Tesco PLC's Global Marketing Strategies: A Research Project

Desklib provides past papers and solved assignments for students. This project analyzes Tesco's marketing strategies.

RESEARCH PROJECT

Contents
INTRODUCTION...........................................................................................................................................3
TITLE............................................................................................................................................................4
ACTIVITY 1: RESEARCH PROJECT MANAGEMENT PLAN...............................................................................4
PROJECT BACKGROUND..........................................................................................................................4
PROJECT AIMS AND OBJECTIVES.............................................................................................................4
PROJECT MANAGEMENT PLAN................................................................................................................5
WORK BREAKDOWN STRUCTURE AND GANTT CHART............................................................................8
REFERENCE LIST.........................................................................................................................................10

INTRODUCTION
Globalization means interdependence of nations for technology, information, products,
services, and jobs across the borders and culture. The benefit of globalization is that it raises
the standard of living of people while creating job opportunities and also helped the countries
in easy access to goods and services. It has both positive and negative impact on a country’s
economy such as it increases the trade across the borders now the goods and services are
available to every part of the world (Beck, 2018.). It also brings job opportunities, expansion of
foreign direct investment and the emergence of global brands, etc. On the other hand,
globalization develops a competitive advantage in the business environment that directly
affects the local business and organizations.

TITLE
“Identifying and analyzing the marketing strategies of Tesco PLC. in the emerging market to stay
ahead in the global competition.”
ACTIVITY 1: RESEARCH PROJECT MANAGEMENT PLAN
PROJECT BACKGROUND
Tesco PLC. is a British multinational company dealing in general merchandise and grocery
retailer. The company headquarter is in England, UK. It was founded in the year 1919 by Jack
Cohen. The company is known for its quality product at the cheapest and affordable pricing.
The positioning of the product is done in a way to attract social groups by offering them the
goods at the cheapest price as possible. In the year 1990, Tesco expanded its business globally
and started its operation in 11 countries. Today, it is one of the leading retailers in not only the
UK but in the world. The company serves millions of customers every week through its store
and online platform. The company operates through more than 2,300 supermarket and
convenience stores and provides employment opportunity to more than 326,000 people. They
treat the employees as an important asset as they are the one who directly provides services to
its customers (Tesco Plc, 2019). Therefore the research project provides a proper understanding
of the marketing strategies adopted by the Tesco to enter the emerging market in order to stay
ahead in the global competition.
PROJECT AIMS AND OBJECTIVES
The primary aim of the research project is to analyze and understand the marketing strategies
adopted by a multinational company i.e. Tesco to stay ahead in the completion and to capture
the large market share. Following are the objectives formulated in order to achieve the aim of
the research project:
 To understand the importance of marketing strategies for expanding its market and to
stay ahead in the competition.
 To analyze the impact of globalization on its performance.
 To identify different strategies used by the company in this market environment.
 To analyze the opportunities and threats in the global environment.
 To identify consumer behavior in different regions.

PROJECT MANAGEMENT PLAN
A project management plan is a formal document that outlines the planning, execution,
management of the research activities. It defines how the project is executed, controlled and
implemented to achieve the stated objective on time. To ensure that activities of the research
project are executed in a proper manner, the senior manager continuously visits, develop and
update the information for obtaining the effective result (Larson and Gray, 2017). The
important elements of the research project are as follows:
Cost
Cost and pricing are an important part of conducting a research project. It includes all the
financial resource required to complete the research project. The project budget includes the
cost of all the activities related to the completion of the research project (Heagney, 2016). The
estimated budget of this research project is presented below:
Activity Cost
Initiation and planning of activities £2,500
Allocation of resources £3,000
Conducting secondary research £4,500
Conducting primary research £5,000
Collection and recording of information £3,500
Analyzes of information £6,000
Preparation of final report £3,500
Total £28,000
Scope
This research project will help in understanding the marketing strategies adopted by the
multinational company for expanding its market share and to make the leading position in their
respective industry. This research project will evaluate the positive and negative impact of
marketing strategies adopted by Tesco in different countries and helped the company in

formulating the strategies to minimize the negative impact of marketing strategies on the
operations of the company (Heldman, 2018). Moreover, this project is only limited to analyze
the marketing strategies adopted by the company and does not include any other aspect
related to the organization.
Time frame
Time frame is the most important element of project management plan because the
effectiveness of the research project can only depend on the successful completion of the
research project within the pre-defined time frame. In other words, if the project plan is not
completed in the predetermined time, it will lose its relevance and the manager cannot take
the decision on time (Harrison and Lock, 2017). The time frame of 8 weeks is set to complete
the research project. The milestone scheduling of research project are presented below:
S. No. Time period Research activities Time required and
deliverables
1. 1st May 2019 Initiation and planning Planning and
developing the outline
for future actions
2. 6th May Resource allocation Allocating resource for
successful completion
of the research project
3. 13th May Collecting secondary data Collecting secondary
data from the relevant
sources
4. 27th May Collecting primary data Collecting primary data
through questionnaire
5. 3rd June Collecting and recording of
primary and secondary data
Collecting and
recording the data
systematically to bring
accurate results

