Comprehensive Analysis of TESCO’s Marketing Strategy

ORGANIZATION CHOOSEN: TESCO

INCRPORATE THE FOLLOWING:

• Demonstrate knowledge of the Marketing Concepts by
  • Applying them, one by one
  • Define each concept (briefly) at the start of each section
  • Critique existing marketing actions of the chosen organisation. Suggest improvements
  • But NO lengthy description of the concepts itself. The cruciality is how does in apply to the organization choosen.

ALL OF THE FOLLOWING MUST BE ADDRESSED IN THE CONTEXT OF TESCO:

• Marketing Mix (7P’s, 4C’s)
• Differentiation & Competitive Advantage
• Coping with Commoditisation (& Total Product and Solution offering)
• Segmentation
• Branding
• Managing (especially the Service Element)
• Experiential Marketing, Customer Relations and Experience Management
• Role of Internet in Marketing
• Pricing and Cost Structure
• Stakeholders, Sustainability & TBL.

Recommended Structure:

• Title page
• Table of Contents
• Introduction
• Main Text of Paper
• Conclusion (If relevant)
• References (NOT a Bibliography)

Introduction must contain following information:

• The Scope of the Company / Organisation
  • Name
  • What the company makes or does
  • Location
  • Competitors
  • The Scope of the Paper
  • g. analyse according to Sustainable Marketing principles

MAIN BODY OF THE REPORT MUST:

• Analyse the target organisation using the concepts taught in the course
• Suggested Structure:
  • Concept 1 (e.g. Marketing Mix, Product)
  • Concept 2 (e.g. Marketing Mix, Price)
  • Concept 3 etc.
• Each section needs to have:
  • Brief definition of the concept (perhaps two sentences + a citation).
  • Analysis of the target organisation. The majority of the paper.
  • Critique & Suggestions for Improvement, as appropriate
  • These must be clearly identified as Ideas for Improvement (or similar)

CONCLUSION MUST BE:

• Optional, but usually included
• Include brief summary of the key findings in the paper
  • Do not introduce any new material
  • Suggest no more than five sentences

REFERENCES MUST TAKE INTO ACCOUNT:

• For a Master’s level submission, you must read widely around both:
  • marketing concepts
  • target organisation and its market
• A mix of types of reference is preferred
  • newspaper, book, journal, internet, company etc.
  • Ensure good quality references
  • Wikipedia, MBA Skool etc. NOT ALLOWED
• Summarize, in your own words, what someone else has said, and then cite the author, at the end of the sentence or paragraph
  • Do not put anything in the list of references that has not been cited in the text
• Number of references expected
  • In final assessments, the following has been seen:
    • 35 – With at least 10 from TESCO direct sources.

STYLE OF WRITING:

• Must make full use of advanced vocabulary.
• Succinct and upto the point
• No UNNECESSARY long dragged sentences.

CHECK THE POWER POINT PRESENTATION PROVIDED AND INCLUDE ALL THE GIUDLINES THEREIN.

 THE WORD COUNT LIMIT IS 3500 BY ANY MEANS IT SHOULD NOT EXCEED 3800