5088108- Tesco
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Ethical Approach to Marketing Communications
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Ethical Approach to Marketing Communications Introduction
Background and context of Tesco
Tesco is a global British company that operates as a retailer of groceries and miscellaneous items. Its headquarters are located in Hertfordshire, England. The business was established in 1919, and since then it has expanded to become one of the most successful retail corporations in the world. It currently has locations in twelve countries spanning Europe and Asia. Tesco is the most dominant grocery store chain in the UK, with approximately 27% of the market share (Sonntag, 2021). The company is involved in the operation of several different types of retail formats, such as supermarkets, hypermarkets, convenience stores, and online shopping.
In recent years, Tesco has been confronted with a variety of issues, the most notable of which include an increase in competition from discount stores and a shift in consumer behavior as a result of developments in technology (Verhoef, Noordhoff and Sloot, 2022). The company has responded to these issues by putting into action a wide range of initiatives with the goals of enhancing its operations and developing a business model that is more sustainable and ethical. Tesco has placed a particular emphasis on enhancing its approach to marketing communication, with a greater emphasis placed on transparency, honesty, and sustainable business practices. This
research evaluates Tesco's ethical approach to marketing communication and its effectiveness in retaining its customers post-COVID-19. Overview of the Retail Industry and its Marketing Practices
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The retail industry is a highly competitive sector, with a large collection of organizations operating in different formats and catering to a wide range of customer needs. Retailers promote their products and services, boost customers' awareness of their brand, and increase sales by employing a wide variety of marketing strategies (Yawson and Yamoah, 2022,81). These marketing practices include traditional advertising, digital marketing, public relations, and consumer involvement.
The shift toward e-commerce and online shopping is one of the most notable developments in the retail sector at the moment. Consumers are growing more accustomed to the
idea of making purchases of goods and services over the internet due to the proliferation of mobile technology, specifically smartphones and other mobile devices (Alexander, 2020). As a result of this, a significant number of businesses are putting their money into various online marketing platforms in order to both acquire and keep customers.
The importance of being environmentally conscious and conducting business in an ethical manner is still increasing in the retail sector, making this another significant trend to examine. Customers are looking for retailers who share their values as they become increasingly aware of the effects that their purchases have on both the environment and society (Sonntag, 2021). Due to this, a significant number of retailers are incorporating environmentally friendly business procedures into their operations and marketing initiatives, and they are informing their clientele about their dedication to social and environmental responsibility.
The retail business as a whole is continuously shifting and modifying its practices in response to shifting patterns of consumer behavior and developing technologies. It is possible that certain marketing strategies that were successful in the past are no longer applicable; therefore, retailers need to continue to innovate and test out new methods in order to stay one
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step ahead of the competition (Omar et al., 2021). The retail industry is a highly competitive sector that employs a variety of marketing techniques to promote products and services, increase brand awareness, and drive sales. These goals can be accomplished through the use of a variety of marketing channels.
Advertising is typically the first form of marketing that retail establishments engage in. Retailers reach out to a large number of people and market their products and services through the use of a variety of advertising mediums, such as print advertisements, billboards, television commercials, and online advertisements (Peeroo, 2019). One further method of encouraging clients to make a purchase is to offer them special deals and discounts through sales promotions. Businesses can boost sales during slow periods by offering discounts, coupons, and other limited-time offers to their clients. This helps them clear out excess inventory and attract new customers. Due to the growth of e-commerce and online shopping over the past few years, digital marketing has become an increasingly significant strategy for brick-and-mortar stores. Retailers can connect with customers online through the use of digital marketing strategies such as search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, and content marketing (Verhoef, Noordhoff and Sloot, 2022). Retailers utilize public relations as another form of marketing in order to control their public image and engage with many stakeholders, including customers, investors, and the media. Public relations (PR) can consist of a wide variety of activities, including crisis management, media events, and press releases. Engaging one's clientele is an essential component of effective marketing strategy in the retail sector. Retailers create relationships with their consumers and encourage loyalty by
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employing different customer engagement strategies (Hashim et al., 2021). Retailers often use customer engagement strategies such as loyalty programs, tailored marketing, involvement on social media, and customer service initiatives. Sustainability and ethical marketing have risen in relevance in the eyes of the retail industry (Li, Wang and Zhang, 2023, 111). Many retailers are putting an emphasis on promoting their sustainable and ethical business practices to customers in
the hopes of attracting customers who are looking for environmentally friendly and socially responsible products and services. The goal of these efforts is to attract customers who are interested in purchasing products that are socially responsible and friendly to the environment.
