Event Marketing Strategies and Analysis

This assignment delves into the realm of event marketing, analyzing various strategies employed by companies like Tesco and Sainsbury's. It utilizes a range of academic sources to explore topics such as social media models for successful event promotion, the influence of service quality on customer behavior, and the impact of events on overall brand perception and customer engagement. The assignment encourages critical thinking and application of marketing principles within the context of real-world examples.

ROLE OF SOCIAL MEDIA MARKETING AS AN AUDIENCE
MARKETING TOOL IN ORDER TO PROMOTE CORPORATE
EVENTS: A STUDY ON TESCO PLC, UK

EXECUTIVE SUMMARY
In the modern era social media as a tool has become significant for business as through
this it is possible for business enterprise to develop awareness in the market. Further, it enhances
market performance of company and assist in accomplishment of desired objectives. The main
aim behind conducting present study is to evaluate the role of social media marketing as an
audience marketing tool in order to promote corporate events where Tesco has been chosen as
one of the organization which operates in retail sector. Main motive of company is to enhance its
presence in the global market due to which social media practices are most commonly
considered by organization. On the other hand, for conducting method of analysis the business
operations carried out by Tesco have been considered and they have been compared with its
major competitors in the market. Main competitor of Tesco is Sainsbury where business also
offers retail products in the market. Overall analysis has shown that performance of Tesco is
lower as compared with Sainsbury in the market. Sainsbury’s gross margin, asset turnover,
current, quick ratio is higher as compared with Tesco.
In the present research all research methods have been considered in appropriate manner
where different layers are present which have enhanced efficiency of the entire research. For the
present study data has been collected from secondary sources linked with social media and this
has enhanced efficiency of the study being conducted. Views of different authors have been
considered which with the help of different studies. On conducting the literature review part it
has been found that businesses are directly benefitted through adoption of social media as a tool.
The entire study being carried out has supported in knowing about the effectiveness of social
media practices in sharing corporate events. Further, sites such as facebook, twitter etc are
effective enough in sharing corporate information with those of target market. On the basis of
conclusion there are some recommendations to Tesco such as time to time information shared
with the help of social media sources must be updated; networking site such as facebook must be
used rather than others.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background................................................................................................................................1
1.2 Rationale....................................................................................................................................2
1.3 Research Aim.............................................................................................................................2
1.4 Objectives..................................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Significance of social media marketing in promoting corporate events....................................3
2.2 Effectiveness of social media in building brand image of business..........................................4
2.3 Influence of social media on market performance of business..................................................5
2.4 Social media maturity model.....................................................................................................6
CHAPTER 3: METHOD OF ANALYSIS......................................................................................8
3.0 Introduction................................................................................................................................8
3.1 Comparative analysis of Tesco and Sainsbury..........................................................................8
3.2 Analysis of the data collected....................................................................................................8
CHAPTER 4: SYSTEMATIC REVIEW......................................................................................10
4.0 Introduction..............................................................................................................................10
4.1 Comparative analysis...............................................................................................................11
4.2 Issues in comparative analysis.................................................................................................11
4.3 Evidence..................................................................................................................................11
4.4 Social media theory.................................................................................................................14
4.5 Conclusion...............................................................................................................................15
CHAPTER 5: CRITICAL EVALUATION...................................................................................16
CHAPTER 6: DISCUSSION........................................................................................................19
CHAPTER 7: CONCLUSION AND RECOMMENDATIONS...................................................22
7.1 Conclusion...............................................................................................................................22
7.2 Recommendations....................................................................................................................23
REFERENCES..............................................................................................................................26

CHAPTER 1: INTRODUCTION
1.1 Background
In the modern era social media as a tool has become significant for business as through
this it is possible for business enterprise to develop awareness in the market. Further, it enhances
market performance of company and assist in accomplishment of desired objectives. It is
regarded as one of the most effective advertising source and allows company to gain competitive
advantage (Barker, 2013). With the rise in level of competition in the market every business is
facing large number of issues where promotion of products in the market has become difficult.
Apart from this, substitute of products are easily available in the market due to which businesses
have to highlight unique features in the market for growth and development of the company.
Social media as a tool allows business to build its internal strength and management can easily
highlight the range of unique attributes present in the product or service range being offered. In
short, it allows business to strengthen its customer base and leads to accomplishment of desired
aims and objectives. In the entire retail sector of UK various businesses are operating in the
market such as Tesco, Sainsbury and Asda and due to this reason, companies have started to
indulge into social media practices so as to gain fruitful results with the help of this. By
considering the overall benefits of social media marketing its adoption is increasing at faster pace
(Abernethy, 2012). Apart from this, company can easily deal with barriers being present in the
external environment.
For conducting the present study organization chosen is Tesco plc which operates in the
market of UK and well known for the range of retail products it offers to its target market. Main
motive of company is to enhance its presence in the global market due to which social media
practices are most commonly considered by organization. Further, networking sites such as
facebook, twitter etc are used for sharing information linked with corporate events or in any
other form. This has become one of the main reasons behind success of business in the market.
This tool has allowed Tesco to better understand need and requirement of the target market
which change on continuous basis (Poole, 2011). Apart from this, by sharing information
regarding corporate events business ensures whether its practices are ethical and favorable for
the people living in the society or not. Therefore, this also assists in building brand image of the
business and supports company to sustain in the market for longer period of time which is one of
the main objectives of business.
