Tesco's failure in America Essay Example | Topics and Well Written Essays - 3000 words

Tesco's failure in America - Essay Example Reasons for the Failure Market Positioning Positioning may be defined as the process of creating an image in the minds of the target market for the brand (Ferrell, O. et al., 2000). This positioning can be functional, symbolic or experiential. Functional positioning tries to solve problems and provides benefits to the customers (e.g. - Wall mart’s everyday low prices); symbolic positioning creates affective fulfilment (e.g. - Apple’s products give an ego boost to owners) and experiential positioning provides both rational and emotional fulfilment (Lao, 2013). TESCO entered USA through Fast and Easy (F&E) stores. The F&E stores were positioned between the discount supermarkets and the upscale organic stores. F&E stores were labelled as stores which will provide ‘healthy’ food at low prices. Thus TESCO tried to position itself between Wal-Mart and Trader Joe’s (Sonne & Evans, 2012). The positioning of F&E was neither functional nor symbolic. Wal-Mart succeeds due to its promise of everyday low prices whereas Trader Joe’s provides snob value to the rich and entices them to be different and buy organic food. Trader Joe is clearly positioning it’s product for the rich and Wal-Mart for the mass market. TESCO’s positioning was not enticing to either of the 2 segments. There was no market which wanted health organic food products at low prices in USA. Only 3 % of American population follows the healthy lifestyle unlike in UK and Europe where this trend is the norm (Sonne & Evans, 2012). ... Trader Joe is clearly positioning it’s product for the rich and Wal-Mart for the mass market. TESCO’s positioning was not enticing to either of the 2 segments. There was no market which wanted health organic food products at low prices in USA. Only 3 % of American population follows the healthy lifestyle unlike in UK and Europe where this trend is the norm (Sonne & Evans, 2012). Thus positioning itself as a store with a healthy image in a nation which loves fast food and soda was the biggest mistake committed by TESCO. This was one of the main reasons for their failure in USA. Customer Relationship TESCO had a troubled relationship with USA customers. This was because it ignored the cultural differences between USA and UK.TESCO looked more like a coloniser who stuck on to its customs and culture rather than adopt the culture of the new country. Some of the mistakes leading to a troubled customer relationship were – Low Brand Recognition USA unlike Europe is obses sed with brands. Americans are willing to spend more money if they consider the brand good and worthwhile (Piercy, 2012). Fresh & Easy was an unknown brand to them. The name TESCO was not associated with F&E stores in any way. TESCO focused its money and resources in opening more stores rather than advertisements on brand building. The Fresh & Easy stores were also highly dependent on private labels in a market which likes to see and buy branded products. This was a big mistake in a country which likes to buy branded products. Lack of Service In order to keep the costs low, F&E stores had adopted the self check out system. The staffs in F & E stores were also kept

Gender Equity Essay Example | Topics and Well Written Essays - 2250 words

Gender Equity - Essay Example The separate but equal approach ignores that men and women are not similarly situated in their relationships to athletics as a social institution" (Weistart, John C, p4). "In 1971, before there was any significant activity under Title IX, approximately 290,000 girls were participating in high school sports. In just six years, the number rose to more than 2 million. The obvious unanswered question is what this number would be after a couple of decades of adequate funding and vigorous enforcement of Title IX (Weistart, John C, p37). However, the debate on Title IX continues at a lively or feverish pitch, depending on the prevailing situations at different academic institutions. The main complainants are the male coaches who are distraught to see their big, hard-earned bucks slip away to women sports. However, in certain cases such as the women's basketball, Title IX is proving to be its worth. Women's basketball has grown phenomenally in the United States (Weistart, John , p29). Basically, it is an industry within academic institutions. The television is the protagonist. ... The separate but equal approach ignores that men and women are not similarly situated in their relationships to athletics as a social institution" (Weistart, John C, p4). "In 1971, before there was any significant activity under Title IX, approximately 290,000 girls were participating in high school sports. In just six years, the number rose to more than 2 million. The obvious unanswered question is what this number would be after a couple of decades of adequate funding and vigorous enforcement of Title IX (Weistart, John C, p37). However, the debate on Title IX continues at a lively or feverish pitch, depending on the prevailing situations at different academic institutions. The main complainants are the male coaches who are distraught to see their big, hard-earned bucks slip away to women sports. However, in certain cases such as the women's basketball, Title IX is proving to be its worth. Women's basketball has grown phenomenally in the United States (Weistart, John , p29). B. Industry Analysis Basically, it is an industry within academic institutions. The television is the protagonist. Without the television, sports howsoever popular, do not have the means to exert influential pressures to generate funds (Weistart, John C, p19). It is not easy to think of sports as an industry. But we can accept it as an industry if we consider the quantum of money involved and other economic factors such as human resource and large stadiums. Football and basketball lead the sports show. Because, if these games cease to exist, there will be no other games (Weistart, John C, p22). Also, the terms of Title IX make sports an equivalent to industry. No

