Marketing Research and Advertising in UK Retailing Sector: Case Study Analysis

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ACKNOWLEDGEMENT

I would not have been able to complete this research without the unstinted and continuous support and help of my family, friends and teachers.

DECLARATION

I did this work to the best of my ability, and I confirm that this dissertation is my own work, and it has not been copied or plagiarized from any other published works.

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ABSTRACT

The paper is aimed at finding out the marketing research and advertising strategies of UK retail store. The case study used for this research is Tesco. For finding out this the qualitative secondary research method was employed and after attaining the facts and figures it can be concluded that the marketing strategies of Tesco are efficient enough for increasing its sales and increase its market growth.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of study1

Tesco UK1

Research aims and objectives2

Research aim2

Research objectives2

Research questions2

Layout of the dissertation2

CHAPTER 2: LITERATURE REVIEW4

UK grocery market4

UK Grocery Market and Shifts in Customer Loyalty5

Relationship Marketing and Customer Loyalty6

UK's Grocery retail Industry6

CHAPTER 3: METHODOLOGY8

Introduction8

Research Method8

Research design8

Qualitative Research: Secondary Data9

CHAPTER 4: ANALYSIS AND DISCUSSION11

Marketing Strategy of Tesco11

Tesco's pricing strategies12

Tesco market position and growth13

Tesco Marketing Mix and advertising strategies14

Products14

Price15

Promotion15

Placement19

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS20

Recommendations22

REFERENCES23

CHAPTER 1: INTRODUCTION

Background of study

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 America 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.

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 UK

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.

Aims and objectives of the research

Aims of research

This paper is aimed at conducting marketing research and advertising strategies of UK retail store. The case study used for this research is Tesco.

Research objectives

Following are research objectives for this research study:

To find out the marketing strategies that are used by Tesco

How advertising is helpful for increasing the market value of for any company, Tesco ...