The Introduction Of Tesco Plc Marketing Essay

The Introduction Of Tesco Plc Marketing Essay Tesco plc is one of British largest retail grocery currently the first in terms of the top 10 retail grocery in the United Kingdom. It was the first UK business to make  £2 billion in profits when it announced the feat early in 2005, (Tesco Annual Review, 2005) and the third largest global retailer based on revenue. Over the years, retail grocery sector represents the largest industry in UK providing employment for millions of people in UK either in manufacturing or in retailing. In 2003 retail accounted for 9% of domestic product (Datamonitor, 2003). The name TESCO was derived from the combination of a tea suppliers name T.E.Stockwell and Jack Cohen the founder of Tesco plc. Tesco was founded by Jack Cohen when he began to sell surplus groceries from a stall in the East End of London in 1919 and in 1924 Jack Cohen made a new label by combining the first three letters of the suppliers name (TES), and the first two letters of his surname (CO) to form TESCO. Tesco is one of the largest food retailers in the world, operating around 2,318 stores and employing over 326,000 people. In UK, Tesco plc operates under four banners namely Tesco Extra, Superstore, Metro and Express. The first Tesco store was opened in 1929 in Burnt Oak, Edgware, and Middlesex and in 1947; Tesco was floated on London Stock Exchange as Tesco Stores Holdings Limited. Fifty percent of sales in Tesco are gotten from Tescos own-label products which are in three levels, values, normal and finest. Tesco plc is also becoming one Britains largest independent petrol retailer because as well as convenience produce, many stores have gas stations and other retailing services rendered by Tesco also include Tesco personal finance. Tesco plc does not only specialise in food and drinks, the company also specialise in some other areas like clothing. Electronics, telecoms, retailing and renting of DVDs CDs, music downloads, car insurance and lots more. APPLY APPROPRIATE ANALYTICAL TOOLS TO EXAMINE TESCOS EXTERNAL OPERATING ENVINRONMENT AND APPROPRIATE STRATEGIC MANAGEMENT FRAMEWORKS AND TOOLS TO ANANLYSE THE ORGANISATIOONS INTERNAL ENVIRONMENT As noted by Johnson, Scholes, Whittington, (2008) The environment is what gives organisation their means of survival and there are five different layers of a business environment namely: the macro environment, industry or sector, competitors, the organisation and the market Business environment is a set of political, economic, social, technology, environmental and legal forces that can potentially have both positive and negative impact on the business. (Johnson, Scholes, Whittington, 2008). EXTERNAL OPERATING ENVINRONMENT The constant change in market demands has made the economy so complex. Therefore analysing TESCOs eternal operating environment, the following tools will be applied to ensuring that TESCO meets the changes in market demands: the PEST tools, the SWOT tools and porters 5 forces. these tools will be to examine TESCOs operating environment. The PEST framework provides a comprehensive list of influences on the possible success or failure of particular strategies (Johnson, Scholes, Whittington, 2008). This framework categorises environmental influences into political, economic, social and technological. POLITICAL FACTORS This factor highlights the role of government institutions. Take for stance in UK when the business environment was hit by credit crunch which lead to great unemployment. This trend actually helped TESCO because of their dominance in UK and as one of the fastest growing retailer they tried as much as possible to reduce the level of unemployment caused by these changes thereby creating employment. For employment legislation, the government encourages retailers to provide a mix of job opportunities from flexible, lower-paid and locally -based jobs to highly-skilled, higher-paid and centrally located jobs (Balchin, 1994). Also the strong government restriction against monopoly which is one of the threats TESCOs are faced with because within the customer law, it is very critical to note that protecting consumers and ensuring that entrepreneurs have the opportunity to compete in the market economy is very important. Also TESCO need to look critically in the aspect of government policies o n taxation because high taxation is one the major problems businesses face in the UK because it is never stable. The issues of government policies on trade restriction and implementation of new regulations could also affect in a way especially when there is free trade between the European Union which will be of TESCO benefit. ECONOMIC FACTORS This is another environmental factor which can make a huge impact in TESCO. Take for stance the economic down turn faced in UK due to the unemployment which drastically reduced the demand of so many good more so affecting the demand required to produce such goods which is a major concern to TESCO since they are highly dependent on the UK market. In addition if TESCO had known the economy was heading for a recession, with the use of PEST framework analysis it would have helped plan ahead. It is good to note that this factor can influence demand, cost, price and profits. SOCIAL/ CULTURAL FACTORTESCO plc is one of the retail groceries in UK who has successfully address peoples social and cultural needs due to the increment in the amount of non-food items for sale and this have sort of encouraged customer to move towards bulk shopping. The demographic changes like life style that is, the customers belief and attitudes have made TESCO to concentrate on added-value products and services. Another factor is population which has forced