BUS7B8 Customer Continuity and Growth Assignment Sample
Introduction
Marketing communication is an important aspect for any business to achieve growth and maintain its position in the market. In this regard, Tesco has adopted an integrated Marketing communication strategy that has allowed the company to maintain their position in the market. The following study aims to shed light on the market communication strategies of the organisation along with marketing concepts adopted by Tesco.
Market communication strategies
Integrated market communication Strategy of TESCO
Advertisement
Advertisement is a primary strategy adopted by the company to communicate with their customers and engage them directly by the different offers provided by the organisation. Advertising plays a major role in creating awareness among consumers and helps to maintain positive visibility in the markets among other competitors (Domański and Łabenda, 2020).
Public relations
Public relations are another crucial factor that helps the organisation to communicate with their customers and maintain a positive reputation in the market. Public relation department of Tesco allows the company reflect themselves as a morally responsible organisation that works in the favour of the community. This also allows the company to achieve a higher engagement rate and consumer loyalty. For instance, the organisation of India allocates a certain portion of its budget for charitable events like football matches (Brannen et al. 2020). These activities are part of its public relations operations that help the company maintain a positive image in the market.
Direct marketing
Direct marketing is another strategy that effectively facilitates the organisation to engage directly with consumers and achieve a higher rate of sales. This can be done with the help of online advertisements cell phone text message catalogue distributions promotional letters emails flyers and many more. Furthermore, such strategies also allow the organisation to achieve feedback from the consumers directly regarding their products and services.
Sales promotion
Sales promotion is another part of the company’s market communication strategy that helps the organisation to utilise the different tools of the promotional mix. Sales promotion helps organisations like Tesco to utilise commercials and host interactive sessions to continuously engage with their target consumers (Wood et al. 2017).
Marketing concepts
Marketing concepts are the unique strategies adopted by an organisation to connect and engage with its consumers directly. Some of the major marketing concepts adopted by Tesco are the product concept and the selling concept. In this regard, the organisation ensures that the products they are selling in their retail stores are aimed towards meeting the demands and satisfaction levels of the consumers (Lin and Peng, 2018). While on the other hand, the selling concept of the organisation is aimed towards achieving a higher rate of profitability with the help of the different marketing strategies. Both these concepts are utilised by the organisation are aimed towards achieve the objectives of the organisation in the market and help them in maintaining a profitable and competitive position in the retail industry of the UK. Furthermore, the organisation also utilises the 4p marketing mix based on which the organisation specifically focuses upon the aspects such as product price promotion and positioning strategies.
The positioning strategy of the organisation helps Tesco to define itself as an organisation that sells products at an affordable price and appeals to the majority of the consumers present in the market regardless of their income levels. Furthermore, the organisation also focuses on the pricing strategy as a part of their marketing concept, which effectively helps them to attract a large number of consumers present in the market (Loonam et al. 2018). It has been seen that due to the flexible pricing strategy adopted by the organisation the company has been able to maintain all consumer bases and compete against other organisations in the retail industry. Apart from that, promotional strategies of the organisation are another prime factor that supports their marketing concepts and organisational objectives. Promotional strategies not only allow the organisation to engage with a higher number of consumers but also help them to achieve feedback and response from their target consumers. This plays an important role in improving the existing products and services offered by the organisation (Awadari and Kanwal, 2019). Furthermore, the organisation also focuses upon the quality of the products, which plays a major role in maintaining the satisfaction level of the consumers in the market.
Conclusion
Based on the above findings it can be stated that utilises a diverse integrated market communication strategy, which has allowed the organisation to maintain a competitive position in the market. Additionally, it has been seen that a higher level of product quality has allowed the organisation to attract and maintain a loyal consumer base. Hence, such a structure is directly linked with the marketing objectives of the organisation.
References
Awadari, A.C. and Kanwal, S., 2019. Employee participation in organizational change: A case of Tesco PLC.International Journal of Financial, Accounting, and Management, 1(2), pp.91-99.
Brannen, M.Y., Mughan, T. and Moore, F., 2020. The creative use of insider ethnography as a means for organizational self investigation: The “Essence of Tesco” project. In The Routledge companion to anthropology and business (pp. 132-154).Routledge.
Domański, R. and Łabenda, M., 2020.Omnichannel of private label grocery products in Tesco and Carrefour retail chains on the Polish market.EkonomskiVjesnik, 33(1), pp.191-202.
Lin, C. and Peng, J., 2018. Analysis and Solution of the Problems in the Distribution of Suning Tesco.Transportation Management, 1(1).
Loonam, J., Eaves, S., Kumar, V. and Parry, G., 2018. Towards digital transformation: Lessons learned from traditional organizations. Strategic Change, 27(2), pp.101-109.
Wood, S., Wrigley, N. and Coe, N.M., 2017.Capital discipline and financial market relations in retail globalization: insights from the case of Tesco plc.Journal of Economic Geography, 17(1), pp.31-57.
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