Evaluative Report to Support a Marketing Environment

Jack Cohen in East end of London started Tesco in 1919. It started when Jack Cohen began to sell surplus grocery from a stall in east London. It become a private limited company in 1932 and two years later the company built it’s headquarter and a warehouse. Later in 1947 its stocks were floated on the stock exchange and in 1956 it opened its first self-service supermarket. By 1995 Tesco had become the world leading retailer and a year later it launched a 24 hours trading. Currently Tesco operates in 14 markets across Europe, Asia, and North America. Tesco UK is the largest of the Tesco businesses contributing to over 60% of the group’s sales and profits. Its plan to build a better Tesco focuses on six key elements that are service &amp. staff, stores and formats, price &amp. value, Range &amp. quality, Brand &amp. Marketing and Clicks &amp. Bricks (Tesco 2012).
Throughout this report, we will be underpinning our empirical finding from our research with the theory from various appropriate literatures. We will show how practices on these two retail outlets correspond to the available theory of marketing practice available in various marketing literature. Moreover, we will also show how some of the practices in these two retail outlets deviate from the available theory of marketing and management….
Moreover these new technologies has enabled this retail outlet to make its retail transactions more efficient by reducing the delay in which the customers are served thus improving the retail productivity of these organization. Moreover, I found out that the two retail outlets have started to practice online retailing where customers are required to place their orders on the organizations website and then after paying for the products they have delivered to their homes. In a consumer oriented organization such as a retail organization, to gain a competitive advantage the business has to ensure that customers are served better as compared to their competitors (Cant 2004). In these two retail outlets, I found out that the service to the customers is the key objective of every employee. I found out that employees are placed in almost every subsection of the retail shop to assist the customer in case of any need. This actually has differentiated this retail outlet from their competitors and thus making them to have a competitive advantage in the areas where they are located. According to Dahlen et al. (2010), brand positioning for retailer brands involves the design and implementation of a retail mix to create an image of the retailer in the customers mind relative to its competitors. Using the quality and the attractiveness of the product these group of retailers put in its retail outlets, it has helped them in the brand positioning. As revealed by the information which I received from several customers that I talked to most of the customers have a very good image of this retail outlets. This kind of positioning that this retail outlets have employed have helped them to gain a competitive advantage over their competitors and thus

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