Regent College: Research Project on Online Marketing Impact at Tesco

This research project investigates the impact of online marketing practices on Tesco Plc's business performance through a thematic analysis of responses from 20 Tesco managers. The research uses an effective questionnaire to gather data, identifying key themes such as the involvement of managers in online marketing, the use of direct mailing techniques, the frequency of updating online sources, and the perceived impact on customer base and sales. The study reveals that a majority of respondents believe online marketing has increased brand awareness, but also highlights cyber security as a major concern. Recommendations include increasing awareness of online marketing across departments, providing employee training, actively maintaining online portals, and enhancing cyber security measures to protect customer data. This project provides insights into the practical application and challenges of online marketing within a large organization.

Research project
(To investigate the
impact of online
marking practices on the
business performance, A
case study of Tesco Plc)

Research Techniques
 Thematic Technique
 20 Respondents (Managers of Tesco)
 Effective Questionnaire
 Examining and recording the patterns of the
responses

Theme 1: Majority of the respondents are involve
d in online marketing practices
Yes
No
Sometimes

Theme 2: Majority of the respondents are involve
d in direct mailing technique of online marketing
Facebook
Pay per click strategy
Twitter
Direct Mail
Blogging
Other

Theme 3: Majority of the managers update their o
nline sources once in a week
Daily
Once in a week
Once in a month
Once in 6 months
Once in a year

Theme 4: Majority of the respondents thinks that t
he customers have raised between 10% - 20%
5% -10%
10% - 20%
20% - 40%
More than 40%

Theme 5: Majority of respondents says that sales
have increased by 10% - 20%
Under 5%
5% -10%
10% - 20%
20% - 40%
More than 40%

Theme 6: Majority of the customers thinks online
marketing have increased the brand awareness of
Tesco
Yes
No
Neutral

Theme 7: Cyber security is the main issue faced
by majority of the respondents
Lack of knowledge
Cyber Security
Lack of personal touch
Other

Recommendations
 To increase the awareness level of online mark
eting among various departments.
 To provide training session to the employees
 To make their online portals active
 To update cyber security in order to keep the d
ata of the customers safe.