TESCO - The Customer Relationship Management Champion
|
|
ICMR HOME | Case Studies Collection
To download TESCO - The Customer Relationship Management Champion case study
(Case Code: MKTG070) click on the button below, and select the case from the list of available cases:
» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company
Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Chat with us
Please leave your feedback
|
Case Details:
|
Price: |
| Case Code |
: |
MKTG070 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extraThemes
Customer Relationship Management |
| Case Length |
: |
16 Pages |
| Period |
: |
1998-2003 |
| Pub Date |
: |
2003 |
| Teaching Note |
: |
Not Available |
| Organization |
: |
Tesco |
| Industry |
: |
Retailing |
| Countries |
: |
UK |
Abstract:
|
The case describes the customer relationship management (CRM) initiatives undertaken by Tesco, the number one retailing company in the United Kingdom (UK), since the mid-1990s. The company's growth and its numerous customer service efforts are discussed. The case then studies the loyalty card scheme launched by the company in 1995.
It examines how the data generated through this scheme was used to modify the company's marketing strategies and explores the role played by the scheme in making Tesco the market leader. The case also takes a look at the various other ways in which Tesco tried to offer its customers the best possible service.
|
|
Finally, the company's future prospects are commented on in light of changing market dynamics, the company's new strategic game plan, and criticism of loyalty card schemes.
Issues:
• Examine how the information gathered through CRM tools can be used to modify marketing strategies and the benefits that can be reaped through them.
Contents:
Keywords:
Customer relationship management, CRM, Tesco, retailing company, United Kingdom, UK, mid-1990, customer service efforts, loyalty card scheme, 1995, data generated, scheme, marketing strategies, possible service, changing market dynamics, game plan, loyalty card, schemes
TESCO - The Customer Relationship Management Champion
- Next Page>>
|
|
