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Essay / Research Paper Abstract
This 10 page paper develops a public relations strategy for the UK supermarket Tesco. The paper considers the different stakeholder perspectives and considers the approaches that Tesco may adopt and then suggests a suitable long term PR strategy. The bibliography cites 16 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEPRtesco.rtf
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Unformatted sample text from the term paper:
Tesco is the largest UK supermarket, with more than 30% of the market share and accounting for 12.8% of all household spending in the UK. The firm has a number
of strengths, partly gained from its size and market power and its abilty to leverage a strategy that is able to identify and respond quickly to consumer needs and desires
as well as compete effectively across a number of different markets in terms of the types of products offered, such as (but not limited to) food, household goods, electrical equipment
and even financial services as well as to different market segments, as seen with the different product rangers that are able to appeal to different needs, from the finest or
restaurant range of foods that compete with higher end retailers such as Marks and Spencer and Waitrose and during a recession may act as a substitute for restaurant meals, to
the value and low cost ranges. This demonstrates that the firm has been successful across a number of markets, and that the strategy of related diversification, using not only markets
and retail stores, but also the internet, has been highly successful (Tesco, 2009). Marketing has been successful in attracting consumers, but with the market place maturing and threats seen
from existing competition as well as potential new entrants in some areas, especially the discount segment, the firm needs to leverage positive publicity as well as have effective marketing. There
have been some positive new articles, but along with these in recent months there have also been negative articles which may damage or harm the public image and then impact
on the bottom line. Situation Analysis In order to determine a PR strategy for Tesco the first stages are to look at the position of Tesco and the relevant
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