Research Project: Marketing Activities Impact on Tesco Performance

This research project investigates the impact of marketing activities on the business performance of Tesco PLC, a leading brand in the United Kingdom. The study aims to determine various marketing activities related to business performance, identify the relationship between marketing activities and competitive advantage, and evaluate different methods for assessing current and future business performance in relation to marketing. Data analysis, utilizing thematic analysis, reveals customer perceptions regarding Tesco's services, satisfaction levels, and factors influencing purchasing decisions. The research also explores customer opinions on Tesco's diversification, suitable sectors for expansion, marketing expenditure, and international business expansion. Recommendations emphasize the importance of regular market research, understanding changing customer needs, increasing product lines, and enhancing customer satisfaction to achieve short and long-term targets and gain a competitive edge.

Research project
( TO IDE NT IF Y TH E I MPA C T O F MA RK ET IN G A CT IV I TIE S O N B U S IN E S S
PE RF ORMA NCE : A ST U D Y O N TE SC O . )

Table of content
Topics Page number
Introduction 3
Research objectives 4
Data analysis 5
Recommendations 15
References 16

Introduction
Today business environment is too complex and competitive which required an
organization is to design and develop their marketing strategies.
So that a firm can maintain its position in the market in the long run.
The current is based on Tesco PLC which is one of the most reliable and
leading brand in the United Kingdom.

Research objectives
To determine various marketing activities relating to business performance.
To identity the relationship between marketing activities and competitive
advantage.
To evaluate different methods current and future performance of business
relating to marketing.
To provide recommendations regarding business performance.

Data analysis
 Data analysis is a related with the interpretation of collected information and
make recommendation in an appropriate manner.
 In this report, thematic analyses will be used to make an effective conclusion.

Theme 1: Many customers purchase products from Tesco

Theme 2: How many times you visit Tesco Store.
A) One time in a week B) One time in a month C) One time in 3 months D) Rarely
0
2
4
6
8
10
12
14
12
5
2
1

Theme 3: People are highly satisfied with the services that are
offered by Tesco.
A) Satisfied B) Highly satisfied C) Dissatisfied D) Highly Dissatisfied
0
1
2
3
4
5
6
7
8
9
8
5
4
3

Theme 4: Reward scheme and past experience motivates an
individual more in order to buy the products from Tesco.
15
3
1
1
A) Satisfied B) Highly satisfied C) Dissatisfied D) Highly Dissatisfied

Theme 5: Variety and quality in services affects the choices of
people
A) Agree B) Highly Agree C) Disagree D) Highly Disagree
0
2
4
6
8
10
12
14
12
1
5
2

Theme 6: Customers contacted service centre of Tesco.
A) TV B) News paper C) Holdings D) Social media
0
1
2
3
4
5
6
7
8
9
8
4
5
3

Theme 7: Customer opinion on things Tesco need to diversify their
business.
10
5
3
2
A) Agree B) Highly Agree C) Disagree D) Highly Disagree

Theme 8: Customer opinion on sector more suitable for the
company.
A) Food and restaurant B) Energy C) Service sector D) Manufacturing
0
1
2
3
4
5
6
7
8
9
8
5 5
2

Theme 9: Customer opinion on Tesco needs to spend more on
marketing.
70%
15%
10%
5%
A) Agree
B) Highly Agree
C) Disagree
D) Highly Disagree

Theme 9: Customer opinion on Tesco needs to expand their
business in to other countries.
A) Yes B) No
0
2
4
6
8
10
12
14
16
18
16
4

Recommendations
As per the mentioned report it has been recommended that the role of marketing
activities is too essential in order to meet its short and long term target.
 Higher authorities required that to conduct market research on regular basis and tries
to understand the changing needs of their customers. it will help to design and offer
product which enhanced customer satisfaction level.
 Tesco also need to increase their product line and adding new goods in to existing
product range. It will provide gain competitive superiority in the market.

References
 Bauer, G. R., 2014. Incorporating intersectionality theory into population
health research methodology: challenges and the potential to advance health
equity. Social Science & Medicine. 110. pp.10-17.
 Flick, U., 2015. Introducing research methodology: A beginner's guide to
doing a research project. Sage
 Ha, S. and Stoel, L., 2014. Designing loyalty programs that matter to
customers. The Service Industries Journal. 34(6). pp.495-514.

Thank You