The methodology to be adopted in conducting the research proposal consists of both primary research and secondary research aimed at the management and consumer base of Tesco. The data obtained from the research consist of qualitative data, through interview and observation and quantitative data, with the help of questionnaires. These quantitative and qualitative data were analysed based on the answers of the interviewee and also with the help of graphs and charts obtained from questionnaires. Description Background to Research Literature Review Marketing Strategies Ranchhod and Gurau (2012:1) reflect that the strategies framed by a business corporation reflecting on key changes in the external environment while working effectively based on its resource base to gain enhanced position in the existing market place constitutes the marketing strategies of the firm. The external environment of a business corporation is susceptible to large amount of changes owing to alterations in the demand pattern of the existing consumer base owing to alterations in the socio-economic profile of the people. Further the external environment of a business corporation is also subjected to legislative and policy changes where again new technologies are also introduced in the business unit. Depending on such changes the strategies of the company focusing on the market trends also tend to change accordingly. Marketing Strategies in Retail Retail companies operating in the global sphere also tend to act based on different marketing strategies to compete effectively in the different markets. Lamb, Hair and McDaniel (2011:241-245) state that the marketing strategies of retail corporations are created and made effective to fulfil certain key objectives like gaining an enhancement of consumer traffic in the different stores, enhancing the sale of its products and services and also in gaining an enhanced consumer awareness in the densely populated retail market. The first strategic initiative that needs to be taken by the retail companies is to focus on gaining the target market through effective segmentation based on demographic, psychographic and geographic profile of the total consumer base. Further the retail market being an integral part of the service marketing companies tend to work based on the seven Ps to formulate the total marketing mix strategy. Firstly retail companies’ work on enhancing the assortment depth of the products thereby helping consumers to choose from a plethora of different options in regards to a specific product category. Secondly in close conformity to the type of consumers in the target market based on social and economic conditions the retail companies are required to set the price for its products. The retail companies can also go for a price mix where certain categories of products can be priced in a premium fashion, while others in a discounted or low price fashion depending
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Research proposal on the impact of marketing strategies and loyalty scheme of TESCO Contents Contents 2 Abstract 4 Description 4 Background to Research 4 Literature Review 4 Marketing Strategies 4 Marketing Strategies in Retail 5 Loyalty Scheme Techniques in Retail 6 Marketing Strategies and Loyalty Schemes in Tesco 7 Studying the Impact of Marketing Strategies and Loyalty Scheme Practices on Tesco 8 Research Questions 9 Method 10 Participants 10 Method 11 Materials 12 Analysis 13 Ethics 13 References 15 Abstract The research proposal deals with the retail giant Tesco and aims to measure the impact of its marketing strategies adopted by Tesco and the loyalty schemes which have been introduced…
The report includes the methods of relationship marketing as an important factor for generating revenue. The researcher will analyze the marketing strategy of the competitors and the opportunity for Tesco. The researcher will used various sources for obtaining information about relationship marketing and sources which will provide information about the competitors’ strategy and the current strategy of Tesco.
This study aims to determine whether or not Tesco’s Clubcard is effective as a loyalty marketing tool. Based on the research survey results, Tesco’s Clubcard is not effective as a loyalty marketing tool. Since the customer reward programme and special promotion, discount coupons or vouchers are among the least important factors that can affect the customer’s decision on which supermarket to shop, the marketing manager should try to focus on developing and implementing new marketing strategies that can make its customers enjoy added value for their money.
d me in making this project realizable. A big thank to all my friends who helped me to collect data for the survey. And special thank to my supervisor, who was very supportive through the process. Despite all the difficulties I was through, my supervisor was always there, supporting me.
Some empirical research provides evidence in support of such an assumption (Jenkins, Mitra, Gupta & Shaw, 1998; Brown and Heywood, 2002), others however, within the realms of psychology indicate that incentives can in fact have adverse effects on performance (Deci & Ryan, 1985; Deci, Koestner & Ryan, 1999; Ryan & Deci, 2000; Deci & Ryan 2003).
When one is travelling, he/she meets people not of his/her language and the need for effective communication if required. When one is doing a research work, the knowledge of another language is key for reliable and valid results. At times also one is forced to have the knowledge of another language after a change of culture, religion or when one wants to understand how others think.
As a consequence, the globalisation commitment entered into by countries in multilateral agreements was met with slow progress and considerable suspicion by political and civic groups. Businessmen were quick to see the advantages, however, of gaining access to new markets opening up across borders.
Such factors shall pertain to either firm specific or country specific resources and attributes which exert an influence over the eventual choice of a mode of entry of a multinational firm into the host country. During the third quarter of the twentieth century, globalisation was considered a largely political issue, with implications concerning foreign dominance and power wielded by rich, developed nations over the developing and underdeveloped Third World countries.
The research and methodology of the project is mainly concerned with the technique and tools used for conducting the research from data collection to understand the behaviour and attitude of the people on the loyalty cards and finding the loyal customers of TESCO in UK.
To examine the link between logistics outsourcing and customer loyalty, a narrative review was conducted in this study. Today, very few studies have focused on analyzing the factors that can affect customer loyalty in logistics outsourcing and that each of these studies were able to identify different factors that can directly or indirectly affect customer loyalty in logistics outsourcing.
Gaining competitive advantage in a modern business world is an important factor of gaining financial results of operations anticipated which are a difficult task as there emerge more and more participants in the industry. Companies thus undermine new approaches to keep the sustainable position or getting the competitive advantage on the market.
32 pages (8000 words)Dissertation
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