Teaching Styles Essay Example | Topics and Well Written Essays - 500 words

Teaching Styles - Essay Example Students were asked to work individually on the project and had to complete two worksheets in the workbook: the â€Å"What do you know† and â€Å"What do you think† worksheets. Afterwards the class was divided into groups: each group consisted of only boys or only girls. These groups were mixed with strong and weak members and were asked to discuss and fully understand a point before continuing to the next and the teacher visited each team to ensure that each team understood what was required of them. Time was spent on a draft before commencing to the completed copy. Changes were to be made in another color or with a pen. This scenario is seen as a cooperative learning situation. Students work together in teams to complete a task; only their communication and teamwork skills will determine if their outcome will be successful. Johnson (1988) defines the word â€Å"cooperating† as â€Å"students working together in a group†. Students doing group work achieve better, as the members support and motivate each other. Learners also learn from other members’ ideas and perspectives and are more positive about school, teachers and projects. (Johnson, 1988) When working in teams learners are also more positive and that boosts their self-esteem, regardless of their abilities or background. They build on their communicative and interaction skills.

Scientific Writing Essay Example | Topics and Well Written Essays - 500 words - 4

Scientific Writing - Essay Example The research aimed at investigating the extent in which web browsers may be constructed to achieve a virtual machine and a real-time theory on the topic as mentioned above. The authors studied the minimum period taken by a Rooter. They developed their project by proposing modern types of flexible symmetries. The research involved refinement of active networks and virtual machines to increase the efficiency of a Rooter. The approach was found disadvantageous due to incompatibility of the public-private key pair and red-black trees (Siemens, 156). The researchers adopted four significant experiments to obtain their research findings. They used their desktop machines while observing the USB key throughput. The researchers made comparisons on the Microsoft Windows Longhorn, Ultrix and Microsoft Windows 2000 operating systems. They installed 64 PDP 11s across the internet network and investigated the acceptance blunder of Byzantine. They finally made eighteen trials with a simulated WHOIS workload and compared the findings. The considered a similar methodology employed by Martin and Smith. They claimed that the real-time algorithm for the refinement of write-ahead logging by Edward Feigenbaum et al. was an impossible method to adopt. Their research is prescribed as not able to hold a reality. It did not describe any natural phenomena related to Rooters. Their method of study deployed so many assumptions that they were not sure whether Rooter would satisfy. They also tried to disconfirm the results obtained by Ken Thompson. The study argued that expert systems can be made amphibious, highly available and linear time. The implementation of this research is the approach of low-energy, Bayesian and introspective. They advocated the need for Rooter development to locate mobile communication. These researchers claim a similarity between their works with the information contained in the Bayesian publication. They

Markets and customers Essay Example | Topics and Well Written Essays - 1500 words - 1

Markets and customers - Essay Example promotion consists of the advertising, sales promotion, public relations, and sales efforts designed to build demands and awareness of the product or service. (Cheverton, 2004) Though these elements are independent contributing to various strategies that can be developed from each P, it can be also said that, the variables are dependent or at least there is a common factor which is dependent on all these variables which is sales volume. This paper consists of some arguments put in favour of and against the dependency of marketing mix variables. Marketing takes care of the delivery of the product to the customers taking care of their needs as well as the organisations needs. Marketing mix can be explained as the different tactics adopted by a marketer to make the product more appealing to the customers. This involves certain critical decisions. Some of the examples are decisions regarding the products that should be offered for sale, price of the product, markets where products may sell and the means of communication with the consumer for the sale of the product. (Goi, 2009) Different weightings can be given to different elements leading to a better offer that attracts the customers of various styles. Now owing to the increased importance of marketing, these 4P’s have been transformed into 7P’s which are product, positioning, people, packaging, place, promotion and price, whose vivid combinations would determine the success of the product or the service. (Hisrich, 2000) For example, marketing mix can be compared to the ingredients of a cake, and the final outcome is the sum total of all the ingredients put into it. Depending on the kind of strategy adopted the combinations of marketing mixes will also vary as the main ingredient changes in accordance with the cake that is being manufactured. The combination is decided by many factors which are the marketing objectives of business, the access to finance, changes in technology, the feedback from marketing