Importance of the Research and Chosen Organization This research is important because it leads to a better understanding of the role that ethical marketing communication plays in strengthening strategies for retaining customers in the retail sector. The purpose of this study is to analyze Tesco's ethical approach to marketing communication and to determine whether or not it is successful in keeping customers after COVID-19.
Tesco is a suitable organization for this research because it is one of the largest retailers in
the UK, and its marketing strategies have a significant impact on consumer behavior. Tesco has a
strong brand image and has been acknowledged for its commitment to being environmentally responsible and becoming involved in its local community (Azan and Karimah, 2022,176). As a result of this, the study has the potential to assist in the identification of best practices in ethical marketing communication that other businesses in the retail industry can implement.
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In addition, the COVID-19 pandemic has had a huge impact on the retail industry, and Tesco's approach to the issue provides a chance to analyze the ways in which ethical marketing communication can assist organizations in maintaining consumers during challenging situations.
The Theory of Consumer Behavior
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Planned Behavior Theory
The theory of consumer behavior, commonly referred to as the consumer decision-
making theory, aims to explain how individuals make decisions about purchasing products and services. According to this theory, the behavior of customers is impacted by a number of internal and external factors, which may include psychological, social, and cultural elements (Tian, 2019). According to the Planned Behavior theory, consumer behavior is influenced by attitudes, subjective norms, and perceived behavioral control. This theory places a strong emphasis on social factors and the part that a person's perception of their level of control plays in
determining their conduct. This theory offers valuable insights into the elements that impact consumer behavior and can help marketers build effective marketing strategies that resonate with
their target audience (Dineva et al., 2022). In addition, this theory can assist marketers understand the factors that drive consumer behavior.
Methodology
Research design and approach
To analyze Tesco's ethical approach to marketing communications and the extent to which it has contributed to the company's success in retaining customers in the wake of COVID-
19, this research project will employ a qualitative research design. A case study methodology, which is a typical research method, will be utilized in this study. This methodology is used to investigate a specific phenomenon within the context of its occurrence in real life. It has been
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determined that the method of case study is most suitable for this research since it enables an in-
depth investigation of the subject of the research and supplies rich and detailed data.
Sampling strategy
The research will make use of purposive sampling, which is a form of sampling that does not rely on probability and is used to select participants based on predetermined criteria. In this case, the sample will be picked from customers who have made purchases at Tesco in the past and have interacted with the marketing message that the company has distributed in the past. The
size of the sample will be decided depending on the level of "data saturation," which refers to the
point at which additional data no longer offers any new insight or opinions.
Data collection methods
Interviews with consumers who have previously made purchases at Tesco will be conducted in a semi-structured format in order to acquire the necessary data. Depending on the preferences of the participants, the interviews will either take place in person or by online video conferencing. The interviews will be recorded verbatim and transcribed later. In addition, a study
of Tesco's marketing communication materials, such as advertising campaigns, social media posts, and interactions with customer support representatives, will be part of the process of collecting customer service data.
Data analysis methods
The data will be analyzed through thematic analysis, which is a kind of qualitative data analysis that is utilized to recognize patterns, themes, and categories contained within the data. The analysis will be conducted in several stages, including data familiarization, data coding, theme identification, and interpretation of the themes. Two different researchers will be in charge
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of carrying out the analysis in order to guarantee the authenticity and dependability of the findings.
