An expedition into the world of case study writing

Emily Martin | 08 Jul,2020

Case Study- Its structure and examples

Unachievable is just a word! Everybody says it, but Qantas leadership has proven it right, with a constant growth in its development chart over the century.

Education is the platform which introduces us to various learning processes. To increase our knowledge of the subject, we tend to study it deeper and understand its various perspectives. Moreover, there are various formats of learning and dwelling into a subject. One of the methods which is highly effective and popular is case study.

Are you a college student? Do you get case studies as a college assignment?

If the answer to the above questions is a Yes, then this blog is meant just for you. Through the course of the blog, you will get to know all the details about case study writing. Also, you will come across some case study examples. These examples can be really helpful for your studies. The examples will also help you write your case studies for college assignments.

What is a case study?

In simple words case study is the research of a case. It is the methodology which allows you to go deeper into a subject. It further aids you in understanding the basics, reasons and various periodical developments of the case.

The breadth width of a case study, largely depends upon its purpose. If you get a case study on a company as a college assignment. Then you have to track its journey of growth from the beginning to the end. Whereas, if you get a case study assignment to cover one project, then it is comparatively a smaller task. In the latter case, the project is generally the most important. It would have either been the best or worst profit generator. You as a student can get both types of cases as assignments. So, you should be ready to take the load.

Moreover, the case studies are not limited to a business subject. It means that you can get a case study as an assignment, even if you are a medical or humanities student. Case study is a technique to study the case, the topic or the subject in detail. So, the subject category does not make any difference. If you are a management student then, you can get a case study on Wesfarmers, Woolworths or Tesco. In case, you are a medical student then you can get a case to write on a pandemic like COVID 19 or the development of its medicine.

Every case study has its own limitations and strengths. The purpose of writing a case study is to actually evaluate and examine these points. Also, being a student you should relate the findings with the lessons of your subject.

A case study also helps you to dive deep into the practicalities of the subject. It tells you which theory actually works and which does not. Isn't it good to learn these lessons during the course?

Do you need a case study template?

There are a number of websites which provide you a case study template. But, the question is, do you need one?

As discussed in the above section, every case study is different. You need to analyse the very basics and then go into the depth of its information. So, talking about a template, we actually mean the structure of the essay. This structure will be discussed in the next section. This will give you a detailed understanding of the case study structure.

Importance of research in case study

Before moving ahead to the structure, one very important aspect of a case study is the research. Without proper research, you cannot write an influential case study. Therefore, to make it, you need to nail down the information till deep.

It is very important for you as a student to find and read the right resources. These will work as the capital for your writing material. Unless you have the absolute knowledge, you cannot lead your step ahead. Thus, you need to realise the importance of research.

This research is the foundation step of writing your case study. It will help you in finding the right points. If your research is strong, then your case study can get high grades. Also, to make an influential mark, you need to put extra efforts.

You should remember case studies focus on certain stories of a company or an organization. These carry lessons with them. The learnings help you to overcome problems and believe that nothing is impossible. There can be cases where you study a failure. But herein, you should try and find out the reasons for the lack of success.

How to do the case study research?

Considering the importance of research, you need to invest a good amount of time to research the topic. Therefore, before going to write your case study, you must sit and work on gathering the information. There are various resources available for this. You can search the information on the internet or can visit a library.

The sources of information can be primary and secondary. The primary generally refers to first hand knowledge. It can range from an interview to a direct conversation with the people concerned with the case. Though, it is very tough to find primary sources in management case studies, there can be some cases where you get to find it. In case you get hold of primary sources, it can prove to be really insightful.

The secondary sources as we discussed already are more of the internet and books. Thus, you can depend upon books, CDs or the internet for knowing the details. Secondary sources can support you well in crediting the information in your write up. Moreover, the new articles, on the topic of case study, can be a great source. The news articles carry credible information, so their authenticity is high.

These mediums actually help you collect the information. But, it is you who need to sort it. Remember you need to have a great intellect to arrange the information in the right manner.

So, once you are done with collecting the information, you need to place it in order. Here, in this step, you should check which information is relevant and which is not. For this you need to keep in mind your topic of the case. Also, you should remember to not lose your track and concentrate consciously on your sorting.

This arrangement of the collected information can prove highly beneficial for the completion of your assignment. If you sort the information in an efficacious way, then you are halfway through your task.

Further, you should not lose focus on relating the information well with the topic.

You need to support every claim with proof. So, keeping in mind, you need to collect facts from reliable sources.

Structure of a case study

Writing a case study is not always easy. But, in this section we will make it easy for you. This section will detail all the steps. It will help you write all the steps of the case study one by one.

Depending on the type of case study, there can be various formats. However, the basic structure remains the same.

One imperative factor you need to understand is the language of the case study. You need to play the role of a story teller. The tone of your language should be interactive. This implies that you need to maintain the flow of your write up. You need to ensure this continuance throughout the length of the article.

Introduction

This is the first step, where you need to introduce your topic with your audience. This entails the basic details of the topic or the company. For instance, you have chosen starbucks as your case study. Then, in the introduction section, you will provide all the facts about Starbucks, its presence, business and turnover.

