乐购(Tesco)营销策略分析.docxVIP

PAGE PAGE # The Marketing Strategy of TESCO Introduction This paper is to demonstrate the marketing strategy of TESCO based on the observation on its London store which is located at 159-167 Castelnau, London. TESCO has become a successful international brand and a famous national brand across UK due to its effective supply chain management and marketing strategy. Therefore, the study on its marketing strategy has significances. Along with the increasing competition in the industry, retail grocery stores are required to differentiate themselves from competitors and obtain competitive advantage using effective positioning strategy and segmentation strategy, which are also the success factors of TESCO (Humby, et al, 2006). Theoretically, convenient chain stores marketing model has five key elements, namely investment selection, location selection, layer selection, strategy and tactics selection. This paper would discuss the location selection, pricing strategy, product mix strategy, and promotion strategy of the selected store. It is found that effective marketing strategy contributes significantly to the success of TESCO not only in UK, but also across the world. The operation of the store is also effective. The location of the store shows that it has a clear site selection strategy. Castelnau has convenient transportation. This makes the store to be approached easily by customers. There have some direct competitors at this location. However, there are also some parks around the location, which contribute to attract enough customers. This leads to the broad business opportunity of the store. In addition, the location is also close to the Castelnau Library and Castelnau Youth Centre, which add attraction to the location. The store has a parking lot for customers. Moreover, there are also some other parking lots near this location. Generally, TESCO targets at domestic consumer. It provides a good environment for people who have been married to spend their time and