Key Concepts and Theories of Ethical Marketing Communication
Definition and importance of ethical marketing communication
When it comes to advertising products and services to end users, marketing communication is an extremely important factor to consider. Yet, it is essential that this communication be carried out in a manner that is both ethical and responsible. Communication in marketing that adheres to ethical standards involves advertising goods and services in a way that is truthful, open, and considerate toward clients (Yawson and Yamoah, 2022,81). Ethical marketing communication can be described as the practice of promoting products or services in this manner. This strategy entails making certain that all of the marketing materials and messaging are genuine and correct, and that they do not in any way mislead or deceive clients. Communication in marketing that adheres to ethical principles requires, among other things, treating clients with respect and dignity and avoiding any strategies that could be construed as exploitative or manipulative.
One cannot overestimate the significance of communicating in a morally responsible manner in marketing. Consumers have never been more knowledgeable and informed than they are today, and as a result, they anticipate that companies will conduct themselves in a responsible
and ethical manner
(Azan and Karimah, 2022,179). Businesses have the opportunity to create consumer loyalty and repeat business by developing a relationship of trust and credibility with their clientele through the ethical promotion of their products and services. Ethical marketing
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communication can also help to manage reputational risks and avoid legal and regulatory concerns that might come from deceptive or misleading marketing tactics. There are a number of fundamental concepts and theories that serve as the foundation for ethical communication in Tesco’s marketing. Among these is the concept of corporate social responsibility, which stresses the significance of companies behaving in a socially and ecologically responsible manner (Omar et al., 2021). Other examples include the concept of environmental responsibility. Other important concepts include the principle of fairness, which requires treating customers in an equitable manner and avoiding any practices that could be construed as discriminatory, as well as transparency, which entails communicating with customers in an open and honest manner regarding all aspects of the product or service that is being offered (Mohanty, 2022). Ethical principles and their application in marketing communication
Communication in marketing is an essential component of any successful firm, and Tesco
is no exception. Tesco adheres to a number of ethical criteria to guarantee that its marketing communication is conducted in an ethical and responsible manner.
The communication that Tesco uses in its marketing is governed by a number of ethical criteria. These core values include being honest, being transparent, respecting others, and taking responsibility for one's actions. Tesco makes certain that the marketing information it distributes is truthful and accurate, and that it does not in any way mislead or deceive customers. For instance, Tesco makes sure that all of the claims and statements it makes in its marketing communication are supported by evidence, and it shows the prices of its goods and services in a manner that is easy to understand.
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Tesco is open and upfront with its customers about all elements of its products and services, such as the features, benefits, and limitations of those products and services. For instance, Tesco provides comprehensive product information on both its online and in its stores. This information covers things like the components of the food, its nutritional value, and the allergies that it may include.
The marketing communication that Tesco provides to its customers is courteous, and the company does not employ any strategies that could be regarded as exploitative or manipulative in any way. For instance, Tesco's advertising does not utilize scare tactics or make false promises, and it steers clear of any language that could be interpreted as being discriminatory or derogatory. Tesco has a responsibility to ensure that the marketing message it uses is not only effective but also ethical, and that it does not in any way do harm to either its customers or society as a whole. For instance, Tesco makes certain that the marketing material it uses does not encourage people to engage in harmful habits or add to the deterioration of the environment.
These ethical ideals are put into practice at Tesco in a number of different ways. For instance, Tesco surveys its clients on a regular basis in order to get their opinion and check whether or not its marketing message is living up to the needs and expectations of its clientele (Alexander, 2020). Additionally, Tesco's advertising campaigns are subject to review by an ethics
committee, which ensures that they adhere to ethical principles and are not likely to cause harm to customers or society in general. This review is done to ensure that Tesco's advertising campaigns are in line with ethical principles.
