Analyzing Social Media Marketing Impact on Tesco's Strategy

This dissertation examines the impact of social media marketing on strategic management, using Tesco as a case study. It begins with an introduction outlining the research's overview, background, rationale, aim, objectives, and research questions. The literature review explores social media marketing and its impact on strategic management, focusing on factors affecting social media marketing within Tesco. The methodology section details the research design, type of investigation, research philosophy, approach, data collection, and analysis methods, along with ethical considerations and validity. The results section presents findings, followed by conclusions and recommendations for Tesco. The dissertation also includes reflections, alternative methodologies, research limitations, and suggestions for further research. The study aims to analyze how social media marketing influences Tesco's strategies and provides insights into its implementation within the retail industry, supported by references.

Dissertation

Table of Contents
INTRODUCTION...........................................................................................................................1
Overview of Research.................................................................................................................1
Background of Research.............................................................................................................1
Rationale of Research.................................................................................................................2
Research Aim..............................................................................................................................2
Research Objectives....................................................................................................................2
Research Questions.....................................................................................................................2
Chapter Structure........................................................................................................................3
LITERATURE REVIEW................................................................................................................5
Social media marketing...............................................................................................................5
Social media marketing impact on strategic management in Tesco...........................................7
Factors that affect social media marketing in the company........................................................9
RESEARCH METHODOLOGY & DESIGN...............................................................................12
Type of Investigation................................................................................................................12
Research philosophy.................................................................................................................13
Research approach....................................................................................................................14
Research Design........................................................................................................................15
Data Collection..........................................................................................................................16
Data analysis.............................................................................................................................16
Ethical considerations...............................................................................................................17
Reliability and validity..............................................................................................................18
RESULTS......................................................................................................................................19
CONCLUSION AND RECOMMENDATIONS..........................................................................25
Conclusion.................................................................................................................................25
Recommendations.....................................................................................................................26

Reflection..................................................................................................................................27
Alternative methodologies........................................................................................................28
Research limitations..................................................................................................................28
Further Research.......................................................................................................................29
REFERENCES..............................................................................................................................30

Title:-To investigate how social media marketing impact on strategic management in retail
industry. A case study on Tesco.
INTRODUCTION
Overview of Research
Social media is an interactive computer- mediated technology that facilitate creation of
information, interests and some other expression forms through virtual networks and
communication. It is applications and websites which mainly designed to allow the people to
share content quickly. This is collective of the online communication channels which dedicated
to the community based interaction, collaboration and input. Applications and websites dedicated
to social networking, social curation, forums are among various kinds of social media. Social
media is an integral part of the line as applications and social websites proliferate. In this, social
media is kind of the online media that expedites conversation as comparison to the traditional
media that provided content but do not allow to participate in creation of content to viewers and
readers. In addition to this, social media marketing is use of social media websites and platforms
to promote services and products (Ananda, Hernández-García and Lamberti, 2016). It is one of
the powerful way for business all the sizes to reach at consumers. The social media marketing is
main form of the internet marketing that consist developing as well as sharing the content on
social media networks to attain branding and the marketing objectives. The social media
marketing is use of the different platforms which help in connect to more audience to develop
brand, enhance sales and also drive the website traffic.
Background of Research
Social media is catch all term for variety of the internet application that permit users to
develop content and also communicate with the each other. Social media marketing takes benefit
of the social networking to assess an organisation to enhance brand exposure and wider
consumer reach. Its goal is to develop enough content compelling that the users will be share
with social networks. This is perceived as targeted kind of advertising and believed to be
effective in developing the brand awareness (Brettel and et. al., 2015). It has purpose built data
analytic tools which permit the marketers to track how company make its successful. Tesco is
multinational groceries and merchandise retailer in UK that established in year 1919. This
company is specialized in selling the clothings, food items, electronics, petrol, toys etc. This

