An Analysis of Internal Marketing Strategy Effectiveness at TESCO PLC

This dissertation analyzes the effectiveness of internal marketing strategies within TESCO PLC, a multinational retailer. The study explores the impact of internal marketing on employee performance, loyalty, and engagement. It delves into the theoretical and conceptual understanding of internal marketing in the retail sector, examining the relationship between investment in internal marketing efforts and employee outcomes. The research employs a mixed-methods approach, including literature review, data analysis, and case study methodology. Key themes include the impact of internal marketing on employee motivation, ethical considerations, and strategies for enhancing employee loyalty and innovation. The findings offer recommendations for improving internal marketing practices within TESCO PLC and similar retail organizations, aiming to improve employee retention and overall organizational success. The dissertation also explores the challenges and issues related to internal marketing strategies and suggests ways to overcome them.

DISSERTATION

ABSTRACT
Studies in past, particularly in regards to effectiveness of internal marketing strategy of
retailers has been built by ample number of researchers. Basically, internal marketing strategies
has helped business organisations in hitting their targets. Over the years, marketing department
of companies that are performing business at international level has developed strategies so that
employees could effectively stay motivated towards their jobs. Here, it can be said that a range of
strategies like compensation, bonus and more some of ideas that has helped companies like
Tesco Plc in meeting their goals and objectives in specified time frame. Including this, the reason
that came in front of considering this topic is that, over the years business firms has been dealing
with high employee turnover ratio and these all took place due to less motivation given to staff
apart from their staff. Therefore, this issue has raised ample number of problems for TESCO and
impacted negatively upon overall performance level.

ABSTRACT.....................................................................................................................................2
TITLE - “An Analysis on the Effectiveness of Internal Marketing Strategy of a Retailer”. A Case
Study on TESCO PLC.....................................................................................................................1
CHAPTER 1: INTRODUCTION ...................................................................................................1
1.1 Overview of the study......................................................................................................1
1.2 Background of the company.............................................................................................2
1.3 Aim of the research..........................................................................................................2
1.4 Objectives of the study.....................................................................................................2
1.5 Research Questions..........................................................................................................3
1.6 Rational of the study ........................................................................................................3
1.7 Research Structure............................................................................................................4
CHAPTER 2 : CRITICAL LITERATURE REVIEW.....................................................................6
2.1 Introduction of Literature Review....................................................................................6
2.2 Main Body........................................................................................................................6
Theoretical and conceptual understanding on the concept of internal marketing strategies in
the context of retail sector..................................................................................................6
Relationship between investment in internal marketing efforts and employee performance
within the organisational value chain................................................................................9
2.3 Conclusion of literature review......................................................................................13
CHAPTER 3 : RESEARCH METHODOLOGY..........................................................................14
3.1 Introduction of Research Methodology..........................................................................14
3.2 Main Body......................................................................................................................14
3.2.1 Research Philosophy...............................................................................................14
3.2.2 Research Approach.................................................................................................15
3.2.3 Research Strategy ..................................................................................................15
3.2.4 Research Choice ....................................................................................................15
3.2.5 Sampling.................................................................................................................15
3.2.6 Time Horizon..........................................................................................................16
3.2.7 Techniques and Procedures and research instruments ...........................................16
3.2.8 Data Sources...........................................................................................................16

3.2.9 Research Ethics.......................................................................................................17
3.2.10 Research Limitation..............................................................................................17
3.2.11 Research Reliability and Validity ........................................................................17
3.2.12 Research design....................................................................................................18
3.2.13 Data Collection Techniques..................................................................................18
3.2.14 Data Presentation Techniques...............................................................................18
3.2.15 Data Analyse techniques.......................................................................................18
CHAPTER 4 : DATA ANALYSIS...............................................................................................19
4.1 Introduction of Data Analysis........................................................................................19
4.2 Main body of Data Analysis...........................................................................................19
THEME 1: Knowledge about internal marketing................................................................23
THEME 2: Internal marketing develops positive impact on retailer..................................23
THEME 3: Benefits TESCO PLC can get through internal marketing...............................24
THEME 4: Internal marketing helps in enhance employee performance in TESCO PLC . 25
THEME 5: Different ethical issues related to execution of internal marketing strategies...26
THEME 6: Importance of employee performance at workplace.........................................27
THEME 7: Different internal marketing strategies retailer should be used.........................28
THEME 8: Internal training impact on the employees innovation......................................28
THEME 9: Different ways TESCO PLC should use to improve employees loyalty...........29
THEME 10: Internal marketing develops positive impact on employee loyalty.................30
..............................................................................................................................................31
THEME 11: Different issues related with internal marketing..............................................31
..............................................................................................................................................32
THEME 12: Ways to overcome from the internal marketing issues...................................32
REFLECTION......................................................................................................................34
CHAPTER 5: RECOMMENDATIONS AND CONCLUSION...................................................35
REFERENCES..............................................................................................................................38

TITLE - “An Analysis on the Effectiveness of Internal Marketing Strategy of a
Retailer”. A Case Study on TESCO PLC.
CHAPTER 1: INTRODUCTION
1.1 Overview of the study
Internal marketing can be defined as an effective promotional strategy, which is used by
business organisations to promote their products and services within the workstation among
staff. Basically, this is being done to enhance overall employee engagement in a company, which
helps in attaining specific goals and objectives in much effective and efficient manner. In other
words, internal marketing is said to be or considered as a philosophy management that stays
linked with staff members as these are the individuals who needs to have all the knowledge
related to organisation's products or service. This is said to be a step, which is required by every
single business organisation that is performing business in retail industry. With the help of this, a
company could effectively encourage, attract, create and retain talented employees that may aid
them in sustaining or gaining competitive advantages.
Along with this, there are ample number of strategies that can be utilised by a business
firm and these are : brand authenticity, product marketing, internal communication, employers
branding, project branding and so on. TESCO Plc is one of the famous United Kingdom's
multinational retailer, which was found in the year of 1919 by Jack Cohen has been taken into
consideration in this research in order to get deeper knowledge related to internal marketing
strategy and their uses. Customer's mindset basically gets changes on a regular basis related to
products and services offered by business organisations. This affects overall performance level
of a company like TESCO Plc and it is required for them to make alterations among goods in
order to gain customer's satisfaction. Away with this, internal marketing strategies or consists
with high range of benefits and these are : satisfied customers, compliances with protocols and
standards, positive and effective employee engagement, higher job satisfaction, enhanced
motivation level and so on. With the help of this, TESCO PLC or any other business organisation
performing at international level will gain ample number of competitive advantages and this
would aid them in sustaining in today's crucial business environment.
1

