Here is the synopsis of our sample research paper on Collecting and Using Marketing Data; The Case of Tesco. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 4 page paper looks at a company that has shown great skills in the collection and use of market data. Tesco, a UK supermarket, has used its’ ability to collect and analysis market data to create a competitive advantages. This paper looks at how the data collection takes place and why the data collection has been so successful. The bibliography cites 2 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEmarktesco.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
made. Market research is undertaken in order to give marketers a better understanding. Traditional markets include bricks and mortar shops and services such as restaurants. One compnay that has developed
excellent data gathering systems is a UK supermarket that is currently planning an entrance into the US. Tesco is the number one supermarket in the UK, this is attributed to
its ability to gain market data and translate it into effective marketing to create loyalty. Tesco developed a loyalty card which offered the users a reward for shopping
at the shop, points were collected that equated to a 1% refund given once a quarter in store vouchers. Special promotions would offer extra points for specific purchases and as
time has gone by the range of goods that can be bought with the vouchers has been extended to holidays and other goods where the exchange rate equates to 4%.
The value of this loyalty scheme meant that the customers did use the cards, this allowed the data to be collected concerning what types of purchases the customers made,
the patterns of the purchases and even the time of day they were made. This has created a databank that after many years is so valuable that Tesco has bought
out the IT compnay that used electronic data transfer to collect and analysis the data. The value is not only in the data collection, but in the way it is
used with very powerful data mining to create value which has become a competitive advantage (Thompson, 2005) From the collection and analysis of the data the compnay will then place
the customers into one of numerous segments based on the type style and frequency of purchases and the level of the amount spent. This is then used to target the
...