E/M/123. Strategic Marketing report on Tesco

The paper examines Tesco's solutions to earning customers' loyalty analysing success factors behind the company's performance, reviewing academic literature on customer relationship marketing (CRM), discussing Tesco's corporate brand image, and conducting analysis of Tesco using Porter's Five Forces, PEST, marketing mix, SWOT and Portfolio management models. Recommendations are made about the international operations of the company and their further overseas expansion. Negative effects of Tesco's growth on the market environment are evaluated offering possible solutions to the problem.