1.2 Background of the company
One of the United Kingdom's multinational retailer named as TESCO coming under top
and big four supermarkets of this nation. Basically, this firm was found by Jack Cohen in the
year of 1919 and it is headquartered in London, UK. This company has helped United Kingdom's
grocery sales to improve with three other famous retailers and these are Sainsbury's, ASDA and
Morrisons. Basically, these four have combined market share approximately to 73.2% in the year
of 2015. TESCO PLC is offering it's customers with high range of products and these are :
furniture, clothing, electronics, toys, internet, software, financial service, telecom services and so
on. On the other hand, if it is talked about staff members that the company is having around
472,000 staff members that are performing well and helping business organisation in sustaining
within the market for a longer period of time.
In present time, if it is talked about this business firm than the company consists with
high range of internal marketing strategies and these could be anything from e.g. programs,
product, price, communication and distribution. If it is talked about all these strategies then these
are fundamental and significant techniques which will boost the TESCO's relationship with both
staff and customers and hold them for long time and keep up solid connection with them.
Principle job of workers in the association is to pull in huge number of customers by giving
quality products and ventures at moderate cost. In past few years, company was dealing with
decline among their productivity and profitability, the reason that came in front was staff
members of TESCO were less motivated and due to this,
1.3 Aim of the research
Main aim of this research is “To analysis the Effectiveness of Internal Marketing Strategy
on Retailer”. A Case Study on TESCO PLC.
1.4 Objectives of the study
 To develop a theoretical and conceptual understanding on the concept of internal
marketing strategies in the context of retail sector.
 To determine a relationship between investment in internal marketing efforts and
employee performance within the organisational value chain.
 To analyse the relationship between employee loyalty to the internal marketing initiatives
from retailer.
2

 To examine ethical issues related to the implementation of internal marketing strategies
in the context of TESCO PLC.
1.5 Research Questions
 What are the reasons for international marketing?
 What are the routes to international marketing?
 What is the importance employee performance?
 How does internal marketing strategy relate to employee performance in the context of
retail sector?
1.6 Rational of the study
Basically, the reason behind conducting research is to develop effective strategies to
enhance the inner capabilities of a business organisation like TESCO PLC to could help them in
sustaining within the international market for a longer period of time. On the other hand, another
reason that came in front i.e. internal marketing basically aid a retailer in enhancing overall
performance, loyalty and engagement. Therefore, this could be considered as one of the effective
strategy, which will not only improve the knowledge of research but it will also aid readers too.
With the assistance of this, an investigator could easily perform all the tasks in specified
time frame and this may aid him in meeting the favourable outcomes for the chosen topic.
Another reason that came in front i.e. researcher has his own interest of performing the research
on this chosen topic, where employee performance could effectively be improvised with the help
of internal marketing strategy. Over the years, internal marketing strategies has taken lead over
other promotional activities within business firms that are dealing in retailing industry. On the
other hand, it has been found that most internal marketing efforts provide incentives for their
staff members to attain their specific daily and monthly targets. Away with this, it can also be
said that, it is much required for business firm's like TESCO Plc that this incentive for
something, which majorly motivates different range of people. It was mentioned in a survey
where wagers have asked with the question that, what sort of bonuses they require the most from
a business firm. This is where, they mentioned that nearby the holiday seasons. Basically,
survey has given favourable outcomes related to best motivated individuals through making
3

more money and least motivated by company parties. Information like this is important for
companies trying to create an enthusiastic workforce. Through this, TESCO Plc could sustain
within the market for a longer period of time, within today's competitive business environment.
(Sources : Internal Marketing, 2012)
1.7 Research Structure
Introduction : This is being considered as one of the crucial section in a research.
Basically, this sets aim, objectives, research questions and other related details to the chosen
topic. In present context, where investigator has taken into consideration of the topic i.e. an
analysis is going to be performed with the help of internal marketing strategy of a retailer and i.e.
TESCO Plc. On the other hand, it is also said that this section if developed inappropriately, then
it is may be possible that results would not come clear in the end.
Literature Review : Literature review section, mainly consists with information that has
been presented by researchers in the past. Basically, researcher in present context will be
considering different range of books, journals and different articles which are a part of secondary
4
Il
lustration 1 : Internal Marketing

research related to the chosen topic. Through this, maximum benefits will effectively be pulled
out in specified time frame considering the secondary approach. Along with this, this section is
also going to be enclosed with both perceptions of researchers, where critical analysis of the data
will be presented and this will aid in enhancing the knowledge of the researcher in specified time
frame. All the questions that has been developed by investigator in regards to the topic, will be
answered considering the perceptions and other details given by researchers in past.
Research Methodology : This section basically helps a researcher in conducting the
investigation in a rightful manner. This is where, investigator takes into consideration of
different range of methods, analysis, ethical considerations, philosophies, research data
collection tools and other elements as well that aid investigator in making the investigation much
more authentic in nature.
Data Analysis : In this phase of investigation, researcher mainly analyse the collected
data from both primary and secondary research methods. Through this, effectively results are
being gained by investigator in a short span.
Conclusion and recommendations : This is where the actual conclusion of all the
information and data is basically performed. In this section, all the results that came in front gets
presented. On the other hand, recommendations is also something which this section carries in
regards to both research and the chosen topic. This section of the investigation will directly aid
researcher in enhancing the knowledge of both investigators and readers as well.
5

CHAPTER 2 : CRITICAL LITERATURE REVIEW
2.1 Introduction of Literature Review
Literature Review can be defined as academic information, which is presented with the
both current and past knowledge. Along with this, it is also consists with substantive findings
and theoretical along with the methodological contributions on a chosen topic. On the other
hand, literature review basically consists with ample number of secondary sources, which could
be anything from books, journals, magazines and so on. Basically, this section do not stays based
on original sources like survey, questionnaire and so on that comes within the primary research
methodology. Along with this, if it is thought in a different way then literature review could be
done on the basis of both comprehensive and detail summary of investigation, that has been
performed in the past by different investigators. In present context, where the investigation is
being performed on the chosen topic and i.e. effectiveness of internal marketing strategy of a
retailer. On this, investigation will be done by researcher considering different range of sources,
which could be anything from scholars, books, journals and so on. Away with this, literature
review is also carries a range of elements like objectively, describe, clarify, enumerate and
evaluation done on a range of previous studies. This phase, mainly being performed among
objectives and questions that has been developed considering secondary sources. On the other
hand, objectives that are being developed in present investigation are going to be presented with
a range of factors and these are given underneath :
 This section consists with different range of elements, which mainly has helped
researcher in pulling out favourable outcomes related to the chosen topic and i.e.
effectiveness of internal marketing strategy of a retailer, which is TESCO PLC.
 Literature review also pulls detailed analysis and finds the information among previous
gaps that researchers has not been identified.
2.2 Main Body
Theoretical and conceptual understanding on the concept of internal marketing strategies in
the context of retail sector
As mentioned by Alexandra Twin, (2019), marketing helps a business organisation in
promoting products and services at international or national level. It has been found that,
6

