study because it helps
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researcher in collecting, analysing and interpreting data relevant to the research topic. It consists
of several elements that are associated with collection of data, analysing them, targeting people
as a participant for research study. There are several areas and factors that play a vital role in
making research study successful and data or information is one of them (Zangirolami-
Raimundo, Echeimberg and Leone, 2018). Data relevant to the research topic can be collected by
performing and considering all elements of research methodology. The main aim of considering
all elements of RM is to know about marketing issues that Tesco retailer of the UK is facing for
making them able to develop strategies accordingly.
Research Onion
Research onion is known as an effective framework that is being used by scholar for
knowing steps that they have to follow while formulation of RM. So, as per the research onion,
there are some systematic elements in which researcher needs to select the main research type,
then philosophies and then approaches (Bahl and Chandra, 2018). Researcher needs to follow all
steps in a systematic manner because all steps are associated and linked with each other. Detailed
description of all elements of RM are:
Research Type
It is the main important element that needs to be focused the most and initially while
conducting RM. This element refers a type or a form in which data are being collected.
Collection of data in a form mainly depend on the type of topic. As per the form of data
collection, research types is being divided into 2 parts such as qualitative and quantitative. When
researcher gathers data in numerical form and all data are associated with numbers rather than
words then this type of research is known as quantitative (Chimhundu, 2018). Whereas, when
researcher gathers data in the form on words or non-numerical as opposite of quantitative then
this type is known and considered as qualitative. For this research study, researcher will gather
data in the form of non-numerical because it is believed that data that are being expressed in
words can better help in understanding of thoughts of people (Hor and et.al., 2018). It can also
better help researcher in taking decision regarding the topic.
Research Approach
A plan that consists of detailed steps in which data should be gathered, analysed and
interpreted by researcher is mentioned. As it is already stated that elements of research
methodology are being considered and followed in a systematic reason. The reason behind it is,
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elements of RM are associated with it. For knowing research approach, researcher requires
having knowledge about research type and on the basis of selected research type only, the type of
research approach is being selected. It is also being categorized into 2 type such as inductive and
deductive. Both approaches are mainly associated with theory. In inductive research approach,
scholar look for specific pattern and as per the topic, he generates brand-new theory, The reason
behind following pattern and generating new theory is to increase knowledge and collect
accurate data related to the research topic (Dźwigoł and Dźwigoł-Barosz, 2018).
Whereas, in deductive research approach, scholar test an existing theory that is already
being developed. Outcomes and results are being developed hypothetical so, there are chances of
some errors in outcomes and decision. Researcher will select inductive research approach and the
reason of selecting this approach is suitability of this approach with qualitative research type.
Research Philosophy
After knowing the type of research approach and the way in which data should be
gathered, researcher needs to select research philosophy. It refers beliefs and it may be based on
either society or scientific. Interpretivism and positivism are 2 main research philosophies.
Selection of the type of philosophy again depend on the main research type as well as aim and
objectives of the research study. Interpretivism believes that society changes behaviours of
people and for knowing behaviours of people there is requirement of observation to them. By
knowing experience and behaviours of people, better data can be gathered and reason can also be
known as what people think and why they think like this (Miles and Ringham, 2018). Whereas,
positivism is all about science and it believes that for understanding social world there is
requirement of making use of objective way and scientist is an objective analyst in this type.
Interpretivism philosophy will be used as it is associated with qualitative and inductive research
approach.
Data Collection
It is the most important element of research methodology that helps researcher in
collecting appropriate data relevant to the research topic. It is being categorized into 2 types such
as: primary and secondary. Primary data is all about first-hand data, that never being used before
by other researcher. On the other hand, secondary type of data is second hand data because they
may be used before. There are some sources via which, researcher can gather brand new primary
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data such as questionnaire, survey, interviews and others. Some sources of collecting second
hand data are: books and journals, articles, library, government publications and others where,
data are being published already and by making changes, researcher make use of them (Rahmah,
2017). For this study in knowing marketing issues, researcher will gather both types of data in
order to make study effective and successful. For primary data, questionnaire will be developed
and for secondary data, literature review will be conducted. Also, both type of data can help in
taking better decision and accomplishing goals as well.
Sampling
Sample refers target people or a group of people that are being selected as participants for the
research study by scholar. Process that is being used by researcher for selecting a group of
people or target people are known as sampling. Sampling is being divided into 2 types such as
random and non-random. When researcher target people without setting any selection criteria
then this type is known as random. Whereas, when researcher set any criteria for selecting target
people such as experience of people, age, gender then this type is considered as non-random
(Cave and von Stumm, 2020). Sampling is being done when researcher gathers primary data and
for this study, researcher will target people on random basis in order to promote diversity and
also for making target people feel valued. 30 employees of marketing department of Tesco will
be selected as a sample.
Data analysis
For making researcher study there is requirement of accurate, authenticate and valid data
and for making all gathered data valid and accurate, researcher performs this step of data
analysis. By making use of appropriate data analysis tools, researcher analyse and make changes
in gathered data. It is also being divided into 2 type such as qualitative and quantitative. For
analysing quantitative or numerical data, researcher have to select quantitative data analysis tool
and for that SPSS is known as the best tool. Whereas, for analysing qualitative and non-
numerical data, researcher has to select qualitative data analysis tool and for that thematic tool is
considered the best (Yang, 2019). As this study is qualitative and researcher will collect data in
words form, so, with the help of thematic analysis tool, gathered data will be analysed.
Ethical considerations
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Ethics refers moral principles and values that need to be considered while developing
research. Some ethical consideration that need to be followed are; having participants written
consent for knowing their voluntarily participation. To not force anyone for participating in
research study. Giving equal and fair chance to all for providing their views and suggestions for
this study. To maintain confidentiality by managing privacy of data and not to share information
of one organization with others. To keep personal and professional data safe and secure.
Implement and consider regulations of data Protection Act (1998) (Castleberry and Nolen,
2018). The reason behind considering all these ethics is to make study accurate and successful. It
improves image of researcher.
Reliability and Validity
This concept is going to make sure that the evaluation of the quality of research is higher.
Reliability is going to make the same methods and same results be present in the research which
is going to be consistently measured. The report is going to consist of use of questionnaires and
make the results be developed on it (Castleberry and Nolen, 2018). Data which is collected and is
in the form of secondary data can be gained copyrights and protected and data is going to be
collected from recent publications as well so that the data is current. Results will be correspond
to the real properties, characteristics and variations in the social world.
Limitations
There are a lot of limitations which are going to be present in regards to money and time
which is going to make the overall performance of the research but be as expected. There is not
must use of numerical and statistical data in this research but there is a good use of qualitative
study which is present and this is also going to make sure that the research objectives are going
to be achieved. There are a number of respondents that are present and availability is going to be
present of respondents as well which is going to make the overall results be higher than expected
(Wedel, Bigné and Zhang, 2020).
Research Plan
Timeline
Activities Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8
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Topic, aim
and
objectives
Data
collection
Data analysis
Research
methodology
Literature
review
Data
interpretatio
n
Conclusion
Feedback
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