Graduate Challenge Report: Tesco's Expansion, Innovation, and Branding

This report examines two key challenges faced by Tesco: product and service innovation and expansion, and the establishment of high brand equity, particularly for T-shirts. The report utilizes the SMART framework to develop action plans addressing these challenges. It analyzes Tesco's failures in the US and Japan, the fraud case in the UK, and issues related to profitability and productivity. The action plan for innovation emphasizes understanding business concepts, analyzing sales ratios, conducting customer surveys, and adapting to technical advancements. The branding challenge focuses on building brand awareness, enhancing operational revenue, and improving team management through customer satisfaction surveys and reward systems. The report concludes by highlighting the importance of these action plans in achieving competitive advantage and improving Tesco's overall performance. References to academic journals and online resources are provided to support the analysis.

GRADUATE CHALLENGE

Table of Contents
INTRODUCTION ..........................................................................................................................3
Main body........................................................................................................................................3
Challenge 1: Action plan in terms to innovation and expansion of product and service in Tesco
......................................................................................................................................................3
Challenge 2: T- shirt- High brand equity considered to be the competitive advantage...............4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Challenges at the enterprise brings lots of hurdles and issues in terms to gain the
profitability and productivity. Thus, present reflection report will discuss the two challenges as
Tesco failed in USA and Japan. Furthermore, this entity has also encountered with the serious
fraud office in the UK and this firm overrating its profit in 2014. However, the major issues was
related with the profitability and productivity within enterprise.
Another challenge relates with branding of T-shirt as brand must be unique and good
brand logo is a multi use of sign of recognition. Thus, it is the highly visible reminder in terms to
attract the customers. In order to cope with the challenges, smart action will be framed so issues
can be overcome.
Main body
Challenge 1: Action plan in terms to innovation and expansion of product and service in Tesco
Specific- My experience within the Tesco was related with the expansion of product and
services. I have learned varieties of skill and concept of marketing. Hence, finance, HR has
helped me to target myself and improvise the correct path. I have learnt the various aspect of
marketing over there and this all has helped me to conduct the things efficiently. I faced the huge
trouble in making modification in product and services. With the help of targetting over the
innovation of product and services aids to expand the activities of business.
Measurable- In the programme of bringing innovation in product and services the one of
the core focus is to understand the business concept and techniques (Visnjic, Ringov and Arts,
2018). Thus, the main aim is to have growth in operational working and to gain the competitive
advantage within the enterprise. By analysing the sales ratio, it can be easily determine the
profitability ratio within the enterprise. Therefore, product and innovation must bring timely so
that staff to the enterprise can be motivated.
Attainable- I will conduct the survey in terms to find out the satisfaction level of
customers. By introducing the product and services within the market, the timely feedback of
customer has to be taken so that expansion of services in other countries can be done in better
manner. By providing training and one on one meeting supports to make the employee prepared
with the activities of production.
Relevant- I will find ways to deal with the technical advancement so that innovation and
expansion of commodities can be done in better mode. Therefore, by analysing the product and

services and need to the market the all things can be one in expertise mode. I will have the use of
technical advancement so that firm can build loyalty of customers and attracts new customers to
have enhancement in sales of commodities. Hence, public image of the enterprise can only be
build with bringing innovation in product and services (Barnes, Gula and Consulting., 2018).
With help of finding the ways and to attract the customers it is crucial to strive and to enhance
the customer base to match additional customer service staff.
Time bound- By increasing innovation in the product and services the firm can able to gain the
competitive advantage within the market. With use of technical advancement, the firm can
enhance the profitability of the enterprise. Therefore, timely feedback analysis can be conducted
in terms to have improvement in working of enterprise.
Challenge 2: T- shirt- High brand equity considered to be the competitive advantage
Action plan with use of SMART-
Specific- Brand awareness campaign needs to be flexible enough in order to grow the working of
enterprise (Three Objectives of Brand Awareness. 2019. ). Hence, entity should seek and to build
customers awareness so that product and services can be enhanced. Under this, T-shirt challenge
the entity need to focus over branding and quality of commodities so that they can be attracted
towards working of enterprise.
Measurable- The main aim is to have enhancement in operational and revenue for the business
and this will aid to facilitate growth to three more branches. Hence, the entity will be capable to
achieve competitive advantage within market. With help of analysing the sales ration, it can be
easy to determine the profit volume ratio of the enterprise. The main aim under it was related
with the improvement in team management by focussing over time and motivating the staff
member to perform their best.
Attainable- I will conduct the survey to find out the satisfaction level of customer from the staff
of the enterprise. By satisfying customer and analysing their needs it can be easy to enhancing
the brand image of the enterprise. Therefore, the training and one on one meeting aids to make
that the employee are prepared what is expected from them at they cope with the activities of
production. Also, needs to defined that what is in the mind concerning about general operation of
business.
Relevant- I will find ways to manage the complaints in order to maintain customer base. Thus,
rewards system will be helpful in terms to enhance the outstanding performance of employees.

Hence, motivational training has to be conducted in order to encourage the working of
individuals and to perform the activities effectively. Hence, public image can build customer
loyalty and attract new customers and increase sales directly. This will also aids to enhance
brand image within the market. Therefore, advertisement, website tool will aid to promote the
product and service. Reward system will help to attract the staff of the enterprise. By finding
ways about to manage the customer base it is crucial to strive to enhance customer base in order
to match additional customer service staff.
Time bound- I will have increased the profitability by the end of coming four year. This will aid
to me to enhance the profitability of the enterprise. Hence, timely feedback analysis will be
conducted in order to have improvement in working of firm.
CONCLUSION
Hereby, it can be concluded that this report has covered the tow challenges as Action plan
in terms to innovation and expansion of product and service in Tesco and High brand equity
considered to be the competitive advantage. Hence, action plan has been framed with help of
SMART objectives in order to overcome with challenges of product expansion in new market
and branding of T-shirts in market.

REFERENCES
Books and Journals
Barnes Jr, M.L., Gula Consulting LLC, 2018. System, method, and computer program product
for video based services and commerce. U.S. Patent 9,864,958.
Visnjic, I., Ringov, D.P. and Arts, S., 2018, July. Which Services? How Industry Conditions
Affect Product Firms’ Service Type Choices. In Academy of Management
Proceedings (Vol. 2018, No. 1, p. 18507). Briarcliff Manor, NY 10510: Academy of
Management.
Martinez, V and et,al., 2019. Exploring the journey to services. In Handbook of Service Science,
Volume II. Springer, Cham.
Online
Three Objectives of Brand Awareness. 2019. [Online] Available through :
<http://www.businessdictionary.com/article/571/three-objectives-of-brand-awareness/>