saim proposal

8/3/2019 Saim Proposal

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Turnitin UK Originality Report

Perposal by Saim Qadir

From Research Proposal (SEP 2010 - GROUP F (Organisation Management))

Processed on 06-May-2011 1:57 AM BST ID: 10971983 Word Count: 3019

Similarity Index

15%

Similarity by Source

Internet Sources:

10%

Publications:0%

Student Papers:

5%

Sources:

13% match (student papers from 05/05/10)

Submitted to British Institute of Technology and E-commerce on 2010-05-052

2% match (student papers from 02/09/10)

Submitted to British Institute of Technology and E-commerce on 2010-09-02

34% match (Internet from 26/4/11)

http://www.answers.com/topic/tesco-plc-adr

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2% match (Internet from 16/11/10)

http://www.marketingweek.co.uk/brands/tesco 5

4% match (Internet from 22/6/09)http://buzzcanuck.typepad.com/agentwildfire/2007/10/the-identity-cr.html?no_prefetch=1

Paper text:

Abstract: Marketing is the place where sellers and buyers meet together for business throughthe money. According to Ducker, Marketing is not only much broader than selling, it is not a

specialized activity at all It encompasses the entire business. It is the whole business, .
https://www.submit.ac.uk/paperInfo.asp?r=57.0361185187643&svr=8&lang=en_us&oid=6695807&perc=69https://www.submit.ac.uk/paperInfo.asp?r=57.0361185187643&svr=8&lang=en_us&oid=6695807&perc=69https://www.submit.ac.uk/paperInfo.asp?r=57.0361185187643&svr=8&lang=en_us&oid=7217047&perc=8https://www.submit.ac.uk/paperInfo.asp?r=57.0361185187643&svr=8&lang=en_us&oid=7217047&perc=8http://www.answers.com/topic/tesco-plc-adrhttp://www.answers.com/topic/tesco-plc-adrhttp://www.marketingweek.co.uk/brands/tescohttp://www.marketingweek.co.uk/brands/tescohttp://lrd.yahooapis.com/_ylc=X3oDMTVnaHNnZ2I3BF9TAzIwMjMxNTI3MDIEYXBwaWQDTHJlazRUTFYzNEdRVjYwVDFRYVlHeC5xMDYuMHVja2pJb3dfYzJFV3NGejhWZzVHX2xkQjRPX1YweDZPdVNOME9zVjg2a0I2BGNsaWVudANib3NzBHNlcnZpY2UDQk9TUwRzbGsDdGl0bGUEc3JjcHZpZAN1UjFJUVVnZUF1MFoxamx4QjBmbmVrT3gwRG1lOGtwQUllc0FDUjBH/SIG=12tqo6bmm/**http%3A/buzzcanuck.typepad.com/agentwildfire/2007/10/the-identity-cr.html%3Fno_prefetch=1http://lrd.yahooapis.com/_ylc=X3oDMTVnaHNnZ2I3BF9TAzIwMjMxNTI3MDIEYXBwaWQDTHJlazRUTFYzNEdRVjYwVDFRYVlHeC5xMDYuMHVja2pJb3dfYzJFV3NGejhWZzVHX2xkQjRPX1YweDZPdVNOME9zVjg2a0I2BGNsaWVudANib3NzBHNlcnZpY2UDQk9TUwRzbGsDdGl0bGUEc3JjcHZpZAN1UjFJUVVnZUF1MFoxamx4QjBmbmVrT3gwRG1lOGtwQUllc0FDUjBH/SIG=12tqo6bmm/**http%3A/buzzcanuck.typepad.com/agentwildfire/2007/10/the-identity-cr.html%3Fno_prefetch=1http://lrd.yahooapis.com/_ylc=X3oDMTVnaHNnZ2I3BF9TAzIwMjMxNTI3MDIEYXBwaWQDTHJlazRUTFYzNEdRVjYwVDFRYVlHeC5xMDYuMHVja2pJb3dfYzJFV3NGejhWZzVHX2xkQjRPX1YweDZPdVNOME9zVjg2a0I2BGNsaWVudANib3NzBHNlcnZpY2UDQk9TUwRzbGsDdGl0bGUEc3JjcHZpZAN1UjFJUVVnZUF1MFoxamx4QjBmbmVrT3gwRG1lOGtwQUllc0FDUjBH/SIG=12tqo6bmm/**http%3A/buzzcanuck.typepad.com/agentwildfire/2007/10/the-identity-cr.html%3Fno_prefetch=1http://www.marketingweek.co.uk/brands/tescohttp://www.answers.com/topic/tesco-plc-adrhttps://www.submit.ac.uk/paperInfo.asp?r=57.0361185187643&svr=8&lang=en_us&oid=7217047&perc=8https://www.submit.ac.uk/paperInfo.asp?r=57.0361185187643&svr=8&lang=en_us&oid=6695807&perc=69