marketing mainly consists with different range of elements and these are promotion, selling
strategies of services and products to consumers or to other business organisations. It can be said
that, all the range of activities along with different range of attempts, that internal marketing
strategies has given ample number of opportunities to business organisations that are performing
services at international level. This has helped them in sustaining within the competitive business
environment and this attracted number of consumers. On the other hand, it is also said that
keeping advertising introducing within the business environment of different products and
services has helped customers in purchasing the best product or services in specified time frame.
Along with this, the basic point of advertising is to discover what customer want and breaking
down whether it is conceivable to convey it at the reasonable or right cost. Internal marketing
ideas, mainly helps a business firm in maintaining the customers needs, enhances the number of
benefits, improvise number of deals and beat the challenges as well. There are for the most part
five marketing ideas that undertaking receive and execute. This idea for the most part related
with creation, item, selling, showcasing and cultural promoting. All these are basic and
significant for the achievement and development of an organisation like TESCO PLC.
As per the comments give by Margaret Rouse, (2019), internal marketing is mainly
consists with promotion a range of objectives, services and product to workers within the
organisation. Along with this, the main purpose of internal marketing is to enhance employee
engagement with the organisation's objectives and fostering brand advocacy. This sort of
marketing basically takes staff members of a business organisation within the retail industry as
targeted customers. On the other hand, internal marketing precise over inner relations between
staff members from every department of TESCO PLC.
This type of advertising carries recognition as a method of managing and it is utilised by
the association for promoting all their arrangements to every worker. In other words, internal
marketing is also being considered as a progressing procedure, which happens within the
workstation and engages or adjusts labourers at whole administration levels to reliably convey a
delightful client experience. Main task of internal marketing is to make gratitude and attention to
the business' points and quality. Here, it can also be said that marketing (internal) also causes a
business organisation like TESCO PLC to motivate staff members in a much effective and
efficient manner. This helps company in grabbing good position within the market where it is the
responsibility of workers to perform in achieving all the long term objectives and destinations for
7

grabbing a good position within the market. As given by Kristina Allen, (2019), internal
marketing strategy is specifically just not antithetic from the outside marketing strategy but this
could also be considered as story, which impacts on a range of actions that could help TESCO
PLC in meeting all the requirements in specified time frame. But, there is difference as well
among both internal and outside marketing strategies where in internal marketing targeted
individuals stays employees and on the other hand, if it is talked about outside marketing strategy
the targeted public stays customers that are looking forward to fulfil their specific needs. All
these are major internal marketing strategies which will help an organisation to promote their
products and services to their employees. Considering all the above information, it was also
mentioned by Jemma Smith, (2019), that retail industry is continuously playing a much effective
and efficient role for economic conditions of UK. It includes any organisation or individual
involved with marketing and selling of products or services to customers in direct manner. This
sector includes department stores, shops, supermarkets, market stalls, door-to-door sales people
and online retailers as well. Including Big 4 Supermarkets in the year of 2017, sales which was
generated by retail industry of United Kingdom was approximately to £395.00 billion. According
to the John Spacey, (2017), internal marketing introduces as a use of marketing techniques or
tools to deliver internal communication. Including this, if it is talked about various internal
marketing strategies that are present for retail business industry then these are presented
underneath:
Product marketing: This implements as a significant internal marketing plan that the
retail industry uses to promote their products first to workers and then to consumers. It is goods
or product marketing, distribution, delivery and sales. It is also separated from either the brand
design and design process in which new ones are studied and lunched. Afterwards, workers have
good understanding of the goods of the company and then manufacture those items for
consumers. This could be understood with a good example where, TESCO PLC wants to
introduce a new smartphone on the market, they will pay their workers this device for the first
time and evaluate their input on this phone. after it they manufacture such a service for the
consumers that will benefit the company by growing its market share and profits.
Internal Communications: To provide information, using strategic interaction,
advertising tactics and marketing. It's another significant internal business strategy that TESCO
PLC is following to provide its staff with detailed information about both the goods and services.
8

For instance: online content is the best route for a company to help its workers achieve their
interests and goals This goal relates primarily to the health of the workforce.
Creation of an understanding culture: This can also be considered as another crucial
approach, that would help TESCO PLC in building the internal marketing much more effective
for better engagement of staff members. It has been analysed that, without any sort of
discrimination an employee could effectively perform all the tasks in much more rightful and in
effective manner. Here, it will be required for TESCO Plc to keep on building their culture
considering diversity of different range of factors like religion, race, colour and so on. Equality
would directly help TESCO Plc in managing the performance level of both staff and company as
well in much more rightful and in effective manner.
Relationship between investment in internal marketing efforts and employee performance
within the organisational value chain
On the basis of John Dudovskiy (2016), Value chain refers is explained as process
through which an organisation adds the value to article consisting marketing, production and
provision of the after- sales service. It is set of the activities that an organisation operating in
particular sector to provide valuable goods for market.
Illustration 2: TESCO PLC Value Chain analysis
(Source: TESCO PLC value chain analysis, 2016)
9

It has been stated from given graph that it consists different activities and also useful for
the internal analysis of weaknesses and strengths. Different activities included in value chain
analysis mention below:
Inbound Logistics: It is a process concerned with storing, distributing and also receiving
the inputs internally. Under this, the relationship of supplier are main factor in developing value.
Operational management: TESCO PLC is multinational technology that praise through
the suppliers. Under this, products and raw materials are to be produced in to final product. The
value is to be added to goods at this stage as moves by manufacturing line.
Outbound logistics: After manufactures the goods, they are ready to distributed at the
distribution centres, retailers, customers and whole sellers.
Marketing and sales: The marketing should be assure that goods are targeted towards
right customer group. TESCO PLC developed effective marketing strategy and communicate the
competitive advantage to target group by using promotion mix.
Services: After sold the service or product to consumers, TESCO PLC provides the better
customer services to consumers so that they can able to tell their any queries and deal with
proper solution.
Internal marketing refers to promotion of products, services and objectives to staff
members with company. Its purpose is to enhance engagement with objectives of firm and also
fostering the brand advocacy. It plays a necessary role in increasing the performance of staff
members. In order to establishing effect of internal marketing on the employee performance,
conceptual framework is developing on the basis of different hypothesis:
Illustration 3: Conceptual framework related with employees performance
10

(Source: Conceptual framework related with employees performance, 2018)
H1: Internal empowerment positively influences employee motivation: Motivation is
most effective way to enhancing employee performance at workplace. Empowerment mainly
measures to enhance degree of self- determination and autonomy in people to enable them to
represent their interest in responsible manner. In TESCO PLC, the main role of manager is to
give empowerment to all staff members which helps in make improvement in value chain
analysis.
H2: Internal training positively influences employee innovation: Training is related
with developing specific skill to desired standard through practice and instruments. It is useful
tool that increase skill and capabilities of employees. If employees will be trained then they are
able to make some innovation in business. The main focus of trained employees is to promote
the services and goods of business to consumers.
H3: Internal processes positively influence employee productivity: The internal process
develop and also provide value proposition for consumers. Its objective is to attain strategy of
company. The internal process of TESCO PLC is related with the operational management,
services, marketing and sales. These all the process impact positively on productivity of firm
along with its performance level.
The relationship between employee loyalty to the internal marketing initiatives from retailer
On the basis of Josje Hoek, (2013), Employee loyalty is explained to staff members
which are more dedicated towards productivity of an organisation and also consider being a staff
members of firm in best interest. The loyal employees are more devoted to success of firm and
believe that they will be retain at workplace for long period of time. The loyalty of staff member
bring great revolution in whole organisation. In TESCO PLC company, there are large number of
employees working and their main focus on attaining the specific objectives within given time
period. In this, loyalty will aids TESCO PLC to attain aim on processing in to the right direction.
It enable enhance productivity of company and sustain long period of time at marketplace. On
the other hand, internal marketing aids TESCO PLC to maximise loyalty of employee towards
specific brand. Main advantage of internal marketing is to check effective purchase of employees
in context to accomplish organisational objectives within specific period of time.
According to viewpoint of Ots and Nyilasy, (2015), Training helps in introduce better
internal marketing technique that enhance work of team and also shared value among them.
11

