Segmentation and Tesco

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Segmentation and TESCO Case: Segmentation is essentially the identification of subsets of buyers within a market who share similar needs and who demonstrate similar buyer behavior Using segmentation analysis helped Tesco PLC, Britain's largest retailer stores to decide on their future marketing strategy and to appraise their competitive strengths Tesco realized the requirements for effective segmentation and that it must be Measurable, accessible, Differentiable, Substantial and Actionable To measure the size, purchasing power and characteristics of each segment Tesco used Club card program, giving cardholders discounts in exchange for their name, address and other personal information and optional questions about the size of their…show more content…
It has a large halal butcher shop, the latest movies from India, newspapers in Arabic, Urdu, Punjabi and Bengali, and a jewelry counter with bangles in yellow 22-karat gold popular in India, Using demographic data mixed with usage rate to evaluate the success of world food line they found that more than a quarter of the World Foods customers were coming from largely white neighborhoods. They decided to open 300 stores of world food line in immigrants' areas as well
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