Tesco's Relationship Marketing Strategy for Bangladesh Market Entry

This presentation analyzes Tesco's relationship marketing strategy, specifically focusing on its potential expansion into Bangladesh. It begins with an introduction to relationship marketing and its importance for building consumer loyalty. The presentation then provides an overview of Tesco, including its history, brand value, vision, mission, and objectives. A key element is the market evaluation of Bangladesh, including its demographics, economic growth, and consumer trends. A comprehensive context analysis is conducted, examining internal (strengths, weaknesses, opportunities, and threats) and external factors (political, social, economic, technological, and environmental) influencing Tesco's potential success. The presentation further delves into micro-environmental factors, such as the threat of substitute products, new market entrants, competitive rivalry, supplier power, and buyer power. Finally, it concludes with a marketing communication plan, linking all the analyses to develop a relationship marketing strategy for Tesco in the Bangladesh market. This student presentation, available on Desklib, offers valuable insights into Tesco's strategic marketing decisions.

Management and operation

The presentation will include the following:
 INTRODUCTION
 1. Brand evaluation
 2. Market evaluation:
 3. Internal context analysis or organisational analysis
 4. Relationship marketing analysis: issues, needs and opportunities
 5. Market communication plan 1
 6. Strategic marketing decision making and Relationship marketing strategy
 CONCLUSION
 REFERENCES

INTRODUCTION
 Relationship marketing is about forming long-term relationship with consumers. RM tries to foster consumer
loyalty rather than trying to encourage a one time scale by providing high quality and worthy products and
services. The presentation aims to analyse relationship marketing for Tesco in global context. The brand is
planning for expanding their business in Bangladesh and the whole PPT will base on the plan.
 The presentation will evaluate the brand and the potential market for Tesco. Along with it, an in-depth
context analysis will be done that covers customer context, internal brand context and external context for the
same. The factors will also be analysed that would shape proposed marketing communication campaign of the
brand. Furthermore, issues, needs and opportunities relevant to the relationship marketing and link between
relationship marketing and strategic marketing decision will be analyse. Lastly, the PPT will develop a
marketing communication plan that is linked with context analysis and relationship need for the brand

1. Brand evaluation
Overview of TESCO.
 Tesco is a global UK based groceries and general merchandise retailer.
 Founder- Jack Cohen
 Founded-1919
 Headquarter address- Welwyn Garden City, Hertfordshire, England, UK
 Annual revenue- £57,491 million (2018)
 Area served- UK, India, Ireland, Malaysia, Thailand, Hungary, Czech Republic.
 Website- www.tescoplc.com
 Tesco was found by Jack Cohen in 1919 and at present it is headquartered in England, UK. The brand is the
third largest retailer in the world measured by gross revenue and 9th largest retailer in the world that is
measured by revenues.

TESCO as a brand

Brand Strength Index.

Vision , Mission and Objective of TESCO.
Vision of Tesco
 To be the most highly valued by the targeted consumers that we serve, the communities in which we operate,
loyal and committed colleagues and shareholders.
 To broaden the scope of the industry to enable the brand to deliver a strong sustainable long term growth.
Mission statement of Tesco
 Creating value for consumers to earn their lifetime loyalty.
 We make what matters better together.
Objectives
 To maximise sales and to further decrease their prices to stay ahead from the competition.
 To introduce more healthy eating products into wide range of supplied groceries.
 They aim to develop a large internet shopping site for all of their product line.

Aim OF TESCO
 The aim of the company is to become the leading retail supermarket and provide products and services with
better quality in low price. Introducing healthy eating help in attracting more consumers that are health
conscious and interested in healthy eating products.
 Brand value
 Brand value of Tesco in worldwide is 9.08 billion USD
 In UK the brand value is calculated by 10.8 billion USD

Brand Progress

Brand Positioning
 The brand is strong in public relation, marketing and positioned itself on a local level. This local level approach
to marketing appears to be key driver for the successful brand positioning in the market. It has reputation by the
position in the market for its value, low price techniques and consumer focused. They aim to provide all of their
products from groceries, clothing to electronics on their website.

