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.