Marketing Mix Tesco Poland Case Study Essay Example

Marketing Mix Tesco Poland Case Study Essay In this report I will discuss the marketing mix for Tesco Poland and also the current and potential treats in the marketing/competition environment and suggested some recommendations. Tesco started its activity in Poland in November 1995 with a strategic investment in the Savia supermarket chain. The first store with Tesco’s logo was opened in 1998. From 1995 Tesco made many mergers and acquisitions (table one p. 13) and this was the first stage in the development of Tescos Poland network, which in the past two years has developed a chain of small size shops in whole country (Figure 1) (Tesco, 2010). We will write a custom essay sample on Marketing Mix Tesco Poland Case Study specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing Mix Tesco Poland Case Study specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing Mix Tesco Poland Case Study specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Tesco apparently has ambitions to take over the Netto and Billa chains, amounting to 183 retail outlets in total (IFO, 2010). The main strategy of Tesco Poland is to taker over weaker, competing networks and engaging fierce, competitive struggle with others. The strongest Tesco’s competitors currently are Carrefour and Biedronka which use the same methods of competition (table one p. 13). To increase turnover and profits Tesco operates as a limited liability company under the name of TESCO Polska Sp. z o. o.. Figure1. Reflected location of Tesco’s stores across the Republic of Poland Marketing mix using Tesco Poland as an example Marketing mix takes a systematic approach to an analysis of the market and outputs of which enable Tesco to maximise customer satisfaction. Each of the marketing mix factors should not only be internally integrated, but also should have a high degree of efficiency and effectiveness. Traditionally the marketing mix consisted of just 4 Ps (Product, Price, Place, Promotion) but has been extended to 7 Ps (People, Process, Physical evidence) (Dibb Simkin, 2001). 1. 1Products Tesco Poland has a wide range of products designed for different consumer segments: grocery, medication, food supplements and hygiene articles, household goods, toys and gifts, bicycles and scooters, clothing, shoes, entertainment and books, PC, photo, games, home electrical, sound and vision, phones, sports and leisure, furniture and kitchen, baby and toddler, gardening (seasonal outdoor of stores), alcohols and tobaccos, banking, petrol and others. Sir Terry Leahy in 1993 in his National Business Awards was asked: â€Å"What’s your secret for making Tesco, Britain’s number one retailer? and his answer was: â€Å"We sell what people want† (Seth Randall, 2005). And that is a key to the success in Poland as well. Products in Polish branches are split into good quality such as brand products, Polish products and regional products and inferior quality such as discount price, Tesco value and other Tesco products. Figure2. Types of food products in Tesco Poland 1. 2Price Since the expansion in Poland, Tesco has competed over price with its biggest competitors such as Real, Carrefour, Biedronka and Lidl. From the beginning March 2009 Tesco introduced products at discount prices in Poland as well as iscounts of 30 to 88 percent on selected articles (WP, 2010). Through cutting prices offering their own payment cards, vouchers and temporary promotions Tesco became attractive to customers. Price cuts were possible because of the pressure exerted by Tesco on their suppliers (Appendix 1). However not everything is cheap in Tesco. Regional managers usually cut prices of the most popular goods in each store, because in that way Tesco is attractive for potential customers. Of course the customers are buying other, more expensive goods too, so the overall margins are maintained. 1. 3Place The principle of Tesco’s distribution is: â€Å"the right product in the right place, at the right position, at the right time and at the right cost† (Tesco, 2010). Tesco applied composite distributions, which consists of a smaller number of composite warehouses. Warehouses can store a lot of products at different temperatures, and thus provide more efficiency in terms of cost in relation to daily deliveries to all stores. Warehouses operate 24 hours a day, 365 days a year. Delivery vehicles for wholesale composite have trailers, divided into chambers, so they can keep three different temperature levels at the same time. There are three main distribution centres in Poland (Tesco, 2010): †¢ Teresin near Warsaw – 55 000 m2 (fresh and dry food) and 30 000 m2 (manufacturers), †¢ Strykowo – 18 000 m2 (ensures delivery to the smaller shops) †¢ Legionowo – 17 000 m2 (ensures delivery to the smaller shops). Overview of the relations between Tesco and its suppliers is given in Appendix 2. Figure3. The biggest logistics base and the main distribution center of Tesco Poland. Teresin near Warsaw. 9 Promotion Promotion is based on informing consumers about products or services, and the company itself in order to create preferences for them on the market. Tesco Poland uses most of the available means of communication/promotions to gain customers: †¢ sales promotion (offer of the week, special offer, hit of the month, buy now pay later, discount price, buy one get one free/half price – rarely used) †¢ advertising (TV, radio, newspapers, magazines, billboards, internet, adverts on public transport vehicles and Tesco’s transport, adverts in own stores, shopping centres and parking) †¢ personal selling (cashiers, shop assistants, call centre consultants etc) †¢ direct marketing (correspondence with coupons, monthly newspapers and quarterly catalogues delivered to homes of all inhabitants of town/city) †¢ public relations (social campaigns: Tesco for Schools, Clean Up the World with Tesco. Be beautiful with Tesco, Ekstraklasa (graduate scheme), Tesco for you and your family). An overview of the promotion instruments along with examples used by Tesco Poland is in Appendix 2. 