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1.2 Rationale
One of the main reasons behind carrying out the present study is to analyze the social
media practices of Tesco with the motive to share corporate events and other type of information
with the target market. Further, the entire study shed light on the social media practices of
company through which better relationship can be developed with the customers and they can
know about each and every operation carried out by business in the market. Moreover, it has
provided long term benefits to the business in the form of higher profitability level and market
share (Falls and Deckers, 2011). Further, there is no doubt that market where Tesco operates has
become challenging but to operate efficiently on continuous basis company has to build strong
relationship with its target market. In short, it can lead to accomplishment of desired aims and
objectives which is fruitful for business. Developing relationship with target market is must for
business and its absence can adversely influence business operations in the market.
Adoption of social media as a marketing tool is increasing at faster pace where every
company shares crucial information through the networking sites such as facebook, twitter, etc.
One of the key benefit of employing social media as a tool is that it assist business to better
understand need and requirement of target market as social trends changes on continuous basis
due to which it is necessary for organization to comply with the same in effective manner (Wu,
2013). Apart from this, advertising sources such as television and print media have become
ineffective due to which adoption of networking sites for marketing purpose has increased in the
modern era as compared with past. So, this is advantageous for company in every possible
manner and provides long term advantages.
1.3 Research Aim
To evaluate the role of social media marketing as an audience marketing tool in order to
promote corporate events: A study on Tesco Plc UK
1.4 Objectives
Following are the range of objectives set for conducting the present study which are as follows:
 To understand the significance of social media marketing in promoting corporate events
 To assess the effectiveness of social networking sites in developing brand image of Tesco
 To recommend the effective ways through which Tesco can better indulge into practices
of social media for sharing corporate events.
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CHAPTER 2: LITERATURE REVIEW
2.1 Significance of social media marketing in promoting corporate events
As per view of Preston (2012) in the modern era with the rise in level of competition
every business has started to promote corporate events so that it is possible to enhance market
performance (Preston, 2012). Further, one of the main benefit of employing social media as a
tool is that it supports in developing awareness in the market and in turn business can gain
competitive advantage with the help of this. Social networking sites such as facebook, twitter etc
are accessed by each and every individual in the modern era and this has provided businesses
wide platform to share information and knowledge with target market. However, Levinson and
Gibson (2010) argued that sharing corporate events with the target market builds trust and
confidence in customers towards business. Therefore, it becomes easy for organization to
accomplish its desired aims and objectives. Apart from this, majority of the businesses have
developed their own page on networking site such as facebook which has assisted in building
strong relationship with the target market (Levinson and Gibson, 2010). Generally corporate
events are organized by every company on continuous basis and its main purpose differs from
one another. Further, it can be for social welfare or any other purpose and due to this reason
providing customers information in relation with the corporate event is necessary.
According to Baer (2013) engagement of customers with the help of social networking
site is effective where businesses are able to engage its target market in its crucial practices
which are associated with the accomplishment of desired goals and objectives. This is one of the
main benefits obtained by company through social media where they are able to engage
customers in large number of practices (Baer, 2013). In short, it can support company to enhance
worldwide presence where more customers can be attracted towards range of services or
products offered by company in the market. However, Evans (2010) argued that social media
marketing as tool posses characteristics of sharing information on wider basis and its overall
outcomes are also favorable for business. It allows business to retain its loyal customers for
longer period of time and in turn build trust towards firm. Apart from this, it becomes easy for
organization to deal with large number of challenges such as rise in level of competition etc.
Moreover, it is necessary for management of enterprise to ensure that data being shared is
authentic and reliable too (Evans, 2010). Otherwise in case of unreliable information
performance of the business in the market can be adversely affected. Using social media tools
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saves time and overall cost of the business which is also advantageous for company in the
market. Apart from this, business can easily focus on need and requirement of its target market
which is considered as one of the main objective behind carrying out operations in the market.
Therefore, in this way social media marketing is effective enough in sharing corporate events.
2.2 Effectiveness of social media in building brand image of business
As per view of Zimmerman and Ng (2015) social media as a tool is effective enough in
building brand image of company in the market. Further, to know overall effectiveness of social
media the model of social staircase is effective which takes into consideration series of stages
starting from strategy, presence, tools and conversation (Zimmerman and Ng, 2015). All these
stages are followed in proper sequence and allow business to build strong relationship with its
target market. First stage is strategy where plans are developed with the motive to support
business and this has favorable impact on the company. Next stage is presence which is
associated with the value that business will provide to the target market. However Normore and
Doscher (2007) argued that it is one of the most crucial stages as through this company can know
about its target market and their needs can be targeted efficiently. Tools are another stage which
is linked with the techniques through which company can share its brand values. It can be
adoption of sites such as facebook, twitter etc through which information regarding corporate
event or another other can be shared with target market (Normore and Doscher, 2007). Last stage
is conversation where business can easily share information with its customers through adoption
of appropriate tool.
