The operation of Tests is around 1,878 stores throughout the I-J, and also operates stores in the rest of Europe and in Asia. The online site Tests. Com is owned by Tests and they have Tests. Com and Tests direct. They offer online and offline personal and financial services. The headquarters of Tests is located at Hairdressers, England. For the year last ended Tests PL has achieved the revenues that totaled EYE,557 million with an increase of 18. 7% against the earlier year’s profits that were EYE,280 million. (5) Aims and Objective of Tests 1.
To be a successful international retailer In the early ass’s itself Tests started to invest the market outside I-J, Tests is looking or new ventures for development and try to accumulate long term securities and the returns for its shareholders. At present Tests is functioning around 13 markets rather than UK and planning to enter strongly in Asia. As to achieve international market Tests has made a strategy which is established on 6 elements. . Trying to be flexible(People in Japan likes to buy a small amount of fresh food) .
Act as a local (As in Thailand customers has a habit of asking about the product and its process to its vendors) Maintaining a focus Enlarging the stores throughout world Developing new capabilities Building a brand. 2. To grow the core business in I-J The 70% of revenue come from I-J itself. Tests has been planning to maintain a different store layout strategy. The store which consists of Tests Express, Tests Metro, Tests Superstore, Tests Extra and Tests Home plus. 3. Maintain a strong Growth in non-food as in food.
They have the broadest range of non-food such as clothing, beauty and health, stationary, furnishing and cook shop etc. Tests direct was introduced, an online catalogue of non -food offers, which includes almost 13,000 products. Tests says “All their customers are different, and their needs are continually changing. That’s why they continue offer more than one way to shop”. 4. To put community at the heart of what they do Tests says their core purpose is to maintain and create loyal to its customer’s lifetime.
Then he explains that the different kinds of satisfaction feelings at each level of hierarchy. Applied to Tests The customer acknowledgment of Tests is, it is the retailer providing good quality as less price. Sub-urban shopping has made the shopping convenient and easy access of customer. Their customer sees offers as reliable and attractive. As it is told attractive as the other supermarkets doesn’t provide as what the Tests does. The well-designed shopping and sales help has helped the customer improved their shopping. Selection of categories has helped the customer even though.
The loyalty art which is club card has helps the customer more useful as they are getting points for their purchase which gets an additional benefit to customers. The next is Holbrook customer perceived value Holbrook has mentioned it as customer plays an important role at the heart of all marketing activity (Holbrook, IPPP. 1) In line with the concept of customer perceived value is defined by Holbrook as “An interactive relativistic preference experience (Holbrook 1999,up) I Orientation I Self: Active I Extrinsic I Efficiency (convenience) I Intrinsic I Play (fun) I I Other: Active Justice, Morality)
Tests is a British retailer who has more stores other than any retailer which makes the customer easy shopping. Merchandise quality and selection of categories helps in convenient shopping. Rural convenience with reliable price makes the shopping more interesting for customers. Deco’s club card is another motivation to purchase from Tests; it motivates the customer to purchase the product from Tests The customer perceived value of Tests is discussed on the basis of purchase criteria of customer like: 1. Price Quality 2. Rural and Suburban Shopping 3. Easy and Convenience Shopping 4. 6. Sales help and Service
So we conclude that Deco’s customer perceived value is good as they value for customer and their needs. It offers good quality products at a reliable price. Tests also offers great Service to customers like trained staff who helps their customer to purchase and even the online shopping has made shopping convenient. The important value given for customer is the location as Tests is available in almost all places which make the customers shopping easy. 2. Critically evaluate the existing value proposition of the Tests. Compare and contrast the value proposition with that of the leading competitor in your sector.
CUSTOMER PERCEIVED VALUE It is a sum of value which is to be delivered and believed by the customer, that value will be experienced by the customer. It is a sum of total benefits which a seller promises the customer, According to Landing “Value proposition is a statement is a clear compelling and credible expression of the experience that a customer will receive from a supplier measurable value creating offering” (Blake, POP) A Customer value proposition provides a convincing reason that, why a customer should buy a product and it also differentiates your product from its competitors.
Gaining customer’s attention and approval helps to build sales faster and increase market share Tests maintained a high quality by its services and keeping up high quality product at a fair price, through well decorated rooms with much attractive appearance and immediate service and a friendly staff. Tests ensures that all suppliers have been evaluated by Quality Attribute System (AS) in order to provide quality product to ensure its customer. Tests has a price strategy according to kind of stores.
However to adjust to the needs of less wealthy clients it also offers a wide selection of basic educe queues through the recent introduction of basket tills and self-checkouts as new scan and pack system. Tests also offers home delivery in the very next day, as it depends on keeping words to its customers. Tests provides customers’ quality product at a fair price, fulfilling the customer expectation for fresh, safe, healthy and tasty food. Tests respects environment by using environmentally friendly packaging. The Queuing time is reduced and deliveries are on time as according to their efficiency in work.
