TESCO MARKETING

TESCO Marketing Strategy

[Name of the Institute]

ABSTRACT

This research will focus on the impact of marketing strategy of TESCO on customer's satisfaction. A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centred on the key concept that customer satisfaction is the main goal.

ABSTRACT2

CHAPTER 1: INTRODUCTION4

Background of the Study4

Aim And Objectives Of Research5

CHAPTER 2: LITERATURE REVIEW7

CHAPTER 3: METHODOLOGY12

Proposed Research Method12

Data Collection Method12

Data Analysis Method12

Ethical Issues13

REFERENCES15

CHAPTER 1: INTRODUCTION

Tesco is one of the most known and successful supermarket chain founded in UK. One of the largest retailers in the world, it has its stores being concentrated in the region of Europe and Asia. It comprises of approximately 2,318 stores having an employee base of around 326,000 people. Originated at London's East End in the year 1914, as war veteran Jack Cohen started selling groceries in the market. It is the history on the back of which Tesco is popular for its grocery line. The brand name got recognition when it was labelled on the packets of tea in 1920. Tesco, the brand name, is pre-dominantly a combination of initials borne by partner in the tea supplying firm named T. E. Stockwell and first two words of Cohen (Balestrini, 2001, pp. 13).

And thereby, the first store of Tesco emerged in Burnt Oak, Edgware in the year 1929. From there onwards, Tesco started to expand, transcending stores to become supermarkets. 1990's is characterized by further expansion and aggressive marketing strategies by Tesco in an attempt to overtake the market share of Sainsbury's as the leading grocer. The year 1996 saw the beacon of overseas expansion being lighted and thus it now operates in numerous countries. With such large and diverse operations, come disparate challenges as posited by changing external environment and for it to be dealt with due diligence, extensive research and analysis is mandatory.

Background of the Study

In the year 1998/99, supermarket industry was expanding with the number being somewhere in low 100's in 1950's to 7000's in 1998/99. Tesco registered the rise in its market share by a significant 24.9%. Tesco had been aided to achieve this significant market share by the launch of its loyalty cards, which became its one of the most successful marketing campaign. Thus, the concept of loyalty cards was pioneered by Tesco. This is the Competition Act of 1998 that instigated the expansion of the UK retailing industry at a more advanced level. Though, the impact could be further cleared of the act in the discussion below.

Competition Act (1988) and Enterprise Act (2002) authorised regulators of the UK through more power to ensure against unfair practices and the abuse of position by businesses. But yet they are criticized significantly for not being able to identify the problems significantly and rectify them so as to ensure against unfair practices. The legislations are loosely formed which fail to ensure compliance as companies find adjacent way to ...