Effects of globalization on marketing strategy and organizational performance: Case study of Tesco in Turkey

By

ACKNOWLEDGEMENT

I would like to thank my supervisor for supporting me throughout my project and giving his valuable suggestions. Finally thanks to all my friends and family for their utmost support and inspiration.

DECLARATION

I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, & this dissertation has not been submitted for any examination at academic as well as professional level previously. It also represents my own views & not essentially the ones associated with university.

Signed __________________ Date _________________

ABSTRACT

This research attempts to address this strategic issue by conceptually developing the understanding about the effect globalization. It will help Tesco (Turkey) to choose brand concepts for international markets. A brand concept specifies the basic needs consumers should perceive a product or service can satisfy and facilitates product positioning and brand image management. This study uses a quantitative method and 30 respondents are asked to fill in a questionnaire. The data is then analyzed through descriptive statistics. The study examine image formation in foreign markets would shed even greater light on consumption patterns abroad. In addition, an appropriate marketing and communication mix plays a significant role in building the effective relationships with the customers, stakeholders, and also helps in leveraging these relationships for creating brand equity. Without a doubt, it is extremely important to choose the appropriate elements of the marketing mix for successful brand promotion

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

LIST OF TABLESVII

CHAPTER 1: INTRODUCTION1

Introduction1

Problem statement1

Theoretical framework2

Company Profile2

Tesco Turkey3

Success of Tesco4

Some interesting facts about the company Tesco4

Model Tesco6

Aims and objectives6

Research questions7

CHAPTER 2: LITERATURE REVIEW8

Creating causal ambiguity for a competitive advantage8

What influences brand value?8

Flexibility in strategic direction9

Price premium-oriented brand valuation9

Measuring the value of a brand10

Flexibility in strategy as a means toward causal ambiguity11

Model development11

Industrialization12

Urbanization13

Modernity15

Marketing and Communication Mix16

CHAPTER 3: METHODOLOGY19

Quantitative Data Analysis19

Data collection20

Data analysis20

Reliability (If using Questionnaire)21

Ethical concern21

Validity22

Informed Consent23

Confidentiality23

Research Limitations24

CHAPTER 4: FINDINGS25

CHAPTER 5: CONCLUSION31

Sensory Needs33

Cultural Branding and the Affect-Emotion Gap34

Environmental determinants of brand concepts35

Implication for further research40

REFERENCES43

APPENDICES46

Questionnaire46

Time table47

LIST OF TABLES

Table 1: Q125

Table 2: Q225

Table 3: Q326

Table 4: Q427

Table 5: Q527

Table 6: Q628

Table 7: Q729

Table 8: Q829

Table 9: Q930

Table 10: Q1030

CHAPTER 1: INTRODUCTION

Introduction

When a brand is frequently used by a consumer and has that consumer's trust, the consumer is more likely to respond favourably to its advertising. These same consumers will be the audience that notices the ads more frequently than those consumers who either do not use the brand or have a less than favourable opinion of it (Robert 2008, 24-28).

Problem statement

Although the term or phrase of brand image has been widely used in a variety of technical and casual applications and researchers have measured and categorized the dimensions of brand image. There is a lack of unanimity regarding the measurement of brand image. Therefore, further studies are needed not only to understand the concept of brand image but also to define the techniques that can be used in the measurement of brand image. Within this context, this study will utilize Keller's customer-based ...