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

Marketing - Essay Example

Comments (0) Cite this document
Tesco Plc. Name of Student University of Birmingham Retail Marketing (07 21436) Tutor Introduction and Background Tesco Plc is one of the largest retailers in the world, the leading supermarket retailer in the United Kingdom, the world’s largest on-line grocery retailer and the fourth largest retailer behind Wal-Mart, Carrefour and Home Depot (Morris, 2004, p.5)…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER97.4% of users find it useful
Read TextPreview

Extract of sample "Marketing"

Download file to see previous pages The company’s gross turnover for the 2008/2009 full year was reported in February 2009 as ?59.4 billion. The retailer has over 4308 stores in 14 countries worldwide, over half a million employees and it was estimated in 2007 that over ?1 out of every ?7 of UK retail stores was spent in Tesco (Dennis and Perrey, 2011, p.52). Tesco PLC Established by Jack Cohen in London in 1919, it began as a stall in East London before gradually growing to include markets all over London. Cohen thereafter began wholesale trade and within five years, the first Tesco brand appeared, and, in 1929, the first Tesco store was opened. The key to Tesco’s growth over in the XX century lies in its change of image and strategy. Aaker and McLoughlin (2010, p.127) document that from the onset, Cohen’s approach was to sell it cheap a strategy that had caused the company to overstretch itself thereby having dwindling profitability. Prior to 2006, Tesco had faced a number of challenges such as low food price inflation, increasing difficulty in getting permission especially for the large Greenfields sites, three strong competitors Sainsbury, Safeway and Asda, being in number two market position and the arrival of two new store formats; the assortment stores and the warehouse clubs. Nonetheless, the store used a number of strategies and a range of innovative schemes to develop its brand name and grow to become a leading supermarket chain by 2006 (Aaker and McLoughlin, 2010, p.52). Retail theory Tesco’s retail format can be analyzed through the Retail Accordion Theory which recognizes the wide-narrow-wide pattern of the dominant retailing which forms the market (Baker and Saren, 2000, p.356). Tesco has continuously changed its strategy and image with the first major feat being able to appeal to all segments of the market, the lower, the middle and the upper classes. The inclusive offer strategy was based on the vision of selling high-quality products at reasonable price, a vision that was achieved by offering four different levels of its products. There were the finest range of premium products introduced in 1998, followed by the Tesco Organic rage introduced in 2006 and the Tesco Healthy Living range and, finally, the Value range to attract the price conscious customers was rolled out in 2008 and 2009. This focus on customer’s service lies in the company’s belief in continuously improving the standard of services provided and responding to customer’s needs (Fernie and Sparks 2009, p.49). The retail format Tesco’s retail format is interesting having six different store formats differentiated by the range of products sold and their size, but all branded as variants of the Tesco Umbrellas (Baker and Saren, 2000, p.356). The six formats include the Tesco Extra or the Hypermarkets, Tesco Superstores or the large supermarkets and Tesco Express or the convenience stores, Tesco Home plus, Tesco Metro and Tesco One Stop. Evidently, Tesco’s retail outlets range from small local stores often attached to petrol stations to one stop stores with an average of 1,300 square feet providing customers with essential products on a 23/7 basis to the extra stores which are 70 times bigger and cover all the major consumer goods including furniture and entertainment, foods, ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Marketing Essay Example | Topics and Well Written Essays - 2500 words”, n.d.)
Marketing Essay Example | Topics and Well Written Essays - 2500 words. Retrieved from
(Marketing Essay Example | Topics and Well Written Essays - 2500 Words)
Marketing Essay Example | Topics and Well Written Essays - 2500 Words.
“Marketing Essay Example | Topics and Well Written Essays - 2500 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document



...Marketing: Zara UK Executive Summary The marketing case of Zara is very essential because it reflects on theessential components of marketing that has enabled the business viability. The pattern observed in the market environment of the business defines its success. The business has balanced the market environmental factors to come up with an effective marketing plan. Customers are crucial players in the business because they dictate the entry behaviour that business would approach. The behaviour pattern of customers influences product innovation, distribution as well as product prices. Balancing marketing mix enables...
12 Pages(3000 words)Essay


...Marketing Analysis: The Case of Don Martin Limited Introduction Don Martin Limited was started about twenty three years ago as an auto supplier. The company has grown both in size and in the products offered and currently it operates in a large store with a total area of 910 meters (Grasby et al 379). The products stocked by the store include auto supplies, house-wares, motorcycles, sports equipment, TVs, radios, appliances and photographic equipments. Don Martin is strategically located at the heart of the blue-collar district where people come since they can get whatever they need for the area. Despite the fact that parking in the street is usually a problem, there is a metered parking behind the store although most...
5 Pages(1250 words)Case Study


