Tesco Market Research: Strategies for Market Share Growth Report

This report provides a comprehensive analysis of Tesco's marketing management. It begins with an introduction to marketing management and its importance for organizations like Tesco, a British multinational company. The report outlines the aims and objectives, focusing on identifying market opportunities and analyzing data. A literature review explores various strategies for gaining market share, emphasizing the significance of market research. The research methodology section details the use of both qualitative and quantitative data collection methods, including one-on-one interviews and questionnaires. The data collection process involves a survey with 50 respondents to gather insights into customer knowledge, satisfaction, and brand loyalty. The questionnaire includes questions about product knowledge, marketing strategies, customer retention, and employee attraction. Furthermore, the report includes a timeline in Excel format and discusses control and evaluation methods to ensure the success of the market research plan. Finally, the report concludes with a discussion of the findings and their implications for Tesco's marketing strategies.

Marketing
Management

Table of Contents
INTRODUCTION......................................................................................................................3
Aims and objective.....................................................................................................................3
Aim.........................................................................................................................................3
Objectives...............................................................................................................................3
Literature review........................................................................................................................3
Research methodology...............................................................................................................4
Data collection...........................................................................................................................5
A timeline of your plan in excel format.....................................................................................9
Control and evaluation.............................................................................................................10
CONCLUSION........................................................................................................................10
REFERENCES.........................................................................................................................11
Books and journals...............................................................................................................11

INTRODUCTION
Marketing management can be defined as our internal part of management which is
related to managing the marketing activities of Organisation in order to attract the customer
toward the products and services offered by the organisation in the current business.
Marketing activity of organisation is directly linked to the current function of the firm in
order to achieve the objectives and perform them in an appropriate manner (Chernev, 2018).
In relation to the current business environment, marketing management is essential for every
Organisation in order to achieve their functioning as well as perform them in an appropriate
manner. This is useful to the organisation in order to achieve the objectives as well as
perform its function in an appropriate manner so that it can improve its function and achieve
better results. The current research report is based on Tesco. It is a British multinational
organisation which is operating in the market of UK as well as global platforms.
Organisations providing number of products to the customers who include food products
clothing and many more. In relation to the present report, it includes discussion about an
appropriate research which is based on Tesco. These include identification of the method
which are included under the research. Justification about targeted audience (Deepak and
Jeyakumar, 2019). Discussion about use of instruments in order to sampling questionnaire for
quantitative research and literature reviews for secondary research. There is also a discussion
about the timeline and plan in Excel format as well as breakdown structure which is used to
investigate. There is also discussion about control and evaluation in order to success in the
market research plan as well as appropriate discussions.
Aims and objective
Aim
"To identify the different market opportunities in order to gain the market share by
conducting appropriate market research". A case study based on Tesco.
Objectives
 To identify the different kind of data which is used under the research report
 To analyse the current market opportunities which can be used in order to improve the
market share.
 To identification of various instruments which can be used in order to conduct a
market research.
Literature review
What are the different opportunities in order to gain the market share by conducting
appropriate market research?
According to the viewpoint of (Dogu and Albayrak, 2018)It is analysed that there are a
number of ways which can be used by the organisation in order to gain the maximum
advantage in the market and performance function according to the needs and requirements.

