Social Media Marketing Effectiveness for Tesco: Research Report

This research report examines the effectiveness of social media marketing on the sales performance of Tesco, a major UK-based retail company. The report begins with an introduction to marketing and the increasing use of social media by businesses, particularly highlighting platforms like Facebook...Read More

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK-1............................................................................................................................................1
1.1 Forming and recording possible research outline description..........................................1
1.2 The factors which lend towards the selection of reseearch..............................................2
1.3 Critical review of literature..............................................................................................2
1.4 Research project specification .........................................................................................4
TASK 2............................................................................................................................................5
2.1 Resources which needed in the research..........................................................................5
2.2 Investigation of the research on the basis of determined specification and process........7
2.3 Record as well as data collate...........................................................................................8
TASK 3..........................................................................................................................................10
3.1 Suitable evaluation methods for research.......................................................................10
3.2 Interpretation and analysis of data..................................................................................10
3.3 Conclusion and Recommendations ...............................................................................17
TASK-4:PPT..................................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
One of the most essential function of management that helps to achieve the goals and
target in specified time period is marketing. The number of ways are being used by the business
firms in order conduct marketing(Bauer, 2014). Today most of the organization make use social
media in order to do marketing of the products and service that are offered by them. One of the
most merging tools of marketing that can be used to develop connection with prospective
outcomes are Facebook and Twitter and LinkedIn. The social media tools such as Facebook,
twitter, YouTube etc are being utilized by the comapanies to conduct marketing of their
products.
Tesco is one of popular company in UK that is operating in retail sector and in the UK it
is growing at a fast rate. In this report the research will be done on the effectiveness of social
media marketing on the on sales of Tesco. The literature will be review in this context and also
data analysis will be done. Furthermore, the conclusion will be drawn at the end of this report
TASK-1
1.1 Forming and recording possible research outline description
Background of the work
For the business firms it was a very complex tasks to find out the ways in which
marketing need to be done to turn prospective consumers into real consumer. This is due to the
reason as that behaviour of consumer is not fixed and it keeps on changing. To the business firm
the strategy which is followed in a particular time can be no longer useful. The various
researchers have conduct research on how the firms are making use of social media to create
customer in business and to increase their sales. The focus of current research will be on
recognizing how much assistance will be provided by the social media marketing in attracting
the footfalls of customers in premises(Beckman, 2014.). The number of researchers have
conducted the research on social media in pastime and also on what role does it play in
increasing the return on investment. The help is being provided by the social media by extracting
the details that are there in the social media platform regarding their product.
Aim of the research – To explore the effectiveness of social media marketing on the sales of
Tesco
Objectives of the research
 To study the concept of social media marketing
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 To analyse the effectiveness of social media platform on the sales of Tesco
 To investigate about the purchasing behaviour of customers for the organization Tesco
 To study the pillars of the Tesco social media strategy
 To discover the areas where the company Tesco need to work in order to improve its
marketing strategy
1.2 The factors which lend towards the selection of reseearch
The number of factors are there that contribute towards the selection of this research
project(Eagleman, 2013). One of the factors is that thee have being increase in the forms that are
making use of social media marketing to increase the sales of the company. From the literatures
it can be recognized that in the market there are many technologies that are arriving through
which the information about the behaviours of customers can be traced. After making use of
social media there are numerous of business firms that observe elevation in amount of customers
in the business. This is being used by them because through this they can interact with the
customers and also solve their issues or problems. By making of social media the companies will
be able to get information about preferences of the customers and this will help them to increase
their sales(DeMers, 2014).
1.3 Critical review of literature
The concept of social media marketing
As per Flick, (2015), today more and more companies are making use of social media in
order to attract more number of customers towards their products and services and to increase the
sales of the company. The social media is a platform through the companies can do promotion of
the products and services that is provided by them. The several social media tools such as
Facebook, twitter, link din, YouTube etc are being utilized most of the organization to do
publicity of their company. The use of social medial marketing as changed the way of marketing
in which it is being done.
According to Hays, Page and Buhalis, (2013), social media marketing is a descriptor of
internet marketing that make usage of social media networking websites as a marketing tool. The
objectives of social media marketing is to produce the content that users will share with their
social system in state to aid the company to increase the exposure of brand and to broaden the
scope of customer. Due to use of this marketing strategy the company will be able to get
feedback from the customers and also the interactive parts of social media offers an opportunity
2

