The Growth of Tesco Case Study by Kien
The Growth of Tesco
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Description:
This paper begins with a brief historical account of the Tesco stores and describes its rapid growth and presence throughout Europe. It goes on to explain how the company has diversified from selling groceries to now include financial services, telecommunication, internet provision, and music. The paper also provides an overview of the company, detailing its marketing mix, business to business marketing, international marketing and domestic marketing efforts, costs and benefits of its marketing orientation, impacts of macro and micro environmental factors on its marketing decisions, as well as how the firm develops its products for sustainable competitive advantage.
Outline:
Company profile
Marketing mix
Business to business marketing
International marketing and domestic marketing
Costs and benefits of TESCO marketing orientation
Macro and micro environmental factors of marketing Decisions
Importance of the marketing mix
Findings
How TESCO develops products to sustain competitive advantage
Product distribution
Price setting
Promotional activities at TESCO
Conclusion
Reference list
Outline:
Company profile
Marketing mix
Business to business marketing
International marketing and domestic marketing
Costs and benefits of TESCO marketing orientation
Macro and micro environmental factors of marketing Decisions
Importance of the marketing mix
Findings
How TESCO develops products to sustain competitive advantage
Product distribution
Price setting
Promotional activities at TESCO
Conclusion
Reference list
From the Paper:
''As one of the leading retail organizations TESCO is dedicated to ensuring customer satisfaction. The company strives to maintain its position as a one-stop shopping destination of choice for its customers. This is made possible by the organizations dedication to the interests of the customers through stocking of wide range of products as well as offering numerous services to the customers. To maintain its competitive advantage TESCO offers household products such as furniture and kitchen equipments, electrical appliances, adult and toddler clothing and jewellery, toys, gifts, toiletries among other. The organization also sells sports and leisure equipments, cell phones, sound and vision equipments, cars etc. additionally, the company also offers an array of standard and quality services ranging from insurance, financial, communication and internet services (Tesco, 2011).''Being the third largest retail store the world over, TESCO optimally exploits the marketing mix to assert it place in the global market. Its products are some of the best in the market guaranteeing customer gratification. The prices of TESCO products and services are pocket friendly and are designed to ensure mutual benefits to the organization and its customers. To ensure proximity of its products and services to the consumers the organization has set up a network of branded stores in various countries it operates in. further, TESCO chain of stores operates 24 hours a day to make sure that its consumer can access their preferred products and services at any time of the day. To ensure awareness for its services and products, TESCO employs numerous medium to reach potential customers and wider audiences. The organization runs advertisements on the media, newspapers, on its official website and through billboards which ensures a heavy street presence. The company boasts of a large workforce which helps in offering service to its customers (Duermyer, 2009). Through its efficient and outstanding services, marketing strategies and qualified staff TESCO is able to stay ahead of its competitors in consumer products, financial services, telecommunication and groceries.''
Sample of Sources Used:
- Duermyer, R. (2009). Marketing Mix. Retrieved March 21, 2011, from http://homebusiness.about.com/od/homebusinessglossar1/g/marketing-mix.htm
- Fernie, J. (2004). Logistics and retail management. London: Kogan Page Publishers.
- Isobel, D., & Lowe, R. (2005). Strategic marketing decisions in global markets. London: Cengage Learning EMEA.
- Moore, G. (2006, Spring). Walk the Chain. Newsline , pp. 26-27.
- Porter, M. E. (1998). Competitive Advantage of Nations. Hampshire: Palgrave Macmillan.
Cite this Case Study:
APA Format
The Growth of Tesco (2013, June 12)
Retrieved March 26, 2023, from https://www.academon.com/case-study/the-growth-of-tesco-153552/
MLA Format
"The Growth of Tesco" 12 June 2013.
Web. 26 March. 2023. <https://www.academon.com/case-study/the-growth-of-tesco-153552/>