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Abstract:

Marketing is the place where sellers and buyers meet together for business through the

money. According to Ducker, Marketing is not only much broader than selling, it is not a

specialized activity at all It encompasses the entire business. It is the whole business seen from

the point of view of the final result, that is, from the customer's point of view. Concern and

responsibility for marketing must therefore permeate all areas of the enterprise.

1. Title

What are the impacts of marketing strategies of supermarket on the customer

satisfaction ( incase of TESCO AND MORRISONS)?

2. Background

Throughout in the dissertation my main focus is on the what are the impacts of marketing

strategies of supermarkets on the satisfaction of customers. The research will be discussed

thoroughly of methodology and the literature of the chosen dissertation. It also showing the

time frame and resources which will be taken during the dissertation.

Marketing strategy is define as marketing is an organisational function and a set of

processes for creating, communicating, and delivering value to customers and for managing

customer relationship in ways that benefit the organization and its stakeholders. The basic

concept of strategic marketing is focus on customer satisfaction.

During the dissertation my main focus will be on marketing strategies of supermarket like

TESCO and MORISONS and their impacts on the satisfaction of the customers. I will

discuss the promotion and planning activities of TESCO and MORRISONS.

My research will be indicate the marketing strategies about product promotion, pricing of the

product, distribution ,sales activities, advertisement of the product and market segments.

It explains the development of the marketing strategy how it can make easier to sell the

product and advertise them. The strategies of supermarket will help to find out the very high

role of marketing in the key elements of the business activities in the same company. The

elements are all about the product creation, marketing segmentation and customers needs

through communicating the message of business to their customers.

When I will finish my dissertation I hope I will be able to understand the concepts of

marketing and try to implement in the small business with the help of several techniques of

marketing. How a company can get


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Economies of scale and make maximum profit with minimum cost, how can attract the new

customer and hold the existing customer and how can develop the effective marketing strategy

which helps to satisfy the customers. Which kind of marketing strategy will be needed to get the

advantages over the competitors? For the personal reason I am interesting in the marketing

sector thats why I have chosen this topic. I am very happy because I have more than four year

experience in the same field. This research will help me to better understanding the marketing

strategy to satisfy the customers through their needs and wants. This research will help to build

up my career in the marketing sector and I will personally be able to get detail information and

knowledge to do theoretically research in the marketing. It also will help me to developing the

marketing strategies and improving the career.

3. Preliminary Review of the Literature

3.1 Impacts of the marketing strategy on the customer satisfaction:

Customers are the heart of any organisation and business. They need maximum level of

satisfaction. Customer play a very important role in the business to running is smoothly. Any

organization has a large number of customers it indicates that organization running the business

very well.

3.2 Customer Satisfaction: the customer comes first:

According to Slater, S and J.Narver., (1990) that the success of the organization is to meet the

needs to their customers. If there are no customers there is no organisation. Always a customer

comes first and the priority of the organization and its managements comes second respectively.

Customers have always been imported for the companies but with the increasing rivalry created

by the world trade, the priority given to them has changed and so has the urgency with which

needs are considered, the only distinguishing feature between organisations doing same business

is their customer service. At the same time, customers have changed. They have become more

demanding and they have more choice, and this is in turn has changed the strategic role of

managers. (Source: Slater, S. and J.Narver.1990)

Strategic management play a very important role with bringing into being contingency plans to

deal with uncertainties of outside influences. Factors of the nature of business size of

organization and management need to the extra flexible behave it and to apply proper techniques.

All above there will need to meet the customers requirements and managers need to personally

know the specific requirements of each customer. A business and organization must need to


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know the requirements of the customers and segmented them. (Source: www.

Quickmba.com)

3.3 An overview of marketing strategy:

A strategy is designed for achieving the objectives. Strategy is developed at multiple levels in

the organization like divisional, corporate, business unit, and departmental. A corporate

strategy is all about of business units strategies and the plans for starting the new business.