to the customers to raise question. With the concept of social media marketing the increase
popularity of websites such as twitter, Facebook, MySpace etc social media marketing have turn
more common and popular.
The effectiveness of social media platform on the sales of Tesco
As per Hunleth, (2011), the various social media platform such as Facebook, twitter ,
Pinterest etc are being utilized by the company Tesco in order to conduct marketing of the
product and services. These tools have helped this company in order to increase its sales as all
the information regarding the proctor and services is being given to the customers through these
tools. Also, these tools help the company to find out about the likes and preferences of the
customers. And also the feedback from the customers is also being received through the use of
these tools. This feedback will help the company to work on its weaker areas and to grab more
number of customers towards their business.
The purchasing behaviour of customers for the organization Tesco
As per Kumar, (2014), the perception of customers regarding this retail sector is
generally dependent on their understanding. The promotional method are being used in the social
media that carry the information for the customers. In most case the purchasing is being done by
the customers of the items that they are most attracted. In it an essential role is being played by
the social media as it is through the social media most of the customers are attracted towards the
product. To the company the advertisements that is posted online sites helps in drawing the
attention of the customers. As per the to advertisement that is posted by the company Tesco most
of the customers are included to it.
The pillars of the Tesco social media strategy
As per Kumar and et.al., (2013), there are number of things that is being considered by
Tesco in order to develop social media strategy such as customer service, crisis control and sales.
All of these things are being taken into consideration by the company Tesco in order to form
social media strategy. At rapid phase the sales of the company will be increased if the company
Tesco mainly focuses on sales factor.
The areas where the company Tesco need to work in order to improve its commercialising
strategy
In order to increase its sales and performance online the company need to make of social
media marketing as per Panneerselvam, (2014). The sales of the company can be improved by
3

making use of social media platform such as Facebook, twitter etc. And also the customer base
of the company will also expand due to use of social marketing strategy in the bushiness. The
performance of the company also will be improved due to use of these tools. In a way both sale
and performance are of the company can be better with these use of social marketing strategy.
1.4 Research project specification
The aims and objectives of are given below as part of the research project specification
Aim of the research – To explore the effectiveness of social media marketing on the income of
Tesco
Objectives of the research
 To study the concept of social media marketing
 To analyse the effectiveness of social media platform on the sales of Tesco
 To investigate about the purchasing behaviour of customers for the organization Tesco
 To study the pillars of the Tesco social media strategy of marketing
 To discover the areas where the company Tesco need to work in order to improve its
marketing strategy
1.5 Plan and procedure for agreed research specification
S. No. Activit
y/
Week
March
2018
April
2018
May
2018
June
2018
25 2 9 1623 3 10 17 24
Week
number 1 2 3 4 5 6 7 8 9
1 The entire details about the project will be
there in the preparation of project
2 The aims and objectives will be developed of
the current research study
3 The data will be collected from books, journal
etc and also data analysis will also be
conducted
4

4 The structure of research will be developed
and in that structure the content will be
included.
5 From market the primary data will be gathered
6 In order to conduct the analysis in the proper
manner the data structuring will be done
7 By using themes data analysis will be under
which sort of outcome that is given by
respondents will be taped and examined.
8 The conclusion will be prepared of the entire
file
9 About the report the recommendation will be
made.
10 Preparing report.
11 Submission of report.
TASK 2
2.1 Resources which needed in the research
The various kinds of resources that are being required in order to carry out proper and
effective research(Shen and Bissell, 2013). The humans resources, financial resources,
technology etc are some resources that can be sued in order conduct the research. In order to
gather the data from respondent the human resources are required. The important is also being
played by the financial resources in it as when the researcher is hired the salary need to be payed
by the company. The data is being recorded with the help of scholar software. So, in order to
make appropriate analysis these kinds of resources are required.
Questionnaires
Name-
Age-
E-mail -
1. Do you think that Facebook and Linked-In are emerging as one of the powerful channels of
5

