BUSINESS

Strategic Marketing Management

Strategic Marketing Management

Introduction

The British company Tesco could be considered as a phenomenon in itself in the world of food distribution. Little known on this side of the Atlantic, at the end of 2010, the seventh largest distributors of retail with sales of U.S. $ 50.3 billion (30.8 billion pounds) (Data monitor 2012). Between 2000 and 2010, its turnover grew by 85.4 %, the third best performance of the main European distributors, while the growth index of consumer prices of the United Kingdom is one of the lowest among major European countries. The success of the company relies on a strategy of volume rather than margin through the reinvestment of productivity gains in the form of lower prices. A special feature of the company is that it does not seem to take the paths agreed by its competitors. In the late 1970s, Tesco undertook a radical revision of the distribution system and 20 years later, Tesco became one of the first stores profitable in the field of retail store (Henley 2003 pp.328-349).

In 1924, Sir Jack Cohen founded the company in 1929, company was named as Tesco. This acronym combines the letters of the tea supplier and partner (TE Stockwell) with those of Sir Cohen. The group opened its first grocery store in the suburbs of London, and it was during the 1930s that it began its growth by adding a hundred outlets, mainly in the British capital.

Tesco Pay special attention to customers, competitors and marketing environment this principle has helped the company Tesco becoming a major food chain governmental UK stores. Under pressure from Asda, Sainsbury's and other competitors marketing managers from Tesco constantly looking for new opportunities, building on the changing p and factors in the medium dozens of supermarkets by focus-group study was conducted, which was designed to find out what the middle of, according to consumers, most perfected requires existence. This knowledge helps us to better meet the needs of clients at the local level and, if necessary, revise their plans.

The company is also trying to force the online food trade in regions where open service, similar to those of the UK and the U.S. Studies show that in UK, with its high population density and universal access to the Internet, this service will be popular. In addition, the company recently decided to reduce the price of whole milk, having learned from the study that the increase in demand will justify the price reduction. Flair for aspects such environment helps Tesco maintain its leading position in the market.

The rate of change of the environment business is growing, and operates market companies are more than ever in need of accurate information its state (and in real time). Origin and development of the data trends defines the transition from limited government marketing to the global, from the satisfaction of basic needs for consumers to fulfil their desires, from price competition to the non-price.

By expanding its activities of the companies it increased their need for high-speed receipt ...