Marketing strategy is the heart of any business. A business means to deliver the products and

the services in the markets. Business is depends around all about the profits. Components of

a business strategy like production finance and research and development support the

marketing mission of the business.

3.4 Elements of the marketing strategy:

A marketing strategy is composed of several interrelated elements. First and the most

important are products and marketing selection. What markets will need to serve with what

product lines? Second critical elements are price. What prices will be set for individual

products, and how will products in the line be priced relative to each other. What kinds of

price promotions will be needed to compete effectively?

Another is distribution system: the wholesale and retail channels through which our products

and services move to the ultimate users, like agents, distributors and sales force, and

including the market communications, product service, technical service, plant location,

marketing mix, television advertising, direct email, consumer packaged goods and private

brand labels etc.

3.5 Marketing segmentation:

Marketing segments is the first step in the product and market selection. It provide a

framework for develop the market strategy. Markets can be segmented into several

dimensions:

Demographic

Consumer: family income, age, sex, ethnicity, education level

Industrial: enterprise size, type, buying processes


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Geographic:

Product preferences, trade regulations, market potential, competition

Economical shipping distance, customers source proximity needs

Psychographic:

Consumer lifestyle: attitudes toward self, work, family; peer group identity

Corporate culture; tolerance for risk taking, buyer and supplier relationship values

Product use and application:

Consumer: purchase purpose

Industrial: application technology

3.6 Strategic Marketing and Customer Satisfaction a theoretical framework:

According to the Bray.2002 said that marketing strategy is difficult to formulate in

isolation.

It reflects the objectives of the organisation and be compatible with the strategies pursued

elsewhere in the organisation. Its mean the marketers must refer back to corporate goals and

objectives before formulating their own strategy, to ensure consistency, coherence and

relevance. So the main part of the organisation is marketing strategy. The organisation is a

combination of all objectives.

The marketing main focus is to satisfy the customers, and in other words customer benefits

are the roof of marketing. Customers just following their benefits they are not interested in

the service and products which provide them. At this time customer follow the consumer

behaviour. If there are two product in the market but both give them same level of

satisfaction they will try to choose the cheapest product in the price. It shows that price is the

leader of the market and only the price is the solution ofthe customers problems.

3.7 Research the Marketing strategy of TESCO and MORISON:

There are different types of marketing strategies in the supermarket. In this dissertation I will

discuss all of them in more detail in the research.

Below some strategies are given:

Products presentation

Price Value


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Helpfulness of staff

Shop cleanliness

Product choice

Payments ways

Access the shop

Special offers and promotions

Checkout the waiting time

Goods quality and freshness

Making price on goods

Information and service must provide to the staff.

3.8Marketing strategy of TESCO

Tesco is the biggest of the four leading UK supermarkets, Asda Sainsburys and Morrisons.

As well as its food business, Tesco operates a significant non-food business and online

business. It has expanded the Tesco brand into banking and mobile phones with Tesco bank

and Tesco mobile. Its loyalty scheme Clubcard was a forerunner in CRM programme and

was relaunched in 2009.

TESCO became the one stop shop for all the needs of customers as was started with the

vision of founding fathers. It has become the number one supermarket chain located in the

UK. It has got the wide variety of offer food, clothing as well as general merchandise items

for its customers. Jack Cohen founded Tesco in 1920 when he began to sell surplus groceries

from a stall at Well Street Market, Hackney, in the East End of London. The Tesco brand

first appeared in 1924. The name came about after Jack Cohen bought a shipment of tea from

T.E. Stockwell. He made new labels using the first three letters of the supplier's name (TES),

and the first two letters of his surname (CO), forming the word TESCO.The first Tesco store

was opened in 1929 in Burnt Oak, Edgware, Middlesex. Tesco was floated on the London

Stock Exchange in 1947 as Tesco Stores (Holdings) Limited. The first self-service store

opened in St Albans in 1956 (which remained operational until 2010, with a period as a

Tesco Metro), and the first supermarket in Maldon in 1956.

TESCO has got its extensive plan to fulfil the future for customers satisfaction


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To provide goods and services that is cheap and affordable to consumers

To reduce the cost objectives of their items

To recycle their waste

To package their products well

To support voluntary services

3.9Marketing strategy of MORISON:

Morrison has just posted an impressive set of full year results and announced a new store

programme, rebrand and advertising assault. Morrison has been a wounded tiger since it tried

to gobble up Safeway in March 2004. It underestimated the challenge of bringing together

back end systems, distribution, two different company cultures and keeping customers loyal.

