Contact Us
Sign In / Sign Up for FREE
Go to advanced search...

Research proposal on the impact of marketing strategies and loyalty scheme of TESCO - Dissertation Example

Comments (0) Cite this document
Research proposal on the impact of marketing strategies and loyalty scheme of TESCO Contents Contents 2 Abstract 4 Description 4 Background to Research 4 Literature Review 4 Marketing Strategies 4 Marketing Strategies in Retail 5 Loyalty Scheme Techniques in Retail 6 Marketing Strategies and Loyalty Schemes in Tesco 7 Studying the Impact of Marketing Strategies and Loyalty Scheme Practices on Tesco 8 Research Questions 9 Method 10 Participants 10 Method 11 Materials 12 Analysis 13 Ethics 13 References 15 Abstract The research proposal deals with the retail giant Tesco and aims to measure the impact of its marketing strategies adopted by Tesco and the loyalty schemes which have been introduced…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER98.5% of users find it useful
Research proposal on the impact of marketing strategies and loyalty scheme of TESCO
Read TextPreview

Extract of sample "Research proposal on the impact of marketing strategies and loyalty scheme of TESCO"

Download file to see previous pages The methodology to be adopted in conducting the research proposal consists of both primary research and secondary research aimed at the management and consumer base of Tesco. The data obtained from the research consist of qualitative data, through interview and observation and quantitative data, with the help of questionnaires. These quantitative and qualitative data were analysed based on the answers of the interviewee and also with the help of graphs and charts obtained from questionnaires. Description Background to Research Literature Review Marketing Strategies Ranchhod and Gurau (2012:1) reflect that the strategies framed by a business corporation reflecting on key changes in the external environment while working effectively based on its resource base to gain enhanced position in the existing market place constitutes the marketing strategies of the firm. The external environment of a business corporation is susceptible to large amount of changes owing to alterations in the demand pattern of the existing consumer base owing to alterations in the socio-economic profile of the people. Further the external environment of a business corporation is also subjected to legislative and policy changes where again new technologies are also introduced in the business unit. Depending on such changes the strategies of the company focusing on the market trends also tend to change accordingly. Marketing Strategies in Retail Retail companies operating in the global sphere also tend to act based on different marketing strategies to compete effectively in the different markets. Lamb, Hair and McDaniel (2011:241-245) state that the marketing strategies of retail corporations are created and made effective to fulfil certain key objectives like gaining an enhancement of consumer traffic in the different stores, enhancing the sale of its products and services and also in gaining an enhanced consumer awareness in the densely populated retail market. The first strategic initiative that needs to be taken by the retail companies is to focus on gaining the target market through effective segmentation based on demographic, psychographic and geographic profile of the total consumer base. Further the retail market being an integral part of the service marketing companies tend to work based on the seven Ps to formulate the total marketing mix strategy. Firstly retail companies’ work on enhancing the assortment depth of the products thereby helping consumers to choose from a plethora of different options in regards to a specific product category. Secondly in close conformity to the type of consumers in the target market based on social and economic conditions the retail companies are required to set the price for its products. The retail companies can also go for a price mix where certain categories of products can be priced in a premium fashion, while others in a discounted or low price fashion depending ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Research proposal on the impact of marketing strategies and loyalty Dissertation”, n.d.)
Retrieved from
(Research Proposal on the Impact of Marketing Strategies and Loyalty Dissertation)
“Research Proposal on the Impact of Marketing Strategies and Loyalty Dissertation”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Research proposal on the impact of marketing strategies and loyalty scheme of TESCO

Marketing Strategies For Growth Overseas At Tesco a premium brand rather than tackling price competition in the marketing mix. Grocers believe price crucial to their competitive advantage, however in order to differentiate, they are turning toward quality of service and premiumisation as part of a new value-driven agenda (Global Information Inc 2010). Tesco utilises a procurement strategy to position itself as a customised, premium and relationship-oriented supermarket. For example, in South Korea, the business conducted considerable market research and realised that the preferences driving food consumption with these target markets differed substantially from home country...
8 Pages(2000 words)Essay

The Role of Loyalty Scheme In Selling Directly to the Customer

...’ in the process of selling the products and services directly to the target customers. The main research questions as well as the objectives are presented below. 1. What is the role of loyalty schemes in selling the products directly to the customers? 2. How Tesco has used loyalty programs to sell its products and services? 3. How effective are the loyalty schemes over the other marketing tools in increasing the sales? Based on these three main questions three main objectives of this research are developed and these are – 1. Identifying the impact or influence of...
4 Pages(1000 words)Research Paper

