A Comparative Study On The Promotion And Advertising Used By Tesco And Carrefour Hypermarkets In Mal

ABSTRACT This study was set out to compare the promotion and advertising strategies used by Tesco and Carrefour hypermarkets in Malaysia. Various selection of relevant literature was sought to establish a solid framework. Through a survey which covered a sample population of 30 respondents, the study was able to determine that Tesco seems to be more popular compared to Carrefour. It highlighted that effective advertising and promotion strategies have contributed to the hypermarket’s popularity. The study significantly indicates the advertising and promotion strategies that both hypermarkets practice and describe how they manage to be more attractive and how they analyze they companies’ weaknesses and strengths. This study also discusses the use of marketing strategies to enhance the productivity in order to be efficient. Many retail outlets have been growing since the early 1980s due to the change of era. Foreign-owned hypermarkets are fast gaining their popularity in Malaysia as they come with a different concept from the other retail outlets which exists today. Hypermarket is a concept of supermarket and department store together under one-roof. But different retailers have different marketing strategies to attract customers. Therefore, the most interesting examples of leading hypermarkets in Malaysia are Tesco and Carrefour. Tesco is an international hypermarket from the United Kingdom. With a huge growth of profit, Tesco then decided to look into the expansion of its international market to maintain its position. Then Malaysia was selected as the next market of entry and the first Tesco Hypermarket in Malaysia was opened in Puchong in May 2002 and followed with the second Tesco which opened in October in Malacca.. Tesco carries a total of 86,000 lines of products ...
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