Paper Keywords: retail suppliers environmental logistics chain carbon emission corporate responsibility system
By analyzing the latest green marketing strategy of Tesco Retail Company, we can know that one of the important processes of marketing strategy is strategy formulation, which is also a preliminary exploration of retail industry, so as to understand the basic operating rules of retail industry. The research methods of this paper include on-the-spot investigation and network data search and induction. The article takes the opportunity of studying in the UK as the local Tesc. Tesco's physical stores conducted a survey and found product information and the current situation of energy-saving operation of physical stores. The network information search mainly focuses on Tesco official website, focusing on business data dynamics and news conference content, thus summarizing the implementation process of green marketing strategy. This paper will analyze the green marketing strategy from six aspects: strategic background, strategic planning framework, strategic business operation procedures, strategic implementation (4P), strategic corporate responsibility system and strategic benefits.
The conclusion of this paper is that the green marketing strategy is completely feasible, and this strategy will make Tesco a leading enterprise in the future green retail industry.
As the largest retail supplier in the UK, Tesco occupies more than one-third of the local retail market in the UK. On the basis of gradually leading the British and Irish sales markets, it also competes with Wal-Mart and Carrefour in the global retail industry, and has now become the third largest retailer in the world.
The successful management factors of retail suppliers lie in supply chain management, market planning and marketing strategy formulation. Among them, the formulation of marketing strategy determines the sales volume, the success or failure of market competition and the image of the enterprise. For a long time, Tesco has taken "many a mickle makes a mickle" as its operating principle and propaganda slogan, established a positive corporate image that pays attention to the development of people's livelihood, and set the tone for the development of its own sales strategy, aiming at ensuring the lowest price and regionalization of its influence.
In recent years, "green retail" has increasingly become people's consciousness in the world. In order to save our common home, Tesco has actively formulated a green marketing strategy. From green goods to energy saving and emission reduction, from controlling the use of plastic bags to environmental protection requirements for suppliers, Tesco wants to use this strategy to enhance its corporate image, consolidate its market position, seize the huge environmental protection business opportunities in the retail industry and obtain greater profits.
I. Strategic background
Retail enterprises must deeply analyze the background of strategic planning before organizing their own strategic planning. The strategic background includes answering questions such as what kind of market to enter, what kind of resources to use, what kind of competitors to face, and what kind of social conditions the market is in. Here, the background of Tesco's green marketing strategy can be divided into four parts: Tesco's external environment, available resources, target customers and competitors.
1, the external environment of Tesco. In recent years, global climate change and "carbon emissions" have been the focus of world attention. Since the Copenhagen Climate Conference, the British Climate Change Committee has asked all British enterprises to pay attention to their own green management. Tesco began to implement green management in 2008. Terry Lacey, CEO, said at the press conference at the end of 2009 that one of Tesco's goals in 20 10 is to reduce the carbon emissions of enterprises by 80% to 90%. He claimed that this goal can only be achieved through "green growth". The so-called green growth is to increase and realize the demand for a "low-carbon lifestyle". Just as the consumption situation in the west explains the global economic development in the 20th century, the global "low-carbon consumption" will bring about an all-round reduction in carbon emissions, which will inevitably explain the economic development in 2 1 century.
In addition, for Tesco, government policies such as "green tax" and the development and application of new technologies will have an important impact on the formulation of green marketing strategy.
The so-called "green tax" is an economic policy that takes environmental damage as production cost and includes it in tax items, aiming at encouraging enterprises to develop technologies that are beneficial to environmental protection and restraining their production and operation behaviors that are harmful to the environment. As the problem of climate change becomes more and more serious, the British financial department believes that this new tax method is an important policy in the future. Policies include paying taxes.