2. Market evaluation:
 Tesco is a British multinational groceries retailer. It operates and serve its products and services in USA, UK
and in another countries like India, Ireland, Thailand, Hungary and Malaysia. Now it wants to expand its
business and want to serve its products and services in Bangladesh. Bangladesh is situated in North-eastern
corner of the Indian subcontinent and bordered by India & Burma. It has population of 163 million. It ha the
world 8th largest population. The capital of Bangladesh is Dhaka. This country in increasing rapidly that is the
main reason of Tesco to expand and serve its services and products. Bangladesh is making major strides in
human development that includes and focuses on gender equity, empowerment of women, reducing population
growth and increasing health and renewable energy. Bangladesh is the 42nd largest in the world in nominal
terms and also 31st largest in terms of purchasing power parity. The GDP in Bangladesh is expanded 7.11 % in
2016. The expected rate of GDP in Bangladesh is to be 7.20% by the end of the quarter.


3. Context analysis:
 Before expanding and serving products in Bangladesh, Tesco need to analyse some factors like political, social,
economic, environment and legal factors of Bangladesh. Strengths, weaknesses, opportunities and threats of
Te.sco can also impact on its activities, so it is very important for the company to analyse all these factors.
3.1 Internal context analysis or organisational analysis
 There are some strengths and opportunities of Tesco which can help the company in expanding and serving
their products in Bangladesh. On the other hand it has some weaknesses and threats which can impact on its
functions and its activities in negative manner. It is important for the company to analyse internal factors and
address its threat and weaknesses in order to reduce the barriers which can impact its growth and sales.
 Strengths
 The main strength of this company is it has various products and varieties.
 It uses and makes the best and successful market diversification strategies.
 It operates in various countries which is its strengths.
 It provides the best quality products and services to its customers.

CONT.

CONT.
Weaknesses
 The main weakness of this company is it has weak financial performance.
 It has faced controversies which impacted on its brand image.
 As compared to its competitors Tesco has less and limited presence in emerging markets.
 Some f its buyouts are costly and did not match with the companies ethos.
Opportunities
 It is significant opportunity in order to grow online shopping for the company as it offers home delivery
services to its customers.
 It has another opportunity as it pursuing international market expansion strategies.
 It is also increasing its presence in financial service industry.

CONT.
Threats
 The main threat which the company has to face is its inability to sustain its cost leadership competitive
advantages.
 It is also facing ethics related problems.
 The another threat in front of the company is currency fluctuation.
 As compared to its competitors it has limited products and services which is a threat for the company.
 Greater stakeholder pressure.
 Rising in raw mater

3.2 External context analysis
 External analysis is the surrounding of some elements outside the business that can affect the operations of the
company and company have no control on it. This analysis helps Tesco in order to build up their brand and
value and also reduce the barrier in the growth.
 3.2.1 Organisational analysis
Economic factors: Bangladesh is the one who contributes in increasing and it rapidly increasing economy. This
company has been promoted from low income to lower middle income country. Bangladesh has a mixed economy.
There are some aspects of the business that can be determined by the interaction between sellers and buyers on the
basis of supply and demand. Tax rates of Bangladesh also impact on the business activities of Tesco like rate of
corporate tax in Bangladesh was 27.5% in 2008. Labour cost of Bangladesh also can impact on Tesco.

CONT.
 Social factors: It is the country with having more than 163 million people. The people of Bangladesh are
friendly and happy with their circumstances. The important factors that impact on the people of this
country is network connection so it is very important for Tesco is to analyse and focus on social media
platform for providing their services and products to them. It is also important for Tesco and their staff to
have the proper knowledge of English language n=because English is widely spoken in the country.
Social trends and tastes of their people is another factor that should be considered by Tesco before
expanding its business.
 Technological factors: Bangladesh is the country who uses advance technologies and people
are also technology oriented. The use of social media, mobile technology is very much popular and
being used in the country. Most of the people from different sectors use banking and media. It is
important for Tesco to use social media platform for delivering their products and services. It should also
use mobile apps for providing better facilities to their customers.