10 People Tesco currently employs almost 27 000 people (Tesco, 2010) and offers: †¢ Professional training regardless of employees’ positions. †¢ A program for graduates (EKSTRAKLASA launched in 2008). †¢ A bonus scheme (demanding standards) †¢ Employee discounts on goods purchased (after one year of employment). Despite this, Tesco does not belong to the popular employers. Forced overtime together with long hours, minimum wage payments, adverse employees’ contracts and generally poor conditions of work produced weakly motivated and frustrated employees (Macalister, 2008; just-food, 2008; JS, 2009). Also Tesco has a serious problem with mobbing in the workplace. In late April and early May 2009 Tesco was visited by inspectors of the National Labour Inspectorate. As a result of control at one store inspectors issued 50 negative opinion and decisions. That illustrates the scale of the phenomenon – said Michal Olesiak from National Labour Inspectorate (Piatek, 2009). This treatment of employees is not good for the image of Tesco and the average consumer quite often chooses alternatives to Tesco because of his reputation. Figure4. â€Å"Too much, too hard, Tesco† – strikes of the Tesco’s employees in Poland 2008 – 2009 (photos from the private collections of protesting staff). 11 Process In Poland due to the dissatisfaction of workers and the creation of an unpleasant atmosphere around Tesco stores a hotline was created to facilitate customers in making decisions about shopping at Tesco and in dispelling doubt (Tesco, 2010). Consultants of the hotline take over some of responsibility from shop assistants and assistants in customer services. Currently customer service in Tesco looks much better, however there still are problems with dissatisfied staff. Tesco Poland needs accomplish profound changes in personnel policy because weakly motivated and appreciated employees who do not provide customer service in the relevant standard. 12 Physical evidence Tesco is not just a shop but is also a commercial space. Tesco stores are a developed infrastructure with specific interior and surroundings: 1. 7. 1 Parking Inseparable from every Tesco hypermarket is parking (sometimes multilevel). Before Christmas some parts of the parking are turned into marketplace and in spring and summer parts of the parking are turned into space for selling plants and accessories for the garden. [pic] Figure5. Tesco car parks – Poland (psboy, 2010) 1. 7. 2 Buildings Tesco hypermarkets are usually built outside the town/city center. Tesco and unlike the other chains do not form part of a larger shopping complex. This is one of the weak points of Tesco, because when customers choose other supermarkets they have the option to visit shops, restaurants, cafes and even a cinema or bowling. Currently Tesco is changing its strategy and has started building whole commercial complexes. Figure6. Modern Tesco in Krosno with large shopping galleries (Krzanowski, 2010) 1. 7. 3 Stores/decor/furnishings The interior of commercial establishments is designed in the same style for the whole network. Dominant colours are yellow, red and blue and have importance in relation to the psychology of colour: †¢ Yellow – associated with the sun, inspires sympathy, improves mood †¢ Red – attracts the eye, stimulates the action, energises †¢ Blue – the shade used in Tesco is strengthens feeling of security, reliability, honesty and trust. Figure7. Tesco Poland – interior of store (Tesco,2010) Keeping the store clean, regular shelf re-stocking, disposal of empty packaging and the regular cleaning of floors, windows and furniture is the foundation of any Tesco store. Micro environment competition â€Å"The marketing environment is defined as those external trading forces that directly or indirectly influence an organisation’s acquisitions of inputs and generation of outputs† (Dibb Simkin, 2001). [pic] Figure8. Factors impacting on a firm (Loh, 2009) One of the important factors of a micro environment is competition. Giant hypermarket networks on the Polish market suddenly appeared and immediately became a serious threat to local small and medium-sized companies. The real competition takes place between international networks such as Tesco, Carrefour and Biedronka (Ladybird). In estimates of Grupa Muszkieterow the top ten largest retail networks in terms of value sales in Poland are: Biedronka, Tesco, Carrefour, Real, Auchan, Lidl, Intermarche, E. Leclerc, Polomarket and Kaufland (PB, 2010). Figure9. Top 10 retail chains in Poland – turnover in 2008 and 2009 (ITM Pl, 2010) Figure10. Percent market shares retail chains in Poland in 2009 (top five)(PMR, 2010) 2. 1Tesco vs. Biedronka (Ladybird) Signs of rivalry between the two networks can be seen in their advertising campaigns. Biedronka attracts customers mainly by offering low prices. Tesco announce in their advertisements that it holds cut prices for a long time and that shoppers cannot buy cheaper anywhere else. At the same time Biedronka’s advertisement answered: â€Å"Simulate the Ladybird and being Ladybird – that is a big difference! †. While other supermarket chains put on loyalty programs for clients, Tesco mainly lowers prices but also competes by investing in small local shops in areas dominated by Biedronka.