Identify that there are a number of opportunities which can be used by the organisation to
increase its market share and by conducting an appropriate market research. In contacts of
Tesco it is unless that market research is important for organisation to improve its functioning
and achieve better results so that it can perform its function at achieve desire objectives in a
timely manner. It is also identified that there are various functions which has to be performed
by the management within the team. By the use of appropriate opportunities organisation can
gain insight about the market as well as use its products and services. It is also analysed that
there are various functions which can be performed by the organisation to achieve its
objective and manage all the research.
What are the current market opportunities which can be used in order to improve their
market share?
According to view point of (Hollensen, 2019) According to the current market performance
of organisation there are various functions which have to be performed by the organisation to
achieve the objectives and manage the function in appropriate manner. Author also stated that
stated that there are various market opportunities which can be used by the organisation in
order to improve its market share. Ibrahim opportunity in front of organisation is to improve
its functioning as well as achieve better results according to the needs and requirement. Use
of appropriate marketing research is a major part which can be used by the organisation while
identifying the current market opportunities and performing its function in another way.
Order also stated there are a number of opportunities which can be availed by the
organisation by implementing its function in the market we want to expand or improve its
functioning and use them in a direction of organisational goals. It is also analyse that there
are various functions which has to be performed by the manager in order to achieve the
objectives which are directly related to market opportunities which can be executed to
improve the market share. Author also stated that current environment is full of competition
where organisation needs to improve its function by analysing the competition from its
competitors and using appropriate strategies. Tesco provide opportunity to the organisation in
order to bring effectiveness and manage the function of different individuals in an appropriate
way.
What are the various instruments which can be used in order to conduct a market
research?
There according to the viewpoint of (Keegan, 2017) It is analysed that there are a number of
resources which can be used by the organisation to conduct appropriate market research and
achieve its objectives. These instruments are related to use of qualitative and quantitative data
which will provide insight about the functioning of organisation as well as help in analysing
the current market situation while performing the business objectives. Author is also working
in a direction of business objective square organisation pin use various sources implement
them according to the requirements. This will work better culture and environment which can
be used in order to bring effectiveness and perform the functions appropriately.

Research methodology
Research methodology can be defined as a specific procedure or technique which is used by
the organisation or a researcher in order to identify select process and analyse different
information about a particular topic of research (Kotabe and Helsen, 2020). In context of the
current research related on marketing management there is use of both qualitative and
quantitative data in order to collect information as well as performing the function in
appropriate manner. The detailed discussion of both of these data is discussed below:
Qualitative data: Qualitative data can be defined as a data which can be observed and
recorded this data is non-numeric in nature. Add the qualitative data collection method this
data is collected through the methods of observation one to one interview conducted focus
group and various other methods (Kotler, 2016). This method of data collection is useful in
order to achieve the objectives as well as performing the function in appropriate manner. In
context of the research made by the test in order to improve the function as well as achieving
the objective of marketing management. There is also use of qualitative data. This data is
useful to understand as well as provide various kinds of information and equality creative
function so that data can be measured according to the needs and requirements. What are the
current research one-on-one interview method is useful in order to collect the qualitative data
so that research can be performed in an appropriate manner as well as desired outcomes can
be achieved according to the requirements of the manager while performing the research.
Tesco is the base organisation under this search where there is use of one on one interview
methods in order to collect the data as well as provide qualitative research so that
organisation can achieve its business objectives and can perform its function in accordance
with the current requirement and availability of the resources within the market.
Quantitative data: Quantitative data can be defined as a kind of data collection method
which is used in order to value theme terms and identify the data according to the needs and
requirements. Quantitative data is that type of data which is helpful in identification of data in
numeric form so that organisation or researcher can use the data to perform the research in an
appropriate manner. This kind of data collection can also be defined as a group of qualified
information which is related to mathematical computation and statistical analysis (Kotler,
2019). Quantitative data of the company cost of production will be connected to the questions
and is helpful in order to identify the market plan (Naudé and Sutton-Brady, 2019). In context
of the current researcher Tesco, researcher values various kind of qualitative data collection
method which includes district data continuous data. The major methods which are used
under this research in order to correct the data are related to cross-tabulation gap analysis text
analysis and various others. These all are the analysis which can be used in order to identify
the market situation of Tesco and performing activities in order to implement the marketing
strategies and the future of directives.
Data collection
In order to collect the data for finding the research experience there is use of medium level
audience which is related to the organisation as well as various individuals who are
purchasing the products of the organisation in the current market. This is an effective system

