Marketing reports and essays

Here are some of the marketing reports I've contributed to. To download any of these reports, right click on the paper name and choose "save target as". You are free to download, print and share these documents, however I would ask, if you use these documents to please reference them appropriately. If these documents are used online, please link back to this web-page. Thank you.

Entering the retail sector in Central Europe: Tesco's expansion into the Czech Republic - This report was written for the international marketing course with TC Melewar at Grenoble Graduate School of Business (GGSB) on the Master in International Business (MIB) programme in 2006. This report was written as a piece of group coursework with Séverine Delaporte (from France), Ilona Jurenová (from the Czech Republic), Lizhu Ren (from China) and myself (from the UK). This report examines the role that Central and Eastern European countries play in the increasingly international strategies of retail companies. This report focuses specifically upon the Czech retail environment and how Tesco has successfully entered the market by adapting its market offering for Czech consumers. It is demonstrated that Tesco has been successful within the Czech Republic by adopting a multi-format strategy and by focusing upon consumer needs through offering low-cost and localised products. Subsequently, empirical evidence is analysed which shows that UK consumers perceive Tesco to be too large and too powerful, whereas Tesco is in its Honeymoon period with Czech consumers because since the move away from Communism, retailers are seen as fulfilling the capitalist dream. Finally, the extent to which consumption within Central and Eastern European countries and the extent to which a truly European consumer exists is critically assessed.

The importance of and ways to develop relationships with customers who purchase online. - I wrote this article with Alastair Brookes, Frances Hemingway and Emma Lee in my final year (2006) at the University of Birmingham as a piece of group course for Rob Harris on his Services and Relationship Marketing course. This report begins by highlighting the importance to online businesses of developing relationships with customers. It then states ways in which this can be done by analysing good and bad practice and providing a range of examples of each. It concludes by discussing the key factors that need to be considered when marketing online.

An assessment of the feasibility to open a new Supermarket in the Edgbaston/Selly Oak area of Birmingham - This report was written with Alex Ashman, James Watson and Amy Nicklin in my final year (2005/2006) at the University of Birmingham for my Retail Marketing course with Dr. Sarah Montana. The report assesses the feasibility of opening a new Supermarket in the Edgbaston/Selly Oak area of Birmingham. This essay forms a report on the location decision process, the analysis of customer segmentation and competitors, the issues to address in logistics, the proposed store layout and design, and the sales forecast. Our conclusion is that the supermarket is a feasible proposition as it is comprised of an ideal location, lucrative customer base, limited competition, good logistics, effective store layout and design, encouraging sales forecast, positive industry trends, new service offerings and employment opportunities.