Impact of Social Media on Tesco PLC Brand Image - BPP University

This report analyzes the impact of social media practices on the brand image of Tesco PLC, a major UK-based multinational grocery and general merchandise retailer. The study investigates the role of social media in enhancing brand awareness, customer engagement, and overall market performance. It explores the various social media strategies employed by Tesco, including Facebook and Twitter campaigns, and assesses the benefits derived from these practices. The research examines factors contributing to the selection of the research project, emphasizing the importance of social media in today's competitive market. The report incorporates insights from existing literature, including the views of Hemley (2013), Evans (2012), Ghodeswar (2008), and Hansen (2011), to provide a comprehensive understanding of how social media impacts brand image and customer behavior within the retail sector. The study employs a descriptive research design to analyze the impact of social media practices on Tesco's brand image.

BPP UNIVERSITY
A STUDY ON TESCO
(PLC)UK.
BUSINESS INTEGRATION PROJECT
SRN: 1044621
12/20/2016
0

TABLE OF CONTENTS
TASK 1............................................................................................................................................2
1.1................................................................................................................................................2
1.2................................................................................................................................................4
1.3................................................................................................................................................5
1.4................................................................................................................................................6
1.5................................................................................................................................................7
TASK 2............................................................................................................................................8
2.1................................................................................................................................................8
2.2................................................................................................................................................9
2.3................................................................................................................................................9
TASK 3..........................................................................................................................................13
3.1..............................................................................................................................................13
3.2..............................................................................................................................................14
3.3..............................................................................................................................................24
REFERENCES..............................................................................................................................25
APPENDIX....................................................................................................................................27
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TASK 1
1.1
Background of the study
The rise as well as wide spread of internet as well as the fast growing consumers use of
digital media results in different business sectors to think upon the new ways that can be used for
making communication with the customers. The fastest growing online tool in order to reach
customers is referred to as social media. Today, social media is becoming an important part of
the people's lives and it is being seen as the important marketing approach. In the present era
there is greater significance of social media in increasing the awareness among the customers to
a significant level (Barefoot and Szabo, 2010). The importance of social media is increasing at a
greater speed and each business in involved in making adoption of the tools that acts as an aid in
increasing the overall performance of the business within the market. The networking sites
including Facebook, twitter possess greater effectiveness and provides opportunity to the firms
for marketing their products. Beside this level of competition is also increasing to a greater
extent. Because of such the social media campaigns are regarded as the most effective tool that
acts as an aid in strengthening the base of customers. This is considered more beneficial for the
business as well. Social media campaigns focus on the manner in which the organization in
providing suitable products to the target market in comparison with the key rivalries. Moreover
differentiation in the product has increased to a greater extent in the modern scenario. Thus the
role of social media is towards carrying out better performance within the market. With this the
business is able to gain edge over competitors to a significant level. The role of social media is
effective in allowing the organization to effectively as well as inexpensively involve in direct
client contact, reaching the level of efficiency which is greater than the traditional tools of
marketing (Bernhardt, Mays and Hall, 2012). There is presence of several evidences as well as
examples that reflects the manner in which the firm use social media for better communication as
well as outcomes.
In the modern era there is greater increase in the competition level within the market.
There is greater increase in the difficulty for the business to survive in the market for long run
course of time. In this relation the firm has started to get involved in the marketing practices with
the aim to attract large number of customers within the market. Such results in increasing
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favorable outcomes for the business. The activities relating to marketing can be carried out in
several forms which can by the means of social media, mobile marketing as well as email. In the
proposed research the role of social media is being discussed in relation to Tesco. The study
would be comprised of past studies that have been carried out by other authors. As such this
would assist in gaining deeper insight to the phenomenon under subject matter. With this
researcher would be able to develop better understanding of the field.
Company overview
Tesco is British multinational grocery as well as general merchandise retail that is being
headquartered in England United Kingdom. The company is considered as the third largest
retailer within world in terms of profitability (Tesco records best sales performance in two
years., 2016). On the other hand it is regarded as the fifth largest retailer when measured in
revenues. Tesco has diversified itself geographically since 1990s. This is in various areas that is
comprised of retailing of books, clothing, electronics, furniture, toys, petrol as well as software
(Qualman, 2010). Tesco has been listed over London stock exchange and its the constituent of
FTSE 100 index. The market capitalization of the company was £18.1 billion as of 22nd April
2015 (Tesco PLC (TSCO.L)., 2016). Such is 28th largest of any firm that any organization having
primary listing on London stock exchange. The company has effectively moved from being
down market higher volume low cost retailer to one that appeals across several social groups
through offering products ranging from its Tesco value items to the finest range of Tesco. The
major emphasis of the business is towards marketing through social media that can assist in
increasing its brand image within the market.
Aim
The aim of the proposed investigation is: To analyze the impact of social media practices
in improving brand image of business: A study on Tesco Plc U.K.