This model has supported in knowing the effectiveness of social media in building brand
image of company in the market. Further, it is the ultimate goal of every enterprise to develop its
brand image which is only possible when social media practices are enhanced. According to
Hinson and Kodua (2012) the practices of social media has supported businesses to build strong
relationship with its target market and has lead to favorable outcomes also. Moreover, it is
beneficial for customers also as through this they are able to know the range of operations carried
out by organization and this has somehow assisted to deal with the challenges present in the
business environment (Hinson and Kodua, 2012). Apart from this, social media as a tool saves
large amount of time where it is possible for customers to respond back quickly on the basis of
information shared with them. Moreover, every business carries out events on continuous basis
due to which information in relation with the same has to be shared by business with its target
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market as it enhances brand image of company. However Vel and Sharma (2010) argued that
networking sites such as facebook and twitter are efficient enough in attracting customers and it
has provided wider platform to businesses so as to share important information with them on
continuous basis. Apart from this, changes taking place in the business environment adversely
affects company and due to this reason companies are required to consider social media as a tool
for promotion purpose (Vel and Sharma, 2010). Further, it has enhanced market performance of
companies in the market where it has become possible to enhance profitability along with the
sales volume. So, in this way indulging into the practices of social media marketing allows
business to focus on its key aim and objectives.
2.3 Influence of social media on market performance of business
As per view of Chernov and Tsetsura (2012) social media practices have positive impact
on the organization where it leads to higher profitability level along with sales volume. In short,
it allows company to gain competitive advantage and in turn it is possible to focus on the major
areas where business is underperforming (Chernov and Tsetsura, 2012). Apart from this, without
undertaking the concept of social media it is not possible for organization to survive in the
market and this can have adverse impact on the brand image also. In short, it has acted as
development tool for the enterprise where market challenges can be faced easily. However
Cox and McLeod (2014) argued that social media practices leads to wider market coverage
where business can easily share crucial information with its target market and through this
favorable results can be obtained easily. Adoption of social networking sites for sharing
information is rising at faster pace as it decreases cost associated with the promotion of goods or
services in the market which is easily possible with the help of social media tools. Apart from
this, corporate events build brand image of business in the market where sharing information in
relation assist company to perform better in the market (Cox and McLeod, 2014). Moreover,
there are some areas present which organization may not be able to perform efficiently.
Therefore, social media also allows company in gaining competitive advantage. On the other
hand, networking sites such as facebook, twitter allows company to create own personal blog
through which interaction with target market is possible and this leads to stronger customer base
of the organization. According to Musgrave (2011) social media practices are effective enough in
building brand image of business and it directly leads to accomplishment of desired goals and
objectives. Apart from this, every company operates in competitive market and to deal with the
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challenges social media tools can be considered for the welfare of business (Musgrave, 2011).
Further, it is well known fact that customers living in the society are information seekers and if
business provides them appropriate and reliable information then it enhances brand image of
company. Therefore, in this way social media as a tool is effective enough to support business in
grabbing large number of benefits being present in the business environment. One of the main
benefits of undertaking social media for sharing corporate event is that content is easily
distributed among all the users and it generates interest in customers towards the information
shared with them. Due to presence of all the unique benefits adoption of social media as a tool is
increasing by all the organizations operating in the market and has allowed gaining competitive
advantage. Moreover, businesses are able to deal with the range of challenges being present in
the business environment (McAuley, 2014).
2.4 Social media maturity model
In order to better understand the concept of social media its maturity model is considered
to be quite effective through which situation of business can be known easily. The model directly
highlights maturity phase of business. Apart from this, it takes into consideration large number of
levels which are Adhoc, experimental, functional and transformation.
Adhoc: It is regarded as one of the most significant level where staff members working in
the enterprise undertakes social media initiatives on their own. Further, this level is considered to
be most effective in accomplishing strategic goals of the company. Employees in the company
use social media for accomplishing their own goals and satisfying their personal needs (Social
media maturity model., 2015).
Experimental: It is the next crucial level where business enterprise accepts social media
and in turn it allows building internal capabilities of the business. The overall initiatives taken by
business are considered to be experimental.
Functional: It is the level at which social media is being undertaken in order to serve the
company. Further, it allows business to carry out its major functions in effective manner and it
directly leads to accomplishment of desired goals and objectives (Wu, Mei, 2013).
Transformation: It is the last stage where concept of social media supports in
transforming organization along with its stakeholders into collaborative network. So, this also
builds business strength and in turn desired goals and objectives can be accomplished easily.
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Figure 1: Social media model
(Source: Social media maturity model, 2015)
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CHAPTER 3: METHOD OF ANALYSIS
3.0 Introduction
For conducting the entire research in appropriate manner it is necessary to select
appropriate method of analysis so that favorable results can be obtained easily. In the present
study main focus is on identifying the social media practices of Tesco with the motive to share
corporate events with customers (Charlesworth, 2014). It has become one of the most significant
tool through which business can easily accomplish its long term aims and objectives. Apart from
this market trends are changing at faster pace and customer’s expectations are rising. Target
market is interested in knowing about the corporate events organized by the business and
information regarding the same satisfies their need.
On the other hand, for conducting method of analysis, business operations carried out by
Tesco have been considered and they have been compared with its major competitors in the
market. Main competitor of Tesco is Sainsbury where business also offers retail products in the
market (Holzner, 2008). Analysis has been done by calculating various ratios which helps in
knowing which business is operating efficiently in the market and on the basis of same
recommendations can be provided to improve overall performance.
