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Essay / Research Paper Abstract
This 19 page paper examines the UK supermarket Tesco. The paper is written in four parts, the first part looks at the way in which the company has positioned itself and the use of the retail marketing mix. The second part looks at the way in which the company strategise in order to control the supply chain, influencing buyers and suppliers. The third part of the paper considers issues of logistics as a part of the process of marketing and looks at the way in which technology has been utilised in logistics management. The last part of the paper considers potential future strategy is based on the analysis in the first 3 parts. The bibliography cites 13 sources.
Page Count:
19 pages (~225 words per page)
File: TS14_TERMtesco.rtf
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Unformatted sample text from the term paper:
products or services offered by the company a good fit with the demands by its customers. Traditional wisdom have stated that a company can only occupy one marketing position, to
try and market to more than one segment of the market, or to try and occupy more than one position in a market is likely to undermine both positions and
result in consumer confusion (Mintzberg et al, 2003). However, traditional wisdom has proven to be incorrect when it comes to the major supermarket retailers. Tesco, as well as others1, has
managed to position itself in such a way that it is able to satisfy different segments of the market and different target markets. To understand the way in which it
has been able to position itself so successfully the concept of market positioning and the way in which it undertakes marketing can be examined. Porter has argued that competitive positioning
will take place along two dimensions; price and quality. If the company has a reputation for premium price and high-quality if they market to consumers in a lower price segment
they are unlikely to be successful; they could devalue the premium prices by offering it to the low price segment undermining the perception of quality, at the same time the
lower price segment is unlikely to buy the product as they perceive it to be too expensive (Thompson, 2005). Looking at the competitors in terms of positioning there are a
number of ways they compete as shown in figure 1. Table 1 Competitive position This demonstrates that some supermarkets are compete with Tescos have placed themselves at the low-end
of the market, giving a basic service and offering low prices with low-cost products. Others have differentiated themselves by offering a high quality service and range of products, and are
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