Consumer Behavior and its Response to Ethical Marketing Communication
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In recent years, customers have increased their awareness of, and concern for, the ethical standards of the businesses with which they do business. This awareness and concern extends to the marketing communication strategies of these businesses. Communication in marketing that adheres to ethical standards has the potential to affect consumer behavior and the products they decide to buy (Shamim et al., 2023,132). Consumers are more inclined to trust and feel positively toward a company when they perceive that the company operates ethically. This can lead to higher brand loyalty and customer retention.
It is possible that consumer behavior will be influenced by Tesco's dedication to ethical principles and sustainable business practices. Customers that place a high value on these concepts are likely to identify with the company's commitment to, among other things, eliminating waste, reducing their carbon footprint, and providing support to local communities. Trust and brand loyalty are likely to be fostered as a result of Tesco's dedication to maintaining open and ethical lines of contact with its clientele.
Consumers are prepared to pay a premium for goods produced by businesses that adhere to ethical and environmentally responsible business practices. This hints that communicating marketing messages in an ethical manner might also have a favorable effect on the financial success of a company (AbbAmonTE, 2019, 407). In general, Tesco's commitment to ethical practices and sustainability is likely to have a positive impact on consumer behavior as well as its
ability to retain customers. This is especially true for customers who place a high value on ethical
principles and are willing to pay a premium for products that come from socially responsible companies.
Overview of Tesco's Marketing Strategies and Communication Approach
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Tesco's marketing campaigns and communication channels
The success of a business is dependent on a number of factors, including its marketing and communication methods. Tesco is one of the most well-known and successful retail companies in the world. In order to connect with its clientele, the firm runs a wide variety of advertising and promotional activities and maintains numerous channels of communication. Tesco's loyalty program, which is called Clubcard, is one of the most important marketing efforts
that the company runs. Tesco is able to collect vital information about its customers' preferences and behaviors due to the Clubcard, in addition to providing customers with discounts and rewards for their continued business (Yawson and Yamoah, 2022,84). This data can then be used to tailor marketing campaigns and communication to individual customers.
In addition, Tesco reaches out to its customers through a wide array of communication platforms. These channels include both traditional and digital forms of advertising, such as television, radio, and print ads, as well as electronic mail, social media, and the Tesco website. Traditional forms of advertising include television, radio, and print commercials (Hashim et al., 2021). Tesco's utilization of digital channels has proven to be particularly fruitful. This is because the firm has made significant investments in its mobile app and online shopping platform, both of which simplify the shopping and engagement processes for the company's clients.
Tesco has shown that it is committed to ethical and responsible behavior in addition to the marketing strategies and communication platforms that it uses (Yawson and Yamoah, 2022,85). The business is working toward a more sustainable future through a variety of activities, some of which include minimizing food waste, increasing the use of sustainable products, and cutting carbon emissions. Tesco has also been engaged in tackling social issues,
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such as providing assistance to local communities and enhancing the working conditions of its employees.
Tesco's Approach to Sustainability and Environmental Responsibility
In recent years, businesses have gained a greater awareness of the influence that they have on the environment, and as a result, many of them have begun to embrace methods that are more ecologically responsible and sustainable. Tesco has implemented a variety of changes in recent years in an effort to become more eco-friendly and responsible to the environment. The commitment of the company to reducing food waste is one of the most important aspects of its efforts to be more environmentally friendly. Tesco has committed to minimizing the amount of food that is thrown away in its retail locations and distribution hubs by the year 2030. Also, the company has instituted a program to redistribute food that has not been sold to charitable organizations and community groups, which contributes to the reduction of food waste and helps support local communities.
Tesco has made the procurement of environment - friendly products one of its top priorities. The corporation has committed to obtaining all of its supplies from environmentally friendly sources by the year 2025 (Mohanty, 2022). This includes the sourcing of products in a sustainable manner, such as palm oil, soy, and cocoa, which, if not sourced in a sustainable manner, can have substantial negative effects on the environment. In addition to this, Tesco has pledged to eliminate all single-use plastics from its retail locations, such as straws and cutlery.