3.1 Comparative analysis of Tesco and Sainsbury
Ratio Tesco Sainsbury
Gross margin -3.39 5.08
Asset turnover 1.32 (Annual Report and
Financial Statements., 2014)
1.44
Return on invested capital -23.54 -1.01
Current ratio 0.60 0.64
Quick ratio 0.42 0.48 (Annual Report and
Financial Statements., 2014)
Net Profit 43573 £m 68100 £m
Market share 28.5% 16.8%
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3.2 Analysis of the data collected
Above shown is the comparative analysis of both Tesco and Sainsbury where both the
companies are operating in the same sector. Overall analysis has shown that performance of
Tesco is lower as compared with Sainsbury in the market. Sainsbury’s gross margin, asset
turnover, current, quick ratio is higher as compared with Tesco. Apart from this, market share of
Tesco is higher as compared with Sainsbury. It is necessary for Tesco to take corrective
measures so that market performance can be enhanced easily and in effective manner (Yarmen
and et. al., 2016). Further, to boost profit margin adoption of social media practices is very
important for business and this can lead to accomplishment of desired aims along with
objectives.
This method of analysis considered is very effective for the entire company. Customer
base of Tesco is also strong as compared with Sainsbury in the market as product range offered
by Tesco is much more effective as compared with other business. Tesco strongly focuses on
practices associated with product development which has assisted business to enhance its
worldwide presence in the market (Eriksson and Ingelsson, 2016). One of the main reasons
behind undertaking comparative analysis is to know effectiveness of social media in sharing
information of the company. This tool is effective for the business in every possible manner.
Similarity between Tesco and Sainsbury Differences between Tesco and Sainsbury
Strategies employed by both the companies in
order to strengthen performance are almost
similar
Product range of both the companies are
different
Financial base of both the companies is strong Sainsbury financial performance is stronger as
compared with Tesco
Efficient workforce (Annual Report and
Financial Statements, 2014)
Sainsbury worldwide presence in the market is
high
High use of technological tools Sainsbury strongly focuses on product quality
as compared with other attributes (Annual
Report and Financial Statements, 2014)
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CHAPTER 4: SYSTEMATIC REVIEW
4.0 Introduction
In the present research all research methods have been considered in appropriate manner
where different layers are present which have enhanced efficiency of the entire research. Further,
Layer 1 is linked with philosophical stances, layer 2 highlights the range of approaches, layer 3 is
linked with the strategies, layer 4 represents choices, layer 5 is linked with the time horizon and
layer 6 supports in knowing the overall procedure and techniques. Therefore, all these layers
have been considered in appropriate manner for the accomplishment of aim of the study. All the
research methodological tools being undertaken are appropriate through which expected findings
can be easily gained (M, 2016). Apart from this, Saunders research onion has been strictly
followed so that methodological tools can be undertaken considering the nature of study and it is
also effective. Apart from this, the secondary analyses being undertaken in the research have also
assisted in systematic review so that favorable outcomes can be attained easily. Apart from this,
the systematic review of the present research relies on different factors where the views given by
various authors on social media practices have been considered. Further, the sources considered
are efficient enough in accomplishment of expected results.
As per the views of Shmatko (2016), Layer 1 highlights the range of philosophies which
are linked with the research and it considers different tools adopted in the research such as
positivism, realism, interpretivism, subjectivism etc. By undertaking each and every tool it is
possible to accomplish aim of the study (Shmatko, 2016). However TAN, Muskat and Zehrer
(2016) argued that the second layer is approaches undertaken in the research which are deductive
and inductive. Selection of approaches depends on the nature of results and its selection leads to
fruitful results. Third layer is strategies which are case study, experiment, action research,
ethnography etc (TAN, Muskat and Zehrer, 2016). Selection of strategy depends on the aim of
research. According to Henderson and Bowley (2010) fourth layer is also important which
highlights choice and they are different methods such as mixed, mono and multi. Fifth layer is
linked with time horizon and it involves cross sectional and longitudinal and they highlight the
time required in completing research (Henderson and Bowley, 2010). Last layer is technique and
procedure which shows the data collection tools employed along with analysis.
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4.1 Comparative analysis
Comparative analysis of Tesco has been carried out by calculating ratios and with the
help of this it has been identified that business is not operating efficiently in the market as
compared with Sainsbury. Without comparative analysis it is not possible to conduct systematic
review and it can prevent from attain expected findings (TAN, Muskat and Zehrer, 2016).
Moreover, different chapters have been considered in the present study for the purpose of
analysis where in the starting introduction has been carried out which highlights about the topic.
On the other hand various evidences have been taken from the secondary sources present and
this has lead to fruitful results which is beneficial for the entire study. Therefore, with the help of
this it can be easily said that the systematic review part being undertaken is effective and
supported in accomplishment of aim of the study. Method of comparative analysis has shown
that social media marketing practices of both Tesco and Sainsbury are effective where both the
businesses employ on this tool in order to share information with the target market. Apart from
this, Tesco strongly relies on social media such as facebook and other types of networking site
through which information regarding corporate events are shared and this in turn acts as a
development tool for the entire business in the market where both companies operate. It has
enhanced long term performance of companies such as Tesco and Sainsbury and has worldwide
presence in the market (Eriksson and Ingelsson, 2016).
4.2 Issues in comparative analysis
Further, while conducting comparative analysis, various issues were found where major
one was lack of knowledge as it was not possible to identify the overall social media practices of
both companies named Tesco and Sainsbury. Lack of knowledge has prevented from
accomplishing aim and objectives of the study. Another issue was time constraint where limited
time was present in order to conduct the entire research. So, this also acted as an issue.