Caribbean Guesthouse Business Plan Research Paper - 1

Caribbean Guesthouse Business Plan - Research Paper Example While there are a number of such homes offering such services our home stands out with difference of being located along the river banks. â€Å"Its marketing strategy will seek to find out ways in which quality of services can be improved within the home in order to attract more tourists.† (Davidson, 2005) It will seek to market the services one is likely to enjoy while at the home and how available the services are to the individuals. The intention is to also convince the consumers that the moment they step in the home they will leave the place satisfied and happy. The staff will be responsible for managing the affairs of the home with the support from the subordinate staff. As a start we will have a staff of 30 people. The size of the market area will be determined by amount of profit made from the investments. Advertisement for the home will be made through the newspapers, television and radio. Based on the demands by the tourism for accommodation, we expect that as a home we will be able to meet the sales projections of up to $400,000 and that the salary of the workers will be determined depending on the amount of profit that will be incurred. Currently, we have completed a six bed room home that is self financed and we expect to get more finances from those who obtain accommodation from the home. From the market research carried out we discovered that most of the profits were made during the festive seasons when families visited the Caribbean and we found that to be an opportunity for us to expand on our services and better them. The Industry The players in the industry are expected to be the tourists who come in from other countries. More and more people are considering leisure activities as one way of trying to avoid straining an idea that makes them want to visit and learn more about other countries. With the increase for the demand in accommodation and good food our home has to cooperate with other industries like those involved in food producti on. Through such cooperation the industry has been able to receive an increase in number of tourism. The director of marketing has noted that currently, people are interested in homes that make them comfortable and at the same time are able to provide a home feeling for them. â€Å"The home industry is very competitive, a challenge that leaves workers to be hardworking in ensuring that they deliver the best to clients and this includes not only services from the home but workers† (Davidson, 2005). To ensure this the staff will be expected to specialize more in their area of expertise in order to offer the best services. With time areas of expertise will become more narrow and interdependent to the extent that they will be able to come up with innovations that foresee advancement in their services. It should be clear that there is likely to be the non local competitors who might be dealing inn the same services. Strategies on how to overcome the barriers of competition is a ke y factor here. The home will seek to strengthen its mode of advertisement such that it is able to reach a wide range of people. The advertisement will take place after a clear investigation on the mechanisms undertaken by the other homes that makes them to remain at the top despite the competition. Marketing Plan This will range from the prices for the commodities to the rates charged for the accommodation. â€Å"

The Impact on the Automobile Industry in China after Joining the WTO Essay

The Impact on the Automobile Industry in China after Joining the WTO - Essay Example In the end, the entry of China into the WTO was considered a positive thing by most, although there are certainly those with contradictory opinions. The efficacious qualities that China gained by entry into the WTO; an aid to the economy, and the opening up of China’s markets for more international trade and investment (to name a few). The aim of this paper is to discuss more thoroughly on these points and more, and to offer a more in-depth and comprehensive point of view on the situation of the impact on the automobile industry in China after China’s accession into the WTO. â€Å"Since the beginning of economic reform and its opening to the outside world, China’s economy has been growing at a rate of nearly 10 percent annually and its external trade has expanded by more than 15 percent a year. In 1999 China’s trade volume reached $360.7 billion, ranking 9th in the world, with export volume reaching $195 billion. China has emerged to become an important player in world trading system.† (Zhai & Li, 2000). Negotiations over China’s accession into the WTO immediately provoked a debate between â€Å"†¦pessimists who believed that opening the economy would lead to a flood of imports and a de-nationalization of manufacturing industry, and those who believed that it would spur rationalization of state-owned enterprises, lock in domestic reforms, attract foreign investment, and open the way for trade expansion.† (Noble et al). The aim of this paper is to thoroughly realize and discuss these interests and more, in order to come to a clearer and more understanding point of view on the particular situation. In order to do this, the following questions must be addressed: The WTO (World Trade Organization) is an organization which consists of 123 signatory countries. Established on January 1, 1995, and based in Geneva, the WTO replaced the GATT (General Agreement on Tariffs and Trade) as the most primary legal and institutional foundation among the