in order to conduct the appropriate market research where number of individuals is included
under the questionnaire (Lindgreen and Di Benedetto, 2018). there is use of appropriate
questionnaire in order to collect the data so that authenticity can be maintained as well as
performance can be achieved in an appropriate manner. In order to collect the data about the
marketing function of organisation there is use of 50 responded who will provide appropriate
system and help in identifying the current system of organisation. All this is useful to the
organisation and order to maintain its function as well as attract large number of customers
by retaining talented employees and performing appropriate marketing function.
Questionnaire
Question 1) Do you have knowledge about the products and services sold by Tesco within the
market?
1. Yes
2. No
Question 2) What are the different strategies which are adopted by Tesco in order to attract
the customer within the market by using marketing function?
1. Sales Promotion
2. Advertisement
3. Any other
Question 3) do you know about the products and services offered by Tesco within the
market?
1. Yes
2. No
Question 4) What are the different customer retention strategies which are followed by the
Tesco and are beneficial to the customers in order to satisfy their needs and requirement?
1. Email marketing
2. Follow up calls
3. Building better relations
Question 5) What are the brand loyalty schemes which has started by Tesco in order to
maintain the customer and attract customers throughout the organisation by using marketing
function?
1. Discounting on products
2. Quality products
3. Any other
Question 6) Are you satisfied with the production services provided by the organisation and
their useful and order to satisfy their needs and requirements?
1. Yes
2. No
Question 7) According to you is that advertisement strategies which are adopted by Tesco in
order to promote the marketing function are effective?
1. Yes
2. No
Question 8) Tesco is global performing organisation where it is required by the organisation
to use appropriate system with support better management. According to you what are the
strategies which are adopted by the school in order to attract the talented employees.
1. Motivation with an organisation
2. Better organisational culture
3. Brand value

Analysis
Question 1) Do you have knowledge about the products and services sold by Tesco within the
market?
1. Yes
2. No
The main reason behind choosing this question and order to conduct the market research is to
identify the knowledge about the products and services which are sold by Tesco within the
market as well as response of customers in addition to these products and services to better
the research and achieve the objectives of the research (Parsons and Lepkowska-White,
2018).
Question 2) What are the different strategies which are adopted by Tesco in order to attract
the customer within the market by using marketing function?
1. Sales Promotion
2. Advertisement
3. Any other
The main reason behind asking this question and including it in the question is that to identify
the different strategies which are adopted by the Tesco in order to attract the customer within
the market so that organisation can easily achieve its objectives as well as identification of
customer response over these strategies.
Question 3) do you know about the products and services offered by Tesco within the
market?
1. Yes
2. No
The main purpose of using this question is to identify the products and services which are
offered by Tesco in the market where it is operating as well as customer response towards
these products and services so that appropriate Framework can be maintained and use of this
data can be e effective for conducting appropriate marketing research.
Question 4) What are the different customer retention strategies which are followed by the
Tesco and are beneficial to the customers in order to satisfy their needs and requirement?
1. Email marketing
2. Follow up calls
3. Building better relations
The main reason behind using this question in the questionnaire is to identify the customer
retention strategies which are followed by Tesco in order to formulate an effective marketing
plan as well as identification of benefits to the customer so that they can satisfy their needs
and requirements. This can be used to achieve the business objective and perform the
function in an appropriate manner so that form can achieve its objectives.
Question 5) What are the brand loyalty schemes which has started by Tesco in order to
maintain the customer and attract customers throughout the organisation by using marketing
function?
1. Discounting on products

