⚡ Giant Hypermarket: Situational Leadership

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Giant Hypermarket: Situational Leadership



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Situational Leadership Models

Kotler, Economical Factors Economic forces cause concern to Tesco because they can affect demand, costs, the prices and profits. One of the most influential factors on economy is the increasing rate of unemployment which decreases demand for many goods, negatively influencing on the demand of such goods necessary for manufacture. These economic forces substantially do not depend on the company, but their influence on productivity and marketing maybe deep.

Though the international business still grows, and it is expected, will assist the greater sum on profit of Tesco within Marketing Plan for Tesco Stores Malaysia Sdn Bhd Page 8 of 45 next several years, the company still depends strongly on the market of the Great Britain. Consequently, Tesco will be strongly affected with any slowdown in food market of the Great Britain and exposure to market concentration risk. Therefore Tesco have increased the quantity of non food items available for sale. Kotler, Demographic changes, such as ageing of the population, an increase of women-workers and decrease in house preparation of meal means, that the Malaysian retailers are concentrating on added value products and services.

P Besides concentration is now moving towards, own labels share of business mix, supply chain and other operational improvements which can lower expenses of business. National retailers are more and more constrained to find new suppliers. Type of the goods and the services demanded by consumers depend on their social conditionality and their subsequent installation and belief. Consumers become more and more informed on questions of healthcare, and their attitude to meal constantly change. One of examples Tesco adaptation of its product mix is to accommodate increase in demand of organic products consists.

The new technologies benefit both customers and the company customer satisfaction rises because goods are readily available; services can become more personalized and shopping is more convenient. The launch of the Efficient Consumer Response ECR initiative provided the shift that is now apparent in the management of food supply chains. With the basic social question threatens sellers of food stuffs were the environmental problems and one of key areas for the companies to operate in socially responsible with maintenance of its reputation. Therefore, accepting this tendency within the limits of wide ethical positions, to corporate social responsibility of company Tesco concerns ways in which the organizations exceeds the minimal obligations to the interested sides specified by means of regulation and corporate management.

In , the government plans to start new strategy of stable consumption and manufacture to reduce waste, to reduce consumption of resources and to reduce to a minimum damage to an environment. Legal Factors Various legislations government policies also render direct influence on Tesco performance. For example, food retailing commission FRC has offered Code of practice should be created, prohibiting many of existing practice, such as demanding payments from suppliers and variation in the coordinated prices retrospectively or without notice. Availability of powerful competitors with known brands creates threat of intensive price wars and strong requirements to differentiation of production. Kotler, Government policy on monopoly of management and decrease in power consumption of buyers can limit an input in this sector from such control, as license requirements and restrictions on access to raw material.

Though the prices are lowered on the advertised goods, the prices in other shops rise to compensate. P 3a. Customer Analysis markets, segmentation, targeting and positioning, branding Marketing strategy Marketing Plan for Tesco Stores Malaysia Sdn Bhd Page 11 of 45 Segmentation, targeting and positioning are three marketing strategy which should be used by the company for promoting its Tesco products aggressively, with objective of increasing sales. Porter, The following concern to them: Segmentation of strategy: Segmentation strategy plays a huge role in success or refusal of the company. Mass, local and niches, all segments of the market should be considered in marketing plan on expansion of sale of Tesco products for increasing satisfaction of clients in effective manner.

For maintenance of the maximal consumer value, behavior of consumers will be studied before segmentation in which their taste and preferences, attitudes and the behavior of buyers will be estimated. Pink: Pink part of a matrix designates area which has high appeal of a segment and the most suitable for the company over the longer term. Red: red part of a matrix reflects environments which have a smaller piece of appeal in comparison from the mass market.

This part has less validity for the plan in comparison from the mass market. Green: In this part of a segment of a matrix, reflects to a measure of appeal from the point of view of a segment and has smaller validity for marketing-plan developed for a retail network. High Mass market Medium Niche market Low Local market Targeting strategy: Targeting strategy in the marketing plan of business also defines viability. The target market for marketing plan must involve those people who have preferences for Tesco products as children, youth and people of middle age should participate all. The company should estimate demands of clients, with objective to reveal them in well planned in Marketing Plan for Tesco Stores Malaysia Sdn Bhd Page 12 of 45 the image.