TESCO to have more interest in customers increased demand for organic products and this has in many ways help TESCO to strategies ways to drive cost out of the market. TECHNOLOGICAL FACTORS The use of technology in marketing is one of TESCOs expansion strategies. It has enabled customers to pay their bills electronically thereby reducing long queues. Online marketing has also influenced the development of many TESCO products and this benefits both the company and its customers. This personalised service makes shopping more convenient for the customers and has positively affects the growth of TESCO plc. PORTERS FIVE FORCES Threat of New Entrants The UK grocery market is so saturated with very few competitors dominating the market. There are five major key players in the UK grocery market namely Tesco, Asda, Sainsbury, Iceland and Safeway, all sharing the highest market share. With Tesco on top coupled with its huge investment and aggressive operational tactics in product development, it is difficult in all ramifications for a new entrant in the market to pose a threat the business of Tesco. Suppliers Bargaining Power Understanding that the suppliers bargaining power is very low, Tesco will not give room for a small chain to dictate prises in the market. The ability of Tesco as a huge grocery in UK to source for cheaper supplies abroad ,has enabled them to negotiate prices being brought forward by supplier which other small chains are not capable of meeting. For the fact that most of the major suppliers are scared of losing business to foreign supplier has influenced Tesco positively. Bargaining Power of Consumers When Tesco introduced Loyalty card and branded Clubcard in 1995, it did not succumb to other grocery that it was Tescos strategy of customizing service to gain dominance when it comes to meeting customers needs. This strategy not only made much profit for Tesco but also enabled Tesco to get a comprehensive database of all its consumers. This initiative actually won lots of customers for Tesco and has become standardized. It is amazing to the customers that they can get two clubcard points for every  £1 they spend in Tesco which means the more you spend in Tesco, the more clubcard points you make and these points can also be converted to coupons which can be redeemed for cash. The more the products that become standardized or undifferentiated, the lower the switching cost, and hence, more power is yielded to buyers. As theorized by Porter M. (1980). Threat of Substitute This threat can make great impact on Tesco plc when it comes to a product being substituted for another product which can make a customer switch to the alternative. This is mostly caused by the introduction of other small-scaled operations in the market. The demand of a particular product can be reduced if a customer sees an alternative in another market and for these reasons, Tesco are trying reduction of prices and modification of such products in the other banners they are operating on example Tesco Metro to avoid such threat. Bargaining Power of Competitors There are wide range and variety of competitions in the grocery business either on the small and large scale. Tesco in the grocery business has long witnessed a significant growth in size since its establishment in 1924, though not the first to be establish in UK but currently the first of the top 10 grocery in operation in UK and the third largest global retailer based on revenue. Over the years, grocery business has remained so competitive that it triggered a high level of development by major competitors like Asda, Sainsbury, Iceland and Safeway which has made Tesco to be more innovative thereby making them the largest grocery business providing employment for millions of people in UK either in manufacturing or in retailing and since been known for their market dominance. SWOT ANALYSIS SWOT analysis is a tool which could be used to audit an organisation and its internal and external environment. Tesco is the first of the top 10 grocery in UK with an excellent record in product and format innovation. And with the introduction of online shopping, Tesco became the only food retailer to make online shopping profitable which puts them ahead of other competitors. STRENGTHS Products with range of Prices: Tesco has several kinds of product in the market. These products range from food, non-food products, home appliances, medicines and so with different prices on all the products. In Tesco you can get whatever product you want at an affordable price. The prices vary anyway, the higher the quality, the higher the price and vice versa and this depend on the choice of the customer. Growing supermarket space: Tesco in the grocery business has long witnessed a significant growth in size since its establishment in 1924 and this is as a result of the growing population of consumers patronising the company and their increasing demand of several products. Strong brand image: Tesco is a household name in UK known for their market dominance in good quality and trustworthy product. It is because of Tesco strong brand image that most customers see great value in their services and this has earned the company lots of profits. Tesco Online: Online marketing has also influenced the development of many TESCO products and this benefits both the company and its customers. This personalised service makes shopping more convenient for the customers and currently being used by over one million customers in UK. The use Tesco Online in marketing is one of TESCOs expansion strategies. It has enabled customers to pay their bills electronically thereby reducing long queues thus bringing simplicity and value to the market. WEAKNESS Prices: Their price of goods poses