Business Dissertation: Tesco's Online Grocery Strategies in England

This business dissertation examines the survival strategies of Tesco's grocery section in England and Ireland, specifically focusing on the impact of the COVID-19 pandemic. The study investigates the growth of the online grocery market and Tesco's response, including its online food delivery system. It explores research rationale, problems, aims, objectives, and questions, along with the significance of the research and dissertation structure. The report aims to determine the needs of the online grocery industry, understand Tesco's strategies, and evaluate the impact of home delivery on organizational performance. The research methodology involves secondary data collection, and the data analysis utilizes thematic analysis. The dissertation concludes with a summary of findings, recommendations, and a comprehensive list of references including books and journals, providing a detailed overview of the competitive landscape and strategic adaptations in the online grocery sector.

Business Dissertation
(Competing with Covid-19: Survival
Strategies for Grocery section of Tesco
PLC in England and Ireland Markets)

Contents
INTRODUCTION...........................................................................................................................1
Background of the study..............................................................................................................1
Research rationale........................................................................................................................1
Research Problem........................................................................................................................2
Research aim................................................................................................................................2
Research objectives......................................................................................................................2
Research Questions......................................................................................................................2
Research significance...................................................................................................................3
Dissertation structure...................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Background of the study
An online grocery is defined as sale of grocery products through internet. It is a brick-
mortar supermarket or grocery store that allows customer to order products online without
moving outside from their house. Online grocery market is rapidly increasing and it displace the
traditional retailers for the market (Frederick and Bhat, 2022). The primary aim of the online
grocers is to deliver the best quality grocery items directly to the customers at their doorstep in
competitive prices. It provides ability to the customer to order products from the company's
websites as well as choose a time slot for the delivery. It saves the time of users as they no more
navigate traffic, stand more in a queues at the checkout. Spending 5 minutes in online grocery
shopping is more easy for the customers and they can have their groceries arrives at the front
door. Users can also easily compare prices and reviews from other brand before making their
purchase decision. Online grocery shops are more profitable for retailers when they sales their
products and service in online platform (Bao and Zhu, 2021). At the time of Covid-19 pandemic,
online grocery business builds more growth and success in the market. In this pandemic, people
are allowed to came out of their houses and even they face many challenges to purchase grocery
also. It is also risky for them to get out from their house and go for purchasing grocery. At this
time, online grocery shop becomes more helpful for them to get their grocery at their door steps
in competitive prices. Tesco is a multinational retail organisation of that also provides groceries
products to their customers. It has their own websites where customers can easily place their
orders for their products. Online food delivery system of the company is very effective as it
allows their customers to view menu and place an order through the websites and app of the
company. Thus, current research is conducted evaluate the strategic and economic aspects of
Tesco's online food delivery system.
Research rationale
The reason behind for the selection of this research topic is to gain knowledge regarding
online grocery market that allows customers to purchase their grocery products from their home
without moving out (Yoon and Woo, 2020). This information may help company to improve
their online food delivery system and provide better service to their customer. There are two
main objectives of researcher to conduct research in this topic that are personal and professional.
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Personal objectives of the researcher is to gain proper and detailed information about the topic.
On the other their professional objective is to apply its knowledge in their professional career.
Research Problem
The problem which has been identified in this research is that inefficiencies of online
food delivery system of the company when there are many online grocers who uses effective
strategies for attracting large number of customers (Solitario, 2021). Due to increase competition
in online grocery market, the online food delivery system of the company may become
inefficient if they company may fail to use effective strategies for enhancing it. It makes
important for the company to use effective strategies that improve their online food delivery
system and help in gaining competitive advantage.
Research aim
The aim of this study is to discover the role and significance of different social media
platforms and find appropriate platforms to retain brand value, with a specific focus on the health
and beauty industry.
This study will aim to evaluate the strategic and economic aspects of Tesco's online food
delivery system.
Research objectives
 To determine the needs of the online grocery industry.
 To understand the sustainability at Tesco's strategy and approaches in the UK and
Ireland's online grocery market.
 To identify and evaluate the impact of home delivery business model on organisational
performance from a Tesco's perspective.
Research Questions
 What business strategies are Tesco using to succeed with its online grocery store?
 What business models are they using? How are they carrying out their online orders?
 Whether or not home delivery systems are successful in the post-pandemic era?
 How should the online unit operate in order to maximise operational effectiveness and
customer relationships?
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Research significance
The current research is important for the important company as it helps in providing
information related online grocery as well as strategies for improving their performance. It helps
company to provide better service to their customers as well as operate their online business
more effectively in post-pandemic (Ahn and Kwon, 2021). This research is important for the
researcher also because it enhances their knowledge and develop various skills such as project
management, problem solving, time management, data collection and many more. These skills
are also beneficial for the researcher to conduct further research more effectively.
Dissertation structure
The current research involves various chapters that help researcher to complete the whole
research systematically. These chapters are explained below:
Introduction- It define as first chapter of dissertation that provide explanation of the
research topic as well as research questions. It also outline research rationale, significance and
research problem.
Literature review- It define as second chapter of dissertation that survey different
scholarly sources suck as journal articles, books and theses related to a research questions
(Coker, 2022). It provides opinion and views of other authors regarding the topic that help
researcher to conduct the research more effectively.
Research methodology- It define as third chapter of dissertation that described about the
methods, techniques and procedures are used for conducting the research. In the current research
secondary data is collected in order to conduct quantitative research.
Data analysis and findings- It define as fourth chapter of dissertation that provide
explanation of the found research along with this it interpret what the results have revealed in the
research. In the current research, thematic analysis used for analysing the collected data (Meyer,
2022).
Conclusion and recommendation- It define as last chapter of dissertation that provide
summary of all the results as well as answer the main research questions. It also provide
recommendation to the company to solve research problem.
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REFERENCES
Books and Journals:
Frederick, D.P. and Bhat, G., 2022. Quantitative ABCD Analysis of Online Food Delivery
Services. International Journal of Case Studies in Business, IT and Education
(IJCSBE), 6(1), pp.76-92.
Bao, Z. and Zhu, Y., 2021. Why customers have the intention to reuse food delivery apps:
evidence from China. British Food Journal.
Yoon, D. and Woo, S.S., 2020, October. Who is Delivering My Food? Detecting Food Delivery
Abusers using Variational Reward Inference Networks. In Proceedings of the 29th
ACM International Conference on Information & Knowledge Management (pp. 2917-
2924).
Solitario, R.S., 2021, December. Fake Delivery Bookings In Context-Aware Food Delivery
Systems: A Literature And Mobile Apps Review. In 2021 1st International Conference
in Information and Computing Research (iCORE) (pp. 1-5). IEEE.
Ahn, J. and Kwon, J., 2021. Examining the relative influence of multidimensional customer
service relationships in the food delivery application context. International Journal of
Contemporary Hospitality Management.
Coker, D.C., 2022. A THEMATIC ANALYSIS OF THE STRUCTURE OF DELIMITATIONS
IN THE DISSERTATION. International Journal of Doctoral Studies, 17.
Meyer, P., 2022. Structure of the Dissertation. In Managing Robotics in Retail (pp. 23-25).
Springer Gabler, Wiesbaden.
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