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Internet Marketing strategy:case study of tesco

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Internet Marketing strategy:case study of tesco

Page 1 of 39

Internet Marketing Strategy

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CONTENT
1. INTRODUCTION……………………………………………………………………..3 - 4 2. THE ONLINE MARKET : CASE STUDY OF TESCO.COM……………………..5 - 12 2.1

Operation of Tesco.com

2.2

Tesco.com: Size and Growth.

2.3

Use of Tesco.com for Research.

2.4

Future forecast of Tesco.com.

2.5

Tesco Online Market segmentation.

3. ANALYSIS OF ONLINE COMPETITORS…………………………………………13 - 20 3.1

Tesco.com website design and usability

3.2

Evaluation of Online promotional activities

3.3

Use of Social media for marketing

4. INTEGRATION OF THE INTERNET WITH THE OVERALL MARKETING
STRATEGY OF TESCO PLC. ……………………………………………………….21 - 24 4.1 Channel strategy
4.2 Market focus
4.3 Cost Advantages
4.4 Differentiation

5. CONCLUSION…………………………………………………………………………. 25 6. REFERENCES…………………………………………………………………………. 26-29

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1. INTRODUCTION
Bill Gate once said “The internet is becoming the town square for the global village of tomorrow” which simply means it is paving way for future opportunities and development in every area of life from its ability to enable communication between loved ones or business associates to its ability to facilitate instant online transactions. Indeed, the internet revolution has opened doors for innovation especially in the business community. New businesses have emerged through it and existing ones have used it to their advantage to expand, drive sales, reinforce and reposition their brands (Willcocks and Plant, 2001). According to Pearlson and Saunders (2006, p.162), the internet supports e-business which is any kind of business activity performed electronically and almost all businesses are incorporating it into their operations to attain competitive advantage and improve effectiveness.

A particular aspect of business which has evolved tremendously through the advent of internet is marketing. According to Olson (2008), the wide use of the internet for transactions has caused it to become a...