lots of problem for Tesco plc. Trying to satisfy their customers needs by cutting cost of their products even their services can lead to a reduced profit margin for their business. High reliance on UK market: Tescos reliance on UK market is also one major weakness because if at any time the economy faces any challenges, this will definitely affects the business of Tesco, so it very much advisable for Tesco to look beyond UK and increase its foreign outlets and selling other commercial items. OPPORTUNITIES Internet: Tescos online successes is one great opportunities. Since the introduction of Tesco online, the use of technology in shopping has grown in quite a short space and moved into profitable status. Their website is so fully packaged totally different from all other grocery site and since there are no matches in terms of comparisons, it remains an advantage on the side of Tesco. Intervention in Asian market: Tescos intervention in the Asian market has serious positive implications in their growth internationally and this in no doubt will give Tesco an opportunity to develop its brand more so make Tesco much larger than they were due to Asias massive economies with huge growth forecast. Growth of non-food sales: Tesco known for their cut-cost structure can initiate same strategy to non-food retail and it is evident that Tesco capitalising on these opportunities are opening new store basically for the sales of non-food items which has given Tesco a tremendous result in increased market share in UK THREATS Economic instability: The unstable, unpredictable nature of the economy and political changes in UK pose lots of threat to Tesco and one critical example of these changes is the credit crunch which strokes the UK. This impacted on the consumers a lot because going by their low income, they had to go for products with low prices thereby paying less attention to higher priced brands and this can force a switch in Tescos price structure. Competition: This has also been a persistent threat and this one major reason why Tesco will keep up with the price cuts so as not to lose their customers to major competitors like Asda and Sainsbury. High price of raw material: The upsurge in cost of raw materials from both food and non-food could trigger poor production and this can impact Tesco overall profit margin. QUESTION 2 DEVELOP A VISION, MISSION STATEMENT, OBJECTIVES AND CONTROL MEASURES FOR TESCO The study of mission statement stated in the early 1970 s, and Drucker (1971) referred to them as a precursor to clear and realistic business objectives. As stated by Harrison and Enz(2005), An organizations mission statement provides an important vehicle for communicating ideals and a sense of directions and purpose to internal and external stakeholders. It can inspire employees and managers. It can also help organizational managers in resource-allocation decisions. With these definitions, it can be further explained that mission is what the organization is and its reason for existing whereas a vision is a forward-looking view of what the organization wants to become. Drummond and Ensor (1999) defined the mission of an organization as the unique purpose that distinguishes it from other companies and defines the boundaries of its operations. Vision Tescos vision is concentrated basically on their customers. They see themselves in many years to come as being the only grocery business in UK due their market development strategy. Mission statement To ensure continued income streams to the business from our key customers in all segments by removing the impediments which prevents them from the optimal enjoyment of our product and services. With the above mission statement, it is assumed that Tescos mission is permanently dominate the market giving no room for any competitors CRITICAL SUCCCESS FACTORS Objectives: The objectives of an organization govern the potentials value of the organisation and it also shows the platform on which the organisation is built in terms of profitability. The following describes Tescos objective: Tesco aims to minimize the cost of products and at the same time aim to earn high. Profit maximization is one major reason why a business will stand and Tesco sees selling at low price will attracts more customers thereby giving customers better chances of making choice in the quality and quantity of products at a valued price. Tesco need to ensure 100% customers satisfaction by offering good customers services and excellent Value for their money which differentiates them from their competitors. Dedication to their employees as well as to customers, ensuring that all their wants and needs are met KEY PERFORMANCES INDICATOR For Tesco to remain on top rather to maintain its position in the top 10, the following measures need to be critically evaluated: Tesco employees need have sound knowledge of their products so as to make shopping not too complex for their customers. This can also give customers ideas of some products they are not aware of more so forcing out a change of choice in their decision to buy more. Customers satisfaction is one vital key to business success. If a customer is not satisfied with either the product or the service then it will be difficult for such business to exceed. In other words, Tesco actually need to improve more in their customer service. Tesco at all time need to assure customers quality brands and also services by investing more in employee training. CORPARATE AND BUSINESS STRATEGIES Tesco is an organization more voluminous in terms of revenue acquisition and customers than any other grocery market in UK and for it to maintain its current standard or create a wide margin in the market, a lot need to be done to achieve