The Relationship Between Marketing Strategies And Customer Satisfactions Of Tesco In Malacca City

Che Pi, Zulaikha (2014) The Relationship Between Marketing Strategies And Customer Satisfactions Of Tesco In Malacca City. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of this study is to identify the relationship between marketing strategies and customer satisfactions of Tesco in Malacca City. A strategy is a long-term plan to achieve certain objectives. A marketing strategy is therefore a marketing plan designed to achieve marketing objectives. For example, marketing objective may relate to becoming the market leader by delighting customers. The strategic plan therefore is the detailed planning involving marketing research, and then developing a marketing mix to delight customers. Every organisation needs to have clear marketing objectives, and the major route to achieving organisational goals will depend on strategy. It is important, therefore, to be clear about the difference between strategy and tactics. The aim of the present investigation is to study the relationship between marketing strategies to the customer satisfaction of Tesco in Malacca City. The findings reveal that, in increasingly competitive markets, consumers have a greater choice over where they buy their goods and services. For an organisation to meet its business objectives, it has to find out what consumers require and then identify the best way in which it can satisfy these needs and wants. Creating a competitive advantage can be difficult. A unique marketing strategy with clear objectives is vital to ensure effective promotional activity.

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