Tesco has also committed to achieving its goal of becoming a carbon-neutral corporation by the year 2050 (Alexander, 2020). The business is reducing its carbon emissions through a variety of strategies, some of which include the utilization of renewable energy sources, the
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enhancement of energy efficiency in the company's retail locations and distribution hubs, and the
investment in electric vehicle fleets. In addition to these activities, Tesco has also been engaged in tackling social issues, such as enhancing the working conditions of their employees and providing help to the communities in which they operate.
Tesco's Focus on Customer Service and Community Involvement
Customer service and involvement in the local community are two features that are essential to any successful business, and they can play a significant role in the retention of existing consumers. Tesco has always placed a significant focus on providing excellent customer service, and the company has launched a variety of initiatives that are designed to enhance the whole shopping experience for customers. For instance, Tesco has installed self-service checkouts and mobile scanning apps to assist customers in reducing the amount of time they spend in checkout lines and saving time overall. A customer care hotline and online chat assistance have both been made available by the organization in order to assist consumers with any inquiries or problems they may have.
In addition to these programs, Tesco has placed an emphasis on becoming involved in the
local community. The company has a number of programs and initiatives that aim to assist local communities, such as the "Bags of Help" initiative, which offers financial support to local community projects, and the "Community Food Connection" program, which redistributes food that has not been sold to local charities and community organizations (Li, Wang and Zhang, 2023, 116). Both of these programs are examples of the company's commitment to giving back to
the communities in which it operates.
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A further illustration of Tesco's commitment to the community is the company's support for regional suppliers (Thakur and Hale, 2022,1962). The company has a policy of obtaining products from local suppliers whenever this is possible. This not only helps to support local businesses, but it also contributes to the reduction of the company's carbon footprint by minimizing the amount of emissions that are caused by transportation.
Tesco has also established a variety of programs to accommodate vulnerable consumers. One of them is called the "Quiet Hour" initiative, and it offers clients with autism and other sensory problems a more relaxing shopping atmosphere. During the COVID-19 epidemic, the company has also implemented specific shopping hours for customers who are aged or vulnerable in order to assist these customers in shopping in a safe and comfortable environment.
Evaluation of Tesco's Ethical Approach to Marketing Communication
Tesco's Commitment to Transparency and Trustworthiness in Marketing Communication
Through its marketing communication, Tesco has exhibited a commitment to transparency and trustworthiness by providing customers with information that is both clear and accurate about the products and services that the company offers. The business has a detailed website, on which one may find information on the company's sourcing policy, environmental initiatives, and efforts to engage the local community. Tesco has been transparent about its challenges, such as the horsemeat crisis that occurred in 2013, and has taken measures to solve these concerns by enhancing its supply chain management and food safety procedures (Alexander, 2020). Tesco is able to earn its consumers' trust and demonstrate its commitment to ethical marketing communication by maintaining a reputation for openness and accountability in its business practices.
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Tesco's Approach to Customer Privacy and Data Protection
Tesco has implemented a data protection strategy and is in compliance with GDPR in order to safeguard the privacy of its customers and the data they provide. In addition, the organization has taken precautions to protect the confidentiality of its customers' data and the safety of their online transactions. Clubcard is Tesco's customer loyalty program that provides consumers with personalized offers and rewards (Yawson and Yamoah, 2022,87). However, the company has taken precautions to guarantee that the data acquired is only used with the customer's agreement and in accordance with applicable data protection legislation. Tesco's commitment to protecting the privacy of its customers and the data it collects is an essential component of the company's ethical marketing communication strategy. This method exemplifies
the company's regard for the customer's rights and concerns.