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buy custom Multiple Regression essay In multiple regression a hypotheses is used to determine if what you want to predict is possible or not possible whereas in simple regression the value to be predicted is often one of the two variables and you use the second one to forecast the dependant variable. How multiple regression can be used with the collected data. Multiple regressions can be used on the collected data to forecast the future value of a given dependant variable for example given the Last Trade as a dependant variable we can choose the Nyse Only Close, Volume, and DJIA as an independent variable. Y will represent the values of The Last Trade from 10th FEB to 12thand X1nbsp;can represent the values of NYSE Close only from 10th FEB to 12thFEB and X2can represent the Volumes . The coefficients for variables can be expressed as b1andb2. As always in any equation we must have a constant variable. And in this case it is a. so our equation can be as follows; Y = a+ b1X1+ b2X2 Using the equation above we can use multiple regression to forecast the future value of the Last Trade. The last trade being the dependant variable represented by Y. The applicability of multiple regressions can be deficient because in the market thee last trade value and the NYSE only close are determined in the market itself and not by the DJIA from another market. Hence it can not be used in multiple regressions. In multiple regressions we use real integers and not percentages and negative value thus the values for change in this data cannot be used in multiple regressions (Lane, D. n.d.) Conclusion In general multiple regression is applicable with part of the collected data which is important to predict the required value and the one that is not needed is not used. It can be done with part of the data without changing it like the Last Trade and the NYSE only Close and the Volume but cannot be applied with the DJIA and the change values. Buy custom Multiple Regression essay

