Tesco Plc Club Card - Managing Relationships and Building Loyalty - Case Study Example

Abstract

Managing relationship and building customer loyalty are important in the age of globalisation and internationalisation to run businesses successfully. The marketing process of Tesco Plc is an effective strategy to retain more customers towards the business and improve brand loyalty in the international market. Tesco Plc tries to launch Club cards for increasing sales volume as well as loyalty among the customers. There are several advantages of creating customer loyalty and the company tries to increase loyal customers in the market for securing sustainable development in the near future. Tesco Plc also tries to focus on different strategies for improving customer loyalty by delivering a huge variety of products, utilizing technological advancement and administrating efficient customer service. The strategies are important for the brand to gain competitive advantage as well as deliver quality products with effective price. In this paper, the recommendations play an important role to foster growth in future as well as increase customer loyalty by ensuring positive brand value.

Table of Contents

Introduction4

Marketing Process in Services4

Tesco Plc: Strategic and Marketing Management9

Environment changes in Retail industry11

Impact of Relationship Marketing12

Conclusion14

Recommendations14