company attract range of the social groups through providing goods from low cost value. Tesco
company uses the social media to engage with consumers and searching that thus has developed
main social media networks. The main social media tool used by Tesco company is Twitter. It
operates Twitter accounts for customer care, real food, wines and special offer. Tesco company
plays an important role in replying queries of consumers on Facebook pages. This promotes
healthy living, gardening the ideas and promote recipes on Pinterest account. Tesco company
requires to search systematic way and also create the strategy for managing the social media to
attain set goals. The social media management is explained as high level of the strategies of
company to organise, fund and also evolve social media capabilities. In addition to this, well-
convinced social media marketing strategy will have impact in exposure level of an organisation,
loyalty of consumers and also interaction procedure to enhance traffic (Cao and Li, 2015).
Rationale of Research
This dissertation is based on impact of social media marketing on strategic management
in the retail sector. Social media is helpful in connecting with large number if customers and also
bringing the awareness about brand at marketplace. There are several customers which using
social media marketing in order to introduce products at market place. It helps in provide deep
understanding about the social media marketing that helps in connect with large number of
people effectively. This research is mainly conducted to identifying the impact of social media
marketing on strategic management into retail industry. It helps in enhancing the knowledge and
capabilities for an investigator to work effectively and through this, researcher can able to
conduct the activities in future. On the other hand, learner can deal with the issues which arising
when conduct an investigation (Duan and et. al., 2016).
Research Aim
Aim of this research is “To analyse the impact of social media marketing on strategic
management: A case study on Tesco”
Research Objectives
 To determine concept of social media marketing.
 To analyse the impact of social media marketing on strategic management in Tesco.
 To recommend how strategies can be developed in Tesco.

Research Questions
 What is social media marketing?
 How social media marketing impact on strategic management in Tesco?
 What are factors that affect social media marketing in the company?
Chapter Structure
This is considered as the main part of an investigation that aids an investigator to
determining what activities or tasks need to be use to finish research related activities. In this,
different chapters are included for conducting the research activities in an effective manner. It is
necessary for an investigator to complete all tasks and activities of research in systematic way.
From following all the chapters in sequential form, researcher can get the positive outcomes.
Different chapters included in dissertation mention below:
Introduction- This is the first part of research that will help to an investigator to develop
aim and objectives on the basis of set topic in significant way. Under this, researcher can easily
determine major issues of an investigation easily. This part states about the concept of specific
research area that helps in give the proper detail so that research can be effectively conducted
and provide positive outcomes.
Literature review- It is an important part of dissertation and take more time to complete,
this determined an investigation that has been completed already in particular topic and also give
analysis of current information and data regarding topic (Dutot and Bergeron, 2016). This should
be demonstrate that researcher read the area and understand necessary things related to literature
topic. In order to conducting this part, different sources of secondary methods will be used for an
instance books, articles, internet sources and journals. The past data will be critically analysed
through an investigator for getting the positive outcomes.
Methodology- This chapter explains how to conduct an investigation and permit
researcher to assess validity. It consists approach, kind of investigation, methods to analysing
data, justification of methods etc. This explains wider philosophical underpinning to selected
research methods consisting whether using quantitative or qualitative methods. It provides
effective ways to collect and analyse the data in significant manner.
Results and Discussion- It presents outcomes to analyse through research questions and
any outcomes of analysis. This part is based on the literature review that provides proper

discussion by using secondary sources. In this, researcher interpret outcomes in detail and also
make the recommendation for future investigation.
Conclusion and Recommendations- The conclusion of dissertation answers main
questions of research and leaving clear understanding regarding central argument. It is short
section that comes before discussion (Felix, Rauschnabel and Hinsch, 2017). On the other hand,
recommendation will make on the basis of whole investigation so that things can be clear or
improved in future context.
Reflection- In this part, researcher share its experience at the time of conducting an
investigation. It states about the achievements and complexities which facing during conducting
an investigation. From this, it will prepare in future and able to conduct any investigation
effectively.

LITERATURE REVIEW
Literature review is an in depth examination of the previous investigation. This is
summary and synopsis of specific research area that permitting any person to reading paper to
continuing the research in a effective manner. This expand on reasons behind choosing specific
research related questions. A better literature review should be neglect temptation of stressing
significance of specific research program. This is search as well as examination of available
literature in specific subject. This document state of art with the respect to social media
marketing impact on strategic management in retail industry. In this part, information has been
collected by using the secondary sources such as books, articles, journals, online sources and
many others (Godey and et. al., 2016).
Social media marketing
According to viewpoint of MARCO GIUNTA (2019) Social media is a kind of online
media that expedites the conversation as opposed to the traditional media and also provides
effective content. The social media consists publishing more content on social media profiles,
listening and engaging the followers, examining outcomes and also running the advertisement on
social media. Social media marketing is use of the social media platforms which connect with
audience to develop brand, enhance sales and also drive the website traffic. It is one of the
powerful way for the business of all sized to reach at consumers. It is form of the internet
marketing that includes developing and sharing the content on social media network for attaining
marketing objectives. Social media marketing has greater impact on the strategic management as
advertisers are involved in leveraging opportunities as new technology is being introduced in
market. In addition to this, social media marketing is procedure of gaining the traffic by using
social media sites.
The main aim of social media marketing is to produce content that the users will share
with social network in order to help an organisation to enhance brand exposure and wider reach
to consumers. Social media marketing is helpful for an organisation to get the direct feedback
from consumers while making an organisation more personable. The social media is helpful in
connecting with the people by using the different sources. In context to this, online communities
are formed through internet users through using technology. It is method of change on how the
people can access information for writing, reading and also sharing the purposes. The social