Internal marketing helps staff members of TESCO PLC because it aids in improving
performance and gain benefits in an easy manner. On the other hand, Loyal employees plays a
necessary role in attract the more consumers with in specific period of time. In addition to this,
communication is considered as main part of internal marketing strategy as it helps an
organisation to communicate detailed information about goods to staff members. Through this,
employees can know about the cost, quality, durability and some other specifications about
products. It is helpful in enhancing customer base as well as brand value in competitive market.
Ethical issues related to the implementation of internal marketing strategies in the context of
TESCO Plc
On the basis of Bert Markgraf, (2019), Ethical issue refers to problem that needs an
individual or firm to select among alternatives that should be examined as wrong or right. In
business, ethical issues is situation where moral conflict arise and should be addressed. Various
ethical issues faced by TESCO PLC related to execution of internal marketing strategies mention
below:
Safety- This introduces ethical issue that is mainly faced through on organisation while
executive of internal marketing strategy. Company test the product before laundering at
marketplace but sometimes the products test on the staff members harm their body that
negatively impact on the business. From this, employees give their negative feedback towards
company and develop negative reputation. In addition to this, internal marketing strategy gathers
information on product use and also eliminate hazards effectively.
Privacy- Under this, company engaged in various marketing activities to collect
information and data of target market. There is a need to TESCO PLC to maintain privacy to
keep secure personal and financial information of customers otherwise it will develop negative
impact on business.
Deception- It is considered as ethical issue that mainly faced through TESCO PLC
during execution of internal marketing strategies like internal communications, project branding,
employers branding and many others. This kind of the marketing practices are unethical to
business.
These all are the ethical issues which mainly imopact on performance of company and its
productivity. In this, there is a need to TESCO PLC to consider ethical regulations and practices
for conducting the business activities in a better manner.
12

2.3 Conclusion of literature review
From above information this has been concluded that internal marketing is an effective
way to promoting products and objectives of an organisation. The information has been collected
through using secondary sources such as articles, magazines, internet sources etc. There has been
discussed about the relationship among internal marketing and employee performance within
organisation value chain. Various kinds of ethical issues faced through TESCO PLC in executing
internal marketing strategies has been discussed.
13

CHAPTER 3 : RESEARCH METHODOLOGY
Methodology mainly be considered as an approach, which is systematic and it helps in
performing the theoretical analysis of different range of methods that could effectively be
applied in a particular study area. This section aid a researcher in gaining knowledge in regards
to systematic information along with ways as well that could help in pulling out favourable
outcomes. In present time, it has been found that investigators majorly takes into consideration of
ample number of research strategies, which helps them in attaining effective results from the
ascertained objective of a particular research. Methodology in present time, being considered as
an approach i.e. helpful in taking in use of various principles, methods and many more as these
helps in pulling out favourable outcomes in specified time frame. On the other hand, it is also
said that the research methodology is body of the practices that provides the deep knowledge and
understanding about specific area. Here, researcher has considered “Effectiveness of Internal
Marketing Strategy of a Retailer”, as it's topic, which will help in pulling out favourable
outcomes in specified time frame.
3.1 Introduction of Research Methodology
Research methodology can be defined as one of the crucial section for a particular
investigation/dissertation as this helps in pulling out favourable outcomes in regards to the
chosen topic. Basically, it is required for conducting the investigation in a rightful manner, else
this would lead researcher to go through ample number of issues, where positive results will not
be pulled out. In order to perform the investigation, research has taken into consideration of
research onion, which specifically will help investigator in taking right decisions for performing
the analysis in specified time frame. The various layers of onion are explained as follows:
3.2 Main Body
3.2.1 Research Philosophy
This is being considered as one of the section, which helps an investigator in developing
the research much more authentic and effective in nature. Basically, there are two types of
investigating philosophies that are present and these are positivism and interpretivism. In present
context, interpretivisim philosophy has been taken into consideration and the basic reason behind
this is that research has chosen qualitative research investigation. Positivism philosophy is being
14

considered as not suitable for this researcher in a much more systematic way as this will do not
take much time for conducting the research.
3.2.2 Research Approach
It is plan that included wider assumption to detailed data collection method and
interpretation. Inductive and deductive are two different approaches of research. The inductive
approach mainly use the research questions to narrow scope of study. On the other hand,
deductive approach begins with hypothesis and mainly emphasis on causality.
In this present report, inductive approach has been used through researcher as it is related
with qualitative investigation and provide in- depth study about particular area.
3.2.3 Research Strategy
This part of research is considered as most important to collect reliable and the accurate
information regarding study. There are various research strategies like case study, questionnaire,
observations and others. In this study, questionnaire has been selected as research strategy.
3.2.4 Research Choice
Choices outlined in research opinion consists mixed method, multi methods and mono
method. Qualitative and quantitative are two different research methods. In the qualitative
method, data measured in terms of quality and in descriptive manner. On the other hand, in
quantitative method, data collected by using facts and figures. There has been qualitative method
used through researcher because it provides detailed analysis and provides information regarding
particular area in detailed manner.
3.2.5 Sampling
Sample is representative of large population. It is mainly used to collect information
about particular segment. This can be used to establish reliability of outcomes of study.
Probabilistic and non- probabilistic are two different sampling methods. In this research, random
method has been used through researcher in probabilistic sampling method and chose 40
respondents. This method is effective because it provides the equal chance to all chosen
participants so that they can give relevant information.
15