Morrison is to change its logo and to introduce a new strap line positioning the chain as the

The food specialist for everyone. No doubt recently appointed advertising agency Delaney

Lund Knox Warren has devised some inventive ways of promoting this message to

customers.

To provide the good customers services

Value added customers

Price reduction

Customers complaint

4 Research Questions and Objectives

4.1Research Question:

The research question of my dissertation is what are the impacts of marketing strategies of

the supermarket on the customers satisfaction. ( Incase of TESCO AND MORRISONS)

Research question

Research is a way finding out more about something and building on what we already knowabout something. This research is about the effects of marketing strategy of supermarket on

customer satisfaction in case of TESCO and Morrisons. This research highlights all the

factors which should be necessary and important for the marketing strategy and customer

satisfaction. Some most important research questions are will help to understand the


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marketing strategy of supermarket to increase the customer satisfaction about Morrisons and

TESCO.

Research question are below:

1) What are the effects of marketing strategy on their customers?

2) What kind of marketing strategy they are using to improve customer satisfaction?

Research Objectives and Aims

The main objective of my research is to find the marketing strategy of TESCO and

Morrisons. To find the main objective there are need some more objectives to achieve the

main goal of this dissertation.

Find out the effect of marketing strategy of TESCO and Morrison on customersatisfaction

Compare the marketing strategy of TESCO and Morrisons Find out the marketing strategy of TESCO and Morrisons Explore the marketing strategy of TESCO and Morrisons

The important aims of this study are stated here to understand.

Find out some important points which help to improve the marketing strategy. Find out the important of marketing strategy on the satisfaction of customers? Explore the consumers behavior and customers satisfaction? What types of the important prospects of success of TESCO and Morrisons and

compares them.

4.2 Research objectives:

The objectives of my research is about marketing strategies of supermarkets to increase the

customers satisfaction. This research highlights all the factors which are very necessary and

important for the marketing strategies.


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The main and very important objectives are to compare the marketing strategies and find

out the customers views and satisfaction about these big supermarkets TESCO and

MORISON.

Some of the main objectives are

Comparison of the marketing strategies

Issues concerning with marketing strategies

Consumer behaviour and satisfaction

Impact of the marketing strategies on customers satisfaction

5 Research Plan

5.1Research Perspective

The proposed study will be based on structured approach but limited to a small size of

sample from a large population of consumers. The nature of data will be quantitative and the

analysis method will be statistical.

5.2 Research Design

The proposed research will be conducted following a deductive approach which is more

suitable for generalising data. This approach also contributes towards collection of

quantitative data which is the proposed nature of data in this study.

5.3 Data Collection Methodology

The data collection will be done in two parts. The first part through questionnaires and

interviews being a qualitative approach because it will find the perceptions of top managers

about the importance of management training to the corporate strategy as an active partner.

Secondly, the information should be complemented with quantitative information of the

performance of the organisation during the execution face of planned strategies.

The research will be analysed from the primary and secondary data. The interviews,

questionnaires and the observation will be considered as a source of primary data. All the

data which will be collected by the researcher will be made a part of this research in form of

secondary data. The success of the research depends upon a number of important factors that


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include the accurate reporting and description of the topic under investigation. I have focused

on the available secondary data along with that of the primary data being collected

5.4 Validity of research

The proposed study aims to discover the impacts of Human resource development on

customer satisfaction. Any references made from the study need to be precise and exact

resulting from an exhaustive analysis of collected data so that it can be ensured that these

references are valid.

5.5 Reliability of Research

The effect of participant errors will be minimised with the careful choice of timeframe during

which the participants will be approached for their response to questionnaires. Hopefully, it

will help to reduce the participant errors, because of the underlying fact that when a

participant gives his response to the questionnaire during a time which is not convenient for

him, it can have negative impacts on the response and therefore can lead to a lesser degree of

reliability of the research.

5.6 Limitation

This research study is aimed to be comprehensive, but several limitations will be in

place excluding some sources from the literature review. The interviews, questionnaires and

the observation will be considered as a source of primary data and possibly limited by

restricted access. The size of sample for survey will be limited due to time restriction on the

completion of project. Furthermore, the research work might not be up to the standards of

professional research study.

6. Ethical Considerations

This proposed study will be carried out keeping in view the guidelines set by the University

faculty. I will take the permission from the people before studying to conduct research on

them. I will not do anything which will cause physical or emotional harm to my research.

How will I avoid Plagiarism?


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I will avoid plagiarism by fully acknowledging the work of others that I used to refer in the

report. Wherever I will feel that I need to quote the work done by someone else, I will do it

by citing the source material properly so that his/her work can be acknowledged.

7) Timetable and any special resources required

Time Activity

5 may Proposal Submission

10 may Work on literature review

5 June -30 June Qualitative research e.g interview

5 July20 July Collating and structuring Data

30 July - 5 August Analysis and writing up of dissertation

6 August - 17 August Revision

23 August 2011 Submission of Dissertation


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REFERENCES

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research and practice through theory development, Academy of Management Review,

Vol. 19 No. 3, pp. 392-418.

2). Bray, r (2000), Internet Booking on the Increase, Financial Times, 12 February,p.17

3). Zairi Mohammad (1994),Management training: What is wrong with the terminology,

the TQM magazine, MCB university press Vol. 6 No. 4, 1994, pp. 6-8

4). Garvin D (1988),Management training, the strategic and competitive edge, the free

press, New York, p 21

5). E. RAYMOND COREY, Harvard Business School, marketing strategy an Overview,

Revmarch 2003 Available at:http://miha.ef.uni-lj.si/_dokumenti3plus2/192320/03HBSMktgStrategy.pdf[Accessed on 2 may,2011] .

6). Marketing Teacher Ltd 2000 2010. Available at:

http://www.marketingteacher.com/Lessons/lesson_what_is_marketing.htm [Accessed on29 april,2011]

7).Jamal, T. (1998), Drive for innovation an Indian experience, Proceedings of the 3rd

8.). International Conference on ISO and management training, Hong Kong, pp. 15-21.

9). Grant, R., Shani, R. and Krishnan, R. (1994), management training challenge to theory

andpractice, Sloan Management Review, Vol. 36, winter, pp. 25-35

10). Calingo L.M (1996),The evolution of strategic management training, International

journal of quality & reliability Management, Vol. 13 No. 9, pp 19-37

11). Reed, R., Lemak, D.J., Montgomery, J.C. (1996), "Beyond process: management

training content and firm performance", Academy of Management Review, Vol. 21 No.1,

pp.173-202.

12). Morrisions, Wikipedia, The free Encyclopedia, [Online] Available at:

http://en.wikipedia.org/wiki/Morrion's (Accessed: 03/05/2011)
http://miha.ef.uni-lj.si/_dokumenti3plus2/192320/03HBSMktgStrategy.pdf%5bAccessedhttp://miha.ef.uni-lj.si/_dokumenti3plus2/192320/03HBSMktgStrategy.pdf%5bAccessedhttp://miha.ef.uni-lj.si/_dokumenti3plus2/192320/03HBSMktgStrategy.pdf%5bAccessedhttp://miha.ef.uni-lj.si/_dokumenti3plus2/192320/03HBSMktgStrategy.pdf%5bAccessedhttp://www.marketingteacher.com/Lessons/lesson_what_is_marketing.htmhttp://www.marketingteacher.com/Lessons/lesson_what_is_marketing.htmhttp://en.wikipedia.org/wiki/Sainsbury'shttp://en.wikipedia.org/wiki/Sainsbury'shttp://en.wikipedia.org/wiki/Sainsbury'shttp://www.marketingteacher.com/Lessons/lesson_what_is_marketing.htmhttp://miha.ef.uni-lj.si/_dokumenti3plus2/192320/03HBSMktgStrategy.pdf%5bAccessedhttp://miha.ef.uni-lj.si/_dokumenti3plus2/192320/03HBSMktgStrategy.pdf%5bAccessed


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13). Tesco, Wikipedia, the free encyclopedia, [online] available at:

http://www.marketingweek.co.uk/brands/tesco/(Accessed on 03/05/2011)

14). Tesco, Wikipedia, the free encyclopedia, [online] available at:

http://en.wikipedia.org/wiki/Tesco#cite_note-Tescohistsite-10 (Accessed on 03/05/2011)
http://www.marketingweek.co.uk/brands/tesco/http://www.marketingweek.co.uk/brands/tesco/http://en.wikipedia.org/wiki/Tesco#cite_note-Tescohistsite-10http://en.wikipedia.org/wiki/Tesco#cite_note-Tescohistsite-10http://en.wikipedia.org/wiki/Tesco#cite_note-Tescohistsite-10http://www.marketingweek.co.uk/brands/tesco/

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