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Essay / Research Paper Abstract
This 16 page paper examines the marketing of the UK supermarket Tesco in order to assess how and why the firm has become so successful. The first part fo the paper looks at the way that the firm adapted and changed its marketing during the 2008/9 recession, giving specific examples of changes in strategy. The second part of the paper goes on to consider how the marketing strategy supports the firms competitive advantages. The bibliography cites 30 sources.
Page Count:
16 pages (~225 words per page)
File: TS14_TEtesmarket.rtf
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Unformatted sample text from the term paper:
exist and are motivated to make a purchase from that business and it is unlikely the business will succeed. The dominant supermarkets in the UK; Tesco, is credited with attaining
this position for range of different strategies, including highly effective marketing which has been able to adapt and change to meet the different economic and social environments that the firm
has operated within. Marketing at Tesco this is therefore an extremely important function, not only supporting sales, but playing a strategic role within
the operation of the company. By examining the company, and the way marketing takes place in changes, it is possible to consider the way that it has adapted and the
way that it supports competitive advantages within the company. 2. Tesco Marketing in order to consider the way that Tesco undertake their marketing,
and consider the adaptations which took place between 2008 and 2009 in order to help the company survive and thrive within the an economic recession, it is first necessary to
define what is meant by marketing in order to determine the scope of the considerations. The concept of marketing is more than simply
advertising, although advertising is considered, and there is doubt that Tesco are and aggressive advertiser in their core markets. Kotler (2003) defines marketing as "the task of creating, promoting, and
delivering goods and services to consumers and businesses". This is a very simple definition, but it is also very inclusive of all
processes within the development and sales of goods and services. The American Marketing Association defines marketing as "Marketing is an organizational function
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