3.2.6 Time Horizon
It is one of the most important tool for an investigation as it will help to researcher to
evaluate beginning and ending time to complete activities of research in systematic way.
Longitudinal and cross sectional are two time horizon. In this, longitudinal time horizon has been
chosen it permit to establish some control over variables that is being studies.
3.2.7 Techniques and Procedures and research instruments
Under this, questionnaire has been considered as useful instruments and research
techniques. It is mainly used to gather reliable information related to Internal marketing strategy
of retailer. This helps in provide accurate data within minimum period of time.
3.2.8 Data Sources
This section of the research onion stays linked with secondary and primary data that may
aid in pulling out favourable outcomes in regards the chosen topic. In present context, if it is
talked about primary research then this type of investigation basically pulls out original
information, which has never been formulated before by any other researcher. In order to
conduct this type of investigation, there are ample number of tools that can be utilised and these
are questionnaire, survey, focus group and so on. For present investigation, researcher has
chosen particularly questionnaire as the tool, because it is much effective in nature and this sort
of tool saves both time and cost of the overall investigation. On the other hand, if it is talked
about secondary research, then this is being conducted considering viewpoints of researcher who
has already conducted investigation previously. In other words, this type of investigation do not
stays original in nature. Here, investigator may effectively take into consideration of different
sources like books, articles, journals and many more others. For conducting the investigation in
rightful manner, researcher has conducted literature review section on the basis of secondary
resources. Therefore, it can be said that researcher has taken into consideration of both primary
and secondary resources for performing this investigation on the chosen topic i.e. analysis on the
Effectiveness of Internal Marketing Strategy of a Retailer.
16

3.2.9 Research Ethics
Basically, it is important for an investigator to perform the overall investigation
considering the ethical viewpoints and a range of factors as well. Along with this, if it is talked
about some of principles that are linked with ethics then these are confidentiality, anonymity and
informed consent as well. For performing the research on finding out the effectiveness of internal
marketing strategy, researcher has already taken into consideration of all the factors that has been
discussed above. Away with this, while conducting the research it is required for investigator to
consider some of determinants and these are given underneath:
 Data, that has been acquired should not be manipulated as this could make the whole
investigation to hurt belief of individuals that are linked with the business firm. A properly consent from filled with respondents, will help researcher related to internal
marketing strategies in having all the rights to perform the research.
3.2.10 Research Limitation
Limitations in regards to a research can be considered as some of the elements that
affects the whole investigation in a negative sense. Basically, present investigation consists with
ample number of issues and these are related to time, cost, utilisation of resources, development
of an aim, objectives selection of different range of articles and so on. Basically, researcher was
not aware of the fact that an investigation cannot rely upon previous studies and this is where the
overall research gets impacted in a negative manner. Investigator would require to take into
consideration of primary research as well and on this phase, he has taken help of seniors and
other people who were connected to the dissertation. On the other hand, time was also being
considered as another issue, which was faced by researcher while conducting investigating on the
topic i.e. analysis on the effectiveness of internal marketing strategy of a retailer.
3.2.11 Research Reliability and Validity
If it is talked about present investigation done on the topic i.e. Effectiveness of Internal
Marketing Strategy of a Retailer named as TESCO PLC, investigator has relied upon
questionnaire as this may help in pulling out favourable outcomes in specified time frame. Along
with this, if it is talked about this tool then it is much more viable in nature as it helped
investigator in performing the research in much more rightful manner.
17

3.2.12 Research design
In present context, it is distinguish as a successful piece of research which will assist a
specialist with doing every movement or errands of concentrate in compelling way. Exploratory,
experimental and descriptive are consider as a successful kind of research configuration utilized
by analyst to distinguishing the effect. As indicated by current theme, clear structure is utilized in
light of the fact that it will push an examiner to investigation effect and ways about how to beat
such effect.
3.2.13 Data Collection Techniques
Data collection is defined as process of collecting and also measuring on the variables of
interest in systematic manner. Primary and secondary are two different kinds of data collection
methods. The sources to collect data from primary method are questionnaire, focus groups,
interviews etc. On the other hand, secondary data consists sources like books, journals, and mny
others.
In present report, questionnaire has been developed through researcher by using the
primary method. It is time consuming and helpful in collect the information from large sample
size.
3.2.14 Data Presentation Techniques
Data presentation is an internal part of research. It is essential to use gathered data and
should put for any kind of application. Presenting data consists pictorial representation of data
through using charts, graphs and some other methods.
3.2.15 Data Analyse techniques
Data analysis assess in data interpretation and give reliable answers to research questions.
Under this, collected data has been analysis through preparing the graphs and make interpretation
of that. It helps in states the efficiency and effectiveness of information and data.
18

CHAPTER 4 : DATA ANALYSIS
4.1 Introduction of Data Analysis
Data Analysis can be defined as a section, which helps a researcher in pulling out
favourable outcomes in specified time frame. Data analysis is a process of inspecting, cleansing,
transforming and modelling data with the goal of discovering useful information, informing
conclusion and supporting decision-making.
4.2 Main body of Data Analysis
Questionnaire
QUESTIONNAIRE
Name:
Age:
Gender:
Q1) Do you have knowledge about internal marketing?
a) Yes
b) No
Q2) Does internal marketing develops positive impact on retailer?
a) Yes
b) No
Q3) What are the benefits TESCO PLC can get through internal marketing?
a) Encourage employees
b) Create understanding of organisational goals
c) Improve brand reputation
Q4) According to your opinion, does internal marketing helps in enhance employee
performance in TESCO PLC organisation?
a) Yes
b) No
Q5) What are the different ethical issues related to execution of internal marketing
strategies?
a) Safety
b) Deception
19

c) Privacy
Q6) What is main importance of employee performance at workplace?
a) Create positive working environment
b) Measure Employee Growth
c) Increase productivity
Q7) What are the different internal marketing strategies retailer should be used?
a) Product marketing
b) Internal Communications
c) Creation of an understanding culture
Q8) Does internal training impact on the employees innovation?
a) Yes
b) No
Q9) As per your opinion, what are different ways TESCO PLC should use to improve
employees loyalty?
a) Improve company culture
b) Manage employee engagement
c) Give reward
Q10) Does internal marketing develops positive impact on employee loyalty at workplace?
a) Yes
b) No
Q11) What are the different issues related with internal marketing?
a) Firm and employees don't share goals
b) Unhealthy environment
c) Demotivate employees
Q12) What are the different ways to overcome from the internal marketing issues?
a) Increase employee motivation
b) Communicate organisational objectives
c) Create positive working environment
Q13) Recommend some ways through which TESCO PLC can sustain its employees and
make improvement in internal marketing strategies.
20

Data Sheet
Q1) Do you have knowledge about internal marketing? Frequency
a) Yes 32
b) No 8
Q2) Does internal marketing develops positive impact on retailer? Frequency
a) Yes 25
b) No 15
Q3) What are the benefits TESCO PLC can get through internal
marketing?
Frequency
a) Encourage employees 12
b) Create understanding of organisational goals 18
c) Improve brand reputation 10
Q4) According to your opinion, does internal marketing helps in
enhance employee performance in TESCO PLC organisation?
Frequency
a) Yes 30
b) No 10
Q5) What are the different ethical issues related to execution of
internal marketing strategies?
Frequency
a) Safety 10
b) Deception 15
c) Privacy 15
Q6) What is main importance of employee performance at workplace? Frequency
a) Create positive working environment 15
b) Measure Employee Growth 18
c) Increase productivity 7
21

