Marketing Strategy Tesco - Dissertation Example

Comments (1) Cite this document
The present dissertation dwells on the TESCO company marketing strategies. Admittedly, due to technological development, the increase of competition and globalizing business operations now becomes extremely difficult to sustain competitive position on the market…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER97.9% of users find it useful
Marketing Strategy Tesco
Read TextPreview

Extract of sample "Marketing Strategy Tesco"

Download file to see previous pages TESCO s proved to be a ledng grocery chn n the Unted Kngdom nd lso the bggest grocery of the world. There re bout 2290 stores wth more then 296000 people employed ll over the world nd t hs ttrcted consderble ttenton becuse of ts mbtous overses strtegy nd ts successful on-lne home delvery servce. Relyng on sles of non-food tems nd on nterntonl sles--prtculrly n emergng mrkets--for n mportnt prt of the compny's future expnson, TESCO hs delvered one of the fstest orgnc growth rtes of ny mjor retler n the world. ts nonfood busness rose by 18 percent n 2000-01, nd ts nterntonl busness, whch begn wth lunch n Hungry n 1994, now ccounts for more thn 40 percent of the group's floor spce. TESCO lso hppens to be the undsputed world leder n nternet grocery sles ( ts on-lne home delvery servce s now proftble, TESCO sys, nd t hs struck del n the Unted Sttes wth Sfewy, whch wll use TESCO's system for home-shoppng servce. Underpnnng TESCO's success s excellent mngement nd n obsesson wth opertonl effcency nd productvty gns, whch the compny uses to keep prces low or to mprove servce rther thn to ncrese ts opertng mrgns. Despte ths mpressve record, TESCO s stll reltvely smll compred wth the lkes of Crrefour nd Wl-Mrt, but t s growng fster.
TESCO understands that successful marketing strategy should be based on customers' need, that is why the Mission Statement declared for the Company sounds as it follows: "One of our values is to understand customers better than anyone. We go to great lengths to ask customers what they think, listen to their views, and then act on them. We look both at what customers say and what they do. This feedback guides the decisions we tale" (
Despte ths mpressve record TESCO stll fces number of...
Prices in TESCO are formatted in the way that people with various money comings could afford the products of a certain group. The prices for products differentiate in order to satisfy the needs of all groups of people.
Consumption of TESCO products is of high rate as long as the brand is very famous among the people of different age and occupation. When choosing grocery people would rather prefer the one that is a cool brand, than a shop "by the corner of a house" that does is bad-known in public and does not provide a wide majority of the discount system or other specific peculiarities that groceries of such a wide scale as TESCO usually have.
"The concept of being distinguished" is part of TESCO's culture. It is a common people's psychology to buy the things with famous brands. In such a way they tend to prove that they are different with others, the reason why you can find many imitations in the night market. TESCO might focus on the branding image and price strategy.
The organizational structure of TESCO is quite complicated as the objectives and strategies for the big company should be shaped by the principle "from bottom to the top", meaning that all personnel should be engaged in the performance of the organizational mission. There are many agents under the headquarters of TESCO, and the agents are the Shop Owner.
When creating a new product TESCO send the sample to the agents in each area first, then the agents report the order list to the headquarters after the Shop Owners order product from them. ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Marketing Strategy: Tesco Dissertation Example | Topics and Well Written Essays - 8000 words”, n.d.)
Retrieved from
(Marketing Strategy: Tesco Dissertation Example | Topics and Well Written Essays - 8000 Words)
“Marketing Strategy: Tesco Dissertation Example | Topics and Well Written Essays - 8000 Words”, n.d.
  • Cited: 0 times
Comments (1)
Click to create a comment or rate a document
jenniegutmann added comment 3 months ago
Student rated this paper as
Great paper! Used it to complete an assignment for a marketing course. It was easy as ABC, for the first time in my life.

CHECK THESE SAMPLES OF Marketing Strategy Tesco

Business Strategy in Tesco

...?Business Strategy Table of Contents Business Strategy Table of Contents 2 Introduction 3 Section Strategic Formulation 3 a) Vision, Mission andCore Competencies 3 b) Stakeholder Analysis 4 c) Environmental Analysis 5 PESTEL Analysis 5 Porter’s 5 Force Model 7 SWOT Analysis 9 d) Strategic Positioning 13 Section 2: Strategic Planning 17 a)Market Dynamic Model 17 b)Strategic Planning Techniques 17 Section 3: Alternate growth strategy 19 Section 4: Strategy Implementation 21 Reference 23 Introduction One of the constituents of FTSE 100, Tesco is the global merchandise and grocery retail company. In respect of profit Tesco is...
17 Pages(4250 words)Essay

Business Strategy of Tesco

...?Business Strategy By: Ajiya butt Total words: 3,714 Table of Contents Business Strategy 1 By: Ajiya butt Total words: 3,714 Table of Contents 2 Section 1: Strategic Formulation 4 a) Vision, Mission and Core Competencies 4 b) Stakeholder Analysis 6 c) Environmental Analysis 8 PESTEL Analysis 8 Porter’s 5 Force Model 10 SWOT Analysis 12 d) Strategic Positioning 17 Section 2: Strategic Planning 20 a)Market Dynamic Model 20 b)Strategic Planning Techniques 21 c)BCG growth-share matrix 22 d)SPACE Matrix 22 e)Directional Policy Matrix 23 f)Profit Impact of Marketing Strategies (PIMS) 24 Section 3: Alternate growth strategy 25 Possible Alternative Strategies 26 Best Alternative strategy for TESCO 29 Section 4: Strategy Implementation 29... . what it...
28 Pages(7000 words)Essay

