Retail Management Report: M&S, Tesco and Customer Experience

This report provides an analysis of retail management, focusing on the customer experience at Mark & Spencer (M&S) and Tesco. The report begins with an introduction to retail management and then analyzes the impact of store formats on customer experience for both retailers. The report examines the positive and negative impacts of M&S's prime location stores and Tesco's out-of-town hypermarkets. It then provides a retail marketing mix comparison for both retailers, including product, price, place, and promotion strategies. The report concludes with recommendations for each retailer to improve customer experience, suggesting that M&S should consider larger store formats and Tesco should expand to prime locations. The report draws on various sources to support its analysis and conclusions.

Retail Management

Table of Contents
INTRODUCTION...........................................................................................................................3
Analysing impact of formate upon customer experience............................................................3
Recommendation for each retailer regarding potential improvement to customer experience...4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

Title- Retails Concepts and Location Strategy
INTRODUCTION
Retail Management is set of activities which assists customers to procure the desired
merchandise form the retail stores for their personal use. It includes all the steps required to bring
the customers into the store and fulfil their buying needs. In this report organisation chosen is
Mark and Spencer and TESCO, both are leading retail store in United Kingdom. This report is
going to analysis formats of two different retail stores. Moreover, analysing impact of their
format upon customer experience on their operating business activities.
Analysing impact of formate upon customer experience
In today's context formate and structure plays an important role in marketing its good and
services. Herein, Mark & Spencer are operating on main and prime location of locality where as
TESCO extra are operating their business activities within large shops, mainly out of towns
hypermarkets. TESCO extra is a complete framework of all varieties of goods and services under
one roof. Though both are the leading retailer shops in competitive market place of United
Kingdom. Such as:
Mark & Spencer: Mark & Spencer have their stores on prime location so that customer can
easily approach towards it. But they have very small formate of space in town centre which leads
to major disadvantage for them as selected products are available on a particular locality.
Moreover, they enjoy greater customer experience while having the benefit of their stores on
prime location.
Positive impact of customer experience: Mark & Spencer have positive customer
experience as they are mostly located on prime location or in town centre. It has one of the
greatest benefit for customer as they can easily approach to stores as per their convenience. Thus,
in this way mangers of Mark & Spencer are experience a good customer satisfaction in
competitive marketplace.
Negative impact of customer experience: Though Mark & Spencer stores are operating
within town centre and prime location but their formats are comparative low in nature. Due to
small formats it have certain disadvantage such as only selected items are available in store. It

creates dissatisfaction among customer as full offerings are not available to them in one store.
Thus, it result to less customer experience in competitive marketplace.
TESCO EXTRA: TESCO EXTRA are one of the leading retail store with large number of
chain over United Kingdom. Their operation are of large shop mainly out of town hypermarkets
that stocks nearly all TESCO ranges product and services. While operating in out of town the
have the main advantage that all the products are available under one store. Moreover, with wide
ranges of facilities they are able to meet up their goals and objectives in competitive marketplace
by meeting up customer's requirement as per their need and demand.
Positive impact of customer experience: TESCO EXTRA are gaining high customer's
satisfaction from their product and services as they are offering all its product under one roof. It
crates one of the biggest advantages for the customer's as they do not have to go different places
in search of product.
Negative impact of Customers experience: TESCO EXTRA are operating in out of
town retailer as their operating formats is large in context to other retailer store in United
Kingdom. It also have disadvantage that many people do not feel comfortable to move out of the
locality to purchase products. Thus, it leads to negative impact on respective organisation and
leads to reduce customer's experience.
Retail Management Marketing Mix
Retail Marketing Mix Mark & Spencer TESCO EXTRA
Product Retailing Super Markets chains
Price Skimming price Reasonable and low price
Place Spain, Finland, Canada 30
more counties
Hungary, Poland, Thailand
and 40 more countries
Promotion In store out lets and celebrity Advertisement
From the above discussed point it has been clear that formats plays an important role for
an organisation to operate into a competitive advantage. As now a days people want much
convenience for the purchase of goods and services due to their busy life schedule.
As per the article of Marketing mix of Marks and Spencer. (2019) Marketing is an
underlying philosophy which guide in performing business activities and functions in proper
manner. The retail marketing mix are describe as follows:

 Product – Marks and Spencer is the famous and top retail chain brand which is based in
United Kingdom. They are offer variety of products and services to all age people such as
men, women and kids. On the other hand, TESCO is also provide various types of
products and services which attract large number of customers.
 Price – Marks and Spencer follows competitive pricing strategy in their marketing mix
for its product portfolio. They are charge reasonable rate for their buyers who are willing
to purchase company's goods and services. On the other hand, TESCO is offer more
discounts on their products to get more consumers and they are provide lower price goods
as compared to other competitors.
 Promotion – In this, M&S select marketing strategy so they are align their advertisement
campaign with using digital marketing and in store strategy. They are used various
sources and methods such as TV, radio, social media, internet and magazines for
attracting large number of customers. On the other hand, TESCO is also used different
methods and techniques which can assist in promoting their goods and services among
buyers.
 Place – Marks and Spencer is an international brand which has gain huge market place
where they can promote their current goods and services. There are around 1000 stores
operated and regulated in the more than 50 nations. Apart from this, TESCO is
multinational firm which operate their business in different countries for gaining huge
income and revenue.
Recommendation for each retailer regarding potential improvement to customer experience
Retail management plays an effective role in competitive advantage. It is a business of
selling goods and services to final customers in an organised and systematic manner in order to
deliver goods and services. Both Mark & Spencer and TESCO EXTRA are selling its goods to
customers as they keenly identify customer's needs and wants. They are proving ultimate sale to
their potential customers from domestic to households services, convenience from quality, place
and location. Additionally, they are have large chain of distribution that creates benefit for both
organisation as well as to customer's. Apart from this both are gaining customer's experience in
competitive marketplace though need to improve on certain aspects such as:

 Mark & Spencer need to operate on large store formats with their all rages of product and
services under one room though they are operating on prime locations. So that people
find it convenient in purchasing goods and services.
 TESCO EXTRA need to develop their stores in main locality and prime location so that
they can attain more customer's satisfaction. This will lead to attain high customer's
satisfaction from their offerings as well as attain sustainability in competitive
marketplace.
The above mention are recommendation for each retail store so that they can improve their
customer's experience in an effective manner and attain sustainability in competitive place in
retail industry.
CONCLUSION
From the above discussion it has been concluded that nature, structure and formats of a
organisation store play's an equivalent role in marketplace. Moreover, retail management and
marketing are two different concepts whereas retail is selling in small desired quantity to people,
marketing includes set of functions like transportation banking, insurance, warehousing and
promotions.

REFERENCES
Books & Journals
Ayers, J. B., & Odegaard, M. A. (2017). Retail supply chain management. CRC Press.
Bell, D., Gallino, S., & Moreno, A. (2015). Showrooms and Information Provision in Omni‐
channel Retail. Production and Operations Management. 24(3). 360-362.
Chen, X., Wang, X., & Jiang, X. (2016). The impact of power structure on the retail service
supply chain with an O2O mixed channel. Journal of the Operational Research Society.
67(2). 294-301.
Lusch, R. F., Serpkenci, R. R., & 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.
Online
Marketing mix of Marks and Spencer. 2019. [Online]. Available through:
<https://www.marketing91.com/marketing-mix-of-marks-and-spencer/>.