Research Report: Promotional Strategy Impact on Tesco Plc Performance

This research project investigates the impact of promotional strategies on the organizational performance of Tesco Plc UK. The study identifies key promotional strategies used by retail companies, assesses their impact on Tesco's performance, and recommends effective ways to enhance market performance through better promotional tools. A quantitative research approach was employed, using descriptive research design and inductive reasoning. Primary data was collected via questionnaires, and analyzed alongside secondary data. The findings indicate that social media, internet marketing, and advertisement are primary promotional strategies used by Tesco, with generally positive customer reactions and a positive impact on organizational performance, particularly in customer satisfaction. The report concludes with recommendations for Tesco to optimize its promotional tool selection, integrate resources across strategies, adopt new tools based on market share and profitability, and tailor strategies to specific target groups.

Research Project

INTRODUCTION
 Research investigation is a detailed description of
a particular issue or a topic
 The objectives that will cover under the present
study will be formulation of:
 Research specification
 Implementation of research project within agreed
procedures and specifications
 Evaluation of research outcomes

Research outline
Aim:
“To assess the impact of promotional strategy on organizational
performance: A study on Tesco Plc UK.”
Objectives:
 To identify the key promotional strategies used by retail companies
 To assess the impact of promotional strategy on performance of
Tesco
 To recommend the effective ways through which Tesco can enhance
its market performance through better promotional tools

Research Methodology
Nature of research : Quantitative
Research design: Descriptive
Research approach: Inductive
Data collection: Primary and secondary
Instrument for data collection: Questionnaire
Sampling: Purposive sampling

Data analysis
Theme 1:Promotional strategy use by Tesco for promotion of products.
What promotional strategy has used by Tesco for
promotion of products?
Number of
respondents
Advertisement 3
Public relationship 2
Social media 8
Internet marketing 6
Sales promotion 1

Conti...
Analysis: 8 out of the 20 responsive have selected social media as a present promotional
strategy of Tesco. On the other hand, 6 respondents have chosen internet marketing as a
promotional strategy of company. Beside this, 3 responders have in the favour of
advertisement and consider it an Tesco promotional strategy.
Discussion: From the above analysis, it has been determined that the current promotional
strategy of Tesco for promoting products in the market market are social media, internet
marketing and advertisement.

Conti...
Advertisement Public relationship Social media Internet marketing Sales promotion
0
1
2
3
4
5
6
7
8
9
Promotional strategy use by Tesco for promotion of products.
Number of respondents

Conti...
Theme 2:Target customers reaction on Tesco product promotional strategies.
How has the target customers reacted to Tesco
product promotional strategies?
Number of
respondents
Strongly satisfied 6
Satisfied 8
Neutral 1
Dissatisfied 3
Strong dissatisfied 2

Conti....
Analysis: From the collected data, it has been analysed that 8 respondents have think
that consumers have satisfied with promotional strategy of company. On the
other hand, 6 responders have selected strongly satisfied that target audience has
positively responds on various promotional strategies of the organization. In this
context, 3 responsive have chosen dissatisfied option with the respect of reaction
of target customers on Tesco promotional strategies.
Discussion: From the above analysis, it has been found that the majority has in the
favour of satisfied and strongly satisfied options. The reason behind this is from
the current promotional strategies of Tesco has delivered right information to the
customers.

Conti...
Target customers reaction on Tesco product promotional strategies.
Strongly satisfied
Satisfied
Neutral
Dissatisfied
Strong dissatisfied

Conti...
Theme 3: Positively impact of current promotional strategies of Tesco on
organization performance.
At which extant, do you think that current
promotional strategies of Tesco has positively
impacted organizational performance?
Number of
respondents
Strongly agreed 8
Agree 6
Neutral 1
Disagreed 2
Strong agreed 3

Conti...
Analysis: 8 responders have selected strongly agreed option and accepted that present
promotional strategies of company has positively impact organizational performance. On the
other hand, 6 respondents have chosen agree option.
Discussion: From the above analysis, it has been identified that present promotional strategies
have made positive impact on organizational performance of Tesco. The reason of this is
current promotional tactics of organization is it has created a good brand image in the
customers mind.