6. 17th June Analyzing information Analyze the collected
information that will
support the objectives
7. 30th June Preparing the final report Preparation and
completion of the final
report
Quality
In order to maintain the quality of the research project, the senior manager of the Tesco pays
proper attention to all the activities and also to the activities of the team member. The manager
maintains the proper standard quality of research project to ensure that all the activities of the
project must be completed efficiently and within the time frame (Fleming, 2019). For
maintaining the quality of the research project the manager uses methods of quality assurance
at each and every activity of research project.
Communication
It is the first requirement of the research management plan to develop a proper
communication channel to communicate effectively with each member of the research project.
The communication mediums used in the research project are internet, messages, calls, fax and
regular meetings to decide the future actions (Sears et al., 2015).
Risk
The risk factor is also present in every activity of the research project but to minimize the
impact of risk on the research project, the manager forecast the expected risk that can hinder
the activities. The expected risk associated with the research project may be a shortage of fund
or lack of time. But these risks can be avoided by proper planning and with coordination and
support of team members (Kliem and Ludin, 2019).
Resources

The essential resources of this research project are financial and human resources and related
materials (Taylor et al., 2016). The estimated budget to meet the financial requirement is
estimated through the budget and a team of 10 members is required to meet the human
resource requirement.
WORK BREAKDOWN STRUCTURE AND GANTT CHART
Work breakdown structure (WBS)
Work breakdown structure is a process of segmenting the activities of the research project into
a manageable task that helps the team members to clearly understand their role in the project.
The manager develops the breakdown structure by defining the major functions and sub-
dividing these functions into the small achievable task that helps in the proper management of
different activities (Siami-Irdemoosa et al., 2015). The work breakdown structure of this
research project is as follows:
Figure 1: Work breakdown structure of the research project
Work
Breakdown
Structure
Initiation and
planning
Developing aims
and objectives
Research
planning
Resource
allocation
Analysis of
essentail
resource
Collecting
secondary data
Collecting
primary data
Recording and
collecting
information
Decoding and
recording of
collected data
Analyzing
information
Preparation of
final report

Gantt chart
Gantt chart is a tabular presentation and is mainly used in the research project to show the
activities of the research project and the time required to complete the activities. The left side
of the table shows the activities of the research project and the top represents the time
required to complete the activity (Kolić et al., 2018). The Gantt chart shows the effective
planning, management, controlling and implementation of research activities. The Gantt chart
of this research project is presented below:
Activity/ Time
(in weeks)
1 2 3 4 5 6 7 8
Initiation and
planning
Resource
allocation
Secondary data
Primary data
Recording and
collecting data
Analyzing data
Preparation of
final report

REFERENCE LIST
 Beck, U., 2018. What is globalization?. John Wiley & Sons.
 Fleming, Q.W., 2019, January. Project procurement management: contracting,
subcontracting, teaming. Project Management Institute.
 Harrison, F. and Lock, D., 2017. Advanced project management: a structured approach.
Routledge.
 Heagney, J., 2016. Fundamentals of project management. Amacom.
 Heldman, K., 2018. PMP: project management professional exam study guide. John
Wiley & Sons.
 Kliem, R.L. and Ludin, I.S., 2019. Reducing project risk. Routledge.
 Kolić, D., Brandić, V., Jaki, D. and Novak, L., 2018, January. Gantt chart analysis to
improve shipbuilding panel line assembly. In SOME 2018, the 6th Annual International
SOME Symposium (Ship Operations, Management, and Economics).
 Larson, E.W. and Gray, C.F., 2017. Project management: The managerial process.
McGraw-Hill Education.
 Maylor, H., Blackmon, K. and Huemann, M., 2016. Researching business and
management. Macmillan International Higher Education.
 Sears, S.K., Sears, G.A., Clough, R.H., Rounds, J.L. and Segner, R.O., 2015. Construction
project management. John Wiley & Sons.
 Siami-Irdemoosa, E., Vindaloo, S.R. and Sharifzadeh, M., 2015. Work breakdown
structure (WBS) development for underground construction. Automation in
Construction, 58, pp.85-94.
 Tesco Plc, 2019. About us online available at https://www.tescoplc.com/about-us (last
accessed on 18th April 2019).