Objectives
In order to carry out the present report several objectives are being set. These have been
enumerated in the manner as under:
 To determine the different type of social media practices employed by Tesco for
developing awareness in the market
 To assess the benefits obtained by Tesco while indulging into social media practices
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Research questions
The stated below are the research questions for the proposed investigation. Such are as under:
 What are the different types of social media practices employed by Tesco for developing
awareness in the market?
 What are the benefits obtained by Tesco while indulging into social media practices?
Such are regarded as certain research questions which are devised for the present
investigation in order to increase efficiency of the research. Moreover it would offer base to the
researcher in accomplishment of the research aim.
1.2
Factors contributed in research project selection
There is presence of several reason beside carrying out the investigation. This is relating
with analysis of the impact of social media practices in improving brand image of business: A
study on Tesco Plc U.K. Moreover in order to carry out investigation Tesco is being selected as
it is considered as one of the renowned organization within the market that is offering wide range
of retail products to the target market. In present era every firm is facing greater number of issues
in the market while conducting its operations like competition, economic stability, changes in the
political conditions, change in technology as well as alterations in the taste and preferences
among the people within the market. In order to deal with several issues relating adoption of
social tool this is important as with this each business can promote its product in effective
manner and it is also regarded as the development tool that can help the business in enhancing
its image in long run course of time (Safko, 2010). Further social media sites offers opportunities
towards making development of better association with the target market. Further it becomes
effective in gaining insight to the actual need pf the customers that is most significant for each
organization. Beside this the main advantage of making adoption of social media tools is its
effectiveness and this is considered as one of the major reason that is being utilized for the
promotion of the product. It has major role in providing the base to the firm in gaining larger
number of advantages. Further the firm can increase its presence at international level. Thus this
is considered as major factor that has provided contribution in making selection of the research
project. It has been gained that there is presence certain more factors as well. This is comprised
of scope of the study as well as interest of the researcher. In order to carry out the investigation
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on particular topic it is significant that researcher needs to possess interest so that it can be
carried out with greater effectiveness. With the assistance of such suitable outcomes can be
generated which would act in attainment of the research aim and objectives to a greater extent.
Another major factor relates with the scope of the study. The proposed investigation on impact of
social media practices in improving brand image of business: A study on Tesco Plc U.K. possess
wider scope and also not much of the studies have been carried out on the relevant subject
matter. Thus with this appropriate investigation can be done which would help in drawing valid
outcome from the research.
1.3
In accordance with the views of Hemley, (2013) it has been examined that social media
such as facebook, twitter etc is gaining huge popularity in the market. There is majority of the
organizations that are focusing towards development of suitable social media campaign for the
purpose of increasing the sales in an effective manner. Moreover it offers ample amount of
opportunities to the organization in which the major is the impact on the brand image and with
this it becomes easier for the business to carry out operations in an effective manner in the
market. In addition to this ultimate target of every firm is towards bringing awareness among the
market in relation to the range of product so that target market is attracted towards purchasing
the product. Moreover without suitable promotion no company can sustain within the market for
longer duration of time. Thus the organization has started to make promotion of their product
through social networking sites that is Facebook etc.
For the retail sector there is greater increase in the level of competition as the products
that are being sold are the close substitute to one another. Moreover the management of each
business are putting efforts towards increasing their market share. As per the views of Evans,
(2012) campaigns developed by means of social media sites are unique. Further they possess
ability to affect the purchase behavior regarding the target market. Moreover to build brand
image in the competitive business environment it is regarded as most tough task for every firm
and because of such reason each organization has taken advantage of the social media. The
organization that is carrying out operations in retail sector like Tesco has made development of
separate page over Facebook with which it can share essential important with its target market.
The range of information shared by company involves product development, discount and offers,
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introduction of new services etc. Moreover special moments specifically in case of occasions
information can be shared by means of social media. This assist in satisfaction of needs of target
market with greater effectiveness.
Business makes sharing attractive pictures with its valuable customers in addition to the
videos. This is effective in offering valuable experience to the target audience. Beside this
customer are offered with greater opportunity to like page of the organization and they can also
share particular information that can be relating to the product or any kind of feedback with the
organization. However Ghodeswar, (2008) argued that in the present era there is difficulty for
every firm to fulfill the changing requirements of the target market. Thus social media is
considered as effective tool by the business in building sound brand image of the organization. In
contrast to this there is greater expectations among the customers that their requirement is
satisfied on basis of priority and social media assist the firm in making communication directly
with the target market. Such in turn is regarded beneficial for the business.
Social media is regarded as the tool that has direct impact on the brand image of the firm
and with this it becomes easy for the firm to make promotion of its product within the
competitive market (Hansen, 2011). Moreover it also offers greater opportunity to the business in
getting edge over competitors and this in turn is regarded as development tool foe the business.
One of the major benefit it has is relating with the sharing of information with large number of
customers that relates with products and services of the firm.