Tesco's Response to Ethical Concerns Raised by Stakeholders and the Media
Tesco has taken proactive steps to address the concerns regarding ethical behavior that have been voiced by stakeholders and the media. For instance, the organization has pledged to use only 100% renewable energy by the year 2030 and to cut its food waste by 50% by the same year. These are just two examples of the actions they have made to lessen their influence on the environment. Tesco has also committed to reducing its usage of plastic packaging and increasing the proportion of its inventory that is manufactured using environmentally friendly methods (Mohanty, 2022). Tesco has created a Human Rights policy in response to customers' concerns about employee rights, and the company is also making efforts to guarantee that its suppliers adhere to the same standards. Tesco is able to demonstrate its commitment to social responsibility and develop confidence with its stakeholders by responding to these ethical concerns and addressing them head-on.
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In general, Tesco's approach to ethical marketing communication is founded on a dedication to transparency, the privacy and security of data pertaining to customers, and a responsiveness to ethical concerns brought up by stakeholders. Tesco has been able to strengthen its brand name and keep its customers loyal owing to the measures that have been implemented. But, in order to meet newly raised ethical concerns and shifting patterns of behavior on the part of customers, the corporation must continue to modify its marketing communication techniques.
Consumer Behavior in Response to Ethical Marketing Communication
Consumer attitudes and perceptions of Tesco's ethical approach
The attitudes and perceptions of consumers toward the ethical approach taken by a firm can have a substantial impact on the purchase decisions made by such consumers. According to recent research, customers are becoming increasingly aware of the social and environmental impact of the things they buy and are prepared to pay a premium for products that are aligned with their core values and beliefs
(
Li et al., 2023). The ethical approach used by Tesco, in particular its emphasis on sustainable practices and involvement in the local community, may resonate with customers who prioritize these values.
The impact of Tesco's ethical approach on consumer loyalty and retention
The ethical approach used by Tesco might also have an impact on the loyalty and retention of customers. Customers are more likely to remain loyal to an organization if they feel a connection to the organization's mission and that their values are aligned with those of the organization (AbbAmonTE, 2019, 407). Tesco may be able to keep clients that place a high priority on environmental friendliness and social responsibility if it can demonstrate that it is
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committed to ethical standards. Ethical conduct can also help to develop trust with customers, which can further boost customer loyalty and retention rates.
The role of ethical considerations in consumer decision-making
While deciding what to buy, customers take a number of aspects into consideration, including the cost, the product's quality, its convenience, as well as its social and environmental effects. It is therefore possible for ethical considerations to play a considerable part in the decision-making process of customers, particularly among those consumers who place a high value on ecological and social responsibility. Tesco is able to appeal to these consumers and differentiate itself from competitors who may not prioritize these values by emphasizing its commitment to ethical principles.
Discussion
Presentation of results
According to the findings of the study, Tesco's approach to marketing communication is consistent with ethical standards, with an emphasis on transparency, honesty, and responsibility. It was established that Tesco's commitment to sustainability and environmental responsibility is a
crucial aspect in the company's ethical approach to marketing communication (Tian, 2019). Tesco places a significant emphasis on providing excellent customer service and being active in the local community. This is demonstrated by the company's investment in its infrastructure for providing customer service and by the significant community engagement activities it has.
The data obtained revealed that Tesco has a comprehensive strategy for protecting the privacy and security of customer data (Utama et al., 2022, 57). The organization protects the personal information of its customers in a number of different ways, including the utilization of
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encrypted technology and secure servers. The findings imply that, COVID-19 had a substantial effect on Tesco's methods for maintaining customer loyalty. As a result of the pandemic, the corporation was compelled to modify its marketing and communication strategy in order to suit shifting patterns of consumer behavior
(Krajčovič, 2022, 86). Throughout the pandemic, Tesco was able to retain the majority of its customers attributable to its emphasis on online shopping and home delivery services.
Interpretation of results
According to the findings of the study, Tesco appears to have an ethically sound approach
to the marketing communication it engages in (Dineva et al., 2022). Ethical principles are adhered to by the organization because of its emphasis on sustainability, customer service, and community involvement. Also, the company's comprehensive approach to protecting the privacy and security of consumer data was deemed to be in accordance with ethical standards.
