TESCO'S MARKETING STRATEGY

Tesco's marketing strategy

ABSTRACT

In this paper the company, chosen for marketing strategy is Tesco PLC. Tesco is a significant international retailer. Tesco private limited company has been one of the leading retailers in the world and ever since it has taken its business online, it has achieved more success. In order to gain the competitive advantage, Tesco can develop the innovation strategies. Tesco is the third largest global distributor. It is based in the UK, Ireland and Asia and like all groups of retailers, Tesco is interested in web, e-commerce, and to stay ahead of the competition, do not hesitate to involve its customers in the innovation process where ideas may emerge tomorrow. This paper identifies two types of strategies that companies can purse: retailing strategies, and brick and click strategies. It is recommended that the company successfully invest large sums of money, ensuring the success of their business model.

TABLE OF CONTENTS

ABSTRACTii

CHAPTER NO 1: INTRODUCTION1

Background of the Study1

Company Profile2

Significance of the Study3

Research Aims and objectives3

Literature Review4

Conceptual Framework5

CHAPTER NO 2: RESEARCH METHODS7

Realism, Interpretivism and Positivism7

Research Position8

Research Strategy8

Desk Based Research8

Secondary data and data evaluation9

Multi Data Source Triangulation10

Sample Size and criteria justification10

Tesco's Case Analysis10

CHAPTER NO 3: CRITICAL EVALUATION14

Achieving Competitive Advantage14

Traditional Marketing Strategies14

Restated Generic Marketing Strategies15

Recommendations for Tesco15

Brick and Click Strategies17

Strategic Innovation18

Limitations of the Research18

REFERENCES20

CHAPTER NO 1: INTRODUCTION

Background of the Study

Tesco private limited company has been one of the leading retailers in the world and ever since it has taken its business online, it has achieved more success. The credit for this success goes to the intelligent marketing strategies that Tesco has used over the years to promote its products. In this study, we assess the factors behind the success of Tesco's Online Retailing and the reason for the overall success of Online Retailing in UK by interviewing online retail customers and analyze Tesco's marketing strategies.

There were numerous studies and developments that marketers identified for novel approaches to Internet marketing strategy and planning. However, this study was unique in its examination of a substantial and potentially promising target market of mature females, a market that is underdeveloped and presents a need for a superior methodological approach (Kotler, 2003, p. 145). This study was focused exclusively on developing a competitive advantage for Tesco. As the most powerful medium available, the Internet integrates speed, customization, and dialogue into a framework that enables highly superior and complex marketing strategies (Mintel, 2005, p. 56). Managers sought to identify new and unique opportunities in the market(Kotler, 2003, p. 145). The first step was to identify customers with needs that could be better satisfied. Of the total population of potential customers to be served, the marketing strategy planning process segmented the population into homogeneous subgroups of consumers, called target markets. Then the marketing manager focused on one or more of those identified target markets. According to Chaffey (2003), the marketing strategy was directed by the identification of the specific target market on which the firm will focus. A tailored marketing mix consisted of product, price, place, and promotion ...