Effect of Marketing Strategy on Competitive Position in Supermarket Industry: A Comparison between Tesco and Lidl

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Added on  2023/04/23

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This study compares the marketing strategies of Tesco and Lidl and their impact on competitive position in the supermarket industry. Mixed research method is used with a sample size of 30. Primary and secondary data collection methods are used. Research limitations include time, cost, and effort. Suitable marketing strategies for the organization are discussed.

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The effect of marketing strategy
on firm competitive position in the
supermarket industry: a
comparison between Tesco and
Lidl
STUDENT ID

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Introduction
Demonstrates the different research method
Discuses sample size
Demonstrates data collection methods,
research timeframe, and resources.
It shows questionnaire
Research limitation of the study.
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Research method
Research method
Mixed research method will be practised by the
researcher (Ahangari Nanehkaran, 2013).
Why select this method
To get the benefits of both qualitative as well as
quantitative research method.
Suitable with subjective nature of research (Clark,
2013).
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Sampling and sample
size
30 people were selected to conduct this study.
For conducting, the probability sampling
method will be practiced to the researcher.

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Data collection
Data collection method
Primary data collection method
Secondary data collection method
Primary data collection method sources:
e-mail
telephonic conversation (Meyer, Kamens, and Benavot,
2017).
Interview method
Secondary data collection sources
Academic sources
Company sites
Online and offline sources
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Cont…(Time frame)
Research milestone Initial Day Last Day
Duration
(months)
Identifying research issue 22-01-2019 22-02-2019 30
Literature Review 23-02-2019 24-03-2019 31
Data gathering by considering certain
differ sources like primary and
secondary 25-03-2019 25-05-2019 60
Data anslysis 26-05-2019 26-06-2019 30
Final submission of report 27-06-2019 28-07-2019 31
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CONT…(resources)
S.No Resources
1 Identifying research issue
2 Literature Review
3 Data gathering by
considering certain differ
sources like primary and
secondary
4 Data analysis
5 Final submission of report

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Questionnaires details
(Primary questions)
Close-ended interview questions
Demographic factor
Please mark your gender
Masculine
Feminine
Please mark on your age-group
Under 22
23-26 years
27-31 years
More than 31
Please mark your experience
Less than 1 years
2-6 years
7- 11 years
More than 12 years
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Cont…
Section B: Marketing Strategies
To what extent does your retail store use the
following marketing strategies? Use 1-Not at all,
2-Small extent, 3-Moderate extent, 4-Great
extent and 5-Very great extentMarketing
Strategies
1 2 3 4 5
Product
strategy
Pricing
strategy
Distribution
strategy
Promotion
strategy
Physical
evidence
strategy
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Cont…
To what extent has the adoption of various
marketing strategies by the retail outlet
affected the following performance indicators.
Use 1- Very low extent, 2-Low extent, 3-
Moderate extent, 4- Great extent, 5- Very great
extent.
Performance
indicators
1 2 3 4 5
Increase the
profits of the
outlet
Increased
company sales
volume
It helps in
increasing
market share
of the retail
outlet
Marketing
strategies
increases
customer
satisfaction

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Interview questions
Primary Question (Quantitative question)
Which marketing strategies could be effective for
the organization?
Secondary Questions (Qualitative question)
What is the benefits of marketing strategies in
providing the competitive benefits to company.
Do you explain that how marketing strategies
could impact on competitive position of the firm
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Research limitation
Research limitation factors
Time (Peck, 2013).
Cost
Effort and money
Evaluation of diverse information
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Conclusion
Suitable method could be effective for getting the favourable
result.
Primary and secondary data collection method could lead to
get conceptual and numerical information
Time frame and resources could be imperative to
comprehended the research activities

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References
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.
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.
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