it objectives. Firstly, Tesco need to divert the attention of customer from non-food products to food products. To do this, they need not to concentrate their advertisement more on non-food products but also encourage their customers to eat more sea foods, fruits as well as vegetables. They should also emphasis more on sales promotion of their own-labelled products on advert thus re-directing the customers usual orientation of branded products. The management need to put the quality of staffs into consideration not only the quality and quantity of their products. Arranging training programs will be appropriate to evaluate their employees quality, such programs will enable them gather vast knowledge of their products more so keeping the goals of the organization alive in the employees. Theoretically Tescos strategic development can also be analysed using Ansoffs matrix and BCG matrix

Gender and subject choice Essay

To carry out these interviews, I would take a sample of 20 sixth-formers, preferably within my own sixth-form to allow easier, speedier access and consisting equally of both males and females. In order to do this I would use quota sampling, this is a way in which variables can be controlled and the participants with similar characteristics are chosen, hence the overall sample can reflect the characteristics of the population as a whole. These samples would also preferably include students that had chosen to study any of the sciences, however particularly focusing on Biology. This sample would also take into account ethnic and class differences in order to allow me to differentiate between males and females according to different variables, providing sufficient extra data to measure gender against class roles and the intersections. Whilst this will provide qualitative clues as to subject choices by gender it will be limited in illustrating the impact of the learning environment and gender roles, as this would demand more ‘qualitative analysis’ such as that of Anne Colleys’. However, I would expect the results to be generalisable to a wider population. I will anchor these questions in previous research such as that of Anne Colley. Within the interviews, I am going to focus on Biology in particular when asking about the science/favourite subjects, etc. My reasons for doing this arise from the evidence that Science at GCSE level is more popular with males whereas at A-level it is more commonly chosen by females. I would begin the interviews with a number of open-ended questions, so as to give the participant a chance to provide me with worthy feedback, eg. â€Å"Why did you choose Biology? â€Å", and â€Å"What did you think of it ?(in comparison to GCSE level), etc. I would record the answers to these open questions as it would be time-consuming to write down many long answers, etc. This would enable me to extract a varied viewpoint on many different students perspectives of subject choice and preference. Then I would ask a series of closed-ended questions which will generally be more appropriate to achieve a table of results for clear comparisons to be made. These closed-ended questions would include similar questions to: â€Å"Do you think Biology is a girls subject?† and â€Å"Do you think Physics is a boys subject? â€Å", etc. Questions would be piloted on a small group of males and females to ensure its adequacy. This is in fact a small-scale preliminary study which will allow me to check that things will run smoothly during the interviews and also allow improvements to be made to the design of the research, should there be any faults. (471 words) Potential Problems As this is a such a small piece of research, it would a problem to generalise from it, especially to schools and pupils different from the sample, eg.ethnic minorities, private education, etc. It would give an idea of the reasons in which a particular small group of students chose their ‘A’ level subjects and their own individual reasons for doing so. However it could give a fair impression of reasons for subject choice in other cases, eg. similar circumstances to other pupils studying the same subjects etc. The usage of quota sampling does have both theoretical and practical drawbacks in some circumstances. It isn’t truly random as each person within the population doesn’t have an equal chance of being chosen. The lack of this genuine randomness may have a significant effect on the results. For example, the quota sample within my study would be only those illustrated on the biology class register, however the results may have more of an impact if a quota sample had been taken from all those who achieved a high grade at GCSE biology and were in fact considering going on to study it at a higher level, etc. There is of course, with my research an interviewer bias. As my opinions on the topic are set by doing the research, participants may be influenced by my asking of the questions and will therefore respond by giving a respectable answer as they may find the real truth embarrassing, eg. â€Å"I fancied a lad who was taking the course†. However I am similar in status to my chosen sample group, therefore they may wish to impress or please me by giving me answers that they think I ‘want’ to hear. Another problem may be the reliability of the interviewees memory, they aren’t currently making their choice and might not remember their thoughts on it at the time. Also during interviews, a crucial factor as a way of achieving a reliable outcome of the research is to not put ideas into the students head before having asked open-ended questions. For example, closed-ended questions especially may put forward ideas that weren’t there before and therefore mislead me about ‘their’ thoughts on the matter, etc.