For this purpose the firm should analyze the preferences and taste in Tesco products. The consumer behavior should be well analyzed prior to the beginning of targeting strategy. Porter, Positioning strategy: Positioning in the market for separate types of production plays a major part in the marketing plan. Tesco products should be located in city centre market in all stores of Tesco. Tesco products for youth and people of middle age in Malaysia and other countries are recommended. For satisfaction of a growing demand for target clients for Tesco products, the product will be positioned in a convincing manner. On quality Tesco Brand hints innovative design and to the added cost, this product will be positioned in intelligence of clients. This brand competes with the license goods offered by Giant Hypermarket.

For this purpose the companies should go on some innovative modes to entice attention of clients to production of Tesco products. This has been underscored by few surveys conduct in Malaysia, which showed that Giant was perceived as the cheapest place, in Malaysia, to shop for everyday groceries beside Tesco. Giant holds second biggest share market in retail industry in Malaysia for the year of after Tesco. Jusco In order to be successful, it is vital for a shopping centre to have the right environment and tenant mix. Only then will customers be willing to spend endless hours here in pursuit of activities that entertain and help them to relax. Jusco provide laid back environment in their shopping complex.

Customer feels free to shop not just that, they can also spend time with their family eating at the food court provided by Jusco. Carrefour Malaysia Carrefour's success is based on the talent and motivation of its staff. To increase efficiency and competitiveness, and in order to improve as a retailer, the Carrefour Malaysia is about to transform themselves and redesign its organization, enhance synergies between sales and purchasing, and create new relationships between head offices, countries and stores.

The report recommends that Tesco target the high-end market segment with a differentiation strategy. Success in any company that operates for marketing and profit acquisition lies on the ability of the management in positioning and establishing the products or services being offered. Marketing Plan for Tesco Stores Malaysia Sdn Bhd Page 16 of 45 Furthermore, the ability of the company and its management to compete and maintain a competitive edge among its competitor is another basis to say that it is successful. The constant development and innovation on the product line and the growing number of clientele also define the corporate standing of a company. Strategy: Tesco accepts effective marketing strategy for achievement of objects in view, which are viable during long success of start of the business.

By means of these strategies, the company competes in the world market and has reached the top position in field of retail commerce. The company is organized in viable image which is responsible for its lead positions in field of retail commerce. For this part, model of McKinsey from 7Ss as strategy, staff, shared values, structure, skills, system and style is applied in Tesco. Five forces of Porter model is applied for an assessment of competitive advantages of industry. Tesco Stores Malaysia Sdn Bhd works in industry of retail commerce, which is diversified industry.

Threat of substitute products and services The threat of substitutes in the grocery retail market is essentially below for food stuffs and from an average up to high for non food items. In retail trade of food stuffs, substitutes of the giant food retailers are chain of small convenience stores and organic shops which are not considered as threat for supermarkets as Tesco which offer products of high quality under significantly lower prices.

However, threat of substitutes for non food products, for example clothes is rather high. It is necessary to Marketing Plan for Tesco Stores Malaysia Sdn Bhd Page 17 of 45 note, that until then as economic recession prevails, clients will be inclined to discounts, and consequently, Tesco is threat for special-purpose shops. Threat of entry of new competitors Threat of occurrence of new competitors in the food-processing industry is low. It requires huge capital investments to be competitive and to create a brand. Reception of permit from planning local self-management borrows a significant amount of time and resources for creation of new supermarkets and it is therefore a significant obstacle for new participants.

Intensity of competitive rivalry The intensity of competitive rivalry in food and grocery retail industries is extremely high. Tesco has an intensive competition from the direct competitors, including Giant Hypermarket, Econsave and Carrefour, which compete with each other at the price, products and promotional activities. Therefore it is necessary to emphasize, that Giant is one of the basic competitors in this segment with an increase in fraction of the market in financial year. In rural areas where the nearest supermarket maybe at some distance, some primary consumers are attracted by AEON and The Store.

Bargaining power of buyers Bargaining power of buyers of buyers rather high. In cases when products have small differentiations and more standardized, switching cost is very low, and buyers can easily be switched from one brand to another. It was offered, that clients are Marketing Plan for Tesco Stores Malaysia Sdn Bhd Page 18 of 45 attracted towards the low prices, and with availability of online retail stores, the prices for products can easily compared and, thus are chosen. It is necessary to note, that suppliers are always inclined towards big grocery food retailers and fear to lose the business contracts with large supermarkets. Consequently position of retail commerce of Tesco, Giant, and Carrefour further strengthen and negotiations are positive to receive the lowest possible price from suppliers.