1.4
Several research tools are being employed which includes exploratory, descriptive etc. In
the proposed study descriptive research design would be selected. With this there is possibility of
attaining the overall aims as well as objectives for the report (Jackson, 2010). In the present
study the collection of the data would be done from both the sources that includes primary and
secondary. Primary information can be attained by the means of well developed questionnaire.
With this there is greater possibility to gain information regarding whether Tesco's customers are
satisfied with the social media or not. On the other hand secondary information is obtained by
the means of books, journals as well as online articles. This has major advantage in terms that it
saves greater amount of time (Khan, 2011). This has major disadvantage that presents lack of
control on the data quality. After the collection of the information the next stage relates with the
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analysis of the information. In the proposed investigation that analysis would be done through
qualitative technique in which development of themes would be done. This is effective as it
assist in carrying out in-depth analysis (Pring, 2014). Sampling is regarded as essential aspect
that assist in selection of suitable sample size. In the present report sample size is 50 customer.
The technique of selecting is convenience sampling. The main advantage attached with this is
that it assist in offering greater ease in relation to availability.
1.5
Activity Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9
Writing
Research
Proposal
Reading
various
literature
Finalizing the
aims and
objectives
Draft
literature
review
Collect
secondary
data
Analyze
secondary
data
Develop
research
approach
Draft
research
methodology
Develop
questionnaire
Arrange the
interview
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Conduct the
interview
Accumulate
the data
Draft Findings
Analyze data
Complete
remaining
chapters
Submit it to
tutor and
await for
feedback
Revise the
draft
Print and
bind
Submit
TASK 2
2.1
In order to conduct the entire research in effective manner different resources are
required which have supported in accomplishment of overall aim and objectives of the research.
The main resources being required in the research are time, finance, human and technology
(Singh, 2010). All these are necessarily required for the benefit of study. Time is one of the main
resources which is necessarily required in the present as the entire study is based on impact of
social media practices in improving brand image of business and due to this reason data has to be
collected from various sources being present. Further, it is well known fact data that process of
data collection consumes large amount of time and due to this reason time is one of the key
resource required in the present study for the accomplishment of main aim and objectives.
Finance as a resource is also required in the present research as investigator has to
approach various sources for obtaining adequate amount of information and this is sometime
considered to be costly for business. Approaching various alternatives enhances overall cost
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associated with the research and due to this reason investigator has to ensure well in advance that
proper finance is being present for carrying out the overall research so that it may not prevent
investigator from accomplishing overall aim (Saunders and et. al., 2010). Moreover, human as a
resource is also required where different individuals are assigned responsibility for conducting
research and due to this reason human is one of the major resources required. Apart from this,
they are required for data collection, analysis, selection of various methodological tools etc.
Further, another major resource which is required for the present research is technological where
advanced tools have to be employed which can be easily used in different areas of the study and
due to this reason this resource is also major one.
2.2
For conducting the entire research in proper manner and gaining expected results it is
necessary to carry out the entire investigation in accordance with agreed specification and
procedure. With the motive to collect relevant information associated with the study data has
been collected from the customers of Tesco so as to know whether they perceive Tesco as a
brand positively due to presence of effective social media practices or not. Moreover, this type of
data is generally effective for the research and can assist in answering all the research questions
associated with the research (Silverman, 2010). Further, each and every question in the
questionnaire has been framed in accordance with aim and objective of the study so as to obtain
expected findings. In short with development of proper questionnaire it is not at all possible to
focus on the aim of research and sometime it may be possible that study may deviate from its
path. Questionnaire has been distributed to all the respondents who are associated with the
research and their response is quite important for the entire research in every possible manner.
Therefore, questionnaire designing along with distribution has taken place in proper manner
where the main respondents were customers of Tesco and they were selected randomly.
2.3
1.Do you purchase products
of Tesco
Response
Yes 46
No 4
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2. How often do you follow
Tesco on networking sites?
Response
Once in a week 18
Daily 22
Twice in a week 10
3. Does Facebook campaign
of Tesco influence your
purchase of products
Response
Yes 39
No 11
4.Does social networking of
Tesco encourage your
loyalty to the brand
Response
Yes 36
No 14
5.You prefer to purchase
products of Tesco as
compared with other
competitors
Response
Strongly agree 10
Agree 12
Neutral 22
Disagree 4
Strongly disagree 2
6.Social media campaign of
Tesco is attractive as
compared with other
beverages companies
Response
10

Strongly agree 18
Agree 15
Neutral 10
Disagree 2
Strongly disagree 5
7.Do you perceive social
media practice of Tesco
effective as compared with
other marketing techniques
employ by firm
Response
Yes 34
No 16
8.Does social media practices
of Tesco has enhance brand
loyalty and encourage you to
purchase from the firm on
continuous basis?
Response
Yes 42
No 8
9.Do you agree that social
network have a huge impact
on Tesco brand and level of
loyalty
Response
Yes 28
No 22
10.What type of support is
provided by company
through its social media
practices? No of respondents
Solving product related
queries 22
Taking feedback 16
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