




全文预览已结束
下载本文档
版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领
文档简介
SWOT Analysis of Tesco in UK:Strengths;Tescos reputation for low cost products, can gain fair-trade cotton clothing substantial market share in the UK. Tescos growth in the insurance sector provides financial strength to Tesco in UK. Another important factor is the increasing growth of online sales and fair-trade cotton clothing could be included in these sales. The Brand recognition of Tesco in UK is an important strength and will help fair-trade cotton clothing.Weaknesses:The weaknesses of Tesco are that it is still largely dependent on UK for its sales, it is doubtful if it will support fair-trade cotton clothing objectives. The business model that Tesco is using is suitable for UK and not for the rest of the world. Even though Tesco sales are growing from low priced items there is fall in sale of non-essential and high priced products. If fair-trade cotton clothing are perceived as non-essential, its sales objectives will not be achieved. Tesco has suffered from bad debt, credit card arrears and household insurance claims. This is financially debilitating.Opportunities:Tesco can exercise a high degree of buying power to ensure that it has economies of scale in its fair-trade cotton clothing line. The growth opportunities n Europe and Asia provides excellent opportunities for growth. Most importantly, the growth of online sales shows excellent opportunity for increasing the sales of Tesco.Threats:Increasing fair-trade cotton clothing prices can lead to lower sales and lower profits for Tesco. Change in consumer buying patterns n the UK because of change in technology can lead to loss of customers in UK.SWOT Analysis of Tesco in Germany:Strengths;The Tesco brand recognition gives it a good start for fair-trade cotton clothing in Germany. The Germans are known to avoid uncertainness, ambiguity and unquantifiable risk. In case of Tesco they are buying from a well recognized brand. The brand value of Tesco will work very well in Germany. Further, the global market place recognition of Retailer of the Year 2008” provides substantiation to the German customer about fair-trade cotton clothing.Weaknesses:German financial industry is very circumspect and will consider the debt of Tesco in the UK before it gives finance for store expansion for fair-trade cotton clothing in Germany. The reputation of Tesco for acquiring competing store chains may also be held against the company in Germany. Acquisition is a risky move, and Germans are averse to risk.Opportunities:Fair-trade cotton clothing in Germany has good opportunity because it has the endorsement of Tesco brand; it has the marketing channels of Tesco, andthe backing of an excellent product mix. If fair-trade cotton clothing offers a good product for money it will get a good reception in Germany.Threats:The low priced fair-trade cotton clothing could lead to price wars. In addition, there can be low profitability because of competitive moves for Tesco. Finally, international competitors like Wal-Mart could add a cotton line in Germany to compete with Tesco.BIDGET SHOING FAIR-TRADE COTTON CLOTHING LAUNCH EXPENSESExpense() InItemsMillionsProduct Sourcing Expense1.2Cost of Display2.3Cost of Advertising250Cost of Public Relations80Cost of Extra Sales Persons120Cost of Launch Events70Cost of Endorsements25Total Budget for launch of fair-tradecotton clothing548.5UNIT FORECAST FOR THREE YEARS BY QUARTER (millions of units)20102010201020112011201120112012201220122012QuarterQuarterQuarterQuarterQuarterQuarterQuarterQuarterQuarterQuarterQuarter23412341230.80.51.52The method of market research used for the plan is the focus group interview. There were forty eight focus group interviews conducted of which 30 were in the UK and 18 were in Germany. Each focus group consisted of Between 12 to 15 participants. Each of these were customers that visited Tesco stores and showed interest in buying fair-trade cotton clothing.The customers were asked question relating to the type of clothing they would prefer to purchase from a Tesco store. There was a number of specific suggestions received from the participants and based on the inputs received from the focus group, the fair-trade cotton clothing line was developed.In addition, the focus group participants were asked the price they would be willing to pay for the products. The inputs from the focus groups helped Tesco in pricing its fair-trade cotton clothing line n both the UK and Germany. Since the focus groups were conducted in the vicinity of Tesco stores, the participants were asked the location in Tesco stores that would be suitable for the display of fair-trade cotton clothing. This enabled Tesco to develop a strategy for placing fair-trade cotton clothing n Tesco stores.The participants in the focus group interviews were asked which method of communications they preferred. There were suggestions received for the media an contents of advertising, internet advertising, advertising on social networking sites, and using e-mails. Further, suggestions were received on the types of promotions most favored by the participants. Ideas were generated relating to the sales persons of fair-trade cotton clothing. Finally, the focus groups revealed their opinions about the publicity methods that were most credible for them.References:/strategy/swot/ /strategy/swot/ Problem Solving - /created/SWOTanalysis.htmI/./19333-what-is-a-swot-analysis-and-how-can-i-use-it - www.marketingteacher.conV./lesson_marketing_budget.html www.scor
温馨提示
- 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 附条件的合同
- 2025合作协议解除合同书
- Lesson 11 What can you see说课稿-2023-2024学年小学英语三年级下册冀教版(一起)
- 2024年九年级语文上册 第六单元 第22课《观刈麦》说课稿 鄂教版
- 八年级道德与法治上册 第二单元 遵守社会规则 第五课 做守法的公民说课稿 新人教版
- 2025商业大厦广告投放合同
- 25.5 相似三角形的性质说课稿-2025-2026学年初中数学冀教版2012九年级上册-冀教版2012
- 2025年解除建设工程合同的协议书范本
- 演唱 中华人民共和国国歌说课稿-2025-2026学年小学音乐人音版五线谱北京四年级上册-人音版(五线谱)(北京)
- 8.走进民间美术说课稿-2025-2026学年人美版九年级上册-人美版
- 做成功父母培养成功孩子
- 师德师风负面清单及整改台账
- 【下载】新概念英语1-4册词汇带音标Excel版
- NY 5099-2002无公害食品食用菌栽培基质安全技术要求
- GB/T 21414-2021轨道交通机车车辆电气隐患防护的规定
- 骨骼肌肉疼痛康复治疗新进展课件
- 农业昆虫分类演示文稿课件
- Q∕SY 05268-2017 油气管道防雷防静电与接地技术规范
- 部编版六年级上册语文习作-笔尖流出的故事课件
- 6RA70调试大纲
- 信号与线性系统(第3章)
评论
0/150
提交评论