Contents
Executive summary 2- Part 1 5
- Introduction 5
- Values 5
- Customer’s values 6
- Customer’s Perceived Value (CPV) 7
- Brief description of Tesco Plc 8
- Model: 1 9
- Woodruff Model 9
- Model: 2 10
- Monroe’s model 10
- Model: 3 11
- Holbrook’s Model 11
- Model 4 11
- Zeithmal’s Model 11
- Part 2 13
- Value proposition 13
- Value proposition in Tesco Plc 14
- Evaluation of eight elements of value proposition 16
- Part 3 18
- New value proposition 18
- Gap 18
- New value proposition of Tesco Plc 19
- Implementation 20
- The Gronroos model of internal marketing 20
- Berry model 20
- Meta model 20
- External marketing 4Ps 21
- Internal marketing using 7P 21
- Conclusion 22
- Bibliography 23
Description
This report is based on the following requirement -
For the assignment for this module you are required to choose one of the following:
A product or division or the company where you work, or
Tesco Food stores
You are required to undertake the following tasks:
Using suitable models identify the customer perceived value for the customers for either 1 or 2 above [20% of the marks available]
Critically evaluate the existing value proposition for the one you have chosen. Compare and contrast the value proposition with that of the leading competitor in its sector. [40% of the marks available]
In light of your analysis of your existing value proposition and what you have learnt in this module produce,
a new value proposition that will match the value criteria of the customers, and
a plan to implement the value proposition externally and internally. [40% of the marks available]
You should fully utilise the marketing concepts/models examined in the module to assist you in your analysis in all three parts of the assignment.
