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Essay / Research Paper Abstract
This 9 page paper examines the way in which marketing technology as impacted and changed the UK supermarket industry. The paper looks at the use of data collections through loyalty card schemes and the way this information is mined to create useful marketing data to facilitate fine target marketing. This strategy is argued as the main source of Tesco’s current dominant position. The paper considers the impact on the way companies operate and the structure of the industry. Internet market is also briefly considered. The bibliography cites 6 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEtescoloyal.rtf
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Unformatted sample text from the term paper:
a direct manner that technology is impacting, many industries are using marketing technology in order to influence what we do, what we buy and the way the decision are made.
If we look at the supermarket industry in the UK there is a very high level of use of marketing technology which has changed the way customers are treated and
the development of loyalty schemes and gathering of information that can create competitive advantages. By looking at the supermarket industry the impact can be seen in the changes within the
industry, leading to the dominance of one major supermarket change and reducing the level of competition from smaller independent. The supermarket industry
in the UK is one that is both mature and fiercely competitive. Today three companies controlling nearly 60% of the market, meaning that the concentration level is high.
The market was worth ?103.5 billion in 2003 this was up by 5.8% in 2002 (Euromonitor, 2004). The main sector is that of the
large supermarkets dominate the market with 83% of the market share in 2003 up from 81% in 2002 (Euromonitor, 2004). The level of competitiveness is reflected in the expenditure in
marketing in 2003 which totalled ?112.1 million (Euromonitor, 2004). The main market is dominated by national chains, that have numerous outlets, however there
are also regional chains that are expanding. For example, Morrisons was a regional chain and has been expanding, enhanced by the recent acquisition of Safeway. However, it dies not have
the same technological advantage as the major players. The market is also one that is seen as growing, with a growth rate
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