Therefore, these are some of the major issues encountered during comparative analysis.
4.3 Evidence
For the present study data has been collected from secondary sources linked with social
media and this has enhanced efficiency of the study being conducted. Views of different authors
have been considered which with the help of different studies it has been found that social media
as a tool allows business to enhance overall performance in the market (Bronnenmayer, Wirtz
11

and Göttel, 2016). Various research carried out has highlighted that social media has assisted
various companies to enhance market performance and it has lead to accomplishment of desired
aims and objectives. Apart from this, to gain information in relation with social media as
marketing tool is beneficial as this has provided base to the entire research. Moreover, no doubt
it saves time and cost associated with information sharing. Social media has supported
competitive strength of the business in the market and they are able to build stronger relationship
with target market on continuous basis (Quach, Jebarajakirthy and Thaichon, 2016). Apart from
this, it is possible to deal with the range of challenges present in the business environment and
has assisted in accomplishment of desired aims and objectives. This evidence has provided base
to the entire research where expected findings can be attained easily. Majority of the businesses
operating in the market totally depends on social media as a tool for sharing important
information with the target market and this has become one of the main reasons behind growth of
companies in the market.
Apart from this, it has assisted in identifying the actual requirement of the customers
which is also one of the main motives of business. The entire part of evidence has been shown in
the literature review where different authors have shown the benefits of social media in
promotion of products and services in the market (Sukresna, Hamilton and Tee, 2016).
Moreover, it has assisted business to gain competitive advantage where they can easily focus on
accomplishment of desired aims and objectives. Apart from this, social media has assisted in
retaining customers for longer period of time and has supported to deal with the rise in
competition level in the market. Through the literature review part carried out it has been found
that large number of businesses in the market relies on social media for promotion of products
and without this tool it is not possible for them to survive in the market (Kaur, Chauhan and
Medury, 2016). Without this marketing tool it is not possible for companies to share information
at global level. Further, it is well known fact that social networking sites have wide coverage
where information through the world can be shared easily. In case if any other source is
undertaken for sharing corporate events then it will be of no use. It can also assist business in
knowing what the actual expectations of its customers are and same can be met easily for growth
and benefit of the company.
Various articles undertaken have highlighted the benefits of social media which involves
positive brand image, supports to deal with rise in competition level in the market, develops
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credibility, enhances brand equity along with recognition etc. All these benefits are unique in
nature and can provide every kind of support to business in the market. Apart from this,
organization can easily deal with the challenges being present in the external environment. Social
media supports in growing long term audience where this tool is capable enough to attract
customers in the market on long term basis (Shmatko, 2016). Further, business has to apply
lesser efforts in maintaining relationship with its target market as networking sites such as
facebook and twitter helps in knowing the actual needs of customers and kinds of information in
which they are interested to obtain.
One of the key characteristics of social media is that it influences purchase decision of
the target market as customers prefer to purchase products of that brand which is capable enough
of influencing their purchase decision. By sharing appropriate information timely it is possible
for business to obtain customer interest on timely basis. For the purpose of evidence theory of
social media has been undertaken in the literature review part which highlights the key benefits
obtained by business through adoption of this tool for the purpose of marketing. Its main
elements were engagement, authenticity, substance and connections. All these elements
highlights how social media as a tool builds competitive strength and allows company to share
important information with its target market. Large numbers of customers are interested in
knowing about the corporate practices and same build brand image also. Without satisfying
information need no business can efficiently operate in the market and it sometime leads to
decline in market performance. Apart from this, corporate events such as meetings, or any other
type of event being undertaken by business for welfare of society has to be shared with target
market (TAN, Muskat and Zehrer, 2016).
This represents that business is working in favor of customers and customer retention
becomes easier for organization in the market. It is expected that networking sites has positive
impact on the brand image of business and in turn all the major challenges can be tackled easily
for sustaining in the market for longer period of time. Therefore, the evidence part clearly
represents that social media as a tool is effective for the business especially at the time of
accomplishing desired goals and objectives. It has provided wider platform to business so that
they can easily share different types of information with the target market and customers may
perceive brand in a positive manner.
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4.4 Social media theory
Figure 2: Social staircase model
(Source: 3 SOCIAL MEDIA MODELS THAT WILL GUIDE YOUR BRAND INTO THE
CONVERSATION LANDSCAPE, 2015)
Main evidence has been identified which is from the theory of social media named social
staircase which takes into consideration series of stages such as strategy, presence, tools and
conversation. Business strongly focuses on all these stages for its growth and survival in the
market. Apart from this, the stage of strategy is crucial where business establishes an effective
strategy for enhancing business performance in the market. Next stage is also crucial which
highlights presence and in case if company provides proper value to customers then its market
presence can be enhanced easily and in proper manner (Bruhn, Schoenmueller and Schäfer,
2012). Main motive of every business behind carrying out operations in the market is to enhance
its presence worldwide and this is possible through social media practices such as tools
facebook, twitter etc. Next stage is tools which is associated with the selection of appropriate
media for communicating brand values. Company like Tesco has employed facebook as a tool
for sharing corporate information. Last step is conversation which is associated with sharing
information the customers for enhancing their satisfaction level. Therefore, in this way all these
steps are followed in proper sequence for growth and development of enterprise in the market
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where business operates (3 SOCIAL MEDIA MODELS THAT WILL GUIDE YOUR BRAND
INTO THE CONVERSATION LANDSCAPE, 2015).