media marketing is new marketing trends where the various businesses have been taken to the
different sites of social media as well as promote the old and existing brand or develop more
awareness about goods. Twitter and Facebook are the two different known sites where
companies market and also promote themselves (Ramanathan, Subramanian and Parrott, 2017).
The social media marketing is helpful in meet with the marketing objectives such as developing
conversions, enhancing website traffic, improving the interaction and communication with the
key audiences, rising brand awareness, make improvement in communication as well as
interaction with audiences. For an organisation, social media is cost effective and needs less start
up cost. With the help of this, company can able to reach single corner of globe so that large
number of people can be aware from goods and services. Facebook and Twitter both are the
effective way to interact with consumers. These both are ideal way for consumers to provide
feedback and also respond to the new goods with proper approval. In context to this, consumers
appreciate an organisation as they feel that they are taking the time to answer queries which not
develops sense of the better consumer services and positive brand image. Feedback provided
advantages an organisation as to take form of the market investigation and also helpful in prevent
any kind of mistakes in future context.
On the basis of opinion of ZACKARIYA LAN (2019) Social media is becoming most
necessary aspect of the digital marketing that gives incredible advantages to reach at large
number of consumers in all over the world. It provides the marketer voice and way to interact
with consumers, peers etc. This help in personalise brand that aids in spread message in
conversational as well as relaxed way. The social media marketing is helpful for an organisation
to formulate the marketing strategies that help in address requirements. This is significant part of
the successful Internet marketing that gaining the advantages related to social media. With the
help of using social media, it is easy to providing as well as receiving the feedback. It gives
consumers accessible and convenient way to express what they feel and provide the firms chance
to be respond. In addition to this, social media is one of the effective way to influencing the large
number of consumers. The firms mainly use the social media marketing to syndicate content and
also enhance visibility of business. Executing the social media strategy will enhance brand
recognition that helps in engaging more consumers. On the basis of survey that 92% of all the
marketers confirmed that social media efforts have generated the more exposure for online store,
almost 80% of them said that the efforts of social media enhanced traffic on sites of an

organisation. The social media marketing is helpful in effective brand recognition and the brand
awareness. To gaining the brand recognition is premier marketing objectives of the business as
customers want to purchase brand as they can recognise easily. In addition to this, executing the
target oriented social media strategy will enhance brand recognition as it will aids in engage with
wider audience of the potential customers. In addition to this, social media marketing is cost
effective part of marketing strategy. This is free to develop profile of an organisation for many
platforms of social media (Hutchinson and et. al., 2015). In this, main social media platforms
includes paid advertising and promotions abilities which affordable as comparison to the other
marketing related techniques. On the other hand, social media marketing is not only focus on
selling but this can help to enhance sales in developing as well as maintaining the healthy
connection with target audience. Developing the brand loyalty in business should be focus on
marketing efforts. The social media permits business to engage as well as communicate with
potential consumers in personal and direct way that aids to enhance trust on brand. In relation to
this, ability to be communicate directly to consumers and also showcase the authenticity by
social content aids to inform consumers on new goods or services, company based events,
promotions etc. So, social media is one of the effective way to attracting consumers and also
increasing sales of an organisation.
Social media marketing impact on strategic management in Tesco
As per opinion of KERAN SMITH (2019) Social media marketing is use of websites and
the social media platforms to promote service or goods. The social media marketers use different
sited for enhance visibility on internet and also promote services or goods at large scale. Sites are
more useful to develop social connections and also exchanging knowledge and ideas. In this,
social media marketing aids in validate brand and it is helpful in reach at large number of
consumers. Tesco is multinational retailer and it has large number of grocery stores in different
countries. The main focus of this organisation is to provide all kinds of services to them so that
their needs can be satisfied. Tesco company uses the different social media sites such as
Pinterest, Twitter, Facebook etc. This company have the different Twitter accounts for things
such as wines, Clubcard, jobs and customer care. Through this, company engage as well as
connect with followers on level other than the business. The aim of Tesco company is to enhance
retailing services range and tesco.com consisting Tesco telecom to the one billion point in profit.