eng 1101 essay 2 - 764 Words

Krystle Manley-Reed Instructor: L. Wallace English 1101-80569 2 October 2014 Essay 2 Fine Lines One of the main points in the article â€Å"Why America Should Outlaw Spanking† by Emily Bazelon is about how many rights parents have in America. The main example talked about in this article is about corporal punishment and whether or not parents have the right to spank their child or not. Reasons being that some extreme parents take it too far sometimes, leaving bruises and possibly even fracturing bones. Politian’s believe that outlawing spanking would assist the courts in help make a ruling about child abuse. Spanking is a necessary evil that helps correct incorrect behavior. Growing up in the 90’s and early 2000’s we were always told that if†¦show more content†¦It was stated in this article that Baumrind did a study to show the link between reliance on physical punishment that is associated with harm of a child. It showed that parents that spank their child occasionally did not have children that were angry as a result of the pun ishment. Parents did not have to worry about simply hitting their child out of anger, or the possibility of their child becoming some random serial killer because they were spanked as a child. Kids knew how to respond to the punishment they received back in the 90’s. Parents were not taking it too far and the few parents that were taken to jail and received the maximum amount of punishment the law would allow. Kids now days believe they are entitled to everything, which as a result do not know how to handle being spanked, often because it does not occur in the home. Honestly there is a fine line between spanking your child and abusing them. Parents give their kids whatever the child desires now days, which results in a spoiled rotten child. Those children do not how to work for anything. When they do something wrong they expect their parents to just simply deal with it and when the parent decides otherwise they give the parent attitude and throw a little hissy fit. As parents , adults have the right to do what they deem fit in all fifty states. Outlawing spanking will not make it any easier to

Expository Writing Essay - 1148 Words

Expository Writing I really dont have any idea on where to start this paper, where it should go, and how it should end. It seems that Im having a slight problem grasping the idea of expository writing. Its like when you were a kid trying to make it all the way across the monkey bars. You want to be able to reach that next rung and you try very hard, but somehow you just cant reach it. I seem to be having that problem. Right now, as I write, Im not exactly sure Im reaching the goal of this assignment, but this may be the best that it gets. All through elementary school, high school, and my freshman year of college, I was taught (and believed it was the only right way) that you must start your paper with a introduction,†¦show more content†¦I have a hard time concentrating on one thing. My mind always seems to wander from one thought to another. Right now, on this beautiful winter day (almost spring-like it seems), I have to wonder what Im missing out on in life. The decisions I have made so far in my life has shaped who I will become and what I will accomplish. It is hard to imagine that something I did when I was five could play a major role as to where I am today. Kind of makes a person wonder, dont it? I am very unclear on what exactly expository writing is all about. I have come to understand theme writing, or should I say themewriting, throughout my life writing experiences. It is all Ive ever known. Maybe all I ever want to know, but I guess its a little late for that. It was what was expected from you by all who read and critiqued your papers. You may have not put anything into the paper that was part of you, but you included all that would explain your point and/or purpose for writing that paper. What techniques, styles, forms, and etc., can get you past the concept of themewriting? Is there one certain way you can propel yourself past this day to day writing that I have become so accustomed to? 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