BUS620 Managerial Marketing
Professor Ray Powers
November 11, 2012
Tesco, the worlds third- largest retail, it was stated, at home Tesco seemed invincible. Nearly twice as big as its nearest rival, the firm controls 30% of the British market. One of every eight retail pounds is spent in its almost 3,000 shops (Anonymous, 2012). Not long after Sir Terry Leahy step down, Tesco start to experience challenges to maintain their profit margin.
In this paper, it will examine some of the reasons for the Tesco struggle to maintain their position in the market place. It will also explain the marketing and a well developed marketing management plan, market orientation and customer relationship management. Finally, was Tesco on the right path to ensure a profitable future for the U.S. market?
Elements of Successful Marketing
Tesco in the recent years seem to have lost their focus on the consumer, while they were diversifying into other markets. While it can be very beneficial to diversifying a company to maintain stability or offset other sectors of the organization during strong head-winds. Having a well established marketing plan would have helped Tesco from loosing focus. Finch (2012), stated it is a business discipline that can be defined according to its activities, functions, processes, roles, values, scope, economic utility, and social significance based on the priorities of its advocates and critics.
Tesco loosing focus on maintaining their consumers is an indicator that their marketing management system that was in place was not working. Marketing management can be understood as "a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders" (Finch, 2012). While Sir Terry Leahy was leading Tesco, he kept profit margins up by trimming staff and by not...