In this report the researcher will establish a relationship marketing strategy for Tesco, the multinational company. The researcher has described that what is relationship marketing actually and the importance of relationship marketing in the era of globalization. …
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It is evidently clear from the discussion that the relationship marketing is the form of marketing where the firms emphasize more on customer satisfaction and customer retention rather than pushing the product. The companies are rather taking a pull strategy for developing new product and acquire the customers. When a company has good relation with its customers then the customers will become loyal to the company and that will help the company also acquire new customers. In the era of globalization the competition between the firms are intense, and for retaining the market share the companies need to develop some innovative strategy of marketing so that the customers become more attracted to their products. When a company is trying to push the products then the customer might loss attraction for their products because the products of the concerned company may not be meet the customer requirements. The customers may shift their attention to any other brand where they can get the products as per their requirements. As a result the revenue of the former company gets affected as well as their profit. So for retaining the market share the companies should stop using the push marketing strategy, instead they need to use the pull marketing strategy. The companies should consider the customer requirements with the most importance, and for become the market leader the companies should develop a good relationship with the customers. ...
They have to face the political challenges of different countries and competition from the local competitors. The opportunities of the local competitors are that they can develop the relationship with the local customers easily where it is tough for the multinational competitors. The local companies can understand what the customers want as they are operating in the same country. But the companies which are operating globally they need to understand the local customers need for generating revenue and profit from the country. The requirements of the customers differ from one country to another. The companies need to understand the customer requirements of different countries for generating profit from that country. For knowing the customer requirements the multinational companies need to conduct the market research in that particular country. Through the marketing research processes the companies can come to know about the customer needs, the customer also feel that the company is trying to utilizing their responses. Through these processes the companies can come close to the customers, the relation between the customer and the company get improved. For achieving the sustainable market share and gaining profit the companies need to make some long term strategies. The customers are the main stakeholders of the company. The customers naturally obtain for the company where they can get maximum value in a relatively lower price. The customers expect that the product will obviously meet their basic requirements and as well as they can get some more benefits from that product. The customers will go for the brand where they can get maximum benefits after meeting the basic requirements. In this report
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This study aims to determine whether or not Tesco’s Clubcard is effective as a loyalty marketing tool. Based on the research survey results, Tesco’s Clubcard is not effective as a loyalty marketing tool. Since the customer reward programme and special promotion, discount coupons or vouchers are among the least important factors that can affect the customer’s decision on which supermarket to shop, the marketing manager should try to focus on developing and implementing new marketing strategies that can make its customers enjoy added value for their money.
Tesco is one of the leading and largest British retailer and the third largest grocery retailers in the world with numerous outlets in USA, Asia and Europe. With the company, its workforce has also grown. Tesco has approximately 280,000 employees in UK and about 460,000 worldwide.
Tesco’s Loyalty Card Scheme. Why has Tesco’s loyalty card scheme been more successful than its competitors? Owing to its success in recent years, Tesco has become one of the largest retailers of the world, fourth largest in the world and the largest one in the United Kingdom.
by the company. The research proposal starts with a brief description of the literature review, the research questions analysed intended to answer the reason as to how uncoordinated marketing strategy tended to reduce the international profits of Tesco and how the increase made in regards to the marketing and promotional expenditure with respect to loyalty schemes would obstruct the satisfactory compliance of marketing objectives of Tesco.
The retail sector is the largest sector of the private economy in the UK but the employers face considerable challenges as it employs the highest number of part-time workers, suffers high attrition rate, has a poor image as a career destination, particularly for talented staff.
The research and methodology of the project is mainly concerned with the technique and tools used for conducting the research from data collection to understand the behaviour and attitude of the people on the loyalty cards and finding the loyal customers of TESCO in UK.
The cases that would be discussed in this report are the cases of Tesco, Sainsbury and ASDA. In chapter one, the aims and objectives of the research topic are discussed and the research would be carried forward based on these aims and objectives. In second chapter, the literature review will be discussed followed by the methods used to conduct the research; primary and secondary methods.
Gaining competitive advantage in a modern business world is an important factor of gaining financial results of operations anticipated which are a difficult task as there emerge more and more participants in the industry. Companies thus undermine new approaches to keep the sustainable position or getting the competitive advantage on the market.
China’s admittance into the World Trade Organisation (WTO) in 2001 opened up the Chinese market to the rest of the world, and this enabled retail operations that were 100% foreign owned to operate. Retailers like Tesco, Carrefour and Wal-Mart who dominate the foreign-owned food retail market seized upon this opportunity.
The current dissertation aims to investigate Marks & Spencer’s relationship marketing strategies and evaluate customers’ attitudes towards it. Marks & Spencer have rebranded themselves with the new ‘Your M&S’ concept and have restyled their advertising campaigns (print, billboard & TV) with for example the successful Twiggy and friends adverts.
69 Pages(17250 words)Dissertation
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