4.5 Conclusion
Through evidence and overall analysis it has been identified that social media is one of
the most crucial tool through which it is possible for businesses to share information in relation
with corporate events. Further, one of the key characteristics of social media is that it influences
purchase decision of the target market as customers prefer to purchase products of that brand
which is capable enough of influencing their purchase decision. Moreover, various articles
undertaken have highlighted the benefits of social media which involves positive brand image,
supports to deal with rise in competition level in the market, develops credibility and enhances
brand equity along with recognition.
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CHAPTER 5: CRITICAL EVALUATION
As per the views of Falls and Deckers (2011), social media is considered as one of the
most effective tool with the motive to promote corporate events. Further, it provides large
number of benefits to business such as wide coverage where it is possible to share information
worldwide. Moreover, in the present era with the motive to enhance market performance of
business it has become easy as information sharing along with other type of information with
target market is easier (Falls and Deckers, 2011). Apart from this, by undertaking the networking
sites such as facebook, twitter etc it has become easy for businesses to share their corporate
events with those of target market and it is having positive impact on the brand image also.
However Hinson and Kodua (2012) argued that majority of the customers in the modern era are
interested in knowing about the corporate practices of the business along with the other type of
affairs. Therefore, in this case considering the networking sites is easier for business and it
supports in gaining competitive advantage. Further, one of the main advantages of using
networking sites is that they have wide coverage where large number of customers can be shared
information easily and quickly (Hinson and Kodua, 2012). Therefore, this also acts as
development tool for the business and assists in gaining competitive advantage.
According to Kaur, Chauhan and Medury (2016) social media has become one of the
most crucial marketing tool for the business where it supports in building competitive strength
and allows to gain competitive advantage also. Without considering such practices it is not
possible for company to operate efficiently and sometime leads to decline in overall
performance. Generally corporate events are organized by businesses for the welfare of society
and due to this reason sharing information in relation with the same is important (Kaur, Chauhan
and Medury, 2016). The present report is strongly based on practices of Tesco along with the
social media practices of enterprise. Further, business has adopted social media as one of the
main tool so as to understand about need and requirement of the target market. This has directly
acted as development tool for the enterprise and has assisted in gaining competitive advantage.
As per view of Levinson and Gibson (2010) in past various studies have been done in
relation with social media and the results have shown that it is one of the most effective tool for
sharing information and other form of crucial data with the target market. No business can
survive efficiently in the market without considering social media practices and it is must to use
sites such as facebook, twitter etc to share corporate events. Customers are considered as one of
16

the most important stakeholders of the business and in case if business is not able to satisfy their
needs then survival of company in the market become difficult (Levinson and Gibson, 2010).
Apart from this, social media practices also enhance level of customer satisfaction and
business can easily ensure where its practices are leading to rise in level of brand loyalty or not.
As per view of Poole (2011) through social media it is possible to build blogs and develop strong
relationship with customers on continuous basis which is considered as one of the main motive
of business behind carrying out operations in the market (Poole, 2011). Every business has to
develop its internal policies effective so that it is possible to build healthier relationship with the
target market and conducting overall operations in the market can be easier. With the overall
advancement in the technological level it has become necessary for companies to adopt new
tools with the motive to build strong relationship with customers.
Apart from this, without identifying customers need and responding back towards on the
basis of same no business can easily survive in the market. However Preston (2012) argued that
sharing of corporate events with the help of networking sites provides large number of benefits
to business such as rise in profitability level along with market share. These benefits are directly
fruitful for business and are must for sustaining in the market. This in turn directly acts as
development tool for the enterprise and supports to deal with the range of challenges being
present in the business environment (Preston, 2012). One of the key attribute of social media is
that it posses capability to influence purchase decision of target market and on the basis of same
they take decision whether to purchase products or not.
Social media practices allows business to share information at global level and this
information is quite crucial for the target market on the basis of which brand image of company
is developed in the entire market where operations are being carried out. This is also one of the
main reasons behind adoption of this tool and has provided large number of benefits to the
businesses such as stronger customer base etc. Social media platforms provide unique along with
zero cost marketing to the business so that it is possible to expand overall operations in the
market. Further, top authorities of the company totally rely on this tool so as to attain expected
outcomes which becomes reason for success of organization in the market.
According to Abernethy, (2012), facebook as a site allows developing personal
relationship with the customers where brand loyalty can be easily enhanced. Therefore, through
this it can be easily stated that adoption of social media practices has acted as development tool
17

for the enterprise where company is able to deal with the range of challenges being present in the
business environment. Development of brand is considered to be difficult for every enterprise as
competition level is quite high along with various types of challenges which may accomplish
enterprise from accomplishing desired aims and objectives in the market (Abernethy, 2012).
Adoption of social media practices are quite fruitful for the business where businesses can easily
sustain in the market for longer period of time. However, Charlesworth (2014) argued that
through adoption of social media as a tool, it becomes easy for business to accomplish its desired
aims and objectives. It has supported in gaining competitive advantage where business can easily
focus on other areas which are associated with success and growth in the market (Charlesworth,
2014).
