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Essay / Research Paper Abstract
A 14 page paper that begins with an introduction to Tesco PLC, the largest retail grocery company in the UK. Following the introduction, the writer reports growth strategies and some recent legal and ethical issues the company faced and resolved. The major focus of this paper is this company's public relations, marketing and advertising activities. Tesco began as a discount store but has evolved to appeal to a much broader market. The essay reports the specific advertising campaigns that changed consumer perceptions of this company. The most recent advertising innovation is television screens in stores advertising certain products. Statistical data included. Bibliography lists 19 sources.
Page Count:
14 pages (~225 words per page)
File: MM12_PGtsco.rtf
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Unformatted sample text from the term paper:
little wrong" (Cann, 2004, p. 17). Tesco "topped PRWeeks Reputation Monitor of national press coverage, compiled by Thomson Intermedia" (Cann, 2004, p. 17). Morgan Stanley reports that since 2000, this
company has "sailed through unscathed" (Cann, 2004, p. 17) a very difficult four years that included "the resurgence of Asda, the distraction of the bidding for Safeway and two Competition
Commission inquiries" (Cann, 2004, p. 17). Tesco PLC operates more than "2,350 supermarkets, hypermarkets, and convenience stores in the UK . . . Ireland, Central Europe, and Asia" (Biesada, 2005).
It was originally opened as a discount market but that theme was changed to appeal to a larger market (Biesada, 2005). The company operates Tesco Express, which are gasoline stations
with convenience stores, Tesco Metro, which are small urban stores, Tesco Extra, which are hypermarkets (Biesada, 2005). The company also operates Tesco Personal Finance, which offers various financial services (Biesada,
2005). Besides these enterprises, Tesco holds a 35 percent share of Safeways GroceryWorks (Biesada, 2005). Tesco holds twice the market share as its nearest competitor and it is responsible
for more than half the growth in the grocery market sector over the last five years (Rigby, 2005). While the company faces criticism for its growth and dominance, Gavin Rothwell,
senior analyst at Verdict, says it has succeeded because "it has delivered what consumers want" (Rigby, 2005, p. 2). Legal and Ethical Issues Tesco has not been without
problems. For example, on November 23, 2005, the company was fined Pounds 4,600 "after it admitted that signs promoting wine deals in two of its stores were misleading" (Rigby, 2005,
p. 2). Specifically, there were signs in stores in Truro and St, Austell that said it was "cheaper to buy a case of wine than six individual bottles, which was
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