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A Corporate Profile of TESCO Plc - Article Example

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This paper is a marketing plan of Tesco Plc’s marketing objectives, targeting and positioning, growth strategies, competitive advantage, marketing mix programs recommendation. TESCO is set with a new dimension in the global retail world marked with increased consumerism and buying power…
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A Corporate Profile of TESCO Plc
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Download file to see previous pages This research tells that the TESCO company has repose in its consumers. By studying their buying behavior and other intelligence the company has built up a vast and dedicated customer base that turned into a massive retail giant and the recognized leader. Yet the situation of the global market is plagued with rising prices and reducing buying power of consumers. Every one is fighting with this uprising menace including TESCO to survive. To enable customers to earn lifetime loyalty by people who shop with them and who work with them. Customers are core and if they are satisfied with what the company offers they are likely to return and shop around their outlets. The TESCO team is the fulcrum around which the service to the client is provided. If they are satisfied with the rewards provided they are likely to extend dedicated service to the customers who would go satisfied and return to enjoy more satisfaction. They are committed to treat people, as they like to be treated. The strategic objective is to get firm support from the customer and employees both to maintain firm’s sale, market share and profitability. TESCO through it multi-format capability is set to grow share in food, to emphasize on growth in sale by increasing space from hypermarkets, and to drive a higher growth and market share in non-food sales. It is the key understanding of customers which differentiated from a successful retailers to a loser. Tesco worked deeply to explore customer intelligence and services their want to be the Britains top superstores. The competitive advantage comes from this strategy only. The strategy of ‘Everyday low price(EDLP) did not remain unique to Tesco but they approached and nourished customers was exemplary. Very close and thorough analysis of customers’ buying behavior’ enable them to launch the online shopping business, starting financial service arm and its entry into the non-food business segment. This strategy alone enables them to take on Sainsbury in Britain and Wall mart in Europe to relegate them to a secondary position. ...Download file to see next pagesRead More
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