Best War Ever America And World War Ii History Essay

Best War Ever America And World War Ii History Essay The objective of this book is to subject the chief features of the Good War myth to bright analysis in the hope of present an additional realistic picture, one that does not demean the achievement of the United States and of liberal democracy but that at the same time does not diminish the stress, suffering, problems, and failures inevitably faced by a society at war. The war was good for the economy. It was liberating for women. It was a war of tanks and airplanes — a cleaner war than World War I. Americans were united. Soldiers were proud. It was a time of prosperity, sound morality, and power. But according to historian Michael Adams, our memory is distorted, and it has left us with a misleading — even dangerous — legacy. Challenging many of our common assumptions about the period, Adams argues that our experience of World War II was positive but also disturbing, creating problems that continue to plague us today. Michael C Adams has contributed to The Best W ar Ever: America and World War II as an author. Michael C. C. Adams, a professor of history at Northern Kentucky University, is the author of â€Å"The Great Adventure: Male Desire and the Coming of World War I† (1990).   Much of the events of WWII has been mythologized not only by Hollywood and government propaganda, and over the years this mythology has been perpetuated by those who lived through the war themselves. Michael C. C. Adams has sought to expose these stories for what they are, fabrication and oversimplifications, and provide the basic facts that facilitate a truer understanding of WWII and the world wide cultural changes surrounding it, both before and after the war itself. In chapter one, â€Å"Mythmaking and the War†, Adams sets out the myth itself, as defined by Hollywood dramatization, government propaganda, advertisement agencies, and the revised memories of those who stayed home, as well as those who fought in the war itself. The war became  "America’s golden age, a peak in the life of society when everything worked out and the good guys definitely got a happy ending.† (Adams, 2) The WWII era came to serve a purpose; to be the bygone age which America once was, and if worked hard enough for, could be again. It was, in a sense, America’s Garden of Eden, the time and place where all things were right. Of course, this was a manufactured ideal, what Adams calls a â€Å"usable past.† â€Å"In creating a usable past, we seek formulas to apply in solving today’s problems. Americans believe that WWII proved one rule above all others†¦it is usually better to fight than to talk.† (Adams, 4) â€Å"To make WWII into the best war ever, we must leave out the area bombings and other questionable aspects while exaggerating the good things. The war myth is distorted not so much in what it says as in what it doesn’t say.† (Adams, 7) This applies not only to the war itself, but a lso to the home front.

Literature Review on Small-Group Learning Activities

On Small-Group Learning Activities - Literature review Example If collaborative effort is applied to any task then the productivity tends to increase (Zawojewski & Et. Al., 2003). The overall study tries to demonstrate the importance of the small group learning activities. Objective of the Study The main objective of the study has been to understand the role of the small-group learning activities. The study will be related to the United Kingdom undergraduate students in subject areas linked to health care. The study will provide certain supporting evidences in small-group learning activities for the small group to discuss and debate. A clinical based scenario will be selected upon which the overall literature review will be based. At first the literature review will try to make the reader understand as to what the term small-group learning activity denotes. It will further try to explain the clinical based evidences that can be used by the small groups of students to discuss and debate. Finally, the literature review will try to identify the imp act of such small group learning activities. ... Therefore, it is important to understand if the three terms that is collaborative learning, cooperative learning and small-group learning express the same meaning. Most of the practitioners consider all the three types of learning to have the same goals, that is, to change a passive classroom environment into active student-centered environment. However, it has been evident that most of the authors don’t view the three types of learning as synonymous. In this regards, it can be discussed that the two terms collaborative learning as well as cooperative learning can be distinguished from each other. However, both the terms seem to focus upon the notion that students need to engage themselves with the study material so that they can learn the information in a meaningful manner. These terms assist in creating the environment where the students engage themselves in the study material by partaking of their knowledge and ideas by means of providing the support, feedback along with en couragement and by teaching each other. It is to be pointed out that the term small-group learning is quite flexible as well as comprehensive. It further reveals that there might be circumstances when the members of the group don’t cooperate or it might even be the case when the members of the group simply collaborate. The type of task the group needs to accomplish determines the interaction among the group members in most of the cases. It can be demonstrated that the small-group learning has turned into current label that is given to the type of active-learning activity by putting the students into groups and they are asked to achieve the task (Kreke & Towns, 1998). Importance of Using the Small-Group

