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Evaluation of Tesco marketing strategy
Table of Content
Table of Content...................................................
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1 Introduction
Tesco, a British multinational company (MNC), has its headquarter located in Hertfordshire,
United Kingdo...
3
leaders by its numerous successes in international markets by entering into emerging and Asian
markets. However, it is i...
4
Reference
ADVFN (2013). Tesco’s Financial Information. Available at:
http://www.advfn.com/exchanges/LSE/TSCO/financials
...
5
Xie, Y., & Allen, C. (2013). Information technologies in retail supply chains: a comparison of Tesco
and Asda. Internati...
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199. evaluation of tesco marketing strategy

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Transcript of "199. evaluation of tesco marketing strategy"

  1. 1. 1 Evaluation of Tesco marketing strategy Table of Content Table of Content......................................................................................................................... 1 1 Introduction.......................................................................................................................... 1 2 The Marketing Mix.............................................................................................................. 3 3 SWOT Analysis ................................................................................................................... 5 4 PESTLE Analysis ................................................................................................................ 8 5 Competitive Analysis: Porter’s 5 Forces ........................................................................... 10 6 Conclusion ......................................................................................................................... 12 Reference.................................................................................................................................. 13
  2. 2. 2 1 Introduction Tesco, a British multinational company (MNC), has its headquarter located in Hertfordshire, United Kingdom (UK). This multinational company owed its foundation to Jack Cohen in 1919, with the start from a fairly minor booth in East End of London which sold extra foodstuffs. Nowadays, its property consists of more than 6,700 outlets all over the world, offering service to tens of millions of persons every week (Tesco, 2013a). Tesco is acting as the third biggest retailer in the world with outlets in 14 nations worldwide, comprising of China, India, Malaysia, Korea, America, Ireland and Slovakia. There are many kinds of goods and services offered by Tesco, for example fresh foodstuffs and groceries items, electronics, clothes, household items, as well as financial services. Tesco’s objective is at the expansion of the variety of its venture and the international diversification for a solid and steady long-term development. Correspondingly, below are its corporate vision and main tactical aims: the growth of the market in the United Kingdom, and the accomplishment of being an effective global retailer in-store and online. Tesco ranks as the market leader and spends its primary concentration on keeping this market share via the endearment of themselves to their clients through the promotion of brand awareness and brand loyalty (Tesco, 2013b). As a result, their marketing tactic is in alignment with the target of the promotion of brand loyalty. ……………………………………………………………………………………………… 2 Conclusion This study has review Tesco, a giant in UK grocery industry, through the marketing mix, the AWOT analysis, PESTLE analysis and Porter’s 5 Forces. Tesco has presented itself as the market
  3. 3. 3 leaders by its numerous successes in international markets by entering into emerging and Asian markets. However, it is indicated that the international expansion has distracted the Tesco management form its UK core business. In order to ensure its sustainability, it is recommended to regain main focus on UK core businesses, more diligent researches prior to market, more objective and structured marketing strategies and rejuvenations of internationalization processes. This document is provided by: VU Thuy Dung (Ms.) Manager Center for Online Writing Resources Facebook : https://www.facebook.com/vu.thuydung.5076 Email : assignmentsource@gmail.com Blogger : http://assignmentsource.blogspot.com/ Website : http://assignmentsource.com/
  4. 4. 4 Reference ADVFN (2013). Tesco’s Financial Information. Available at: http://www.advfn.com/exchanges/LSE/TSCO/financials Hasan, M. R. (2012). Managerial Finance Analysis of Wm Morrison PLC and Tesco PLC. GRIN Verlag. Hassan, A., & Parves, M. (2013). A Comparative Case Study Investigating the Adoption of Customer Relationship Management (CRM) The Case of Tesco and Sainsbury’s. International Journal. Ho, C. W., & Temperley, J. (2011). CONSUMERS REACTIONS TO TESCO'S MARKET ENTRY IN TAIWAN A COMPARIS ON WITH THE UK EXPERIENCE. International Journal of Management Cases, 12(3), 62-76. Macdonald, R. (2013). Global Corporate Social Responsibility of Tesco (Grocery Retailer, UK): Critical Evaluation. GRIN Verlag. Mintel (2013). Food and Drink Retailing UK. March 2013. Available at: www.ncl.ac.uk/library Reardon, T. (2012). Supermarket revolution in Asia: Myths and realities of smallholder’s integration in modern value chains. Planning Dairy Development Programs in Asia, 5. Ryle, S. (2013). The Making of Tesco: A Story of British Shopping. Random House. Tesco Plc., (2013a). How We Compete. [Online] Available at: http://www.tescoplc.com/index.asp?pageid=9 Tesco Plc., (2013b). Tesco Plc: Preliminary Results 2012/13: Additional Information. Available at: http://www.tescoplc.com/files/pdf/results/2013/prelim/prelim_2012-13_analyst_pack.pdf Turner, J. J. (2012). Are Tesco customers exhibiting a more social type of loyalty towards Tesco and Tesco Clubcard? A critical analysis of the nature and type of Tesco customer loyalty to Tesco in Dundee.
  5. 5. 5 Xie, Y., & Allen, C. (2013). Information technologies in retail supply chains: a comparison of Tesco and Asda. International Journal of Business Performance and Supply Chain Modelling, 5(1), 46- 62.

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