Q7) What are the different internal marketing strategies retailer
should be used?
Frequency
a) Product marketing 10
b) Internal Communications 20
c) Creation of an understanding culture 10
Q8) Does internal training impact on the employees innovation? Frequency
a) Yes 31
b) No 9
Q9) As per your opinion, what are different ways TESCO PLC should
use to improve employees loyalty?
Frequency
a) Improve company culture 9
b) Manage employee engagement 12
c) Give reward 19
Q10) Does internal marketing develops positive impact on employee
loyalty at workplace?
Frequency
a) Yes 36
b) No 4
Q11) What are the different issues related with internal marketing? Frequency
a) Firm and employees don't share goals 12
b) Unhealthy environment 10
c) Demotivate employees 18
Q12) What are the different ways to overcome from the internal
marketing issues?
Frequency
a) Increase employee motivation 16
b) Communicate organisational objectives 14
22

c) Create positive working environment 10
23

THEME 1: Knowledge about internal marketing
Q1) Do you have knowledge about internal marketing? Frequency
a) Yes 32
b) No 8
Interpretation: Internal marketing is promotion of services, objectives and goods of an
organisation to staff members with in company. It is external marketing when comes to
motivating as well as engaging the staff members in firm and their work. It is communication of
the information to staff members. There are 32 respondents and they have in- depth information
about particular area. According to them, internal marketing is main part of the external branding
as well as market efforts. As per 8 respondents, they have no information about internal
marketing concept.
THEME 2: Internal marketing develops positive impact on retailer
Q2) Does internal marketing develops positive impact on retailer? Frequency
a) Yes 25
b) No 15
24
a) Yes b) No
0
5
10
15
20
25
30
35 32
8
Column B

Interpretation: It has been stated that internal marketing is new approach that has been adopted
through organisations to improve quality of services and goods and also enhance performance in
better manner. There are 25 respondents and according to their opinion that internal marketing
develops the positive effect on retailer. In this, internal market operated on idea that opinions of
customers are based on experience with business. Through training the staff members as internal
consumers, the internal marketing aids staff members to align with operations and vision of
company. 15 respondents said that internal marketing develops the negative impact on retailer as
it develops negative impact on performance of business and employees motivation.
THEME 3: Benefits TESCO PLC can get through internal marketing
Q3) What are the benefits TESCO PLC can get through internal
marketing?
Frequency
a) Encourage employees 12
b) Create understanding of organisational goals 18
c) Improve brand reputation 10
Interpretation: Internal marketing operate on idea that opinions of consumer are based on
experiences with business not with goods. It is an effective way to enhancing employee
25
a) Yes b) No
0
5
10
15
20
25
25
15
Column B

empowerment. As per opinion of 12 respondents that internal marketing helps in encourage the
staff members so that they can involve in the business activities and also focus on attaining
specific objectives. 18 respondents said that internal marketing helps in develop understanding
about the set objectives among employer and staff members. There are 10 respondents which
said that internal marketing helps in increasing reputation of brand at market place as it provides
the detailed information about products to consumers.
THEME 4: Internal marketing helps in enhance employee performance in TESCO PLC
Q4) According to your opinion, does internal marketing helps in
enhance employee performance in TESCO PLC organisation?
Frequency
a) Yes 30
b) No 10
0
5
10
15
20
25
30
a) Yes
b) No
Interpretation: Internal marketing strategy aid an organisation to keep their employees update
about every changes and modifications in relation to product and services with the help of which
they can further able to satisfy customers in best effective manner. As per the above mentioned
graph it has been determined that 30 out of 40 respondents are in the favour of the fact that
internal marketing aid an organisation to effectively increased performance of their employees.
As internal marketing allow organisation to communicate essential requirements related to
product services, vision mission and objectives of company with the help of which company
increase sense of belongingness and loyalty from employees towards organisation. This is the
main reason for enhancement of performance level in employees. While 10 out of 40
respondents did not agree with the fact that internal marketing helps in increasing employees
performance as they do not possess much adequate knowledge relating to this.
26

THEME 5: Different ethical issues related to execution of internal marketing strategies
Q5) What are the different ethical issues related to execution of
internal marketing strategies?
Frequency
a) Safety 10
b) Deception 15
c) Privacy 15
0
5
10
15
a) Safety
b) Deception
c) Privacy
Interpretation: If organisation makes their employees happy then it will simultaneously lead
towards happier customers and strong brand reputation. As if organisation is having better flow
of information on internal basis then they can empower their employees while improving brand
reputation and increased profit. Apart from that there are numerous forms of ethical issues which
is related to execution of internal marketing strategies within company. As it is essential for an
organisation to have strong compliance along with standards, as well as protocols in order to
have openness and flexibilities for better results. As per the above given graph it has been
analysed that 10 out of 40 respondents goes with safety factor as a an ethical issue which is
related to execution of marketing strategy, while 15 respondents said reception is one of the main
ethical issue. In addition with their 15 respondents said privacy is the major ethical issue which
is linked with execution of internal marketing strategy as in this process company is required to
share every essential information and data related to products and services to employees that is
risky.
27

THEME 6: Importance of employee performance at workplace
Q6) What is main importance of employee performance at workplace? Frequency
a) Create positive working environment 15
b) Measure Employee Growth 18
c) Increase productivity 7
0
5
10
15
20 a) Create
positive working
environment
b) Measure
Employee
Growth
c) Increase
productivity
Interpretation: Internal marketing strategy effectively helps an organisation to make a
significant increase in performance of their employees. As in this process company shares every
essential detail information’s of products and services with their work force with the help of
which they can further able to satisfy customers needs and demands. With the help of this
company can effectively able to gain more competitive position in market place. As per the
above mentioned graph it has been determined that 15 out of 40 respondents said one of the most
important factor of employees performance at workplace is that it creates positive working
environment with the help of which company cannot only able to increase their overall
productivity but can further able to create a better working environment. While 18 out of 40
respondents said importance of employee’s performance at workplace is that it measures
employee’s growth in best effective manner. While 7 respondents believes that increase
productivity is the main importance of employees performance at workplace as it not only aid
employees but also helps an organisation to strengthen their position in internal as well as
external environment.
28

THEME 7: Different internal marketing strategies retailer should be used
Q7) What are the different internal marketing strategies retailer
should be used?
Frequency
a) Product marketing 10
b) Internal Communications 20
c) Creation of an understanding culture 10
0
5
10
15
20 a) Product
marketing
b) Internal
Communications
c) Creation of an
understanding
culture
Interpretation: Internal marketing strategy effectively aid an organisation to increase their
brand image as well as productivity in Marketplace that simultaneously lead them towards
getting more competitive position in Marketplace. There are numerous forms of internal
marketing strategies that can be undertaken by retailer in order to increase performance of the
employees as well as organisation. As per the above mentioned it has been evaluated that 10 out
of 40 respondents said that product marketing can be turnout as an most effective internal
marketing strategy with the help of which organisation can gain more advancements. While 20
respondents said internal communication factor as best effective internal marketing strategy.
While 10 out of 40 respondents said creation of an understanding culture factor can be
undertaken by retailer as internal marketing strategy with the help of which they can gain more
productive outcome.
THEME 8: Internal training impact on the employees innovation
Q8) Does internal training impact on the employees innovation? Frequency
a) Yes 31
29