Ansoff matrix also assumes, that if new products are developed for the existing markets strategy, then strategy to develop product, should be considered at management level by the company. In expansion and diversifications, assortment of products for Tesco is of critical importance for realization of internal progress when new products are Marketing Plan for Tesco Stores Malaysia Sdn Bhd Page 19 of 45 developed.

Character and a degree of diversification should be considered also in connection with a background of corporate strategy and a variety of a portfolio. Following changing in demands of Tesco clients, it is possible to launch new types of products. The retail industry experiences superfluous capacities both innovative services and the products, being the basic competitive advantage. Thus, the innovation should be a major factor for Tesco product development. The diapers probably caught customers attention first with its well-designed packaging; a full pack of diapers retails for RM Although most of the products available in Malaysia come from local suppliers, products such as the diapers and wet wipes are imported from Germany and Korea and are all of international Marketing Plan for Tesco Stores Malaysia Sdn Bhd Page 20 of 45 quality and standards, yet set at extremely affordable price points and are easily accessible for Malaysian consumers.

Tesco Value products are made to meet customers essential needs. Because these products serve their most basic purposes in a no-frills manner, they can be attractively priced to help them spend less. This is because Tesco Choice products are manufactured with quality in mind. Switching to Tesco Choice can help customers save more without compromising on quality. Tesco Light Choices products are specially made for consumers who are undergoing diet plans, health-conscious or careful about their nutrition intake due to medical reasons.

With lower levels of fats and other undesirable components, Tesco Light Choices is a definite choice for a healthier living. Tesco Finest is created for those who seek the finer things in life. These fully-imported goods deliver top-notch quality in taste, aroma and dining experience. It is essential to provide the products at value added price, so as to lure the attention of the customers. Although aggressive promotions can be the consequence of price conscious customers as a result of the financial crisis it is also a dangerous strategy if Tesco want to preserve the core purpose of the company. It is difficult to earn lifetime loyalty breaking promises as Tesco did when failed to beat Asda prices and had to refund money to customers Smithers, Tesco has different shop formats to suit customer needs.

Some like to drive to a bigger store, others like to shop for their fresh food on their local high street, and some find it easier to shop online and order their shopping straight to their door. Now that Tesco offers online shopping, consumers can make a less trips to Tesco to stock up on daily necessities. The service is something that would come in handy for busy mums because it enables consumers to shop in the comfort of their own home. Marketing Plan for Tesco Stores Malaysia Sdn Bhd Page 22 of 45 Up to this day, Tesco has remained one of the most successful multichannel retailers with online sales climbing steadily.

In the annual report , Tesco PLC reported that their profits role by A report from Deloitte notes that the future of shopping lies in the digital world and the opportunities it provides for its customers. A distribution channel has several stages depending on how many organisations are involved in it. Another major initiative has seen Tesco optimise its network to support efficiency improvements and business growth.

Tesco has decreased its number of distribution centres from 36 to 26, which are more strategically located. As it has been discussed above, marketing objectives of Tesco include profit maximisation in short-term and long-term perspectives and increasing the value of the brand image. This objective is achieved through media advertisements, sponsorships of events and charitable causes, point-of-sales marketing strategies, regular announcement of promotional offers and discounts etc. Marketing Plan for Tesco Stores Malaysia Sdn Bhd Page 24 of 45 Moreover, Tesco Clubcard can be specified as en effective promotional tool that contributes to the business strategy of cost advantage.

Importantly, apart from contributing to the levels of customer loyalty through discounts on purchases, Clubcard is used by Tesco as an effective tool to collect valuable information about consumer behaviour and this information can be used to further increase the value of the brand. The term Promotion encompasses all of the various ways Tesco can communicate with customers and includes advertising, public relations and publicity PR , sales promotion, direct mail, the internet and direct communications as well as sponsorship. Together all of these communication tools are referred to as the promotional mix.

It is a flexible form of communication which has the potential to reach a vast audience depending on the medium used yet is not always suitable if the business needs to communicate to a small, select group of customers. Above the line and below the line advertising Above the line - mass media advertising Below the line - other forms of promotion Marketing Plan for Tesco Stores Malaysia Sdn Bhd Page 25 of 45 ABL uses mass media such as TV, radio, newspapers to promote brands and is used predominantly to create awareness.

