Tesco Case

Running Head: Tesco Case

Tesco Case

Andréica L. Morgan

Ashford University

BUS620: Managerial Marketing

Christopher Huseman, PhD

October 6, 2012

Tesco Case

Assignment Synopsis and Thesis Specification

Tesco is one of Britain's largest supermarket chains, but it’s dominance in the market is slowly slipping due to changes in the landscape of marketing supermarkets to customers. Tesco has to reevaluate its current strategy by reviewing the industry environment, consumer analysis data, product planning, price planning, place or physical distribution planning, and promotion planning through the filter of customer satisfaction versus number of items sold. By changing the focus of their marketing to customer satisfaction, both at home and abroad, Tesco has the opportunity to meet current consumer needs in addition to anticipating future needs as well.

Discussion

Reigniting Success in Britain

Tesco has faced many challenges while attempting to maintain its dominance in the supermarket industry. National competitors like Morrison's and Sainsbury’s have improved their offerings to rival those of the international retailer, and with a focus on customer satisfaction, “Shoppers appear to have concluded that Tesco is not such good value these days” (Supermarket sweep; Tesco's travails, 2012, para. 6). Tesco has diversified their distributions channels to include online shopping and more local estgablishments, and added the home delivery option to appeal to the conveneince needs of their customers, but still more needs to be done to draw back customers. Tesco’s management team had a three-year British marketing strategy in progress which has been shelved and reworked to shorten the timeline to one year in order to keep up with British competitors and customer demand. “Implementing a marketing strategy involves so much more than marketing. It involves the whole company” (Rasmussen, n.d., para. 3). Consequently, now that they have a plan...