Online Shopping at Deco’s is also a great advantage.. Tests started new range ‘Real Food’ that aims to provide consumers desire to treat themselves at home, rather than spending money in buying expensive takeaways or eating outside. Deco’s continuously investing in their clothing and home decor items, financial service, Telecoms etc. As to accelerate the growth in non-food sector so that they can reach to more customers so as to increase its market share and sales. (Euro monitor) Tests supermarkets follow with the mission of being the customer’s first choice by its service and its quality.
Through the method of working simpler, together ND faster delivers an outstanding good service and quality. Tests is accelerating its growth in non-food sector so as reach new and more customers. Online facility provides it is the customers to shop online for non-food items also. The company has a solid brand value as it is a British retailer that has gained competitive by creating its superior functional value for its customer. Tests is getting a head in the market in terms of customer service, loyalty and price competitiveness. As in this case Tests has been noted.
The goal of providing the value is based on; ; Purchasing the Right merchandise Training the personal and designing convenient shopping In 2007 Tests is the third largest retailer in world behind Wall- Mart and Careful, in 2006 Tests which ranked four moved ahead of Home Depot, following the sale of Home Depot’s professional supply division and decline in the value of US Dollar against the British pound, Later Tests ranked second in the world. Tests ranked one in UK as it had good market share but its steady growth was decelerating in last year. I Supermarket I Market share 130. % I March 2012 17. 9% 112. 3% I I Tests I Said I Gainsayer’s I I The Co-operative Food 116. % 16. 9% I I Morning’s In terms of the wider UK retail market, Tests sales account for around one pound in every ten spent in British shops. From 2007 it was reported that its share was getting larger as with one pound in every seven spent. Deco’s customer is focused committed to provide functional value is summarized in well as the employees “Every Little Help” is summarized by five promises aisles are clear 2. I can get what I want 3. The prices are good 4. No queue 5.
The staff are great (Seth and Randall 2005,pop) At first we can explain through marketing mix MARKETING MIX 1. Product : 1. The Tests always tries to introduce new products in their store and new food products with good quality which would be healthier for customers. The product plays an important role as Tests always tries to identify the product what their customer is looking for. Tests would always help the customer what they are looking for. Tests would always help the customer to identify and how to renew products with customer’s idea. Well, Tests provides 350 range of food products and 600 organic products.
It has new product range “Make a meal ” which is ready meal food item as for those people leading a busy lifestyle ,as who want quick ND easy food without compromising on taste. Another range is “MARKET” for frozen foods. Tests has the product of own brand of finest products. Deco’s product values more than a El MN. 2. Price : As every organization price is also a key component of marketing mix in Tests. Deco’s marketing department decides what price is fixed; sometimes the price may be reduced to draw the customer attraction or altered the price of short shelved products as according to the customer in I-J.
Tests implemented a new strategy for price discount which is known as “Price Promise” as it tells that Tests would offer less rice compared to its competitors like Sad, Ginsburg etc. As giving discount or vouchers. The purpose of “Price Promise” is to achieve the trust and value from the customer and gain its leadership in the market. 3. Promotion: Tests has a solid brand image among its customers through various promotions. Tests mainly focuses on their brand and they even promote their brands which they promotions in T. V, Radio and advertising in cinema etc.
As other brands Tests also does Sales promotions, merchandising as they are key element of promotion of a brand. “Tests Club Card “the loyalty card of Tests is one of their greatest promotion t is one of the most advanced research system of consumer approach for their commodity. The club card has maintained a complete profile of their customers. The club card gives a point if a customer buys a commodity for a El purchase from Tests. These points or the vouchers which we earn as point can be used in petrol pump and they can even use to buy mobile or its accessory. Another benefit club card is free use of Wi-If in Tests stores.
In I-J 200 Tests stores are WI-IF enabled. This will make more members for their club card and also motivate the people to buy from Tests. The Club card has a membership more than 15 million people which means 20% of the total population. 4. Place: New space has always driven the sales of Tests . Len 2011/12 Tests has opened 200 new stores and have more opening programs in coming years. The important factor that Tests being no 1 retailer in I-J is that they cover the greater area I. E. They have a great Market share. It is easy in Tests that more products in Tests have more on likely to sale.
Tests is the only retailer which has more store than any other retailer in I-J, as it is done for easy access to customers The aim of Tests is “Grow the I-J Core” and achieve its aim. As long the store earns the profit is transformed into new stores. So now a day Tests stores are all over the UK. It’s easy to find Tests express everywhere, even its competitors like Ginsburg and Sad doesn’t have number of stores like Tests. Mission Mission is the analysis where we start the business and tells us the broad purpose of operation and gives a frame work as how to set specific goals and objectives.