The study also found that COVID-19 also had a considerable influence on Tesco's methods for maintaining customer loyalty (Utama et al., 2022) The ability of the organization to adjust its marketing and communication strategy in response to shifting patterns of consumer behavior exhibited during the epidemic was critical to the business's success in retaining existing customers.
Limitations of the study
The study contains a few limitations that need to be taken into consideration. The research concentrated just on Tesco and the manner in which it approaches marketing communication and tactics for keeping customers. Additionally, the research did not take into
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account the impact of other elements that could influence customer behavior, such as the state of the economy, social and cultural factors, and developments in technology.
Suggestions for Future Research
The impact of other factors on consumer behavior could be the subject of future research,
as could the question of how businesses can most effectively communicate to customers their commitment to ethical business practices. In addition, research might explore the long-term effects of COVID-19 on customer behavior as well as the ways in which businesses can adjust to
the dynamic market. In conclusion, research might investigate the impact that cultural differences have on customer behavior as well as the ways in which businesses can effectively promote their products and services to diverse audiences.
Conclusion
Summary of key findings
The most important takeaways from this study are an overview of Tesco's marketing strategies and communication approach, the company's emphasis on sustainability and environmental responsibility, its commitment to providing excellent customer service and involvement in the local community, and its ethical approach to marketing communication (Peeroo, 2019). The findings of the study have a number of implications for Tesco, as well as for other companies in the retail sector. To begin, the research demonstrates the significance of ethical marketing communication and the influence that it has on the actions of consumers. Second, the data indicate that a focus on sustainability and environmental responsibility may be able to increase the reputation of a business and the loyalty of its customers. The study highlights
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the significance of providing excellent customer service and being involved in the local community in order to increase customer satisfaction and loyalty.
Implications for Tesco's future marketing communication strategies
In light of the outcomes of the study, Tesco is in a position to make a number of inferences on the direction of its future marketing communication efforts. To begin, the findings of the study indicate that customers place a high value on ethical marketing communication and provide a good response to it. This suggests that Tesco ought to make ethical marketing communication a central component of its approach to marketing communication (Peeroo, Samy and Jones, 2019,866). Tesco should continue to give ethical values a high priority in its communication, making certain that it is open and honest at all times and avoiding engaging in deceptive business practices.
The research sheds insight on the significance of stewardship of the environment and sustainable practices to individual customers. Tesco is able to take its commitment to the environment one step further by drawing attention to the steps it has made toward becoming carbon neutral, cutting waste and emissions of greenhouse gases, and responsibly sourcing its products (Li et al., 2023). These types of activities can assist Tesco in appealing to customers who are environmentally sensitive and contribute to the general fight against climate change.
Additionally, the findings of the study indicate that providing excellent customer service and being involved in the local community are critical components of consumer decision-making
(Monte, 2021). Tesco has the potential to improve the quality of its customer service and discover new approaches to interact more effectively with the communities it serves (Alexander, 2020). For instance, Tesco can demonstrate its dedication to supporting local communities by
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becoming a sponsor of community events or by forming partnerships with groups that serve the community.
The study findings also indicate that COVID-19 has had a substantial influence on the behaviors and retention methods of consumers. Tesco should make the health and safety of its customers and employees a top priority by implementing measures to ensure that its stores are clean and preventing the spread of COVID-19 (Krajčovič, 2022, 84). This would allow Tesco to better serve its consumers. Tesco has to keep investing in e-commerce and other online shopping choices so that it can better serve customers who would rather shop from the comfort of their own homes.
Overall, the study emphasizes how important it is for Tesco to continue giving priority in its marketing communication strategies to ethical principles, sustainability, and customer service,
all while responding to changing consumer behavior in response to COVID-19. This research, taken as a whole, sheds light on the significance of ethical marketing communication and its influence on consumer behavior. Moreover, it sheds light on the ways in which businesses can effectively continue to serve their existing clients in the face of shifting conditions.
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