communication?
 Highly agree
 Agree
 Neutral
 Highly
 disagree
2. Do you agree with that with the help of IOT the important facts from Facebook and Linkedin
can be withdrawn and in the retail sector this will help to allocate the resources in a better way
 Highly agree
 Agree
 Neutral
 Highly
 disagree
3. What according to you are the factors that play an essential role in developing SM marketing
strategy
 Crisis control
 Sales performance
4. Do you think that marketing strategy of Tesco is strong
 Yes
 No
 Neither yes or no
5. Do you agree that in order to conduct the promotion of product and services social media
marketing is the best media
 Highly agree
 Agree
 Neutral
 Highly
 disagree
6. Do you agree that the company need to have strong knowledge of Facebook, twitter etc while
making marketing strategy
 Highly agree
6

 Agree
 Neutral
 Highly
 disagree
7. What according to you are the factors that can make social media marketing weak
 Lack of differentiation
 In the business poor implementation of strategy
2.2 Investigation of the research on the basis of determined specification and process
Research design – In order to conduct the research the various design such as exploratory,
descriptive and experimental etc can be used. In this the scholar do have knowledge about the
certain level bout they do not have in depth knowledge regarding the topics so in order develop
in depth understanding regarding this topic the descriptive design will be used(Tiago and
Veríssimo, 2014).
Research approach – In order to start and end the research there are different ways that can be
used with the help of research approach. The two basic approach that are used mainly can be
inductive and deductive. With the very basic information the case study starts and initiates like
concept of social media and with the appropriate and specific part it ends such as influence of
operation of marketing on the company. The deductive approach will be used in this research due
to this reason(Parsons, 2013).
Research philosophy - In order to assess and select data collection methods this is helpful tool for
the investigator. The two types of philosophies that is used in the research are interpretivism and
positivism. In this study the interpretivism philosophy will be used. In this research the scientific
techniques are included so fort his reason this philosophy is being selected(Research
Methodology, 2016).
Data collection – By making use of this methodology the scholar will be able to gather data for
analysis and find solution. The primary and secondary data collection are two methods that can
be used for collecting information. In this study both primary and secondary data collection
methods will be sued. Primary data collection will be used in order to find solution of the
research problems. In this the questionnaire will be framed and then it will be distributed among
7

respondent through the online methods. The secondary data collection will be sued in order to
gather data from internet, books, journals etc.
Data sampling – The simple sampling tool is used in this research on order to determine the
sample data among entire available respondents. With the use of this method 24 mangers of the
company Tesco have been selected randomly. Among these 24 managers the questionnaire was
distributed and also their response was also recorded (Silverman, 2016.).
2.3 Record as well as data collate
Que. 1: Responses Respondents
Highly agree 12
Agree 7
Neutral 4
Disagree 1
Highly disagree 0
Total 24
Que. 2: Responses
Respondent
s
Highly agree 11
Agree 8
Neutral 4
Disagree 1
Highly disagree 0
Total 24
Que. 3: Responses Respondent
8

s
Crisis control 6
Sales performance 18
Total 24
Que. 4: Responses Respondents
Yes 18
No 2
Neither yes nor no 4
Total 24
Que. 5: Responses Respondents
Highly agree 14
Agree 5
Neutral 4
Disagree 1
Highly disagree 0
Total 24
Que. 6: Responses Respondents
Highly agree 13
Agree 7
Neutral 3
9

