Proposal and Justification for an E-Business Strategy at TESCO

This project presents a comprehensive proposal and justification for implementing an e-business strategy at TESCO, focusing on strengthening its marketing growth through both offline and online channels in the UK. The project analyzes the influence of ICT on e-commerce, the current usage of e-commerce applications in the UK, and the buying behavior of UK consumers. It explores TESCO's market growth via offline shopping and provides a rationale for the research, outlining aims, objectives, and key questions to be addressed. The analysis delves into e-commerce marketing concepts, factors influencing consumer behavior, and the categories of e-commerce shopping. It identifies determinants for TESCO's e-commerce strategy, including customer buying behavior and required e-commerce strategies. The project applies Marshallian's economic model and buyer behavior theory to analyze the factors and benefits of the e-commerce strategy, followed by an outline of the methodology, including philosophical, inductive, and descriptive approaches. The report also links the analysis with the objectives, provides recommendations, and discusses the future benefits of the proposed strategies for TESCO.