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Tesco Marketing Activities

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Marketing Activities Tesco is a very successful business and is currently a global market leader globally in their field. In order to maintain this position they must constantly examine their market, customer trends, customer needs and other effecting factors. This analysis involves marketing activities and can take a number of forms, including: * Quantitative Research * Qualitative Research * Primary Research * Secondary Research Marketing activities allows Tesco to examine its business in great detail so they can further improve it and maintain their market position. It allows them to develop competitive intelligence which is a vital tool in a competitive market. Quantitative Research Quantitative research is numerical data or data that can be converted into numbers. Quantitative research is easily comparable due to the use of figures. Quantitative research can be in the form of both primary and secondary research. An example of Quantitative research which Tesco holds is data which they have collected from their Club Card. For instance they have figures on the number of male and female customers which they could easily compare. All this numerical data is stored within a secure database due to legislation (Data Protection Act) and is accessible only by authorised staff. This numerical data is normally analysed and studied by staff in Tesco before they make decisions regarding purchasing of stock. Qualitative Research Qualitative research is non numerical data which Tesco collects. This information is much harder to collect, store and analyse but is still very important. Qualitative research tries to understand people's beliefs, experiences, attitudes, behaviour and interactions. This information is collected normally through interviews, experiences, focus groups or peoples own perceptions. This research is subjective and does not rely on statistics. Qualitative research is equally as important as Quantitative research for Tesco and must not be overlooked. ...read more.


As a result of this questionnaire Tesco would have been also able to identify shopping dissatisfaction factors which may be hindering their main aim of gaining lifetime loyalty of customers. Therefore as a result may have sustained the loyalty of customers and established new loyalty from new customers. Although questionnaires are specially designed to answer direct questions the firm has they are not cheap. In fact a research activity such as, carried out by 'Behaviour and Attitudes Limited' is charged at �15,000. Therefore for many firms it is not an option to use such a technique to gain information. On the plus side for firms like Tesco which can afford to spend this money on research, they will gain specialist information, collaborated and analysed by the leading professionals. Therefore in theory they should have a great tool which they can use to compete better with competitors in the Monaghan area. Focus Groups A focus group is a form of qualitative research in which a group of people are asked about their attitude towards a product, service, advertisement or idea, Questions are asked in an interactive group where participants are free to talk with other group members. Tesco Monaghan conducted a focus group study back in 2001 when they were re designing their store. I know this as my mother was actually part of the focus group as was asked to be whilst shopping in Tesco one day. As part of the focus group she was asked to attend a meeting which was held in a local hotel in Monaghan. When she arrived she was directed into a conference room where about 15 other shoppers were seated. When all the shoppers that were invited had arrived the research commenced. ...read more.


The information may not also be accurate and should be first checked to ensure it is valid information. Secondary research can take many forms including: * Mintel published reports * Government statics * Chamber of commerce reports * Information published on the internet Mintel Published Reports Mintel is a privately owned London based market research company. They have offices all over the world and have been in business since 1972. They employ over 500 employees and are regarded as one of the best market research companies. They work both from themselves by identifying a market with little related information and work directly for clients. All their reports are available on their website and are only accessible by purchasing them at a cost of �500+. Their reports are regarded as very high standard and are written by professionals who conduct research. Their reports contain information related to a specific market and include information such as: * Issues in the market � Strengths and Weaknesses in market * Industry Insights � Retail competitor analysis * The consumer � Market forecasts The analysis of the market is well structured with most areas covered it the report with in-depth factual information. Tesco Monaghan could for instance purchase a report for instance on the 'sale of electrical goods in Ireland' pre expanding their electrical stock range. From this report they could examine trends in the market, competition in general, consumer habits and other relevant information which may impact their decision to expand their range. In the long run this report could help Tesco Monaghan make the right decision and could save them time and money which could be spent on other ventures. Government Statistics Government statistics refers to official data published by the government of a country. Such information could include the level of unemployment, average income etc. In Ireland Government statistics are published by the Central Statistics Office. ...read more.

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