CONT
 Environment factors: Environmental issues are very high in Bangladesh so for reducing these
issues hundreds of NGOs are working . It is very important for Tesco to be very careful and satisfy
all environmental needs and not to break any environmental rules and requirements. Before
beginning business operations it needs clearance from environmental directorate.
 Political factors: Political factors like current legislations, political instability and
unemployment rate of the country. Import duty on the products of the company can also impact on
its business and decision ma.king process

3.2.1 Micro analysis
 It is the internal environment that develop within the organisation and company can control it by effectively
develop strategies. It is also external context analysis which shows different threats of environment of
Bangladesh in which Tesco wants to operate its business and wants to serve its products and services to the
people of that country. Before entering in that country there are some factors that are important for the company
to analyse like threats of their substitutes, threats of new entry etc.
 Threats of substitute products: It is big threat for the company if another company with same products enter
in the country in which Tesco wants to enter. Substitute products and services of competitor's company can have
negative impact on the sales of Tesco. For example, if person rely on the products and services of Tesco and if
there is another company provides substitute products with the higher quality at a lower price then Tesco' s
power can be weekend. So it is very important for the company to analyse of this factor.
 Threat of new entry: New entrance in that country can impact on Tesco in negative manner as it can
decrease the profits and sales of the company. The new entrance of same industry's company can impact Tesco's
power.

CONT.
 Competitive rivalry: The main aim of analyse this force is to identify the numbers competitors in that country
in which the company wants to serve its services in order to increase sales and profits. Buyers and suppliers go
on different shops for buying one product unless they find the best quality product at reasonable price. So it is
the external factor that can impact on the process and activities of the company.
 Supplier power: Power of suppliers can be identified by the changes in their price which they made.
Prices of suppliers vary from country to country. This force can be affected by the number of suppliers. It is
important for the company to analyse the factors for switching from 1 supplier to another like cost factor. Some
of the potential factors related to buying power of suppliers are: Strengths of distribution channel, employee
solidarity like labour union and presence of substitute inputs.
 Buyer power: Buying power of target customers also impact on the company's process in negative manner and
in positive manner. Customers are the one who can drive prices down. This can be affected by the numbers of
buyers and customers which the company has. It can also put the company under pressure. There are some
factors that can affect the company like buyer switching costs, price sensitivity of buyer, information
availability related buyers, Different advantages of industry products.

3.2.3 Stakeholders analysis:
 3.2.3 Stakeholders analysis: It is external context analysis and have of the stakeholder that may affect the
company in positive manner and in negative manner. The activities of the company and the way of doing
business is also impact on both internal and external stakeholders. Suppliers are the most important stakeholder
for Tesco as they are the ones who provides the raw materials and other necessary things by the company make
profits and sell their products to its customers.

Stakeholders Power expectations
Employees Low power Employees of the company expect from
manager of Tesco is fair wages and
appropriate working hours. They also want to
work within safe and healthy environment
for improving their capacity and career
development.
Shareholders High power Shareholders invest some money in the
business so for earning money they want
business sustainability. They also want to
company to become highly profitable and
keep well inform of business activities.

External stakeholders
Customers High power Customers are the main key for the business
growth and they want from the company to
provide them good quality products and
services. They also seek better customer
services like home delivery etc.
Suppliers Moderate Suppliers want from good and strong
relationship with the company and also want
on time payment.
Food and hygiene authority High They want from the company to follow safe
and health standards.
Local community Low They want corporate social responsibility and
stability of business.
The government The government of the country has high
power.
To provide more jobs to employees in order
to increase and contribute in the economy.

