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Unformatted text preview: Tells what, not why o Personal or mechanical observation Experimental method • Test marketing • Simulated testing • Develop findings o Analyze data o Present findings The Tesco Way • 84.9 billion in sales • Largest food retailer in the UK o One of asian leaders o 5 different types of stores o Experts in market research, collecting data for 10 years Best loyalty card in world o Growth slowing (cash cow) • Tesco around the world The New Growth Opportunity? • Objective: “To build the perfect store for the American consumer in the 21 st century” • Stores planned in California, Nevada, and Arizona • Spent over 20 years researching Americans o LOOK AT NOTES FOR TESCO STORY...
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- Summer '07
- Marketing, 21st century, buzz generation approaches