Strategic Problems & Opportunities Faced by TESCO in Malaysia
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This report discusses the current strategic problems and opportunities faced by TESCO in Malaysia, including employee turnover, brand positioning, and diversification. It also provides recommendations for strategic improvement.
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STRATEGIC MANAGEMENT
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Table of Contents INTRODUCTION................................................................................................................................3 1. Explain current strategic problems & opportunities faced by TESCO in Malaysia....................3 2. Analyse Tesco marketing & innovation strategy transformation designed to position the company on cutting edge of consumer trends.................................................................................4 3. Examine TESCO’s strategy of developing healthy lifestyle or go green concept in Malaysia...5 4. Contrast performance of TESCO with nearest competitor in Malaysia......................................6 5. Provide recommendations to management of TESCO on ways to improve strategically in Malaysia...........................................................................................................................................6 CONCLUSION....................................................................................................................................8 REFERENCES.....................................................................................................................................9 Books & Journal:.............................................................................................................................9
INTRODUCTION Strategic management is the concept of making decision making in organisation which leads to growth as well as development of position of firm. Each and every firm uses strategy in markettodealwithcompetitorsaswellasrivals.TESCO,amultinationalcorporation headquartered in UK. It is a diversified company which deal with variety of products and services. This report includes strategic problems & opportunities, TESCO marketing and innovation strategy, firm strategy for developing healthy lifestyle & comparison of TESCO with competitor in Malaysia. 1. Explain current strategic problems & opportunities faced by TESCO in Malaysia TESCO has expanded its business at wider level and in Malaysia with strategic alliance between TESCO PLC UK & local conglomerate. The first store of corporation was established in 2002 February, opening its first hypermarket in Puchong, Selangor. In 2004, enterprise acquire Makro Cash and Carry in Malaysia which was local merchandiser and brand was renamed to Tesco Extra. Current strategic problem faced by Tesco is mentioned below- Employee high turnover rate (Retention Strategy) -Main issue faced by TESCO in Malaysia is that turnover rate of employee is high in firm and it is becoming difficult for entity to prepare proper retention strategies for employees. This has leads to low profit and higher expense of business. It is seen that mostly front departments (cashiers) are leaving the job which contributes firm around 80% of the profit. Thus, HR manager of enterprise is not able to the deal with situation in proper manner. In Malaysia, retail industry provides highest percentage to their economy GDP. Thus, they need to develop effective retention strategy so that turnover rate reduces (Wood, 2016). Brand positioning- Another issue faced by enterprise is creating brand positioning in Malaysia is difficult task. This is because most of products and their advertising is prohibited in Malaysia and makes it challenging for business to market their business in appropriate manner. Brand positioning is vital for business because it creates image in the eye of customers. In relation with chosen firm, due to well brand positioning of brand across the globe they have been able to survive in market but not for linger period of time(Teh, 2016). Strategy opportunity- Diversification- Main opportunity for TESCO is to be that they have opportunity to adopt the diversification strategy because of profit earned by firm in Asian countries 6% larger than the UK d which is 3%. Thus, enterprise is now opening around 760 more new stores in Thailand combining Malaysia. So, company has chance to do the business and introduce more new product in market. After a brief analysis of above matter it is stated that strategy is important for every firm to
adopt in proper way. This is because firm can use these strategies as competitive advantage in market for growth as well as development. Implementing them is not easy task so proper analysis is to be done when adopting and applying them in business. 2. Analyse Tesco marketing & innovation strategy transformation designed to position the company on cutting edge of consumer trends In business, marketing and innovation are essential part of organisation so that sustainability of firm increases for longer period of time. Thus Tesco also uses marketing as well as innovation strategy to position the company in country for example in Malaysia they introduced club cards and green club cards to customers in which points were given to end users in which customers can earn points while shopping. Green club point’s cards are earned by customers when firm bags are re-used by end user. These are equal to normal points, but are being considered as separate when they are listed to accounts and statements. Also to transform their position they have started green club card League to advertise positive behaviour in business environment(Haddock-Millar, 2015). Further, brand value of TESCO is being considered as best way of maintaining position of companyinMalaysiabecauseitprovidescheapproductsandgoodsascomparedtotheir competitors as well as rivals. Customer focus-TESCO main objective is to earn customer loyalty by providing them quality of products and services. So they adopted customer focus strategy in Malaysia to attract more and more customers for their product. With help of this strategy, Tesco is able to position their brand value in market. Customer focus is essential as it helps to understand their switching behaviour and needs as well as changing demands. This strategy is important so that advertising of product is done accordingly(Fatricia, 2017). Market & product development- Green club cards- In Malaysia, firm has introduced green club cards league as well as sports and champions because TESCO Malaysia are more focused towards the green agenda of environment. This motivates customers to use their own bags and collect points which can be further used at the time of shopping. This is the innovation and marketing transformation that they used in business for their business position. TESCO Application&Club App- Anotherinnovationdonebyfirmisthathave implemented their own online app through which same day deliveries are done to customers also with club app they can manage theory earned points(Lau, 2019). After a brief analysis of above matter, it is analysed that marketing and innovation both play vital role in business and is to be carried out in appropriate manner. These strategies assist enterprise to manage customers and deal with market uncertain situations in effective manner.