Later tell u Lab Report Example | Topics and Well Written Essays - 1750 words

Later tell u - Lab Report Example l perspective, television programme makers desire to cater to more audiences of different age groups to increase their popularity that in turn increases competitive challenges within the sector (Higher Education Statistics Agency Limited, 2014). To comprehend this phenomenon from a critical perspective, the entire study has been based on the television programme rating and its popularity among different age groups. Contextually, to identify the popularity of television channels among different age groups of the UK, BBC1 channel has been selected as the media outlet. Both industrial as well as general perspectives have been considered when evaluating BBC’s performance within the UK market in the recent phenomenon. From the varied channels of the UK, BBC 1 is one of the renowned television channels. In the first phase of its development, BBC was known for its news broadcast. Presently, BBC is an established network, which has multiple channels for different age groups. Moreover, BBC always provides quality news to its viewers. Since, 1997 BBC has appeared in news broadcast field and until now, has created milestones for its rival channels. BBC is the first news broadcaster, which presents news about the overall the world. The digitalized platform has enriched BBC’s journey, enhancing and diversifying its contents to a substantial extent. In the 2013, BBC also announced its High Definition (HD) simulcast, which has helped to enhanced its viewer ship more than previous times (Media Tel, 2014). In the present scenario, the popularity of television channels is judged under different scales. Under Television Rating Points (TRP), television association has measured satellite channel reach. In this regard, to identify the actual rate of popularity of BBC 1 among different age groups, a survey report has been used to avail proper results. Media Tel is the source from where all data regarding BBC has been gathered. Based on the September 2014 data of MediaTel, BBC

Tales of a Strange Love in Dr. Strangelove Essay -- Dr. Strangelove Es

Tales of a Strange Love in Dr. Strangelove   Dr. Strangelove , filmmaker Stanley Kubrick's nuclear war satire, portrays America's leaders as fumbling idiots and forces American viewers to question the ability of their government.   Dr. Strangelove's   cast explores the quirks and dysfunctional personality traits that a layperson would find far-fetched in a person of power.   The characters are diverse yet unified in their unfailing stupidity and naivete.   The film's hysterical dialogue sheds a darkly comic light at the most ironic of times-war.   This film came out at a height of paranoia of the nuclear age and the Cold War, just after the Cuban Missile Crisis.   It depicts a horrible, tragic incident in which a breach in the government and diplomatic mistakes result in nuclear holocaust. General Ripper, a psychotic anti-Communist, exploits a loophole in the chain of command and orders nuclear warheads to be dropped on Russia.   Ripper, in a moment of humor, explains his motivation-most likely gleaned from bits of "red" propaganda he has internalized:   "I can no longer sit back and allow Communist infiltration, Communist indoctrination,   Communist subversion,   and the international Communist conspiracy to sap and impurify all of our precious bodily fluids."   He elaborates further citing the Communist fluoridation of U.S. drinking water as the most dangerous of Soviet plots to infiltrate and destroy the American people.   With all the sense of a Joe McCarthy, Ripper is prepared to begin and accept the consequences of a nuclear war. The impending disaster is soon brought to the attention of America's President Muffle and his team of able advisers, who quickly prove themselves worthless wastes of space.   The President scr... ...ar. By presenting war with humor, the film conveys just how much of a farce the nuclear arms race really was. The extreme views of the characters aren't fiction; Baby Boomers, for example, can recall debates about "acceptable" civilian losses in the event of a bomb being dropped.   Kubrick satirizes this time period wonderfully, capturing the insanity of a world gone mad. The key question of the film really is:   who is running the mad house?   In a world where world leaders scramble and bicker childishly and take advice from Nazi Germans, a world where bombs can be dropped at the will of a psychotic general, one seems better off to recline and laugh at the pure insanity of it all. Works Cited Dr Strangelove or : How I Learned to Stop Worrying and Love the Bomb.   Dir. Stanley Kubrick. Perf.   Peter Sellers and George C. Scott.   London:   Columbia Pictures, 1964.

