The Effect of Marketing Strategy on Firm Competitive Position

This report investigates the impact of marketing strategies on the competitive positions of Tesco and Lidl in the supermarket industry. It compares the marketing approaches of the two companies, focusing on how Lidl uses low costs and service improvements to gain market share, while Tesco emphasizes customer needs and media advertising. The research aims to determine the effect of marketing strategy on company competitiveness. The study covers the marketing mix (7 Ps), service quality, and data collection methods, including primary and secondary data. It also discusses sampling techniques and potential limitations. The report references relevant articles and books, providing a comprehensive analysis of the topic. The research utilizes the marketing mix and service quality as key theoretical frameworks and employs data collection methods such as questionnaires and interviews to gather primary data and utilizes secondary data from books, online resources, and journals. The findings of the report are based on the collected data and provide insights into the effectiveness of the marketing strategies of both Tesco and Lidl.

The effect of marketing strategy on
firm competitive position in the
supermarket industry

Topic: (Company's Name) competitive strategy
The effect of marketing strategy on firm competitive position in the supermarket industry: a
comparison between Tesco and Lidl.
Research Question
Compare LIDL marketing strategy, how does TESCO marketing strategy affect its
competitive position in supermarket industry?
Marketing strategy is helpful in drawn from the market investigation and its main focus on right
product mix in context to attain more profit along with retain business. As comparison to Tesco,
market share of LIDL company is low but it is one of fastest developing company in
supermarket industry. In order to gain the competitive advantage at market place, LIDL
business firm will provide its products on low cost at marketplace and also make improvement
in quality of its services or products. It has many distribution hubs so that consumers can not
face any issues related to purchasing of products. Now, LIDL company will include its
consumers in any business process. It will provide the training to its staff members so that they
can deal with customers in a better manner and also pay attention toward them.
On the other hand, TESCO is also dealing in the supermarket industry. The marketing strategy
of TESCO is meet with satisfying the needs and demands of consumers and also compete with
its strong competitors at market place. The main aim of marketing strategy of TESCO is to be
regain stakeholders trust to brand (Peck and et. al., 2013). In addition to this, marketing strategy
of TESCO company makes extensive use of the media as well as print advertising in a
systematic manner to send the message about services and products to potential and existing
consumers. If firm will make the products on the basis of needs and demands of customers, then
large number of people will be attracted towards company. It will be helpful in provide the
competitive advantage to business and firm can sustain at market place for long period of time.
Outline of argument: “In this project, we are going to investigate... and try to argue
that...”
Content includes:
Research Aim
The aim of this research is “To determine impact of the marketing strategy and its influence on
the competitive position of company in supermarket industry.” A comparison among Tesco and
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Lidl.
Research Objectives
 To identify concept of marketing strategies.
 To examine the benefits of marketing strategies in providing the competitive benefits to
company.
 To determine impact of the marketing strategies on competitive position of Tesco and
Lidl.
Rationale of Research
This investigation is based on impact of the marketing strategy and its influence on the
competitive position of company in supermarket industry. There is a comparison between the
two supermarket firms and these are Tesco and Lidl. This research will help in maximise the
skills and well as knowledge of an investigator. Through this, researcher will able to conduct an
investigation in a significant manner and it will be helpful in attaining the positive outcomes.
What theory or set of concepts do you propose to use in this project?
1) Marketing mix
Marketing mix refers to combination of the different factors which can controlled through an
organisation to influence the customers to buy its services as well as products. It is an effective
marketing tool that company users to attain its set objectives within given period of time. The
marketing mix has 7 P's and these are Product, Price, Place, Promotion, People, Physical
evidence and process.
The competitive position is related to explaining how firm differentiate, develop value and
providing the product at market. Tesco company bring the new concept and apply it in business
for making its unique. The brand image of Tesco is strong with the high quality. In order to gain
the competitive position, Tecso company execute as well as apply the various marketing
strategies to assure that market share is stabilized and strong (Horner and Swarbrooke, 2012).
This firm also develops the business strategy for bring long- term development through
following consumers in to big developing markets. If the sales and revenue of company will be
enhanced as comparison to last time period, then it will show the competitive position of firm.
2) Service Quality
It refers to activity or action can be provided through one party to another. The main focus of
Tesco is to provide the better quality of services to consumers so that they can be satisfied and
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also can be retain for long period of time (Ahangari Nanehkaran, 2013). Improving the service
quality enhance satisfaction of consumers and leading to maximise sales as well as profit level.
What data collection methods do you propose to use in this project?
Data collection is an important process through which investigator gather as well as measure
information in a systematic manner. Mainly is it related with the test hypotheses in order to
evaluate the outcomes that help researcher to take reliable decision. With the assistance of this,
investigator collect relevant sources to find an effective answer to the research issue (Clark,
2013).
Methods to collect primary data- Primary data are those data which is not gathered before.
The different ways to gather the data are interviews and questionnaire. On the other hand, there
are two different methods of research and these are qualitative and quantitative. Both are more
effective through which; investigator can easily improve the chances of attaining positive
outcomes. In qualitative research method, data is measured on the theoretical basis. In
quantitative method, data is measures in terms of quantity. Both methods provide the accurate
as well as reliable information or data about specific research area.
Methods to collect secondary data- The methods to gather the secondary data are books,
online, journals, articles etc. These all provides the effective information about specific concept
and their negative and positive impacts.
Sampling technique- Sampling refers to process that is used in the statistical analysis to pre
identified observations that is taken from large population (Mujere, 2016). We use the sampling
because through this we can know the opinion of those people which have some knowledge
about concept. There are 30 people selected that we require to give questionnaire to them.
Limitations- At the time of collecting the data from small sample of people, there are some
problems face through investigator related to time and collecting data because people were in
fear of security of data, confidentially etc. (Meyer, Kamens and Benavot, 2017).
References to at least 6 articles or books relevant to topic and that you have read
Ahangari Nanehkaran, Y., 2013. Evaluation of e-commerce service quality using the analytic
hierarchy process (Doctoral dissertation).
Clark, G., 2013. 5 Secondary data. Methods in Human Geography, p.57.
Horner, S. and Swarbrooke, J., 2012. Leisure marketing. Routledge.
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Meyer, J.W., Kamens, D. and Benavot, A., 2017. School knowledge for the masses: World
models and national primary curricular categories in the twentieth century. Routledge.
Mujere, N., 2016. Sampling in Research. In Mixed Methods Research for Improved Scientific
Study (pp. 107-121). IGI Global.
Peck, H. and et. al., 2013. Relationship marketing. Routledge.
Please attach a copy of your project time planning schedule
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