You need to provide the background of the company also. This will form a strong base of your case study. It will further help you to lay a strong foundation of your assignment. Also, it will help you score better in your case study college assignment.

Structure of a case study

Purpose statement

In this step, you need to define the purpose of your case study. You need to make sure that you clear out the exact motive of your case study. It can be the problem question you are going to focus on in the case study. Or, it can be detailing the success story of a company. This section clearly defines your objective of writing the case study.

Case details

This section accounts majorly for your research points. Here you should mention all the details about your case study. If you have not mentioned the background details in the introduction section. Then this section should detail out the same.

You can mention the various other relative facts of your case. Overall. you must assure that you are able to form a strong image of your case through your content.

Challenges faced

In this step, you need to talk about the challenges your case/ company has faced. This is actually the focus of your assignment. You must write down all the challenges in a pointer format.

Each point of your challenge, must be written clearly. Also, you should carefully jot down the details. Every word written by you, should reflect the depth of your research.

Moving further, the points here would also differ in accordance to the type of case study you are addressing. It can be a particular project problem or the general problems. The level will depend on the focus of your study.

Solutions/ theories applied

In this part of the project, you need to talk about the measures. It covers the steps that the company took to overcome the issue. It is very important to talk about the theories, because these can emerge as lessons for you. Also, in this part you can relate your theoretical part of the course to the practical solutions in hand.

For attaining this point, if possible you should try to converse with the people involved. This definitely asks you to do first hand research on the topic. With this intelligent step, you would be able to gain a better perspective of your case. Moreover, it will give you the chance to have a deeper insight into your capabilities and personality. It will act as a way to learn the true techniques of investigating a case study.

Also, you should talk about every solution/ approach in detail. These things should be ultimately related to your case. You should not lose the focus or purpose of the case study.

Accomplishments

After the implementation of the theories, it is the time to talk about the achievements made through it. In this step, you need to highlight the accomplishments that your case made after the execution of above mentioned steps.

This is the proof for the authenticity of the techniques used by your case study. It is crucial for you to write these properly and in a much orderly manner.

Failures

Here you need to mention the methodologies which did not work for you. Also, you should bring upon the losses or the goals which your case could not achieve. It is equally important to talk about the failures. It tells your teacher how much indepth research you have done.

Lessons from the failures: The entire case study is a big lesson for you. However, here you need to mention your case study. In addition to the lessons learnt by your case, you should also mention the lessons you have learnt from its failures. You should also relate it with the theories you have studied in your respective course.

Conclusion

Here you summarise the case study. While doing this, you should cover the major points of the case. You do not need to repeat the points but you can present them in a conclusive way.

Lookout for the future

In this very step you showcase your understanding of the subject. You need to point out ways which can prove fruitful for the future of the company. These should be original and executable. Also, you can talk about ways which support the purpose of your case study. Your ways can also help the company to increase their brand image and help them form stronger bonds with their customers.

Case study examples

Now to make you understand the structure and the writing style of the case study, here are some examples. These examples will help you in writing your case study as a student. The case study examples that are mentioned in this blog are student oriented. These will aid you strongly in writing your case study for your college assignment.

Also, the topics for the examples that we have taken are much in alliance with your daily college needs. The case study assignments that you get in college have a purpose. The examples act as a support to help you solve the same.

Starbucks case study example

Structure of a case study

All of us are aware of the brand name Starbucks. In fact chilling with our friends in its stores is what we love to do. So, here is a detailed study on one prominently talked about issue of the company.

Introduction

To give you a brief of the company. Starbucks is an international brand which started its operations from Seattle in 1971. The first store was located in the popular Pike place market. It commenced its work with the objective to serve the world with high quality and fresh coffee beans. Three San Francisco University friends named Jerry Baldwin, Gordon Bowker, and Zev Siegl, started the company back in 1971. At present, the company serves its customers in 30,000 locations, spread across 77 countries. The popular selling items of the brand include instant coffee, tea products, hot and cold drinks, instant coffee and much more. The company enjoys a strong business reputation in the international market. However, it failed to yield business in the local markets of Australia.

Problem statement

Now, in this case study is the inability of Starbucks to make its mark in the local markets. The reasons and the strategies that went wrong in implementing its position in Australia will be analysed. Some of the questions include.

  • What reasons contributed to the failure of Starbucks in Australia?
  • Where did Starbucks go wrong in terms of customer satisfaction?
  • Which business model did Starbucks follow for the accomplishment of the process?
  • How were the services offered to the customers different from Australian coffee culture?

Case details

As already discussed, the main issue of the case study here is the inability of Starbucks to develop its image in the Australian market. Before venturing into the Australian market, Starbucks already had a strong image internationally. This is the reason, it did not wait much before multiplying its stores in Australia. It opened its first store in July 2000 in Sydney and by 2008, it had a total of 87 stores in the entire Australia.

The company got rejected by the people because of the many issues. The company faced a total of $ 105 million losses in 7 years of its presence in Australia. All the issues and problems will be discussed in detail in the following sections.

