RELATIONSHIP MARKETING

Relationship Marketing



Table of contents

Introduction3

Tesco History3

Recent history4

Field of procedure & enterprise Strategy5

Marketing and Promation6

Task 1:7

Resources & Capabilities of Firm7

New Technologies influencing Tesco's Operation9

Investment11

To give customer well informed information on subject and what Tesco store tend to do to combat situation.12

The Evolution of connection Marketing13

A paradigm shift13

Task 2:14

Relationship Management14

Significance of technology in RM15

Levels of Relationship17

Tesco's Strategy18

Cost Leadership18

Conclusion19

Relationship Marketing

Introduction

Relationship Marketing (RM) has played significant role in shifting focus of marketing during past two decades. The purpose of this paper is to uncover underlying theory behind RM and discuss its evolution as new marketing paradigm. More importantly, scope of this paper will be limited to benefits received by customer and organisation resulting from successful relationship. A review of RM literature is presented, followed by discussion on implications associated with RM.

Tesco History

Jack Cohen who oringaly owened and started Tesco empirour, it was started 80 years ago on market stall. He was son of Jewish sailor and often war he started by buying 30 pounds worth of army surplus rations. He would reliable cans and tins. The on his first day of selling this stock at market he made profit of one pound. After trading all of this he had made him self some money to work with. He utilised this cash to purchase items under handily these were often items, which other shops would not sell.

Tesco as name was formed when jack ha bought large shipment of tea, in 1924. He then made new labels for them using first three letters from name of tea suppliers name "T.E.Stockwell" and then joined these will his own surname this then formed name "TESCO". He liked this name so much it became companies own.

Recent history

Tesco is one of Britain's premier food retailers and has 586 stores though out Great Britain. From 1992 Tesco has developed substantially and has expanded its market share from 10.4% to 15.2%. This increse in customers has also given Tesco large amount of profit.

Tesco has 164,500 shareholders. Tesco's profit is about 505 million pounds after tax has been deducted; about 50%of this is then distributed to shareholders as dividends. The rest ruffly 250 million pounds is held back for investment in stores and improving sevices for customers. The average shareholder holds between one and one thousand shares, but also large amount of shares are held by banks, pension funds and building sercertys. Tesco's share prices have risen since February 1997 when it was 349p to 586p on 21st April 1998. The shares have peaked high price of 603p. With this growth Tesco's is now largest super market chain.

Field of Operation & Business Strategy

Tesco has wide of operation and wants every one to buy their products . This is though as it is normally persons who have moved out of their parents dwelling and have accomadtion of their own. Tesco's aim is to get full time loyaty from their costemers and to carry on increaseing value of their goods for costemers. They desire to under stand and esteem their customers better than ...