...Marketing Introduction/Background Don Martin Ltd. needs to solve the issues related to service delivery which is described within the case as the major problem that the company is facing. Additionally, the competitiveness within the business environment is another issue that the company needs to provide a solution for. This is because of competitive businesses which are operating at a higher scale at competitive prices (Grasby 380). Additionally, the company is faced with the issue of human resource management. This is revealed by the fact that Martin is unable to find sufficient time to manage his employees because he also has suppliers to deal with. Due to this, the company has recorded a decreased quality in service...
5 Pages(1250 words)Case Study


...?Marketing Part Marketing Environment of Apple Incorporated Introduction Apple Incorporated is widely known for its cutting-edge technology and especially on its domination in the market when it comes to providing highly competitive and quality products. Just like any other companies, Apple simply tries to stimulate demands for its products and meeting customers’ needs on a timely basis (Apple Incorporated, 2011). This is a customer-centric approach of looking at how Apple was able to genuinely surpass competition. However, this is not the only concern that will eventually give out the whole picture of Apple’s marketing environment. There is a substantial need to actually...
8 Pages(2000 words)Essay


...emphasize their corporate social responsibility, there is some indication that they do not (Blyth, 2003, p. 16). As for the question about how corporate irresponsible practices, such as animal testing, affect consumers, it is useful to examine how consumers react to other corporate social irresponsible practices, such as human rights abuse. A good case study for this would be Nike, who is an example of a company who was forced in socially responsible procurement by market forces. In the 1990s, Nike was infamous for their sourcing difficulties. The root of these difficulties were independent contractors who were operating in countries where low wages were the norm, as well as unsafe working conditions; abusive workplaces,...
8 Pages(2000 words)Dissertation


...?-Explain marketing concept # book reference or lecture reference # cite extra reference 2- analyze the concept with a personal experience * organization 2011-03-07 10:55  Deadline:   2011-03-12 08:56 Time Left:  4 days 21h 40m Style:  MLA  Language Style:   English (U.S.)  Grade:   n/a  Pages:  2  Sources:   4  A concept is the overall idea or structure of something and marketing is how a product is moved through a channel to reach its target consumer. A marketing concept embraces the philosophy that good marketing strategy always has the needs and wants of the target market in mind. Marketing concepts are formed as creative approaches...
2 Pages(500 words)Essay


...?Table of Contents Chapter Page I Introduction --------------------------------------------------------------------------------- 3 I Sam’s Tailor ---------------------------------------------------------------------------- 3 II Situation Analysis ------------------------------------------------------------------------- 3 II.1 The Competition ---------------------------------------------------------------------- 4 II.2 The Situations ------------------------------------------------------------------------- 4 III Market Analysis -------------------------------------------------------------------------- 5 III.1 The Marketing Mix ------------------------------------------------------------------- 5 III.2 Porter’s Five Forces... ...
12 Pages(3000 words)Essay


...? Marketing Analysis – Facebook Marketing Analysis – Facebook Outline: I. Question Target Market II. Question #2 –Facebook Competitors III. Question #3 – Product’s Position IV. Question #4 – Dominant position or aspiring to gain V. Work Cited. Sender’s Name Date Marketing Analysis – Facebook Facebook is a social networking site connecting people all over world virtually over the internet. As of April 2011 Facebook has around 500m plus customers using its service. This covered around thirty percent from the United States while the rest were from outside of US. Question # 1- Target Market Initially facebook has its membership restrained to college students only so the target market covered only the youngster till 2006 after... which it was...
3 Pages(750 words)Essay

Marketing - Exam on Marketing

...?Exam I. Integrated marketing communications is a comprehensive approach to marketing communication. It follows that it is greatly important for those in the field of advertising and marketing to understand and appreciate all the various integrated marketing communications tools. Integrated marketing communications is a comprehensive approach to marketing and advertising that is customer centric and data driven. Within this spectrum of understanding integrated marketing communications involve the development, coordination or an organization’s advertising strategies and resources. The role of integrated marketing communication is to use advertising as a means of creating a sound and meaningful relationship between the business... and the...
3 Pages(750 words)Essay

Services Marketing - Internal marketing

...TABLE OF CONTENTS 0Introduction 1 Public Services 2 Distintive Nature of Services and Web-based services 2.0Public sector services compared to Private Sector services 2.1 Evaluation of Web-based services 3.0 Conclusion and Recommendation 1.0Introduction The marketing mix has its origin in the marketing of goods for consumer markets and consists of the well known 4P's: Price, Promotion, Place, and Product. The marketing mix approach has been criticized for being incomplete, because it does not bear in mind customer-needs and it industrial marketing (Bitner, 1995, Gronroos, 1990a; Gummesson, 1997). Information...
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 Essay on topic Marketing for FREE!

Contact Us