Stakeholder Analysis

3.2.4 Competitors analysis
 Competitor analysis is also important for Tesco because it shows the strengths and weaknesses of their
potential and current competitors. This analysis provides offensive and defensive strategic context in
order to identify threats and opportunities.
 Direct competitors: Direct competitors can be defined as those physical stores that provide a
wider range of organic and healthy products to customers. It create a competition and also may decrease
the sales of the company. There are some competitors of Tesco which are threat for the company and also
increases the competition such as: Sainsbury's, Waitrose and Asda.
 Indirect competitors: Indirect competitors can be defined as selling online and through
supermarket chain. Their are some online suppliers that provide wide range of healthy and organic food
products.
 Substitutes: Various substitutes which are also called as competitors and may increase the
competition are local cafe, other fast food and restaurants which also provides the better quality of
products.

3.2.5 Customer context analysis:
 3.2.5 Customer context analysis: It is very important for Tesco to do
customer analysis of Bangladesh as it wants to serve its products and services
of the people of that country. Customer analysis include the identification of
their target customers and segment the market like demographic segmentation,
geographic segmentation etc.
 Demographic segmentation: Tesco focus and distribute its market and
do demographic segmentation on the basis of age, gender and family size. Ir
helps Tesco in targetting their customers more accurately and effectively. It is
not possible for the company to target all type of customers at the same time.
People vary in their needs and tastes so segmentation helps company to focus
on 1 type of people at a time.
 Advantages of demographic segmentation
 It is easy to apply and use.

4. Relationship marketing analysis: issues, needs and opportunities
 Relationship marketing mainly involves the improvement in the internal operations. They
have the mission to create value for their consumers to earn their lifetime loyalty.
Relationship marketing is all about emotion and company analyse that for better growth
and success and for achieve there strategic aims and objectives in global context, they
need to focus on the relationship marketing. It is not only limited to the consumers and
suppliers, it also extended in scope to cover the internal employees and focus on
attracting new talent in the organisation too.
 History of relationship marketing
Tesco started their business in 1919 and have grown to £63 billion revenue through acquisition and
building a strong brand and the biggest reason is by expanding globally. In the past 30-40 years they have improved
relationship Of the business with their consumers and have assisted in consumer retention and driven sales growth
through customer relationship management strategy. The website of the brand Tesco.com allows them to
communicate directly and 24*7 to the consumers that helped them to build a strong relationship with consumers and
effectively retain and grow their businesses.

Issues
Issues
 Busy work life
 Health Conscious
 Issues

 Issues:
 In the global context, Tesco face many issues. For example, population of Sylhet are educated and
health conscious that develop issues for building relation with all the consumers effectively. Along with it,
people are short tempered and ready to strike in any issues that should be consider by the brand in building
relationship that any mistake regarding their product introduction or any services that directly relates to the
consumers can put the company in trouble. The people are active and they have busy work schedule that is an
issue for the company to force the clients to take time to engage with the brand.

CONT.
Needs
 Provide healthy and fresh food to the consumers.
 Quick and convenient order and delivery
 For sustainable growth

NEED
 Need:
 Tesco build effective relation with the consumer all over the places where they operate. It makes the
need for the company's growth market the relation with the consumers. Company introduced various channels
for the consumers for easy and convenient services. For aware people effectively with the services and products
offer by the company they are required to build the long term relation with them. It drives the sales and revenues
of the company. For health conscious people they bring healthy options in their supermarket, where the brand
will offer hygienic and healthy products.

Opportunities
 Growth of technologies in Bangladesh and Internet user are increasing
 Growth in the population and income
 Interest of the youth increases day by day
 People are of friendly and engaged nature.
 The country's socio-cultural environment provides an opportunity to build long term business
association with discipline by relationship marketing. Technological advancement in Bangladesh provide
an opportunity to the company as relationship marketing required various promotional, advertising and
publicity tool to change the perspective of the consumers for the food products and grocery stores. The
people of the country are friendly and happy nature that is an opportunity for the company associating
business with the local public in terms of consumer or employees. Interest of youth in food retail chains,
groceries and supermarkets are increasing day by day that is an opportunity for the company and they
should take advantage of the opportunity by giving them reason to build their loyalty and commitment as
well as interest in Tesco. Growth in population of the country is also an opportunity for the company to
build long term