In order to attaining this kind of strategy, Tesco firm is planning to make the mortgage goods,
looking present economic crisis. This will be opportunity to break in global market.
On the other hand, Tesco firm takes same approach to Facebook page with visual content
which an organisation is known for. It only post once in a day but the content is like Charity
information, recipes, Club cards and the questions which engage audience. Company take the
time to reply to audience and respondents to their questions. Other than this, Tesco company
changed its marketing method through looking at solve issues that consumers face each day. This
determined that consumers no long responded to the mass marketing campaign to give offers and
discounts. Tesco uses the online advertising under which the advertisement are placed in website
of an organisation (Ioanăs and Stoica, 2014). This company also uses the social networking like
Twitter and Facebook. These helps in make the relationship with consumers and also for
promotional campaign. Tesco families were thinking regarding supporting their social media in
order to promote consciousness of the target items. It added the social strategy of Tesco that
support to make improvement in personal relationship with consumers and also make them loyal.
According to viewpoint of WILL KENTON (2019) Strategic management is
management of resources of company to attain its objectives and goals. This consists setting the
objectives examining internal company and, measuring strategies and also assuring that the
management rolls out strategies across business. The strategic management is current strategy or
position to search efficiencies which help in developing more values for company. It gives
proper direction to company and consists specifying objectives of business, developing plans and
policies to attain objectives and after then allocating the resources to execute plans. The strategic
management is ongoing planning, analysis, monitoring and also assessment which required for
company to meet its aim. Changes in business environment need company to assess strategies for
the business success constantly. It is helpful for company to take the stock of present condition
and examine effectiveness of executed management strategies. In addition to this, strategic
management is related to determination and explanation of strategies which manager carried out
to attain high performance and gain competitive benefits.
This provides wider perspective to staff members of company and also understand to fit
in to job. Under this, there is a need to Tesco company to find systematic way an also develop
effective strategy for managing the social media in order to attain specific aims. The social media
management is related to high level strategies of company to organise, fund, evolve and govern

social media capabilities. It is mainly about ways company impact with different constituencies
in the social media. This includes way that company realise various purposes of using the social
media and also determine salient stakeholders. To manage the social media strategically,TEsco
need the difficult-to-replicate and unique capabilities to develop, extend, protect and also keep
unique experience. Under this, firm develop the strategies after examining analytics for
understand demand of targeted consumers and also their preferences in an effective manner. In
context to this, social media marketing is having impact on the strategic management. In this,
marketers are interested in grabbing the better opportunities as executing the advanced
technology at marketplace (Jayaram, Manrai and Manrai, 2015). Tesco company is dealing in to
grocery goods so this have more effect on management as the wrong strategy will adopted
through an organisation, company get disturbed. Mainly the Tesco company use social media to
attain communication and also supporting the platform to attain objectives. As the social media
aids in giving the benefits to company and its strategic management. It helps in provide the many
opportunities to connect with large number of consumers and also target them so that they will
be loyal towards company and sustain for long period of time. The social media marketing
strategy will aids in tackle objectives with purpose sense.
Factors that affect social media marketing in the company
According to opinion of BRADY DUKART (2019) Social media marketing covers
decisions of company regarding social media marketing scope, structure, governance and culture.
This is related to gaining the website traffic by different sites of social media. It mainly venter
the efforts to develop content that gain attention of people and also encourage them towards the
social networks. This uses of the chosen social media channels in order to understand consumers
and also engage them in collaboration and interaction in such as manner that lead to attain
business objectives. The social media marketing is an action of developing content that promote
business and goods on different platforms of social media. The unique content should be
properly tailored to particular platform that is being shared to aids in increase conversion along
with enhance brand awareness. It impacts way Tesco interact with consumers. Social media
marketing needs knowledge and full dedication to process. It has become used online marketing
strategy due to wider reach this gives to business owners. As there are many different factors
which impact on social media marketing in an organisation given below: