Table of Contents
Proposed expected result
Significance of the study and contributions.
The competition in UK retail sectors is rising very gradually so that it is tough to exist in this competitive market place for the retail companies strongly. The activities and techniques of the entire retail companies are developed and flourished but they face lots of challenges and difficulties because of the strong competitors’ organizations. The other reasons are the expectations and outlooks of the consumers are developed and change very rapidly. To gain the market share and competitive advantages Tesco applies different strategies (Harrison, 2017). Though Tesco is a well familiar and large retail company in the UK and also developed its business worldwide it faces difficulties from its competitors’ organizations such as ASDA, Sainsbury, ALDI and so on. These organizations introduce new techniques and can able to gain some customers of Tesco. In this research mainly discuss out the influence of social media effective marketing tools for Tesco and findings some problem and barriers that decrease the progress of the company (Watson, 2018). Lastly, some recommendations are added that should be applied and maintain through Tesco to effective business strategies and improved brand awareness to achieve consumers’ contention that is very helpful to earn profits and revenues.
Proposed expected result
To evaluate the customers’ perception towards the exacting organization or brand several models are introduced as like the Aaker model, Keller’s Brand Equity Model. Aaker model deals with the consumers’ opinion and purchasing activities to a definite company. Keller’s Brand Equity Model is the most popular model by knowing the perspectives of the consumers to the specific organization. For understanding the effective marketing that may be involved with social media a lot of models are existed (Harrison, 2017). For example RACE Model that consists of reach, act, convert and engage with is related to effective marketing strategies with social media. There is another model called the PESO model including four major elements as paid, earned, shared and owned. This model is very helpful more the organization to figure out their important area where should take more attention for gaining efficient marketing strategies. In modern times the social media has a great impact on the marketing approaches and techniques of business organizations (Miller, 2018).
Social Media Matrix Model mainly focuses on the importance and activities of social media on the specific band’s marketing system to attract numerous customers attraction to increase their sales and earn revenue. It is also very effective for the globalization of the business and retains competitive advantages in the business. For obtaining more profits and expand the business successfully proper communication is the most significant tool that can be realizable through some distinct models such as the Communication Process that’s an activity associated with communication by way of response, message, senders and also receivers (Bills, 2017). Shannon- Weaver Mathematical Model published in 1949 works with developing the relationship and communication among senders and receivers. In 1954 another communication model is created named Schramm’s Model of Communication also emphasizes better communication through message, media, basis and also receivers.
At the present time, people want to purchase their products more easily and comfy so that social media is considered the more popular and effective method to complete the customers’ expectations and desires. Tesco is one of the leading retailer organizations in UK and always concern about their marketing strategies that are equally able to fulfill their consumers; needs, requirements and expectations and also retain the progress of their brand (Harrison, 2017). Tesco used social media for marketing purposes and communicate their customers in effective ways. In the technology-based era, every retail company in the UK uses social media for its sales augmentation. Thus Tesco faces difficulty from their competitors’ organization, in this situation, there is no way to take less concentrate on their business marketing strategies. They receive numerous approaches to enlarge their sales and better and easy communication systems among the customers and the brand as the form of online social media. Online social media is a very strong communication system that is capable to spread the response of the customers very quickly (Watson, 2018). These responses may be positive or negative so Tesco should be very active to gain the positive response from their consumers to achieve competitive advantages.
Brand awareness is the most important and effective strategy in competitive business marketing. It is referred to the extension of the customers’ capability to remind otherwise be acquainted with a particular organization. Brand awareness is helpful for customers’ actions, promotion managing, organization legislation and also techniques developments (Islam, 2019). Tesco creates adequate brand awareness to their customers for further buys of their goods and services and spreads the good reputation through their consumers and own the sufficient market share. Tesco uses social media as a tool to raise the brand image because it is too easy for the customers to recognize and understand (Watson, 2018). The proper merge of the brand awareness and standing of the organization can build a valuable brand image to bring the development of the organization.
A survey was conducted to analyze the statistical data about social media marketing. Moreover, 60% of customers think that social media is an uncomplicated way to know about the products and buy their target products online. 75% of customers take importance in the others’ customers’ opinions which they share on social media (Cage, 2018). Tesco tries to commensurate the appropriate marketing systems and use of social media to build a firm relationship with their clients and expand their business successfully (Watson, 2018).
Significance of the study and contributions
The literature review discusses the effectiveness of social media in business as well as marketing strategies. Social media is a popular networking system because it is contented and simple for both the organization and the consumers to find out and share their responses (Cage, 2018). The business company can easily get the outcomes of their services and products through the analysis of the attitudes of the customers towards the particular products. For accomplishing the aim and goal of the business, Tesco makes several marketing techniques and methods via social media to customers’ attention. Customers’ attention is the most important element for the retail organization because customers’ attention can give the customer’ loyalty to the brand and loyal customers are the resource for the organization to conduct their business more productively and enhancing the reputation of the brand (Lestate, 2019).
The positive reviews of the brand add lots of loyal customers. In this literature review, it is not published that the mutual influence and perspective of both the Tesco and the customer about the brand awareness and the definite usefulness of social media marketing that are applied in this company so the provided importation is inadequate (Islam, 2019). So to recover the gap the researchers try to collect the proper data and information to focus on Tesco and their strategies basis on using social media as a marketing tool. They collect information in two ways one is to gather information from the customers who are known and familiar with the social media marketing provided through Tesco. Another one is collecting information from the staff of Tesco about the role of social media in Tesco to increase their brand awareness (Islam, 2019).
A survey has conducted among the 100 consumers of Tesco with 16 distinctive questions about their own thoughts and opinions about social media considered as an effective marketing method on brand awareness. 100 customers are divided into some groups to take their interviews accurately (Miller, 2018). These 16 questions consist of the research topic and 8 questions are asked the customers individually. There are also facilities to open discussion among the group members and the researchers and these groups are involved with 5 members. Various tools are included in social media to gain the customers’ attractiveness that is given by the organization for example safety, advertisements, data and information and images and so on (Cage, 2018).
Tesco makes sure the quality of the products and services retain their brand image. The better standard and innovative products and services can hold the customers’ attentiveness that is a fortune for the organization to long run lucratively (Miller, 2018). On the other hand, if any company fails to complete the customers’ requirements and provides bad products and services that would generate a negative impact for the organization (Cage, 2018). The negative review from the customers is spread very quickly to the other customers that build the obstacles for the organization to conduct their business and development (Lestate, 2019). Tesco takes careful and corrective steps to uphold the good image of their organization to make available their good quality products for their customers.