5. Market communication plan
 Marketing plan can be defined as comprehensive document which outlines the marketing as well as
advertisement efforts. It defines the different business activities which will be executed in order to achieve
desired marketing objectives. Marketing plan is basically a blueprint which highlights the way an organisation
will achieve its objectives. It is also considered to be as strategy which will be used by firm for reaching to the
target customer group and influencing them to buy specific products or services. In addition to this, marketing
communication plan is basically a strategy which is adopted by an enterprise for communicating marketing
messages to target customer group (Camilleri, 2018. ). Communication is considered to be as important part of
promotional plan which assists company in accomplishing desired objectives.
 In context of Tesco, as organisation is planning to enter into new market that is Bangladesh, Marketing manager
in an organisation has developed marketing communication plan in order to inform people about goods or
services offered by company. The marketing communication plan of Tesco consists of following elements these
are :
 Key message: Ficus to life.
 Principle : An organisation intends to service customer with good quality of products or services at reasonable
price. The club cards a highly innovative scheme launched by Tesco for attracting the customer in Bangladesh
is based on principle of building relationship with customers and for gaining loyalty.
 Slogan :Every little help makes Christmas

Objectives of TESCO
 Corporate objectives : Tesco main objective is to maintain leading position in retail industry. In
addition to this, Corporate objective of Tesco is to provide good quality of products or services to
customers at low cost .
 Marketing objectives : In context of Tesco, an organisation has planned to enter into new market for
increases sales and profitability. Marketing objective of Tesco is to earn £150000 within first month of
its business operation sin Bangladesh. In addition to this, an organisation wants to capture market share
of 2 percent. In addition to this, Tesco intends to gain the loyalty of customers in Bangladesh market.
One more important marketing objective of Tesco is to open 5 more stores in Bangladesh (Aslam,2018.).

Communication objectives : The communication objective of Tesco is to generate the brand awareness.
An enterprise intends to achieve seventy percent of recognition among the people in target market. In
addition to this, Firm communication objective is gain the eighty percent loyalty of target customer
group. In addition to this, Tesco through an effective communication intends to develop strong
relationship with customers.

Positioning strategy of TESCO.
 Brand positioning :In context of Tesco, an organisation wants to position itself as high volume low cost retailer
in Bangladesh market. Offline promotional strategy has been implemented by Tesco in order to generate brand
awareness among people in Bangladesh. Print Advertisement and commercials has been used by an
organisation for promoting brand.
 Product positioning :It mainly includes dealing with single element of marketing mix for targeting specific
customer segment in most efficient way. Tesco has adopted various types of product positioning strategy in
order to attract customers. The different types of product positioning strategy utilised by the Tesco for
attracting the target customer group in Bangladesh are :
 Functional positioning: It is the strategy which is related to the increase in range as well as quality
of functionalities of specific goods or services. In context of Tesco, an organisation sell the finest
range of goods in Bangladesh by utilising the functionality positioning strategy.
 Symbolic positioning : It is the product positioning strategy which is formulated by
marketing manager in Tesco considering the values as well as aspirations of target customer group.
Symbolic product positioning strategy is utilised by Tesco for positioning its fair range of goods in
the market (Armstrong and et.al., 2015. ). In context of Tesco, an organisation uses specific
strategy for positioning clothing products. Business entity sell high price products to narrow
customer segment in context of Bangladesh market.

