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Case Study of Tesco
 
 1.My feeling about Marketing-Oriental of Tesco
In my opinion, there is no doubt Tesco is Marketing Orientated ,because the main characteristic of a marketing-oriented organisation is meeting the needs of customers ,which can be seen from the sussess of “checkout" strategy during the mid 1970s . Furthermore, the company’s activities must be coordinated around the needs of the customer when making plans about what to produce and how and where the product or service is to be made available. Tesco does achieve a good job in this point. Tesco has four different store formats, each tailored to customers' needs.
Advantages on marketing orientation are extremely obvious. Knowing the customer enables the company to communicate more efficiently. The company can produce what it can sell rather than sell what it can produce, so it can keep ahead of the competition.
There is an example of  KFC. To be known by many people, KFC is a global company. On the one hand, it has spent a great deal of resources to promote its global image; on the other hand, significant accommodations www.51lunwen.org are made to local tastes and pReferences. After doing many researches, in 2003, it presented “chicken coil of ancient Beijing” especially to the tastes of Chinese people. Nowadays, KFC obtains a big success.
 2.Consideration of each of Tesco’s store formats
As is vividly betrayed from the information shown by tables，the four store formats are different in size and function，but they keep consistent in meet customers’ different demands.It seems that the stores are larger and larger recently, and the varieties of commodies are more and more. Every strategy pursued by Tesco is intended to keep customers satisfied from the moment a customer walks into one of the retail stores, to place an order, to receive high-quality service.
Tesco strive to make sure that no one has a bad experience in their stores. Hence, many of their strategies from opening of stores to drive through and avoid the spectacle of impatient customers.
As for Express, to make the process of retailing fast, Tesco felt they needed to be where the customers’ are, even if it means that the next Tesco is just around the corner. In the end, Tesco succeeded in making their production as accessible as possible.
As far as Metro is concerned, it seizes the target market of working staff in central area.Not only do they not enough time to search a suitable shopping place，but also they have quite high brand loyalty. More importantly，Metro also provides ready-meals and sandwiches to save customers’ time. Superstores was opened in the 1970s and during the 1980s and 1990s built a national network. They consists of Tesco’s fundament which is very important for distributing goods. Extra, a new style of one-stop destination store，has proved extremely popular. There are remarkable features in expansion of products’ variety even inluding garden furniture.
 3.Benefits of Tesco’s loyalty scheme?
Through consumers’ loyalty scheme , Knowing the customer enables the company to communicate more efficiently. The company can produce what it can sell rather than sell what it can produce, so it can keep ahead of the competition.What’s more, its aim is to recreate the type of relationship that had existed between local shops and their customers many decades ago. Keeping sloyalty with some brands is quite significant in company strategy. Because these customers 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。