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Further, when changes are to be adopted manager of firm ensures that everything is done in appropriate manner. Because a wrong decisions in such tactics might affect the business at depth & infrastructure at wider level. 3. Examine TESCO’s strategy of developing healthy lifestyle or go green concept in Malaysia In organisation, firm focus on earning profit but besides this they also maintain and manages as well as use strategy & tactics for business. In relevance with TESCO, they also have contributed towards healthy lifestyle and go green concept in Malaysia. Firm is developing healthy lifestyle of people in Malaysia by establishing green campaign at various locations in the country. Also, they are providing more energy drinks and soft drink with less sugar as well as without sugar. This attracts more customers who are health conscious and prefer gym products and goods. Go green concept is being started by TESCO with motive of protecting environment and creating positive energy in country amongst the people. Moreover, strategy has been used by firm for developing healthy lifestyle such as Green Club Cards has been introduced by entity so that fewer resources are used in packaging, bags, distribution etc. Through this process and strategy customers re-use bags for shopping and earn points(Ghaffarkadhim, 2019). Further, to develop healthy lifestyle they deliver most of products with high sugar and have removed by taking out 4100 tonnes of sugar. This makes them customer focused brand at broader scale.They are also able to develop go-green concept in Malaysia by doing and packing of product and good with minimisation of plastic. Moreover, with establishment of go green campaign everywhere customers also support them in their operations appropriately. Also it has been found that WWF- Malaysia has rated TESCO as most sustainable retailers in Malaysia by scoring about 74 % which is mainly because of contribution towards firm for development of green environment. (Leiblein, 2019). 4. Contrast performance of TESCO with nearest competitor in Malaysia TESCO Malaysia and Fresh cart both are one of the most well-known retailers in country who deals in variety grocery and other variety of products as well as services. Comparison BASISTESCOFRESHCART CEO SCOREScore of TESCO CEO is more thanFreshcartwhichis 70/100. CEO of fresh cart has score of 67/100
PROFIT MARGINAs TESCO is a brand and due toitscheapproductsand servicesithasbeenableto generatemorerevenuethan Fresh Cart which is more than $982.2000. Fresh cart also deliver door to door service in Malaysia but generatelessprofitmargin than TESCO which is 5% less from Tesco generating scale. Network Chain TESCOhaslargernetwork chain as compared to TESCO andwhichhelpsthemto acquiremoreresourcesin effective manner. Network chain of Fresh Cart is within the region and limited outside the region. After a brief overview of above paragraph, it has been stated that both firm contribute profit to economy. Performance of both firms is different from each other but deal in the same industry; retailing. By comparing both the organisation, it depicts that TESCO is performing better than Fresh Cart in terms of business. This is because of developing new strategies & tactics in enterprise(Hitt, 2017). 5. Provide recommendations to management of TESCO on ways to improve strategically in Malaysia After reading the above report it has been seen that TESCO need to improve their ways of strategic and tactics in their management so that business grow as well as develop at rapid level. So, few recommendations has been given below which will assist corporation to manage functions & operations of business appropriately- It is recommended that TESCO need to adopt proper market research so that decision making id done properly in managementWDD(Meyer, 2017). Another recommendation is that, to develop more new strategies towards go green concept they should implement more and more green campaign so that people get motivated towards environment and optimistic energy takes place. Further, when marketing strategy & innovation is developed needs and demands of customers should be identified in proper manner so that conflicts as well as errors do not arise in near future.