Marketing Mix elements
 Marketing Mix elements : In context of Tesco, an organisation marketing mix is manipulated by marketing as
well as senior manager in an organisation to great extend for offering competitive benefits to targeted customer
group.
 Product: In context of Tesco, An organisation is offering wide range as well as variety of goods to
customers in Bangladesh. Some products which are offered by Tesco are FMG , household goods etc. In
context of Bangladesh market, business entity is offering wide range of FMCG products in different parts of
Bangladesh. An organisation has adopted the customer oriented approach for developing goods or services. In
addition to this, Tesco is offering both own brand and national brand products to customer in Bangladesh.
Business entity is also offering additional services such as free parking, internet services , baby room in order to
attract customers,.
 Price: Cost based pricing strategy is used by Tesco for pricing its products. Cost based pricing strategy
generally includes setting of the costs of products considering the expenses which are associated with
development, distribution and selling of particular item. An organisation motive is to provide good
quality of products at reasonable price to customers. In Context of Tesco, proposition of brand has
always been a keen price and its main advertising slogan that is 'every little help' has underpinned the
pricing policy of an organisation in Bangladesh operations. In addition to this, other pricing policy
adapted by Tesco is that an organisation charge price according to the quality of products. It is the
pricing strategy which is adopted by firm in order to gain customer loyalty (Andrews and Shimp,2017).

CONT.
 Place: A depth, market analysis has been conducted by marketing manager in Tesco before establishing its
distribution stores in Bangladesh. Tesco, has established its stores in central location of cities in order to provide
customers convince in buying the goods or services offered by organisation.
 Promotion : Both online and offline advertisement strategy has adopted by Tesco in order to promote
goods in Bangladesh. In addition to this., marketing campaign has been organised by an enterprise in order to
inform people about products or services. Discounts as well as offers are being launch by firm in order to attract
people (Chaffey and Ellis-Chadwick, 2019). In addition to this, business entity utilises few elements of
marketing mix in context of Bangladesh market for communicating with target customer groups as well as
maintain its brad image in mind of customers. Club card scheme has launched by Tesco in Bangladesh in order
to attract customers as well as for positively influencing them to buy goods and services.
 People : In context of Tesco, an organisation has much focus on fulfilling the needs as well as
demands of customers. An organisation is making high investment on providing training to its employees so
that professional services can be delivered to customers.

 Physical evidence: In context of Tesco, an enterprise has established different stores with specific format for
distributing goods or services to customers. In addition to this, business entity is selling goods through Online
store which has assisted them in increasing sales. Online stores has provided enterprise an ease in distributing
goods or services to wide number of customers in Bangladesh. In addition to this, Tesco has formed Joint
venture with other companies in Bangladesh which has supported an organisation in making quick as well as
timely delivery of products or services to customers.
 Process : In context of Tesco, an organization while entering into new market have focus on is
marketing activities. In addition to this, an organization has focus on developing the supply chain network. In
addition to this, Tesco has formed strategic partnership with other firms in Bangladesh which has provided an
enterprise in developing the understanding about the market. Strategic partnership stretcher has helped an
organization in gaining competitive advantage.

Communication MIX :
 In context of Tesco, an organization marketing management has focus on cost effectiveness within
integrated marketing communication practices. Communication strategy of Tesco have focus on
delivering relevant messages to targeted customer group during their shopping journey.
 Internal stakeholders : In context of Tesco, employees working in an organization uses social
media as well as companies websites for communicating with customers. Social media strategy has
assisted an organization to facilitate two ways communication. It has also enables employees to provide
quick responses to customer queries. Employees working in Tesco facilitates communication in order to
built strong relationship with companies clients. Workers communicates the mission, vision and value of
company to target customer group (Chang, Wang and Arnett, 2018).
 External stakeholders : Such types of stakeholders includes local community, sup[pliers,
customers etc. These stakeholders communicate with brand in order to maintain relationship. In addition
to this, external stakeholders communicate with the company in order to gather information related to
business as well as products or services offered by organization. In context of Tesco, business entity has
launched loyalty program in order to engage external stakeholders in business.

