Unit 11 P2 Explain how relationship marketing can be applied to Tescos

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P2- Explain how relationship marketing can be applied to a selected business


This report will explain how relationship marketing can be applied to a selected business, the selected business that has been chosen is Tesco PLC

Introduce your selected business and outline its strategic aims and objectives:

Tesco has stores in 14 countries across the world. In the UK it is the grocery market leader it has about 30% of market share. This means that Tesco is the main supermarket leader in the shores of the UK, they also offer many other products and services such as, Tesco mobile, click and collect, Tesco own branded products, Tesco bank

The key purpose of Tesco is to make profit. Tesco as of 2007 is third largest retailer in the world measured by revenues and is the second largest in the world measured by its profit.

Tesco is in the tertiary sector. This is because its sells the products, it doesn’t manufacture or directly get the product from its primary sector. Tesco’s has millions of shareholders which the majority shareholder only has around 3% of the shares. This just shows the vast amount of shareholders that Tesco’s has because the majority shareholder only has 3%. It is PLC in the private sector. Tesco PLC is a business to customer business as its main customers are the general public

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

Describe the marketing mix elements in your selected business:

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Tesco prices have been perceived not value for money by the which? Survey, their customers believe that the prices for the products are not value for money, opposed to Aldi as their customer believe that their products are value for money

 Tesco have many promotions such as buy one get one free, 3 for the price of 2, they have many promotions that are very useful to their customers. Tesco PLC is only able to use the 4p’s for transactional marketing, if they want to achieve loyalty they will also have to have use people, physical evidence and process effectively. ...

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