2. Quality products
3. Any other
It is also identified that this question is important in relation to identifying the customer
trends within the market as well as identification of current strategies which are followed by
Organisation in order to matching the brand loyalty schemes and response of customer
towards these brand loyalty schemes so that form can attract the customers and maintain
effective relations with customers within the market where it is functioning.
Question 6) Are you satisfied with the production services provided by the organisation and
their useful and order to satisfy their needs and requirements?
1. Yes
2. No
The purpose behind including this question at the questionnaire is to identify that what are the
production services which are used by Tesco in order to attract the customer and are the
satisfactory for the organisation to fulfil the needs and requirements of the customer with the
market.
Question 7) According to you is that advertisement strategies which are adopted by Tesco in
order to promote the marketing function are effective?
1. Yes
2. No
It is identified that there are a number of advertising strategies which can be adopted by
Tesco the main reason behind using this question under this is to identify these strategies as
well as their impact on the different marketing function so that the customer response can be
analysed in order to perform the marketing activity as well as achieve effectiveness and these
marketing activities (Samoggia, Bertazzoli, A. and Ruggeri, 2019).
Question 8) Tesco is global performing organisation where it is required by the organisation
to use appropriate system with support better management. According to you what are the
strategies which are adopted by the use in order to attract the talented employees.
1. Motivation with an organisation
2. Better organisational culture
3. Brand value
This question is included under this questionnaire in order to identify the appropriate support
system within Tesco which will help in identifying different strategies which can be used in
order to attract the talent management as well as perform the functions according to the
requirements of the organisation. According to the needs and requirements and performing
the function appropriately.

A timeline of your plan in excel format

Control and evaluation
Monitoring and control is an important process under research in order to identify the
research outcomes as well as achieve the appropriate objective. In context of the current
research there is also identification of effective control and evaluation process which will
help in conducting the market research so that the learning outcomes can be achieved in an
appropriate manner (Visconti, Peñaloza and Toulouse, 2020). Under the current research
there is use of appropriate process which is helpful in identifying and evaluating the
questionnaire as a result from different individual so that a positive result can be identified in
order to formulate effective strategies of marketing for Tesco. These strategies will be used to
achieve the objectives and perform the function according to the current requirement and
manage the function in an appropriate way. This is also useful in evaluating the process and
managing the function according to the needs and requirements of organisation. This will also
perform the functions which will promote better results. Monetary will evaluate the overall
performance of the researcher and help in fulfilling the requirements within a limited time
frame (Sharp, 2017).
CONCLUSION
It can be concluded from the above-mentioned information that there are various
functions which has to be performed under the research in order to maintain the marketing
function and use appropriate functions which will promote organisational functions. This is
essential for organisation to achieve its objectives as well as perform the work in an effective
manner so that timely manner system can be established according to the needs and
requirements.

REFERENCES
Books and journals
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Dogu, E. and Albayrak, Y.E., 2018. Criteria evaluation for pricing decisions in strategic
marketing management using an intuitionistic cognitive map approach. Soft
Computing, 22(15), pp.4989-5005.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Keegan, W.J., 2017. Global marketing management. Pearson India.
Kotabe, M.M. and Helsen, K., 2020. Global marketing management. John Wiley & Sons.
Kotler, P., 2016. A framework for marketing management. Pearson Education Limited.
Kotler, P.T., 2019. Marketing management. Pearson UK.
Lindgreen, A. and Di Benedetto, C.A., 2018. The future of industrial marketing management.
Naudé, P. and Sutton-Brady, C., 2019. Relationships and networks as examined in Industrial
Marketing Management. Industrial Marketing Management, 79, pp.27-35.
Parsons, A.L. and Lepkowska-White, E., 2018. Social media marketing management: A
conceptual framework. Journal of Internet Commerce, 17(2), pp.81-95.
Samoggia, A., Bertazzoli, A. and Ruggeri, A., 2019. Food retailing marketing management:
social media communication for healthy food. International Journal of Retail &
Distribution Management.
Sharp, B., 2017. Marketing: theory, evidence, practice. Oxford University Press,.
Visconti, L.M., Peñaloza, L. and Toulouse, N. eds., 2020. Marketing management: A cultural
perspective. Routledge.
Zahay, D., 2020. Digital marketing management: A handbook for the current (or Future)
CEO. business expert press.