Organization communication mix :
 An especial department has been established by management in Tesco for handing the customer complaints. An
organization has seek support from its media in order to inform external stakeholders about future business plan.
In context of Tesco ,Human resource Manager in an organization is mainly responsible for ensuring smooth
flow of information as well as an effective communication between different functional units. Marketing and
sales department is mainly liable for facilitating continuous communication with customers.
 Marketing communication Mix
E-mail as well as Phones messages are send by marketing team in Tesco, for informing target customer
group about the launch of new products , offers by company. Word of mouth is another marketing communication
strategy which is adopted by Tesco in order to accomplish desired marketing as well as business objectives. It is the
strategy which has supported Tesco in gaining the customer loyalty (Chernev, 2018). Word of mouth is the
marketing communication strategy which has assisted Tesco in gaining the popularity among people .

Pre opening stage :
 Main Goal : In Tesco, main objective of an enterprise is to generate brand awareness in Bangladesh market and
to built strong relationship with customers.
 Tools : The tools as well as techniques which are used By Tesco for achieving desired marketing activity in
Bangladesh includes advertisement, sales promotion.
Magazines Online as well as Print magazine for
promotion of brand.
To convey the message that is 'every
little help'
Outdoor advertisement Posters as well as brochures will be
distributed.
To reach the target customer group.
Social Platform Facebook, Instagram , and Twitter To deliver information about goods or
services.
Sales promotion Free sample and coupons Utilise for encouraging people to try
product.

Operational stage :
 Main Goal : The main objective is to develop and main relationship.
 Tools : the different activities which are executed by Tesco includes Direct marketing , loyalty program,
customer engagement network etc.
 Budget planning
Development of website £30000
Marketing campaign £40000
Use of internet and social media platform £35000
Promotional brochures or advertisement using online
media like ad on Television
£4000

6. Strategic marketing decision making and Relationship marketing strategy
 In order to succeed in the market where Tesco is planning for expanding its business, there should be good
relationship marketing strategy, good product and services and setting up of distribution channel. Strategic
marketing decision, appraise a range of corporate and business mission, vision and objective. The decisions are
based on the geographically diverse market. The strategic decisions, identify, compare and contrast strategic
options. The decisions of Tesco involves; Strategic marketing planning, marketing communication plan,
relationship marketing strategy. It is based on the current state where the brand is stand that includes; their
strategies, mission and aim of the business.
 There are various essential dimensions of relationship exists i.e. Trust, Loyalty, Expectation and Commitment.
They are not only aim to make their focus on building relation with consumers. For better outcome they are
required to build relation with partners, suppliers, employees.

 Loyalty- Loyalty is the emotion to attach with the brand in any condition. It can build by the love and
quality service provide by the brand to the consumers. The strategic decision of the company is to build
loyalty with relational marketing strategy with the consumers, employees and partners. For that purpose
some strategic decisions were taken by the brand.
 Trust- It is related to the faithfulness of customers on the brand. The strategic decision of the comp-any
in terms of this dimension is focuses on Partners, suppliers, consumers and employees. In relationship
marketing strategy, trust of the company should be established with effective strategies taken by the
external and internal analysis and strategic communication plan.
 Expectation- The expectation is of from both the side. Consumers expect from the company to meet
their need and requirement with great quality products in low price that did not affects on their income on
high level. On the other hand company expect from the population to be loyal with the brand and provide
them feedback for their products and services that they can improve further. The expectation of the
company to government is to create and allow the company to operate in positive environment where
they can grow and can be the reason of government growth. On the contrast, Govt. expect from the
company to sustain the environment and protect it and operate under the laws and legislation of
Bangladesh.

CONCLUSION
 As per the present study, it has been evaluated that relationship marketing is essential for the Tesco to build
long term relationship with the consumers in Bangladesh and to foster their interest in the company. It has been
evaluated from the analysis that selecting Bangladesh as expanding the brand is appears with positive and
negative outcome. There are some strength that will help the company in the global expansion and some
weakness that should be improved. The performance of the brand in other operating countries is analysed at top
position in retail grocery chain and they are required to develop some effective strategies to expand in
Bangladesh with the same ease. The marketing communication plan had enabled the company to take some
strategic decision and target the consumer, position itself in the market of Sylhet effectively. Relationship
marketing had been analysed as an effective strategic tool that need to be implement by the organisation in
various issues.

REFERENCES
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