Marketing Mix - Tesco Poland Case Study

Contents

List of figures 3

List of Tables 3

Introduction 4

1. Marketing mix using Tesco Poland as an example 5

1.1 Products 5

1.2 Price 6

1.3 Place 6

1.4 Promotion 7

1.5 People 7

1.6 Process 8

1.7 Physical evidence 9

1.7.1 Parking 9

1.7.2 Buildings 9

1.7.3 Stores/decor/furnishings 10

2. Micro environment - competition 11

2.1 Tesco vs. Biedronka (Ladybird) 12

2.2 Tesco vs. Carrefour 12

2.3 Comparison of the top 3 retail chains in Poland 13

2.1 Current and potential threats to Tesco in Poland 16

3 Suggested recommendations 16

References 17

Appendix 1 Tesco - relations with suppliers and producers of goods...................................................19

Appendix 2 Tesco and Nestle joint business plan..................................................................................20

List of figures

Figure 1 Reflected location of Tesco’s stores across the Republic of Poland

Figure 2 Types of food products in Tesco Poland

Figure 3 The biggest logistics base and the main distribution center of Tesco Poland, Teresin near Warsaw

Figure 4 “Too much, too hard, Tesco” – strikes of the Tesco’s employees in Poland 2008 – 2009 (photos from the private collections of protesting staff).

Figure 5 Tesco car parks – Poland (psboy, 2010)

Figure 6 Modern Tesco in Krosno with large shopping galleries (Krzanowski, 2010)

Figure 7 Tesco Poland – interior of store (Tesco,2010)

Figure 8 Factors impacting on a firm (Loh, 2009)

Figure 9 Top 10 retail chains in Poland – turnover in 2008 and 2009 (ITM Pl, 2010)

Figure 10 Percent market shares - retail chains in Poland in 2009 (top five) (PMR, 2010

List of Tables

Table 1 The compare of expansion and activity of the selected chains (Tesco, 2010; Carrefour, 2010; Real, 2010)

Introduction

In this report I will discuss the marketing mix for Tesco Poland and also the current and potential treats in the

References: Biedronka (2010) Biedronka.pl www.biedronka.pl (access 2010-03-24) Blythe, J Carrefour (2010) Carrefour Sp z o.o. www.carefour.pl/ (access2010-03-24) – Polish version Dibb, S GUS (2010) Central Statistical Office http://www.stat.gov.pl/gus/5840_1487_ENG_HTML.htm (access 2010-03-28) Highbeam (2002) High Beam http://www.highbeam.com/doc/1G1-89080550.html (access 2010-03-24) Macalister, T. (2008) Guardian http://www.guardian.co.uk/business/2008/feb/04/tesco.poland (access 2010-03-24) JS (2010) Wirtualna Polska http://media.wp.pl/kat,1022939,wid,10902073,wiadomosc.html#czytajdalej (access 2010-03-25) – Polish version just-food (2008) just-food.com http://www.just-food.com/article.aspx?id=101642&lk=nd02 Loh, P. (2009) The Savvy Retailer http://thesavvyretailer.com.sg/ (access 2010-03-28) NBP (2010) National Bank of Poland http://www.nbp.pl/en/publikacje/raport_inflacja/iraport_February2010.pdf (access 2010-03-28) PB (2010) dlahandlu http://www.dlahandlu.pl/analiza-rynku/najwieksze-obroty-wsrod-polskich-sieci-ma-biedronka-carrefour-i-tesco,5090.html (access 2010-03-28) – Polish version Piatek, A PMR (2010) Skarzysko http://www.skarzysko24.pl/ms/flesz/dow1.png (access 2010-03-28) – Polish version psboy (2010) Panoramio www.static.panoramio.photos.com/original/4935394.jpg (access 2010-03-28) Real (2010) Real Sp. z o.o. www.real.pl/ (access 2010-03-24) – Polish version Rzeczpospolita (2010) dlahandlu http://www.dlahandlu.pl/analiza-rynku/sprzedaz-carrefoura-w-polsce-spadla-o-16-proc,3958.html (access 2010-03-24) – Polish version TT100 (2010) TheTimes100 http://www.thetimes100.co.uk/theory/theory--the-extended-marketing-mix-(7ps)--319.php (access 2010-03-21) WP (2010) Wirtualna Polska http://media.wp.pl/kat,1022939,wid,10934476,wiadomosc.html