Catching Consumers with the Internet in Retailing: A Study of Tesco's Online Marketing Strategy

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Acknowledgement

I would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as well as guidance they provided without which I would have never been able to do this research.

DECLARATION

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

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Abstract

In this study we try to explore the concept of Online Retailing in a holistic context. The main focus of the research is on Online Retailing and its relation with the marketing strategies used in online retailing. The research also analyzes many aspects of online marketing and tries to gauge its effect on business. Finally the research describes various factors which are responsible for successful online retailing. Tesco's online marketing is used as a case study and further survey was conducted which helped assess the impact of online retailing on business.

Table of Contents

Chapter 1: Introduction1

1.1 Outline of the Study1

1.2 Overview1

1.3 Problem statement3

1.4 Research Aim and Objectives3

1.5 Significance of the Study4

1.6 Research Questions5

1.7 Ethical concern5

Chapter 2: Literature Review7

2.1 Organization of the Literature Review7

2.2 The scope of marketing8

2.3 E-marketing9

2.4 The Internet9

2.5 Objectives10

2.6 Marketing Concepts11

2.7 Targeting online customers12

2.8 Differentiation13

2.9 Corporate Strategies15

2.10 Traditional Generic Marketing Strategies15

2.11 Restated Generic Marketing Strategies16

2.12 Strategic Decision Making Process17

2.13 Strategic Innovation20

2.14 Company Profile: Tesco21

Chapter 3: Methodology28

3.1 Research Design28

3.2 Research Technique and Process29

3.3 Pros and Cons of Chosen Methodology30

3.4 Research Instrument32

3.5 Pilot Questionnaire32

3.6 Participants33

3.7 Reliability33

3.8 Limitations, Assumptions and Suggestion for Future Research34

3.9 Ethical concern35

Chapter 4: Discussion and Analysis37

4.1 Interview Results37

4.2 Tesco's Case Analysis46

4.3 Retail Management through Effective Marketing Techniques51

Chapter 5: Conclusion55

5.1 Conclusions:55

5.2 Recommendations:59

References65

Chapter 1: Introduction

1.1 Outline of the Study

This research concentrates on the several facets of Online Marketing and incorporates the following chapters:

Introduction

Literature Review

Methodology

Discussion and Analysis

Conclusion

1.2 Overview

Marketing managers have perceived the Internet as an attractive marketplace where online activities enhance the relationship between buyers and sellers (Kotler, 2003). Marketers had opportunities to have more effective ways to communicate information about goods and services to a targeted audience (Hanson, 2000). There were numerous studies and developments which marketers identified novel approaches to Internet marketing strategy and planning (Coupey, 2001). 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 (Johnson, 2004).

This study was focused exclusively on developing an online marketing planning methodology. As the most powerful medium available, the Internet integrates speed, customization, and dialogue into a framework that enables highly superior and complex marketing strategies (Hanson, 2000

Managers sought to identify new and unique opportunities in the market (Kotler, 2003). The first step was to identify customers with needs that could be better ...