Integrated Marketing Communication (IMC) and Customer Satisfaction strategy

...retailers based in UK which operates with more than 3000 stores all around the world. The branches of the food retailers are function in most of the parts of Europe and Asia. A wholly-owned subsidiary, Tesco Plc., offers to its customers a wide range of all the financial, personal and other services. The company has been leading the other big organizations in the field of retailing and stands successful throughout. 1. Discuss the company’s advertising strategy and how it aligns with its marketing goals. The major reason for the success of Tesco as a product and service-provider is its successful advertising and customer relationship strategy. Found in...
5 Pages(1250 words)Research Paper

Tesco Plc Strategy Analysis

...? Tesco Plc Strategy Analysis Tesco is one of the largest supermarket retail stores in the world, operating around 2,318 stores and employing over 300, 000 people. It is based in the UK but operates stores in the rest of Europe, USA and Asia. The retail store also provides online services through its subsidiary (Data Monitor, 2004). It is the largest in the UK and operates under four banners: Extra, superstore, Metro and Express. The retail store began as a food store but has since diversified into other areas as clothing and non-food products. It also operates financial institutions as a joint venture with the royal Bank of Scotland (Data Monitor, 2004). Mullins (2010) says that a marketing strategy primarily focuses... , 2010)....
3 Pages(750 words)Coursework

Tesco Competitive Strategy

...TABLE OF CONTENTS 0Introduction 1Overview of the activities of TESCO 2.0 Tesco and Porter's Five Forces Framework 2 Tesco and Porter's Competitive advantage 3.0 Recommendations 3.1 Conclusion References 1.0Introduction Today's businesses are in a phase of increasing complex network of activities, customer's flexibility, market volatility and increase in natural disaster, present day companies have to reformulate their strategies and tactic within their global operations (Cheng Wonglimpiyarat, 2004). In the present states of activities, the war on terror state of global and changing consumers' pattern it has become...
8 Pages(2000 words)Case Study

Marketing Strategy at Tesco plc

...Marketing Strategy at Tesco plc Table of Contents Table of Contents ii Introduction Part One: Literature Review Conundrum Focus 2 Market Choices 2 Value Proposition 3 Key Relationships 3 Part Two: Analysis of Tesco plc 4 Customer Conundrum: Getting Loyalty and Satisfaction 5 Laser-Like Customer Focus 5 Market Choices: Crafting a Business Strategy 6 Value Proposition: Clear, Concrete, and Concise 6 Managing Key Relationships Well 7 Conclusion 8 Reference List 9 Fig. 1: Tesco's Steering Wheel 12 Introduction This paper critically analyses the marketing strategy at...
7 Pages(1750 words)Essay

Marketing Strategy of Tesco

...Running Head: TESCO PLC: CASE STUDY ON MARKETING STRATEGY Tesco Plc: A Case Study on Marketing Strategy in APA Style by Course Name University Taking Advantage of Technological Advancement The global retail industry has been largely driven by the speed of technological advancement. Following the commercialization of the internet technology is the creation of a new business model and the subsequent proliferation of dotcoms. Business organizations in the retail industry which employs pure brick-and-mortar operations are now shifting to click-and-mortar business models by putting up their virtual stores on the web. To retailers, the internet has provided a venue where they can distribute and market their products... , On...
12 Pages(3000 words)Case Study

Tesco PLC Marketing Strategy

... Marketing Research Background Tesco PLC is one of the largest superstores with more than 2100 superstores in UK, US and South East Asia. Revenues for 2007 were £42,633.4m (Tesco 2008). The firm is a retail chain selling mainly groceries but it has expanded into other products like furniture, non food items, financial services and telecommunications etc. Tesco also expanded globally and is trying to establish itself in the US. However, the chain is facing tough competition in the US by rival Wal-Mart. Also, Wal-Mart’s subsidy Asda has entered the UK market posing tough competition for Tesco. Coupled with that, German chains Aldi and LDLI are discount chains which are giving a price competition to giants like Tesco and Wal-Mart... ....
27 Pages(6750 words)Research Paper

Integrated Strategy: Tesco

...Integrated Strategy: Tesco Executive Summary The case study of Tesco Plc. is an exemplary example where application of marketing theory significantly improved the performance outcome. The visionary outlook of its CEOs has been major ingredient of its success. Tesco is Britain's number one food outlet. They constantly outperform their competitors. Tesco has conscientiously adopted up a number of strategic changes since 2004. The leading food supermarket has seen transformation in its basic format by not only introducing a whole lot of new products lines including non food items, clothes, home appliances, electronic goods etc. but...
10 Pages(2500 words)Case Study

Marketing Strategy at Tesco

...Assignment Questions Tesco’s market share in 2009 was 30 which registered an increase of 0 from the previous year. In the year 2007, it had sales of £42,600 and a sales growth of 21.9% ( ASDA, owned by the U.S. giant retailer, WalMart, was next in line, with a market share of 16.9% in 2009. This grocery retailer has however recently snapped up the budget outlet NETTO for a sum of £778 million, which has placed it in a position to potentially offer strong competition to Tesco in the future (, 2010). Morrisons benefitted from its acquisition of Safeway stores in 2003 in terms of presence in the market, but has not been able to...
13 Pages(3250 words)Assignment
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 Marketing Strategy Tesco for FREE!

Contact Us