Q8) Does internal training impact on the employees innovation? Frequency
b) No 9
0
5
10
15
20
25
30
35
a) Yes
b) No
Interpretation: Internal training effectively aid employees to enhance their creativity and
further deliver outcomes in best effective manner. As with the help of this employees can
effectively able to increase their skills and knowledge and use it in their work performance that
not only helps them to offer best results but also aid organisation to implement innovation. As
per the above mentioned graph it has been evaluated that 31 out of 40 respondents agreed with
the fact that training impact on employee’s motivation as with the help of their employees can
increase their performance level in simultaneous manner. While 9 out of 40 respondents did not
agree with this as they do not have much information regarding to this.
THEME 9: Different ways TESCO PLC should use to improve employees loyalty
Q9) As per your opinion, what are different ways TESCO PLC should
use to improve employees loyalty?
Frequency
a) Improve company culture 9
b) Manage employee engagement 12
c) Give reward 19
30

0
5
10
15
20 a) Improve
company culture
b) Manage
employee
engagement
c) Give reward
Interpretation: In order to implement internal marketing strategy it is essential for an
organisation to undertake different types of ways with the help of which they can effectively able
to improve their employee’s performance. With the help of this they can able to generate more
productive outcomes that simultaneously lead company towards better growth opportunities. As
per the above mentioned graph it has been identified that 9 out of 40 respondents said with the
help of improving company culture organisation can effectively able to improve their employees
loyalty. While 12 respondents said by managing employees engagement company can able to
make an improvement in their employees loyalty as if each and every employees are engage with
organisation decision they considered themselves as valuable for organisation. 19 out of 40
respondents said while giving reports to employees company can generate sense of
belongingness among employees with the help of the confirm the able to improve loyalty within
employees towards company.
THEME 10: Internal marketing develops positive impact on employee loyalty
Q10) Does internal marketing develops positive impact on employee
loyalty at workplace?
Frequency
a) Yes 36
b) No 4
31

0
5
10
15
20
25
30
35
40
a) Yes
b) No
Interpretation: It has been identifying that with the help of internal marketing strategies
organisation can effectively able to develop positive impact on employees as well as
performance at workplace. As with the help of this they can company engage every employees in
an organisation, mission, vision and objective with the help of which a feeling of belongingness
and being valued can be generated among employees that further motivate them in best effective
performance. As per the above mentioned that has been initialised that 36 out of 40 respondents
agreed with the fact that with the help of internal marketing organisation can effectively with
positive impact on workforce royalty while 4 out of 40 respondents didn’t agree with the fact as
they do not have much knowledge relating to this.
THEME 11: Different issues related with internal marketing
Q11) What are the different issues related with internal marketing? Frequency
a) Firm and employees don't share goals 12
b) Unhealthy environment 10
c) Demotivate employees 18
32

Q11) What are the different issues related with internal marketing? Frequency
0
5
10
15
20 a) Firm and
employees don't
share goals
b) Unhealthy
environment
c) Demotivate
employees
Interpretation: In order to conduct the process of internal marketing company faces different
type of issues that hamper smooth functioning of process. As per the above mentioned graph it
has been determined that 12 out of 40 respondents said major issue which is related with internal
marketing is that firm and employees don’t share a common goal. While 10 out of 40
respondents said on healthy environment is the major factor which artisan issue of internal
marketing as if employees work in healthy environment then they may not able to deliver best
effective outcomes. While 18 out of 40 respondents said the motivation among employees is the
major issue which is related with internal marketing.
33

THEME 12: Ways to overcome from the internal marketing issues
Q12) What are the different ways to overcome from the internal
marketing issues?
Frequency
a) Increase employee motivation 16
b) Communicate organisational objectives 14
c) Create positive working environment 10
0
5
10
15
20 a) Increase
employee
motivation
b) Communicate
organisational
objectives
c) Create
positive working
environment
Interpretation: In order to implement internal marketing strategy in organisational structure
company goes with numerous form of issues and problems which is required to be overcome by
them in order to gain best possible results from internal marketing strategy. As per the above
mentioned graph it has been determined that 16 out of 40 respondents said while increasing
employee motivation company can effectively able to challenge issues of internal marketing as
with the help of these employees feel more motivated towards organisational goals and deliver
best effective productive outcomes. While 40 respondents said company can communicate
organisational objectives with internal workforce as with the help of which they can able to have
possible solutions with the help of which they can overcome internal marketing issues. While 10
respondents said while creating positive working environment company can effectively able to
challenge internal marketing issues and gain more competitive advantages.
34

REFLECTION
At the initial stage of research I was enthusiastically filled with confidence that present
dissertation aid me to gain knowledge in relation to present topic in best effective manner with
the help of which I can able to expand my growth opportunities, as with the help of this I can
make necessary and require improvement in myself that significantly impact on my level of
performance in a positive way. Later, while conducting the research there were certain issues and
problems that has been faced by me which impacted on my research outcomes. It has been
determined that present research includes different types of aspects which is relating to
effectiveness of internal marketing strategy that raised my interest to gain knowledge in an in-
depth manner on particular topic and further aid me to find out best answers of the questions as
to further develop objectives in order to conduct investigation. At the initial stage when the
research proposal was framed by me they were lot of problems that has been faced by me, to
analyse necessary related articles along with information’s on internal marketing strategy but the
thing that effectively influence me that is internal marketing strategy is considered as one of the
hottest topics. This helps in regaining my interest towards attaining knowledge related to present
topic and accomplish my research with best positive outcomes. In addition with this, if it is
talked about research methodology with the help of mix investigation I can able to conduct
research. As both qualitative and quantitative approach I can able to accomplish research
objectives and fulfil research goal in best effective manner in a particular time period. At the
time of initiating research a feeling of unsecured has been felt by me but lecturer assist me in a
best formative manner with the help which I can effectively able to overcome obstacles and
problems. It has been determined that present dissertation offered me an experience that aids me
to accomplish research in best effective manner in future. Along with this as to conduct research
there are certain problems relating to collecting suitable necessary and relevant information has
been faced by me later. This problem has been effectively overcome by me with the passing
time. Thus, this present research help me in numerous way to enhance my growth opportunities
and further increase my knowledge level of particular research topics which is effectiveness of
internal marketing strategy.
35

