Tesco.Com Increases Product Range and Uses Griggered Communication to Support Crm

Topics: Marketing, New product development, E-mail Pages: 2 (397 words) Published: May 3, 2013
Case Study: TESCO
**This case is an application of Session 5: E-Marketing and Session 6: CRM

**First, we are going to analyze this case according to the 8 key e-business strategic decisions

Market and product development strategies è Tesco entered new product such as the broad band internet through the help of its e-business Also it couldn’t do the e-diet business without its online channel (the website) Also Tesco introduced a new product through its online channel that is DVD rental

Positioning Tesco previously bough a website called i-village which is for purchasing like women fashion and others. However, Tesco decided to position itself better through its website rather than acquiring similar websites that can be competing indirectly with its own business 3 B – Differentiation Tesco was differentiating itself through its service quality. Tesco eliminated some un-useful processes in the whole delivery time of any product and was able to reduce the delivery time from 60 to 36 minutes which completely differentiated it from others in the market. 4 – Marketplace Restructuring: Use same example of i-village website being sold by Tesco **Second, we are going to analyze this case according to e-CRM è Trigger Events of Tesco are very much similar to e-CRM steps: Trigger 1 è People are attracted (ACQUISITION) Trigger 2 è A customer makes the first purchase è start offering him discounts, coupons, and send him a survey e-mail about his satisfaction è This technique is called cross-selling è Motivating this customer to do a second purchase (CONVERSION) Trigger 3 è Keep in touch with the customer and follow him if he is not doing another purchase è send e-mails, offers, coupons, etc… (RETENTION)

**Third, we are going to analyze this case according to the 6 I’s è Interactivity è Tesco’s customers can give feedback about whether he is satisfied with the purchased product, the quality of service, etc… Intelligence è All segmentation by which Tesco has...
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