In the past the term has also referred to agency commission. A business might contract an advertising agency to design and place advertisements on their behalf in the mass media. BTL focuses on direct means of communication, such as direct mail and email. The term "Below the Line" is rapidly going out of fashion in advertising circles as agencies and clients switch to an 'Integrated Communication Approach. Until recently direct marketing included direct mail through the door and mail order catalogues, but due to its popularity direct marketing also encompasses telemarketing, direct response TV advertising the red button during advertisements and the shopping channels!

To contact a customer through most but not all of the methods above a business needs to gather information on their customers. The marketing database includes a range of information about customers collected from a variety of sources such as: Company records membership database Responses to sales promotions Warranty and guarantee cards Offering samples that require the customer to provide name, address etc Exchanging data with other companies Sales force records Store loyalty cards Special events and exhibitions A data base can contain some of the information shown below and is a useful source of information to assist business in customer segmentation. Diagram 2: A marketing database The key to data marketing is to ensure that the information collected is as accurate as possible and that actual and potential customers are not bombarded with telephone calls and leaflets promoting products they clearly do not want!

Unlike the direct marketing techniques Marketing Plan for Tesco Stores Malaysia Sdn Bhd Page 28 of 45 discussed above sales promotion can be employed as an incentive to all channel members. My definition of good leadership is to influence the people around you to not simply achieve a goal but to accomplish them, in such as way, which both the organization and its members benefit. This definition of good leadership occurs by successfully communicating to people that the goals of the organization are important to them as well.

This occurs when people self-internalize a goal or task, analyzing it to determine its importance to them. Self-internalizing the importance of a goal is not something that occurs in a vacuum, even though the decision is made on an individual basis, because external influences constantly shape or even change our values. Our personal values are quite dynamic, changing over time as the social mores in our society evolve.

Therefore, it is especially important in mangers. A manager who has a good character ensures that things are done correctly in the organization. A manager who has a good character also. Authority is legitimated by the implicit contract between the member and the organization. The leader will provide support, consideration, and assistance mandated by duty but will not go beyond such limits. In return, out-group members will do what they have to do and little beyond that. Steps to Build High-Quality Leader-Member Exchange Relationships As noted above, the better the leader-member exchange relationship between leader and follower, the higher the productivity, job satisfaction, motivation, and citizenship behavior of the follower. For a person to find his or her path in the world and to lead others effectively, one need to develop a clear vision of what she or he is aiming to accomplish and be able to communicate that vision with others to gain support.

This explains why different people, demonstrate different personal leadership philosophy. In short, personal leadership philosophy consists of how a person views leadership and describes how he or she regards himself as a leader. Creating a leadership philosophy is a personal process which enables a person to understand what she or he believe leadership. Leadership is taking a group of people and being able to influence and motivate them to complete a task that is better for the organization. In order to be a good leader, you need to be able to have the trust of the people you are influencing and motivating.

This trust is not given to you, it is earned. The first attribute that makes a good leader is their character. Leaders in every organization set the tone and direction on how the rest of the team will flow; they are not in it for themselves, but firstly to guide people to the right path toward greatness. Many times, leaders are considered superior and their followers as inferior, while that is not the case the position they occupy is one that commands great respect, but should not be used as a platform to oppress or look down on people. Another facet of leadership that emphasizes on how leaders should interact or carry out their task with grace in relation to their followers is servant leadership.

The Servant-leader model of leadership is one that puts the act of service before leading. This model gives people a good level of comfort and seeks to portray humility in the actions of the. They will bring a new approach to either a specific skill or an entire career. Mentoring or coaching is not about teaching, instructing or telling someone what to do but about asking the employee the right questions to promote greater self-awareness and more informed decision making.

The role of mentors and coaches is not to solve problems, but to question how the best solutions might be found. The mentoring or coaching process evolves over time. Leadership: Definition Leadership is the process of influencing the motive of the employees and so directing, guiding them to the proper completion of the short-term goals and the mission, vision of the firm. Leadership referring to achieve a specific set of goals of the business enterprise by minimizing risk and more advantage of opportunities is also called Entrepreneurial Leadership Rao, Today leadership is such an iterative process when the leaders should have a variety of qualities and expertise in different area of management.

Here, different theories will be explained which can clearly identify the scope, the responsibilities and the area of expertise required to be successful leader. Nature of leadership There are two ways a leader can show its leadership approaches; one is trait-based leadership and another one is the situation-based leadership.

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