Advertising Issues with Tesco

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ADVERTISING

Advertising Issues with Tesco

Table of Contents

Advertising Issues with Tesco1

Abstract3

Introduction4

Background5

Literature Review6

Research Aims8

Research Questions8

Research Design8

Qualitative Research: Secondary Data9

Expected Outcomes & Analysis Plan10

Recommended Marketing Strategy for Tesco10

Pricing Strategy10

Promotional Strategy11

Abstract

The paper examines the key issues of the customer satisfaction due to the advertising strategies of the Tesco. The paper also includes a proposal for a piece of research that will help the organization tackle this issue. Secondary data is used to gather the information for the research. The recommendations are made in the paper which will help the company to devise more effective promotional strategies and maintain a competitive advantage in UK. The time line is mentioned which shows the number of stages on which the advertising strategies will be implemented in the research paper.

Advertising Issues with Tesco

Introduction

The retail store industry continues to look for ways to create better service that will lead to an increase in customer satisfaction and customer loyalty. The retail marketplace in the 21st century is fuelled with competition, creativity, and innovation (Kotler, 1998, 109). Retail store managers throughout UK are taking into consideration managerial tools and processes to improving customer satisfaction and customer loyalty. Technology, marketing, and inventory management systems are tools that can be used by retail stores to preserve and improve consumer-buying habits.

The customer satisfaction plays an important role to maintain current customers and to attract more emerging customers for the business. Quality is subsumed under product, while price is incorporated in price, while convenience is incorporated in place (availability), whereas promotion is under (communication and information). Thus, the value perceived by the customer, the relationship quality which constructs customer satisfaction information commitments and trust are very important in the creation of loyalty of customers (Brynjolfsson, 2000, 563).

Tesco Plc was founded in 1919 by Jack Cohen, through the bonus he got from his accomplishments and achievements of World War I. TE Stockwell sold a whole consignment of tea to Jack Cohen in the year 1924. The company was named as Cohen took the first three letters of the company TE Stockwell, and included the first two alphabets of his surname to come up with the name Tesco. Edgware in London was where the first store of the company TESCO opened up to customers in the year 1929. Tesco operates in Europe with 825 stores across six countries (117 in Ireland , 313 in Poland , 164 in Hungary , 74 in Slovakia , 127 in the Czech Republic and 30 in Turkey ) and Asia with 1,136 stores (137 in Japan , 614 in Thailand , 280 in South Korea , 30 in Malaysia , four in Taiwan and 71 in mainland China ).

Tesco is an international retail chain based primarily in the UK, also in Ireland and Asia. Its capitalization is 34.84 billion at 11 July 2008 and its turnover is 80 billion Euros in 2008. The company is engaged in retail and related activities, in the United Kingdom, the Republic ...