Targeting customers with the help of social media tools have enhanced overall
performance of business in the market where it is possible to develop competitive strength on
continuous basis. According to Wu and Mei (2013) effectiveness of social media practices is
rising at faster pace where it is possible for businesses to enhance their market performance and
in turn it has acted as development tool for every enterprise in the market. Therefore, by
considering the views of large number of authors it has been found that social media practices
are quite fruitful for every business and in turn it has positively affected performance of
company in the market where operations are being carried out (Wu and Mei, 2013). Without
considering this tool it is not at all possible for company to focus on improvement of its
performance and it can surely lead to unfavorable results. Apart from this, market trends are
changing at faster pace due to which adoption of social networking sites such as facebook,
twitter is necessary for business in every possible manner.
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CHAPTER 6: DISCUSSION
On conducting the literature review part it has been found that businesses are directly
benefitted through adoption of social media as a tool. Further, with the motive to know about the
social media practices in better manner social staircase model has been considered which takes
into consideration series of stages such as strategy, presence, tools, conversation etc. Business
strongly relies on all these stages and following them in proper sequence assists in proper sharing
of knowledge along with information with the customers. The first stage is associated with
development of effective strategy which supports business and it is build by considering the
external environment in which company operates.
Development of effective strategy is associated with success of business in the market
and assists in grabbing market opportunities (Henderson and Bowley, 2010). So, considering this
stage is considered to be most significant for business and it leads to accomplishment of desired
aims and objectives. Further, the next stage is linked with presence which states that what kind of
value will be provided to the customers and where will be the customers able to find it. This
stage is also considered to be most crucial and leads to rise in efficiency of the business when
social media tools are considered in proper manner. In case if business has proper presence in the
market then large number of customers will be able to know about its services along with
products. The stage of tools is also crucial where it is possible for business enterprise to consider
social media as a tool with the motive to enhance brand value where majority of the customers
can be easily retained. Apart from this, large numbers of challenges are present in the business
environment due to which it has become necessary for enterprise to employ some advanced tool
so as to develop awareness in the market linked with its products and services.
No doubt through social media sharing of knowledge along with information becomes
easier. In short, adoption of networking sites such as facebook and twitter can become one of the
main reasons behind success of businesses in the market. The last stage in the social staircase
model is conversation which is linked with defining set of viral social spirals and initiating
conversation (Du, Bhattacharya and Sen, 2010). Therefore, the overall conversation taking place
between the customers and company is quite effective through which business can understand
actual requirement of customers and on the basis of same it is possible to respond effectively. In
short, it is necessary that appropriate knowledge and information must be shared between
customers and enterprise so that business can easily accomplish its desired aims and objectives.
19

Apart from this, the most crucial information is associated with corporate events and
information linked with the same can be shared that is associated with growth of enterprise in the
market. Further, the overall analysis has shown that company like Tesco relies on social media
practices for sharing data linked with corporate events and this enhances customer satisfaction.
Moreover, to serve large number of customers in the competitive market has become difficult for
business as many options are present in relation with single product. For promotion and market
purpose social media as a tool can be easily employed and this plays major role in the growth of
organization. Apart from this, large number of advantages of using social media as a tool is
present which involves rise in level of customer satisfaction, enhanced business performance,
strong customer base etc.
All these benefits can be fruitful for the businesses in the market and can support in
accomplishment of desired aims and objectives also. Theory of social media has reflected its
positive and negative side which every business has to consider. Sharing corporate events such
as company picnics, employee appreciation, conferences, seminars, business dinners, networking
events, product launch and shareholders meeting are quite important for business and customers.
Further, sharing of information regarding same with customers is quite beneficial as it supports
in development of brand image of business in the market (Drury, 2008). Such type of events are
carried out by organizations on continuous basis and it highlights that business practices are fair
and appropriate enough to meet with the requirement of target market. It builds overall strength
of enterprise to deal with the challenges present in the business environment and assists to
become market leader. So, with the help of this it can be interpreted that social media as a tool is
effective enough in sharing corporate events information. After applicability of different theories
in relation with social media it has been identified that it has assisted organization to perform
efficiently in the market. Overall effectiveness of social media the model of social staircase is
effective which takes into consideration series of stages starting from strategy, presence, tools
and conversation. All these stages are followed in proper sequence and allow business to build
strong relationship with its target market. First stage is strategy where plans are developed with
the motive to support business and this has favorable impact on the company. Next stage is
presence which is associated with the value that business will provide to the target market.
However Normore and Doscher (2007) argued that it is one of the most crucial stages as through
this company can know about its target market and their needs can be targeted efficiently. Tools
20

are another stage which is linked with the techniques through which company can share its brand
values. In order to better understand the concept of social media its maturity model is considered
to be quite effective through which situation of business can be known easily. The model directly
highlights maturity phase of business. Its key level involves Adhoc, experimental, functional and
transformation. Through applicability of different theories it can be easily said that social media
theories are quite effective of the businesses and in turn it has provided good platform to share
information in relation with the corporate events. In short, it has improved the overall
performance of company and accomplishment of desired objectives has become easy.
