Tesco PLC Marketing Strategy - Research Paper Example

Tesco has almost saturated the UK market with its stores in every nook and corner. At the same time, it still doesn’t have a strong hold on the US market thus the firm is looking into new directions to expand its business and reach its customers. As per Beck (2000, pp. 236) Tesco has also introduced online shopping and has been able to reach new customers giving them the option of shopping in a different and convenient way. Also, such a technologically advanced way of shopping has enabled the firm to reach global markets and make customers more loyal.

The website is a good way of communicating and interacting with the customers and at the same time, it allows the firm to collect valuable data from the customers. It has also given the firm a competitive edge and a new way of growing business in a scenario of tough competition and saturated markets. As per Beck (2000, pp. 236) the website is a better way of promoting its products and the firm is slowly shifting its business to the virtual medium and earning substantial profits.There is a lot of scope for expansion via the website and the firm is paving new ways of doing so by creating different websites for different countries and customizing them and in the process winning more customers and making them loyal.

As per Beck (2000, pp. 236) currently Tesco is the largest online grocery store with 95% of the UK market in hand. The website receives about 100,000 orders in a day. However, there are still a lot of loopholes and scope for improvement for the business to expand via online means which the firm is exploring.