Mass Communications Essay

Advertisers have only one mission to achieve and that is to attract attention of possible buyers so that this attention can translate into the actual buying of a product or service. With this objective in mind, advertisers depend very much on projecting their advertisements that adhere to motivations and stimulus of their target market. When advertisers know what things catches a woman’s attention, they are sure to be able to communicate their other messages afterwards. For example, for products and services that target the women market, advertisers approach advertising activities on things that will make women stop, look and listen. For young adults, it would be handsome men, beautiful clothes and anything that is consistent with prevailing fads. Motivations for older women would be handsome men, anything for their families’ well being, anything to preserve youth and beauty. Besides physical points that advertisers use to lure attention, there are other factors that help advertisers reach more audiences and that is to project interesting and convincing topics such as cause oriented, value driven campaigns. Some products such as Body Shop advertise their support for women entrepreneurs worldwide. Products stamped with ‘organically grown’, ‘baby-friendly’ or ‘smoke-free’ attract women who are health and family oriented. Some advertisements such as beauty products get prominent doctors to endorse their products and this adheres to the safety issues that their women market is privy of. Three ads that catch my appeal are Body Shop, Apple Macbook and Dove Soap. Least appealing to me are Guess Jeans, car ads with sexy girls sitting on the cars and the Marlboro ads. Looking into the list above, I realize that the advertisements I find appealing are the advertisements that insert social concern and value to women as part of the company’s corporate mission and vision. Body Shop products are similar to other beauty products but their advertisement of helping suppliers from third world countries strike a chord inside me. Dove Soap commercials promote women’s preservation of beauty that does not need surgery or alterations. For me, Dove Soap advertisements adhere to my own idea of ageless beauty. Stereotyping is often used in advertisements because it reaches more people who usually have the same notion of what men are, of what cars are and what women are. I believe that using women’s body or men’s body as a means to attract attention to a product or service is poor taste. It appeals to instincts and therefore borders the animalistic nature of the people that should not be turned on because it is almost like regressing to becoming an animal once again. A â€Å"bad ads† are advertisements that are tasteless. They do not respect any culture and would trample on the sensitivities of people’s lives and uniqueness just to get attention. These ads get attention no matter what. Advertisers of bad ads believe that bad or good publicity is still publicity. â€Å"Bad ads† do not have any effort to invest on social responsibility. It is unfortunate that ‘bad ads’ proliferate more than ‘good ads’ because they actually are the ones who catch more attention just by the mere fact that they are bad. Bad ads catch the attention of both informed and misinformed consumers therefore bad ads must be regulated and policed. The power of advertisers is tremendous in terms of communicating beliefs and ideas to the mass audience. As for my part, I have to remain vigilant against advertisements that might catch my attention but have hidden persuasions that will lead to losing the treasured values I have. Especially being a woman myself, my support to bad ads will only hurt my own disposition and respectability as a woman. If I would want to be treated right, I must support advertisements that respect the role of women rather than abuse it. References: Body Shop Commercial Atwan, Robert. 1979. Edsels, Luckies, and Frigidaires: advertising the American way. New York: Dell Publishing Co., Cohn, David L. 1940. The Good Old Days: a history of American morals and manners as seen through the Sears, Roebuck Catalogs 1905 to the present. New York: Simon and Schuster Evans, George Heberton, Jr. 1948. Business Incorporations in the United States, 1800-1943. New York: National Bureau of Economic Research, Inc.,