21

CHAPTER 7: CONCLUSION AND RECOMMENDATIONS
7.1 Conclusion
The entire study being carried out has supported in knowing about the effectiveness of
social media practices in sharing corporate events. Further, sites such as facebook, twitter etc are
effective enough in sharing corporate information with those of target market. Every customer is
interested in knowing about the practices of company along with the type of operations carried
out. This, in turn leads to competitive advantage and business can easily accomplish desired aims
and objectives. Apart from this, market is quite challenging and without building close contact
with customers no business can survive in the market. Corporate information such as conference,
meeting, product launch, etc. are associated with business growth and customers are interested in
knowing about the same. Overall analysis has shown that Tesco is effective enough in carrying
out overall operations in the market and through selection of social media tools such as facebook
and twitter, company is operating efficiently in the market. Business shares every type of
corporate information such as meeting, new product launch, conference etc and due to this
reason company is known as market leader in the retail sector worldwide (Bruhn, Schoenmueller
and Schäfer, 2012). No doubt, large numbers of challenges are present in the business
environment due to which adoption of social media tools are quite fruitful for the company and it
has assisted in accomplishment of desired aims and objectives. Without building strong
relationship with customers it is not possible for Tesco to survive in the market and it can have
adverse impact on the brand image of business also. It has assisted Tesco in building strong
relationship with its target market and has brought favorable results for enterprise such as strong
customer base, higher profits, rise in level of customer satisfaction etc.
Adoption of social media practices have allowed Tesco to understand about need and
requirement of its target market in better manner and has enhanced market presence. In company
like Tesco large number of corporate events are carried out such as celebration of different type
of events mother’s day, January sale, easter, may bank holiday and information regarding such
events is shared with customers on continuous basis so that they can know what kind of
operations are carried out by business and whether they are ethical or not (Tesco event calendar,
2015). This has surely developed trust and confidence in favor of company. Due to this basic
reason products of Tesco are first choice of the customers in the market. Every corporate practice
of Tesco is quite fair and they are effective enough to attract the customers towards products of
22

the enterprise. Further, it is a well known fact that when customers are provided with crucial
information timely then target market prefers brand for longer period of time and they do not
prefer to purchase other type of products offered by other businesses. Sharing of information
regarding corporate events has enhanced sales volume of enterprise. Apart from this, no other
type of effective source is present through which market performance of business can be
enhanced easily. For betterment of company adoption of social media tools such as facebook,
twitter is must and it will also support companies in long term. Tesco has direct partnership with
charity and information regarding the same is published on networking sites. So, it has also
supported in raising brand awareness in the market where Tesco has become one of the most
preferred brand in the market as compared with other retail companies.
Adoption of social media tools have assisted in gaining competitive advantage to Tesco
where business is efficient enough in knowing about the change in social trends in the market
along with other form of patterns. Moreover, to deal with the challenge such as competition
becomes easy and it also contributes in the success and growth of business in the market where
Tesco operates. Tesco has developed its own page on facebook where customers are allowed to
comment in relation with its corporate events shared and it provides idea in relation with the
practices of enterprise (Ghodeswar, 2008). It has built competitive strength of enterprise in the
market which is also one of the main motives behind conducting overall operations. But on the
other hand comparison of Tesco’s performance with those of Sainsbury has highlighted that its
performance is comparatively low due to which it is necessary for enterprise to take corrective
actions for its betterment. This can support organization in long term and in turn sustainability
issues can be easily faced. Therefore, with the help of this it can be concluded that social media
has allowed Tesco to improve its performance in the market where enterprise is able to develop
strong relationship with its target market by sharing corporate information through facebook,
twitter etc.
7.2 Recommendations
On the basis of conclusion, there are some recommendations to Tesco which business can
undertake for enhancing its growth by indulging into effective social media practices. Following
are the main recommendations to business:
23

 In order to attract customers time to time information shared with the help of social
media sources must be updated so that right kind of information can be shared with
target market and this in turn can assist in enhancing their satisfaction.
 At the time of sharing information regarding corporate events main focus must be on
highlighting its relevance so that customers can know how the useful information can be
utilized in appropriate manner. Further, it is well known fact that customers are
interested in obtaining only such type of information that is relevant so same can be
shared easily.
 Networking site such as facebook must be used rather than other as majority of the
people in the modern era have access to this site rather than other.
 Company must encourage its customers to comment on the kind of information being
shared with them. This can support business in knowing whether the data shard is useful
for them or not.
 On continuous basis such as weekly, monthly etc information regarding corporate
events must be shared with target market so that brand loyalty may be enhanced easily
 Time to time survey must be carried out so as to know that right kind of information is
being shared with target market on the basis of which they perception is developed in
relation with the company
 More emphasis must be on development of content so that it can be ensured that kind of
information shared with relevant and is effective enough in attracting target market.
 Proper plans along with strategies must be developed so as to share data with the help of
social networking sites.
 Apart from social media business must also focus on adoption of some alternative tools
with the help of which information regarding social events can be shared easily and this
can develop trust towards the business in the market. More technologically advanced
tools can be undertaken for building relationship with target market which is convenient
and time saving also.
So, these are some of the main recommendations to Tesco through which it is possible for
enterprise to indulge into proper practices of social media. This can directly bring favorable
results for the business in terms of rise in profitability level and market share. Along with this, it
is must for enterprise to ensure that right content is being shared with target market and is
24

acceptable by majority of the customers in the market. Through this, enterprise can easily retain
its loyal customers and in turn long term benefits can be attained easily. So, by considering all
these recommendations, it is possible for Tesco to grab the range of opportunities that are present
in the business environment.
25

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