• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Unit 11 D1 Evaluate the contribution of relationship marketing activities to the effectiveness of the marketing function of Tescos

Extracts from this document...

Introduction

D1- Evaluate the contribution of relationship marketing activities to the effectiveness of the marketing function of a selected business Introduction- In this report I will evaluate the contribution of relationship marketing activities to the effectiveness of the marketing functions of Tesco PLC Tesco PLC marketing are based upon their strategic aims and objectives as this is what they are striving to achieve and meet Tesco PLC strategic aims and objectives include: * To be strong in selling of everything, as strong as they are in their food industry * To be the retailer in the world, in store and online retailer * To put their communities to be priority and keep them in their hearts * To grow their retail section in all their markets Tesco PLC identify their customer?s needs, they do this through the use of their very famous clubcard service, they can identify customer needs and changes through the data that they collect from customers sales e.g. when customers purchase products and then use their clubcard in order to get clubcard points. ...read more.

Middle

customers, they will also be able to use their clubcard to send personnel emails to customer making them aware of the new promotional offers that are available, this would be part of their customer relationship management system The total product concept need to be offered to identify, anticipate and satisfy customer?s needs, Tesco will have to offer the four 4p?s (price, place, promotional, and products) effectively before they can identify, anticipate and satisfy the customers needs, and to identify, anticipate and satisfy them they will have to achieve the 3p?s effectively (people, physical evidence and processes) The components of pre-transactional customer service include, a parking space, the different parking spaces such as family, disabled and normal parking spaces, trolley stands are the pre-transactional customer service components that would lead to a customer in being lured into purchasing products, this is because they are convenient and have all the elements that would lead to a customer having a good visit, in store signs ?happy to help? staff help customers to find things. People are the key components of pre transactional customer service The transactional components that would lead to a customer to purchase is self-checkouts as they ...read more.

Conclusion

Survey states that these three factors are the main reason why customers don?t want to shop at Tesco PLC. If these factors are achieved then there will be no reason why customers won?t be using Tesco regularly as all their needs will have been met I don?t think they better identify/ anticipate their customer needs as their clubcard already does it very effectively for the organisation, it is so effective that it is very well known and used by Tesco PLC customers. They are able to satisfy their customers better by adapting to their customer?s needs, they may have all the information but Tesco PLC are not acting upon most of the information that they are receiving from their clubcard. It is pointless having a service such as the clubcard and not using its data effectively Customer perception can be improved by telling and also showing customers that they are improving their weaknesses and adapting to customers suggestions. They can do this by improving their prices, making their store environment better etc Conclusion In this report I have evaluated the contribution of relationship marketing to the effectiveness of the marketing functions of Tesco PLC ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Case Studies and Analysis section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Case Studies and Analysis essays

  1. Marked by a teacher

    Ownership, stakeholders and organisation in Tescos and Oxfam.

    3 star(s)

    Finance - they are responsible for organisation-wide finance. They assist in the co-ordination of humanitarian programmes with particular responsibility for financial management, they maintain high standards whilst retaining a good degree of flexibility - making sure that their organization's financial procedures are followed in humanitarian programmes and that it systems accommodate the needs of the programmes.

  2. Tesco Marketing Activities

    They are an independently owned market research company, established in 1985 and currently the market leaders in Ireland. This questionnaire consists of 21 questions spread over 5 pages, there is also a clarification section located on page 6 asking the respondent for some personal details.

  1. (P4) Describe the Functional Activities and the Independencies of Tesco Plc and Coleraine Borough ...

    The main activities that are performed in order to achieve this objective include; * Enforcing the provisions of the Dogs (NI) Order 1983 * Enforcing Council Bye-laws * Registering and issuing documents in the respect of Betting, Gaming and Lotteries * Enforcing site licensing conditions with regard to caravan sites

  2. Unit 9: Marketing Strategy

    instead it must find a new market which is not under attack, this could mean relocation or repositioning of products. * Guerrilla - This marketing strategy focuses on the element of surprise, neither defence nor attack is possible, a new or smaller business will attack the weaknesses of the market leader.

  1. Microsoft Case Study. Objectives, structure and marketing.

    All these functional areas in a business are required to run a business each of them link with each other in all aspects. Interlink between Marketing and other department. The finance department will help marketing department with fixing budgets and also analysis promotion of different products.

  2. D2 Evaluate the effectiveness of business information and its communication as key contributors to ...

    Another disadvantage of using leaflets is that Tesco will have to spend time and quite a lot of money to design and make leaflets. Emails Tesco use E-mails to contact customers as well as other employees with the company. An advantage of this written communication method is that Tesco can

  1. Unit 1 P5 Describe the influence of two contrasting economic environment on business activities ...

    example the prices of products will increase prices which means it will create a high level of inflation. Competition Demands is influenced by Competition because Competitors are always looking to take a bigger share of the market, perhaps by cutting their prices or by introducing a new or better version of a product.

  2. Unit 1 P6 Describe how political, legal and social factors are impacting upon the ...

    local libraries will be shutting down so those working in that business will also unemployed so they will be requiring a new job so the scheme allows the private sector business to open new store if they are allowing to hire a certain amount of workers.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work