Case Study: Tesco's marketing strategy

Extract

[...] According to the journal of database marketing and customer strategy management (2007, pp.14, 143-145) supermarket that ate Britain's in the words of the famous independent newspaper headline .On other hand, the simple fact of Tesco's retail dominance can't be denied: in every spent on retail in the UK is spent at Tesco. Eleven million households use club cards every week. By the above statement it is clearly understandable that Tesco is rising in the field of retail but to hold the success Tesco implementing various strategies but the main issue is to retain the customers rather than acquiring new customers it was already proved that retaining of customers is less expensive than acquiring the new customers. [...]

[...] Staff and something we call super ordinate goal.” Some studies, however, have taken a different approach according to Terence Conren, the first of eight principles drawn up to guide that development of habitat (1960) ‘Chose products that appeal to customer identify as our target thus giving the collection of homogeneity that is not found in those shops that try to offer the a little of everything to everyone' due to the efforts of the customer orientation these super malls are had started to diversify themselves as for Peter Davis of J.Sainsbury ,(1982) In journal of retail and distribution management, he commented that becomes even more important for the retailer to differentiate himself from his competitor by creating a personality or image which is different and which is his Pierre Martineau, positioning strategy in retailing (1989) defines store image as the way in which store is defined in a shopper mind, partly by its functional qualities and partly by an Aura physiological attribute Again William Keayin in his book Battles of high street explained that shops were really just warehouse for exchanging goods for money and design for arrogance about retailers that a certain grade of product was good enough for the masses. [...]

[...] As per this research we would be finding the strategy of Tesco how they are market leaders in retail marketing sector and steadily showing there presence in all market segments whether it is finance, insurance, clothing, fuels etc. They are assumed to be one who are using all innovative strategies and technologies to dominate the market and strongly showing their presence globally which shows ultimate performance level attained. Reference 1. Derek Knee and [...]

[...] To conclude above remark shirleyet al (1981) suggest that I function of strategy is define the nature of relationship between a firm and its environment and to specific the type of business to be engaged is by the firm. Where as waterman (1980), got the different opinion about the strategy in retailing he suggest “that the productive organization change is not a simple matter of a structure, although structure is important it is not so as the interaction between strategy and structure, although strategy is critical too. [...]