Segmentation To Fragmentation Essay

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Segmentation to Fragmentation [pic] Contemporary issues in marketing David Lee Davies 05185718 Table of contents Company background & History……………………… 3 Marketing mix at Tesco ………………………………...4 • Product • Price • Place • Promotion • Power Brand loyalty…………………………………………….7 Market segmentation…………………………………....8 Segmented demographics…………………………….....11 Fragmentation…………………………………………...12 Bibliography……………………………………………..14 Company background & History In John Edward Cohen's day, a retailer's product line was comprised of whatever could be housed in a tiny stall. In 1919, Cohen invested his £30 demob money from his World War I service in the Royal Flying Corps in stock for his small grocery stall in the East End of London. In 1932, Cohen officially founded Tesco Stores Limited. The name was originally that of a private-label brand of tea Cohen sold, created from the initials of T.E. Stockwell, a merchant from whom he bought tea, and the first two letters of his last name. Over the next eight years, the company grew rapidly, as Cohen opened more than 100 small stores, mainly in the London
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