CHAPTER 5: RECOMMENDATIONS AND CONCLUSION
It is being recommended to Tesco effectively under take the advantage of internal marketing
strategy in order to promote and market their products and services in a best effective manner.
As with the help of this they can not only able to attract large base of customers but can also able
to satisfy employees within organisation that further lead towards gaining loyalty from them.
Internal marketing is termed as a process in which promotion of objective, mission and offering
of business is done to people within it. Thus, with the help of internal marketing strategy Tesco
can able to lead towards greater employee engagement, brand advocacy and further motivate
their workforce to positive results. In addition with this company is recommended to take
internal marketing as a Priority for all types of their business as with the help of this day can able
to keep their employees informed with the help of which they can speed up updates of products
and services. In addition with this with the help of internal marketing strategy Tesco can able to
shaped customer experiences as many customers rely on individuals with a business to provide
them with quick services, information and quick fixes. Thus, if employees are being informed
about regular updates of products and services then they can able to provide pleasing customer
experiences with the help of which company can increase their further growth prospectus. In
order to conduct internal marketing Tesco is being recommended to create internal marketing
plan with the help of which they can able to meet business goals. For this Tesco is recommended
to set their goal which is specific, measurable, attainable, and relevant and time bound. Further
this plan is required to be communicated with employees as to make them understand company
vision, goals and mission with the help of which they can able to attain their predetermined
goals. With the help of Strategies and tactics Tesco can able to measure the required time and
resources which are required. Thus with the help of internal marketing plan Tesco can effectively
able to accomplish their goals and objectives in best effective manner that further lead towards
contributing in organisation success. Tesco is recommended to make each one of their employees
to understand the effectiveness of internal marketing strategy as with the help of this company
can not only able to provide benefits to their employee productivity but can also lead towards
positive contribution with the help of which company external reserves can be increased. In
addition with this with the help of internal marketing strategy company can able to effectively
increase employee satisfaction along with their productivity with the help of which productive
36

and positive outcomes can be obtained within well defined period of time. With the help of
internal marketing strategy Tesco can also able to control and tightly monitor their cost,
resources and expenses that are being using by corporate employees. In addition with this
internal marketing strategy also aid company to make customization as per according to the need
as to attain maximum benefits. It has been said that happy staff equals to happy customers thus
company has been recommended to ensure that each and every employee is engaged in
organisation vision, mission and objectives as to further deliver better Customer services. As if
employees feel more motivated then they can able to deliver higher job production. Tesco is also
recommended to make employees empowered to undertake their decision within certain
guidelines as with the help of this they can able to make them feel more respected and valued for
their contribution. Further it has been determined that with the help of this Tesco can able to
generate sense of belongingness within employees that further lead towards more responsible
and accountability from their work force with the help of which company can not only able to
satisfy customer needs but can also able to gain higher employee satisfaction and retention. Main
objective of internal marketing is to effectively promote the knowledge about internal and
external consumers and further lift operational obstacles that create barriers to deliver effective
services to customers, as nowadays companies perform their operations in challengeable and
dynamic environment thus it is essential for Tesco to Undertaker best effective form of internal
marketing strategies as to make balance in between internal and external factors. As company is
customer oriented organisation thus it is important for them to satisfy customers in best effective
manner while ensuring their loyalty.
Therefore, company is recommended to undertake best effective form of internal
marketing strategies with the help of which they can not only able to train and motivate
employees as to render services to customers in best effective manner but can also able to ensure
the loyalty towards organisation. With the help of this TESCO can able to attain the goals and
objectives in specified period of time. Internal marketing strategy is one of the most important
element in strategic planning with the help of which Tesco can effectively able to perform their
operations while taking more competitive advancements in Marketplace, as with the help of
internal marketing strategies that can able to offer superiors services to customers while ensuring
high employees contribution. Therefore Tesco is being recommended to effectively understand
marketing as well as individual customers and further select suitable situation as well as
37

marketing sectors and customers as with the help of this they can effectively able to select
activities and programs for planning and execution. This will aid them to execute their internal
marketing plans in best effective manner. With the help of this Tesco can not only able to offer
tool but also can able to train their employees in such a way as to offer satisfaction to customers
as per according to their needs and demand. As per the above mentioned discussion Tesco is
recommended to make their employees engage in the development process of organisation
policy, procedure and train them as per according to challenging environment. Further company
is being recommended to take active feedback from their employees as with the help of this they
can able to create a positive working environment that further lead organisation towards
accomplishment of goals and objectives in best effective manner while ensuring high
competitive advantage.
38

REFERENCES
Books and Journals
Lusch, R.F., Serpkenci, R.R. and Orvis, B.T., 2015. Determinants of retail store performance: a
partial examination of selected elements of retailer conduct. In Proceedings of the 1995
World Marketing Congress (pp. 495-504). Springer, Cham.
Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher
Education.
Ruizalba, J.L., Bermúdez-González, G., Rodríguez-Molina, M.A. and Blanca, M.J., 2014.
Internal market orientation: An empirical research in hotel sector. International Journal of
Hospitality Management, 38, pp.11-19.
To, W.M., Martin Jr, E.F. and Billy, T.W., 2015. Effect of management commitment to internal
marketing on employee work attitude. International Journal of Hospitality Management, 45,
pp.14-21.
Kanyurhi, E.B. and Bugandwa Mungu Akonkwa, D., 2016. Internal marketing, employee job
satisfaction, and perceived organizational performance in microfinance
institutions. International Journal of Bank Marketing, 34(5), pp.773-796.
Ström, R., Vendel, M. and Bredican, J., 2014. Mobile marketing: A literature review on its value
for consumers and retailers. Journal of Retailing and Consumer Services, 21(6), pp.1001-
1012.
Narteh, B. and Odoom, R., 2015. Does internal marketing influence employee loyalty? Evidence
from the Ghanaian banking industry. Services Marketing Quarterly, 36(2), pp.112-135.
Lorenzo-Romero, C., Constantinides, E. and Alarcón-del-Amo, M.D.C., 2014. Social Media as
Marketing Strategy: An Explorative Study on Adoption and Use by Retailers☆ This study is
framed within Research Project with reference number ECO2009-08708 (Ministerio de
Ciencia e Innovación, Gobierno de España, 2009–2013). In Social media in strategic
management (pp. 197-215). Emerald Group Publishing Limited.
Ferdous, A.S. and Polonsky, M., 2014. The impact of frontline employees' perceptions of
internal marketing on employee outcomes. Journal of strategic marketing, 22(4), pp.300-
315.
Keelson, S.A., 2014. The moderating role of organizational capabilities and internal marketing in
market orientation and business success. Review of Business & Finance Studies, 5(1), pp.1-
17.
Huang, Y.T. and Rundle-Thiele, S., 2015. A holistic management tool for measuring internal
marketing activities. Journal of Services Marketing, 29(6/7), pp.571-584.
Lee, W.I., Chen, C.C. and Lee, C.C., 2015, August. The relationship between internal marketing
orientation, employee commitment, charismatic leadership and performance. In Proceedings
of the 17th International Conference on Electronic Commerce 2015 (p. 1). ACM.
Šonková, T. and Grabowska, M., 2015. Customer engagement: transactional vs. relationship
marketing. Journal of international studies, 8(1), pp.196-207.
Chow, C.W., Lai, J.Y. and Loi, R., 2015. Motivation of travel agents' customer service behavior
and organizational citizenship behavior: The role of leader-member exchange and internal
marketing orientation. Tourism Management, 48, pp.362-369.
Fortenberry Jr, J.L. and McGoldrick, P.J., 2016. Internal marketing: A pathway for healthcare
facilities to improve the patient experience. International Journal of Healthcare
Management, 9(1), pp.28-33.
39