Business of Tescos Better Comm - Essay Example

Better Comm. will create a single centralized design studio in Mumbai along with 24 satellite in-house design studios to cater to the packaging and consistency of look and feel, of Tesco’s proposed chain of retail outlets in India Proposal Number-23568 Better comm. (logo)+Next page-(Table of Contents)
Executive summary:

The objective-The Tesco retail outlet chain needs an onsite designing service to meet its diverse design needs.
 Need 1-To ensure consistency of look and feel of all stores through a centralized designing studio.
 Need 2-To provide satellite studios across the country to cater to the diverse local flavor while maintaining overall consistency.
Opportunity-Tesco wants to open a successful chain of retail outlets in India.
 (Goal-1) It plans to expand retail opportunities by tapping the vast marketing potential of this fast-growing economy by supplying the finest shopping experience to consumers.
 (Goal-2I It plans to ‘Think Global but act local’ by adapting its sales pitch to the local flavor

The solution- Better Comm. proposes a centralized as well as 24 satellite designing studios all over the country.
 The state-of-the-art centralized designing studio will create templates and packaging designs that will ensure consistency of look and feel.
 The satellite studios will download the design templates and adapt them to suit the local flavor.
Cost summary-The cost of the project will be on a contractible basis that can be renewed every 6 months to ensure that we remain on our toes and meet your expectations. By offering you maximum cost affectivity we will save both time and money to ensure profitability and high visibility vis-à-vis the competition. Our fees collectible at the end of the six months will amount to Rs. 10,00,000 Lakhs

SWOT analysis-
Strengths-The proposed project will ensure smooth and consistent operations while offering Tesco a window to the unique culture of India. While the centralized studio offers all the expertise as well as sophisticated equipment; satellite studios will localize the sales pitch by catering to regional variations. By uploading design templates, the centralized studio will ensure packaging design excellence. Satellite studios will have easy access to the design templates by downloading them thus saving time and ensuring ease of operations. Satellite studios will adapt seasonal promotions to the local festivals like ‘Pongal’in Tamilnadu, ‘Diwali’ in the north, and ‘Navratri’ in the east- so that Tesco can tune profitably into the shopping seasons of the country. 

To sum up, this unique proposal will ensure the success of Tesco’s retail project in a fast-growing sector with endless opportunities for growth and expansion. The On-site design studio will eliminate needless delays and logistical problems while imposing quality control.
Weaknesses-Tesco has failed to dominate the city center marketplace on home soil. Although it does have some prominent chain stores in cities, these are more of an exception than the rule. In the location of Milton Keynes Sainsbury has the monopoly. This zeroes in on a significant weakness of Tesco’s marketing approach despite Tesco’s overall market dominance. This will not be reflected in India where Tesco plans to have a retail presence across all the major cities of India.

Opportunity-This project is an opening for exploring a new niche in India’sfast-growingg retail sector. By taking on our design services, Tesco will ensure optimum success and high visibility for its retail chain. Tesco will also be harnessing the know-how of an indigenous designing company that is familiar with the unique customer profile of Indians- who value cost-benefit above all else. To ensure that Tesco retail operations in India prove to be an all-out winner, you just need to sign the contract agreement.
This will ensure the success of Tesco’s retail operations in India while eliminating the need for a trial-and-error method that can cause needless delays and ultimate failure. Better. Comm. offers the surest quickest way to success. Read More