Estrategia

STEP Analysis - TESCO

• SOCIAL FACTORS:
Nowadays, people have less time for cooking and want to find in one place all the goods and services required. For instance, Tesco offers a great variety of products and services, which are focus on satisfy all kind of customers, even it offers specific cultural products. This is also because U.K. has a large number of foreign people.
In addition tothis, Tesco has different types of organics food, which tend to be the tendency in food.
However, other supermarkets have been adapting its products and increasing stores, which rise the competition within the retail market. That’s why Tesco has implemented other strategies, such as the ClubCard in order to get the customer loyalty through offering a good customer relationship management.

•TECHNOLOGICAL FACTORS:
TESCO implements different new technologies aim to increase the customer satisfaction through products and services, like self check-out machine and specialised items in the own brand goods.
The platform of the ClubCard requires expending a huge amount of money, whereas the company wants to keep the database update and manage each customer as individual person.

•ECONOMICAL FACTORS:
This is probably the most fragile sector and even more because of the economic crisis, which have generated more unemployment, decrease the demand in general, increase costs and taxes, and affect the entire economic sector.
Besides, how this is a really competitive sector, the prices are a determinative factor that influence on the customer’s decision. That is the reason forconsider not only based its difference competitive on price, also, Tesco tries to persuade through loyalty campaigns to be the preferred shop.

Due to the globalization, Tesco has expanded to others countries in order to diversify the risk and gain a bigger part of the retail market.

• POLITICAL FACTORS
How was mentioned before, Tesco has stores in six country around Europe, 5 around Asia andplan to open a new shop in U.S., this force to be influenced by different political factors in each country and follow general international legislations.
Tesco has a large number of employees, so for it, is important to offer a good employment relationship and follow all the acts and legislation in this sectors, because for them the loyalty of this customers depend also on the loyalty of itsemployees and families.


Problem and Hypothesis
After the STEP analysis, the topic that gain the intention of been studied is the customer relationship as a competitive differentiation factors. Therefore, the focus of this research proposal is defined as how competent is the customer relationship management, particularly the “ClubCard” for increasing the customers’ loyalty compare with theother four factors of the marketing mix?
After the research question is defined the null hypothesis guides the study and gives the clue of what is the expected outcome. In this case, H1: Tesco ClubCard really works as the base of its customers’ loyalty.

Literature Review
The constant changes in the environment have also generated changes in the traditional marketing strategies and tactics,particularly within the marketing mix. For instance, nowadays, customers are more specialised and have more expectation, therefore, the traditional marketing’s model which is based on mass market is seen as useless and a new generation of researchers and management consultants have focused their research on the relationship marketing (Webtrends, N.D.)
The relationship marketing consists in seeingeach customer as individual and strengthens the relationship between the consumer and the company, which generate loyalty (Webtrends, N.D.). The process includes different stages that are defined by the company and the lifecycle of the customers, within this; it is possible to employ the traditional tools of segmentation aim to engaging the customer with the company (Saquin, 2010).

One of the...