Performance Analysis and Marketing Strategies of Tesco Plc

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 _________________

TABLE OF CONTENTS

ACKNOWLEDGEMENTii

DECLARATIONiii

CHAPTER 1: INTRODUCTIONvi

Background of the Research Studyvi

Aims and Objectives of the Research Studyvi

Significance of the Research Studyvii

Research Questionsviii

CHAPTER 2: COMPANY OVERVIEWix

Strategy Multi Channel Distributor Tescoxi

CHAPTER 3: PERFORMANCE ANALYSISxiv

Porter's Five Forcesxiv

PESTLE Analysisxv

Political Factorsxv

Economic Factorsxv

Social Factorsxvi

Technological Factorsxvi

Internal analysisxvi

Strengthsxvi

Opportunitiesxvii

Weaknessesxvii

Threatsxvii

Competitorsxviii

McKinsey's 7 Sxviii

STRATEGY (Strategy)xviii

STRUCTURE (structure)xviii

SKILLS (Skills)xviii

SHARED VALUES (Shared Values)xix

SYSTEMS (Systems)xix

STYLE (Style)xix

STAFF (Personal)xix

CHAPTER 4: ANTICIPATED RESULTSxx

REFERENCESxxi

CHAPTER 1: INTRODUCTION

Background of the Research Study

The research study is based on assessing the marketing strategy suitable for making the company's position better in the world market. The company that has been chosen for the respective study is Tesco. The Tesco is considered to one of the largest retailing companies in the whole world. The company is providing effective retailing services to its consumers around the world. The company started its business operations long time back and progress well in almost all the sectors it has been operating. Tesco is a significant international retailer. As a global business, the company perceives itself as having a vital role to play in helping to minimize its environmental impacts. Although based in the United Kingdom, Tesco PLC has developed into an international grocery and general merchandising chain, employing 440,000 staff worldwide and with sales exceeding £59 billion (in the year ending February 2009). Operating income exceeded £3 billion. These figures make Tesco the largest British retailer in terms of both combined sales and domestic market share, and the third largest in the world after Wal-Mart (United States) and Carrefour (France). It is claimed that £1 in every £7 of UK retail sales goes the way of Tesco.

Aims and Objectives of the Research Study

The aims and objectives of the research study are to:

Highlight the factors that play an important role in the formulation of the successful operations of the companies

Measure the performance of Tesco by taking into account different analysis

Explain the marketing trends of the Tesco in the past years

Evaluate the firm's position by taking into account the internal and external analysis with the PESTEL analysis of the Tesco

Analyse marketing strategies of the Tesco that it has adopted for its business operations.

Examine the strategy that made the Tesco's position better in the world market

Significance of the Research Study

The research study is based on assessing the marketing strategy of the company that makes it attain better position in the world market. As the retail sector is an important sector in the world that is presenting valuable services to the customer all over the ...