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Tesco specifically targets the middle and low-income earners with its broad based cost leadership strategy, which aims to sell value products using a cost effective approach Humby et al, The methods and processes in which Tesco leverages its competences in successfully targeting its target demographic are outlined with the following marketing mix analysis.
Tesco sells both food and non-food items.
Marketing Dissertation Topics - Ideas & Examples by Experts
It has strong focus on grocery retailing and most recently, non-grocery are accounting for increasing proportion of sales. Tesco also provides number of service including insurance, finance, telecoms, and computer software and has significant petrol forecourt business. Tesco also has a website which allows consumers to sell their homes privately and thereby cut estate agents. In addition to selling branded products, Tesco also sells private label products. Tesco started aggressively promoting the private label products over and has been pursuing this strategy in in order to offer the cheapest product on the market.
The initial strategy of promoting private label products was to make direct price comparison with branded goods on the assumption that huge price difference between the branded products and private label would compel a customer to go for a cheaper private label product. However, this did not go down well with the suppliers of branded products and following their complaints, Tesco abandoned this strategy. However, this strategy provided them with initial momentum to promote the private label. Presently, a service on a Tesco website flags branded goods if there is a private label product available at a lower price.
By using the private label model, Tesco has appealed to wide cross-section of UK consumers by providing them distinct range of products from Value to Finest. This has helped Tesco in increasing their consumer base. Also for the health conscious consumers, it has Healthy living, Organic and Wholefoods ranges.
In areas like Upton Park in London, where there are high level of residents from Asian origin, it has a strong offer of Asian produce. In contrast, another of its outlet in Brixton in London has a strong offer of Afro- Caribbean produce. Using this strategy, the retailer is maximizing the potential of its consumer base Humby et al Tesco, The third article discusses flavored cigarettes and the legal challenges that they have faced since entering the mass market.
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Tweet Share. Master's Papers Deposit your masters paper, project or other capstone work. Scholarly Articles and Book Chapters Deposit a peer-reviewed article or book chapter. Undergraduate Honors Theses Deposit your senior honors thesis.
Scholarly Journal, Newsletter or Book Deposit a complete issue of a scholarly journal, newsletter or book. Datasets Deposit your dataset. Datasets may be associated with an article or deposited separately. Multimedia Deposit your 3D objects, audio, images or video. Marketing across cultures is becoming more prominent in business, as more and more businesses are expanding throughout the world.
This creates an ideal area to base your marketing dissertation on. The case of banks in the Basque country and Catalonia, Spain. The case of the North-South divide in Sweden. The case of the Champagne region, France. Marketing is fundamentally underpinned by consumer behaviour, which can largely be explained by examining consumer psychology. This highlights how consumers behave in each stage of the buying process and why they react as they do. On this basis, marketers can design and implement communication strategies that target specific customer groups based on their psychological profiles.
Some suggestions to base your marketing dissertation within the area of marketing and consumer psychology are as below:. The case of blockbuster marketing. An examination of the mobile ringtone market in the UK. When marketing moves online the traditional rules are either broken or extended. Such extensions include the need to take into account privacy, security, the greater ability to customise and personalise user experiences, the changing nature of consumer behaviour and the interaction of online and offline mediums.
- 20 Urgent MBA Dissertation Topics in Marketing.
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Online marketing has become essential for organisations in gaining competitive advantages and enhancing their business performance. Online marketing is a useful and current area of market research.
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Some suggestions to base your dissertation on online marketing are as below:. The case of Apple. The case of Nike. The case of buying computers online.
The case of Amazon. The case of eBay. With the lowering of mobile phone tariffs and the increased levels of Internet browsing using mobile phones, this medium has become increasingly important to marketers. Below are suggestions for dissertation topics in the area of mobile marketing:. The case of Vodafone. The 4Ps concept represents the cornerstone of marketing is widely used by marketing managers when trying to influence consumer decision-making processes.
Below are suggestions for dissertation topics in the area of the Marketing mix:. The case of music sales. The case of iTunes. The cases of Nike, Shell, and Marks and Spencer.