TESCO MARKET RESEARCH

TESCO Market Research

Table of Contents

Cover Letter4

Background6

Project Rationale7

Objectives9

Possible Methodology10

Time Scale10

Research Proposal12

Cover Letter12

Objectives13

Proposed Methodology14

Presentation14

Budget15

TESCO Market Research17

TESCO Evaluation Objectives17

Task 1a:18

Tesco Management18

TESCO's Target Market20

Differentiation21

Products21

Vegetarians21

Health conscious people22

Nature concerned people22

Shoppers Who Are Buying For Big Families22

Shoppers who seek quality products22

The current position of Tesco's services22

Perishability23

Tesco's Marketing Mix25

Product26

Branding26

Width26

Price27

Competition-based pricing27

Promotion27

Advertising28

Sales Promotion28

Public relations29

Place29

People30

Process31

Physical Evidence31

Task 1b:33

Introduction33

Literature Review33

Methodology34

Findings and Analysis35

Road Ahead37

Key lessons39

Task 3a:40

Task 3b:42

Brainstorming Defined43

Marketing Code of Conduct46

Conclusion47

Task 5:47

Demand47

Supplies48

Marketing Mix50

Marketing Theories and Models51

Perceived Risks And Information Search52

Conclusion and Recommendations55

Cover Letter

Tesco

Sir,

As the Senior Vice President of your company's marketing efforts, you are in the position of spearheading as many or more new product launches as anyone else in the industry. Consequently, you are well aware that the qualifications that a Marketing Manager who oversees a new product's introduction to the marketplace are much more demanding than that of the industry standard.

When a new product is launched, the Marketing Manager must be as ready to perform as a professional athlete. So much must be accomplished at once. The brand, the product positioning, mindshare, press reaction, word of mouth… every factor that will determine whether the product is successful or not depends on the Marketing efforts of the initial phase of that product launch.

As the Marketing Director of YXZ Games, I have been performing in just that function for the last three years. Much like your company's consumer electronics, YXZ's games are the product of many months of research and development, which can either succeed or fail depending on the initial reaction of our core sales demographic.

My time with this company has taught me how to prepare, like that professional athlete I mentioned before, to the point where all the elements of a successful product launch are ready before the item is ready to ship. I would like to explain how I intend to bring this same level of preparation and professionalism to your organization.

Thank you,

Background

Supermarket chain Tesco, has, in its 80-year history built up a strong brand following in the UK. From small beginnings in Edgware, London where founder Sir Jack Cohen opened his first store in 1929, the firm has grown in to a global player with 2,291 stores with 26,337 employees and sales of £28,613 million ($51,564 million). Tesco has made it its business to respond to all new opportunities that present themselves and to be pioneers of innovation.

It opened its first self-service store in 1948; its first self-service supermarket in 1956 and in 1974 opened its first petrol filling station (the popularity of its filling stations has made the company Britain''s biggest independent petrol retailer); and in 1985 the firm opened its 100th superstore in the UK. In 2000 tesco.com, the grocery home shopping service, was launched and has since become the largest home shopping business in the world operating in the UK, South Korea and the Republic of Ireland.

Tesco has a four-part customer strategy for growth, which encompasses: core UK business, its non-food business, retailing services and its international operations. Aside from organic growth in the UK Tesco expanded its operations through acquisitions of existing chains of ...