Marketing Research Proposal

...? MARKETING RESEARCH PROPOSAL By Management Decision Problem In general terms, the management problem entails the overarching objective that the management seeks to achieve in the process of marketing. In the particular case of the Hummer, this management decision problem revolves around the need to increase the appeal of the Hummer on the targeted market segments. Tied to this problem is the need to expand the market of the Hummer brand. Marketing Research Problem Marketing Research Problem basically revolves around the need to widen the customer base of a given product...
4 Pages(1000 words)Essay

Marketing research proposal

...and service quality in the hospital is of paramount importance to the Management of the trust as it directly concerns its objective of ensuring high quality patient care. In the following paragraphs a market research scheme is enumerated which would help the trust management measure the consumer satisfaction. Objectives The main objectives of the proposed market research scheme primarily concerning patient satisfaction and service quality are as follows: - to assess overall level of customer satisfaction; - to identify the service processes that matter most to patients; - to determine factors that influence...
8 Pages(2000 words)Essay

Customer loyalty Tesco Case Study

... continuing pursuit of its mission. Another reason has been the implementation of its customer loyalty card (Clubcard) in 1995. However, in order to keep its competitive position in a competitive market, Tesco needs to make an analysis intermittently to understand the demands of the market. In today’s scenario, customer service is what matters. 1.2 Rationale for study Tesco’s is known for understanding its customers better than anyone, being energetic, being innovative and being the first for customers, using its strengths to deliver unbeatable value for customers, and to look after its people so they can look after its customers. All these will be analysed critically in this research to examine to what extent they have helped... (Amit &...
5 Pages(1250 words)Research Proposal

Marketing research and information the following major accountability areas of JS: Product positioning and how products and services are provided to customers Their attitutudes towards own brands owned by JS and comparative studies on how it fares vis--vis other market brands marketed by them Major competitive reasons for attitudinal changes experienced by major customers and Third Parties towards JS and background for such changes How use of internet technology impacts upon the functioning of JS Success of Nectar loyalty cards in the context of business growth and customer satisfaction. The research proposal focuses on these major thrust areas of JS, including...
24 Pages(6000 words)Essay

Loyalty Card Scheme

... to engage with this web at a number of different levels. After a review of some of the earlier work on loyalty schemes, this article first describes elements of the Tesco Clubcard loyalty scheme, in terms of rewards, deals, and integrating channels. Finally, the article poses a number of research questions that extend beyond the more parochial assessments of the impact on loyalty scheme membership loyal behaviours, buyer value, and business performance, to the potential of loyalty schemes in building brand perceptions and experience. LITERATURE REVIEW Affiliation marketing shifts the focus of the marketing exchange from transactions to affiliations (Foss and Stone, 2001; Peck et al., 1999; Christopher et al., 1991; Buttle, 1996... :...
24 Pages(6000 words)Coursework


...Marketing Research Proposal to analyse the experiences of international studying in a foreign University: Thesis: Studying abroad to study gives a lot of exposure and different experiences, in terms of new culture, political pressure, food and language. Though many of the students might get prepared to adjust with the changes, yet the problem of partial adequacy to the new place, culture and language remains there. That is the students go about with a level of adjustment with a quiet unfamiliar social and academic environment with reference to Massey University as part of a work done for Wellington Research Council. Abstract: Students who travel abroad...
6 Pages(1500 words)Essay

Marketing Research Proposal

...Marketing Research Proposal: PepsiCo Executive Summary The proposed marketing research study will seek to measure consumer perceptions regarding the PepsiCo brand as healthy within the UK market, as well as to analyse the findings to collate data required to make recommendations on PepsiCo’s strategic marketing in the UK. The research will interview participants from the UK different by personal beverage preferences, location, income, and age. The population will be collected using purposive sampling from grocery store loyalty card programs as a reference. This...
6 Pages(1500 words)Research Proposal

A marketing research proposal for Tesco 1041

...Marketing research proposal for Tesco Executive Summary All multinational firms vigorously try toexpand to newer markets so that new opportunities of growth can be trapped. Tesco has already been able to expand itself successfully in a number of markets. However in order to maintain its leading position in the retail industry it is essential for Tesco to spread out into newer markets. In the current paper, it is analysed whether entering into the Indian markets would be a suitable decision and would it facilitate the company to grow in size. In order to understand the...
10 Pages(2500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Dissertation on topic Research proposal on the impact of marketing strategies and loyalty scheme of TESCO for FREE!

Contact Us