MGT03015 Project: Marketing Strategy and Competitive Advantage

This project explores the effect of marketing strategies on a firm's competitive position within the supermarket industry, specifically comparing Tesco and Lidl. The research employs a mixed-methods approach, utilizing both qualitative and quantitative data collection techniques such as questionnaires, interviews, and secondary data analysis from academic sources and company websites. A sample of 30 participants was selected using probability sampling. The study investigates various marketing strategies including product, pricing, distribution, promotion, and physical evidence strategies, and their impact on performance indicators such as profits, sales volume, market share, and customer satisfaction. The research acknowledges limitations related to time, cost, and resources, and concludes that a suitable research method combining primary and secondary data is effective for gathering comprehensive insights. Desklib provides access to similar solved assignments and project reports for students.

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

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.

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).

Sampling and sample
size
 30 people were selected to conduct this study.
 For conducting, the probability sampling
method will be practiced to the researcher.

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

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

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

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

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

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

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

Research limitation
 Research limitation factors
 Time (Peck, 2013).
 Cost
 Effort and money
 Evaluation of diverse information

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

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.