Disagree 1
Highly disagree 0
Total 24
Que. 7: Responses
Respondent
s
Lack of differentiation 9
In the business poor implementation strategy 15
Total 24
TASK 3
3.1 Suitable evaluation methods for research
Qualitative – The research is defined as qualitative research when every tools are related to
theory part are enclosed such as thematic style. The better solution are being derived when the
overall research and data are on the ground of theoretical concept and does not make use of
numeracy part. In this research that is being done the numeracy part is not used and due to this
reason the qualitative evaluation method is used(Tuten and Solomon, 2014).
Quantitative – In this research when the statistical or SPSS techniques are being applied on the
data that is gathered in order to derive the conclusion then this termed as quantitative evaluation
technique. The various tools such as standards deviation, median etc can be utilized for
quantitative research. In this research since the quantitative research is not used so no such tools
are being used(Vaioleti, 2016).
3.2 Interpretation and analysis of data
Thematic Analysis
Theme 1:Almost of the managers think Facebook,LinkedIn are emerging as one of the most
powerful tools
10

Interpretation – As per the response of the managers they think that most of the emerging tools
that are being used for marketing are Facebook and LinkedIn. By using both of these tools the
companies can conduct promotions of their product and services and today more and more
companies are making use of these social media tools.
Theme 2:The preferences of the customers can be known with the help of IoT and based on that
promotion can be done
11
Highly agree Agree Neutral Disagree Highly disagree Total
0
5
10
15
20
25
30
Respondents
Series2

Interpretation – Most of the managers highly agree that with the use of IoT the likes and
preferences of the customers will be known and based on that the marketing strategies will be
made by the companies. The companies also need to make use of social media tool such as AI
also in order to do online marketing.
12
Highly agree Agree Neutral Disagree Highly disagree
0
2
4
6
8
10
12
Respondents
Series2

Theme 3:The social media marketing is done in order to increase the sales performance of the
company
Interpretation -Most of the managers said the social media marketing is being done in the
company Tesco in order to increase the sales of the company. Through this more awareness will
be made among the customers which in turn will help to increase the sales performance.
Theme 4:Managers said that marketing strategy of Tesco is strong
13
Yes
No
Neither yes nor no

Interpretation – Most of the managers think that the marketing strategy of the company Tesco is
string as the social media tool is being used by them and also the company is attempting to make
use of innovative tools in their company.
Theme 5:Social media tools is the best tools in order to conduct marketing of products and
services
14
Yes
No
Neither yes nor no

Interpretation – Most of the managers said that one of the best tools that can be sued for
conducting marketing is social media tools as not much time and cost is required in order to
conduct marketing.
Theme 6:The company Tesco have a strong knowledge about the use of social media tools
15
Highly agree Agree Neutral Disagree Highly disagree
0
2
4
6
8
10
12
14
16
Respondents
Series2

Interpretation – The managers said that about the usage of social media tools the company
Tesco have good knowledge. They know what content need to be there online to conduct the
promotion of their product and services.
Theme 7:Most of the managers said that poor implementation strategy in the business can make
marketing strategy weaker
16
Highly agree Agree Neutral Disagree Highly disagree
0
2
4
6
8
10
12
14
Respondents
Series2
Lack of differentiation
In the business poor implementation strategy
0
2
4
6
8
10
12
14
16
Respondents
Series2

Interpretation – Most the managers think that poor implementation strategy can make the
marketing weaker in the company. So, the companies need to invest time to make strategies for
conducting online marketing.
3.3 Conclusion and Recommendations
Thus summing up the above report it can be concluded that social media strategy is the
most appropriate tools for the company Tesco in order to concept marketing of its products and
services. With the use of this strategy the customhouse will be attract towards the product and
services of the company and will help the company to increase its sales performance.
Through this research that is being conducted it can be suggested to the Tesco company
to make use of social media marketing in more numbers. The more innovative social media tools
should also be utilized by the company Tesco in order to attract more number of customers. The
company Tesco can also make use of social media tools such as artificial intelligence in order to
predict the purchasing behaviour of the customers and based on this prediction the company can
further do promotion on the social media sites.
TASK-4:PPT
17

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