Also, TESCO has to be take competitive advantage in market so that business is able to face challenges and competitors. This is necessary because it helps in developing making effective decisions & usage of resources efficiently. Another recommendation is they should update their management system so that why and what changes are needed are identified by manager. So, tactics and strategies are made accordingly. As TESCO is deciding to open new stores in Malaysia, they should take effective measures & do the promotion as well as marketing of product effectively with under government rules and regulation(Hitt, 2016). After a brief examining the above recommendation, it has been stated that using strategy is easy but implementing them effectively is difficult. Thus, proper measures and decisions need to be taken while applying them in business and management. Because a wrong use of strategy might affect the whole business and its operation(Michael, 2017).
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CONCLUSION After a brief analysis of above matter it is concluded that strategic management is essential for business to achieve goals and objectives in proper manner. Organisation uses strategies and tactics to be ahead in market and deal with rivals as well as competitors appropriately. Thus, with help of market research new opportunities and strategies are formulated & regulated. Also, to grow and develop business firm need to take responsibility towards environment which also results in increase in goodwill as well as credibility of enterprise. Thus, it also enhances sustainability of business for longer period of time. Hence, strategic management is the process through which organisations are able to deal with uncertain situations of market easily and properly.
REFERENCES Books & Journal: Wood, 2016. Multi-scalar localization and capability transference: exploring embeddedness in the Asian retail expansion of Tesco.Regional Studies,50(3), pp.475-495. Teh, 2016.Tesco Stores (M) Sdn. Bhd.: Employee Retention Strategy To Reduce Cashier Turnover Rate(Doctoral dissertation, Universiti Sains Malaysia). Haddock-Millar, 2015. Business Strategy and the Environment: Tesco PLC’s Declining Financial Performance and Underlying Issues.Review of Business & Finance Studies,6(3), pp.91- 103. Fatricia,2017.STRATEGIC ANALYSISOFTESCOSUPERMARKET.JurnalManajemen Terapan dan Keuangan,6(02), pp.69-86. Lau,2019.Regulations,opportunities,andkeytrendsoffunctionalfoodsinMalaysia. InNutraceutical and Functional Food Regulations in the United States and around the World(pp. 561-573). Academic Press. Ghaffarkadhim, 2019. Hypermarkets in Malaysia: Issues of Expansion, Distribution and Corporate Social Responsibility.International Journal of Psychosocial Rehabilitation,23(02). Leiblein, 2019. Foundations and futures of strategic management.Available at SSRN 3396754. Hitt, 2017. The intersection of entrepreneurship and strategic management research.The Blackwell handbook of entrepreneurship, pp.45-63. Meyer, 2017. The entrepreneurship‐strategic management interface.Strategic entrepreneurship: Creating a new mindset, pp.17-44. Hitt, 2016.Strategic management: Concepts and cases: Competitiveness and globalization. Cengage Learning. Michael, 2017. Discovery and coordination in strategic management and entrepreneurship.Strategic entrepreneurship: Creating a new mindset, pp.45-65. Bertoldi, P. and Boza-Kiss, B., 2017. Analysis of barriers and drivers for the development of the TESCO markets in Europe.Energy Policy,107, pp.345-355. Evans, 2018.The lean supply chain: managing the challenge at Tesco. Kogan Page Publishers. Dales, 2019. Variegated national retail markets: Negotiating transformation through regulation in Malaysia and Thailand.Economic Geography,95(1), pp.90-111. Vaicondam,2020.Hypermarkets‟E-commerceAdoptionamongYouthinPuchong, Malaysia.International Journal of Psychosocial Rehabilitation,24(01).
Alam, 2019. Evaluating the Effectiveness of Reward Strategy at Tesco: Evidence from Selected Stores in UK.Indian Journal of Industrial Relations,55(1).