Relationship Marketing Analysis and Strategy for Tesco in Bangladesh

This report provides a comprehensive analysis of Tesco's relationship marketing strategy. It begins with a brand evaluation, outlining Tesco's vision, mission, objectives, and brand value. The report then assesses the market, focusing on Tesco's expansion into Sylhet, Bangladesh, considering demographic and economic factors. A detailed context analysis follows, including customer segmentation, organizational strengths, weaknesses, opportunities, and threats. External factors are examined through macro and micro analyses, including political, economic, technological, legal, and environmental aspects, as well as competitor analysis. The report identifies key issues, needs, and opportunities for Tesco in Bangladesh. A marketing communication plan is presented, detailing objectives, and strategies. The analysis covers Tesco's product focus, promotional strategies, and communication objectives for entering the Bangladesh market. Overall, the report offers a strategic framework for Tesco's relationship marketing efforts.

RELATIONSHIP
MARKETING

OUTLINE
• Brand evaluation;
• Market evaluation;
• Context analysis;
• Relationship marketing analysis: Issues, needs & opportunities;
• Marketing communication plan;
• Relationship marketing strategy;
• Conclusion

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

Vision , Mission and Objective of TESCO
Vision of Tesco
 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 maximize 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.
 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.
 They aim to develop a large internet shopping site for all of their product line.

Brand Value of Tesco
 Brand value of Tesco in worldwide is 9.08 billion USD
 In UK the brand value is calculated by 10.8 billion USD

• 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.
Market Evaluation

Why in Sylhet, Bangladesh
• Sylhet, in 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.
• The main reason of Tesco to operate on Sylhet, Bangladesh is it is 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.
• Sylhet, in 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.
20/04/19

3.1. CUSTOMER CONTEXT
ANALYSIS3. Context analysis TARGET SEGMENT
People who are busy with their
work, family, schools, and
other activities who care
about health and prefer
organic prepared meals

3.1. CUSTOMER CONTEXT
ANALYSIS
3.1.1. CUSTOMER CONTEXT ANALYSIS
Proportion of UK consumers who are willing to pay
premium for organic products (Global Retail Tech,
2016)
Advantages of demographic segmentation
• It is easy to apply and use.
• Desired data and information's can be achieved
quickly and cheaply.
Disadvantages of demographic segmentation
• This approach is based on assumption that all
the customers in the same demographic group
have similar needs.
• Changes in people needs can affect this
segmentation.
• Overlapping of classes

3.1. CUSTOMER CONTEXT
ANALYSIS3.1.1. CUSTOMER SEGMENTATION
BEHAVIOURS (KNOWLEDGE, ATTITUDE,
RESPONSES)
Busy people who are willing to eat healthy food
because they are aware of the good impact of food
in their health. They want to have a HEALTHY
LIFE STYLE
Mode of purchase: Online order, Delivery, In-
store visit
Sales of Tesco in 3 years

 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.