Challenges faced by Starbucks in Australia

Starbucks is believed to have faced challenges and problems in the Australian market, from the very beginning years. To introduce you with some of the barriers it faced, few points are discussed below.

  • Thriving coffee culture

    Australia as a country is known for its coffee preferences. The people of Australia have different and set preferences in terms of the taste of coffee. This came up as a challenge for Starbucks. It presented the people of Australia with sweet coffee options. It proved contrary to the taste people liked.

  • Existing competition

    The already existing italian and Geek coffee brands in Australia, made it tough for the company to make its mark. Actually the already developed taste buds of the Australians for the coffee, made it difficult for Starbucks to get appreciated by the audience.

Expansion steps taken by Starbucks in Australia

  • Quick multiplication of stores

    With the vision to quickly take over the Australian market, Starbucks opened 87 stores in 8 years. It adopted this measure with the ideology to ensure that people get Starbucks coffee easily. It was a slow a step to rule out competition. It applied the theory of higher visibility would yield higher benefits for the business.

  • International business model

    The company implemented the same American business model in the Australian market. It believed that a model which has been well accepted internationally would also work good with Australia.

  • High prices of the services

    The company as usual went with its higher price strategy. The prices of the coffee and eatery items served by Starbucks were higher than its competition in the country.

Accomplishments

As mentioned earlier, Starbucks incurred strong losses in its initial years of establishment. It lost around $ 105 Billion in the first seven years. This massive loss forced the company to shut its stores in 61 locations in Australia. The frequent losses faced by the company can be attributed to the following reasons.

The failures and its reasons

As mentioned earlier, Starbucks incurred strong losses in its initial years of establishment. It lost around $ 105 Billion in the first seven years. This massive loss forced the company to shut its stores in 61 locations in Australia. The frequent losses faced by the company can be attributed to the following reasons.

  • Cultural issues

    Starbucks is an American company. It entered the Australian market with the same concept. This idea did not go well with the Australian audience. There is a considerable difference in the cultural values and practices of America and Australia. This variation let to the fall of the brand.

  • Business model

    The company executed its same international business model in Australia. The strategies and the alignments of the working style of the company were not well accepted by the customers in Australia.

  • Imaging itself as a popular brand

    Though, Starbucks has been an extremely popular brand in and across America. It became quite tough for it to establish its name in the Australian market.

  • Low customer preference

    There have been many studies conducted which show that the products of Starbucks were rarely preferred by people in Australia. The very reason for this is the taste difference and choices of the Australian people.

  • Rapid expansion

    The company expanded quite fast in the regions of Australia. This is accounted as the prime reason for its failure. It should first have studied the market and then stepped ahead for its future growth plans.

Lessons learnt from the failures

  • The first and the most important lesson learnt is slow expansion. A company whether a popular brand or a newcomer, should always be slow when it plans to expand in a new market.

    It was due to the faster expansion that the audience could not form an emotional connection with Starbucks brand. The company could have also cashed upon the three stage model of consumer relationship investment. By using this model, Starbucks could have easily improved its relationship with the customers. According to this model, customer satisfaction plays an imperative role in earning the confidence of the consumers in the brand.

  • The above mentioned step would have slowly developed yearn in the people for the products. This would have further increased the brand value of Starbucks. The formula that scarcity of resources leads to the upward shift in the demands of its products could have been absolutely brought into action.

    The easy availability of Starbucks products decreased its value among the customers. So, in actuality if the company would have adopted a slower and scarce route of expansion. This way it would have produced better results.

  • One very important step that the company missed is the homework. Before entering the Australian market, the company should have done a thorough research. Most importantly, the taste of Australians did not match well the Starbucks coffee. This worked highly against the brand.

  • Implementation of the same business model has been a mistake for the company. One business model cannot prove successful for all locations. The company should have thought this before entering the Australian market. It tried to bring in the same American model in the Australian market. Taking lessons from the success of Mcdonald's in the local market, Starbuck should also have adopted regional strategies of success.

  • Expanding on the above mentioned point, the company should have developed its business strategies as per the taste preferences of the people. A small ignorance can lead to big losses. The same thing has happened with Starbucks in Australia.

  • As mentioned earlier, the three stage consumer investment strategy could have worked best in gaining the trust of the customers. It could also have worked right for forming an emotional impact on the customers.

  • The cost of the coffee and its varieties proved negative for the business of Starbucks. At one end, where the taste of the coffee was not applauded by the people of Australia. On the other, its cost was way too high than other coffee brands in business. It made it tough for the people to accept the brand with such high value.

Conclusion

Starbucks, although an international brand but made huge mistakes in terms of approaching the Australian market. Its basic steps of establishing its name in the Australian market went wrong which included the customer relation and the business models. Further, its expansion speed proved against its goals and its availability everywhere around the Australian regions brought down the image of the brand. The company should have established its name in the Australian market slowly by simultaneously suiting the taste buds of the people well.

Way forward for the company

After the shutting down of around 61 stores in just one year of its establishment, Starbucks learnt its lesson. Now the company is slowly opening up again in Australia with fewer stores. It has now shifted its focus to the tourists in Australia. This is the reason it now has stores in cities which have more tourist populations.

Further, if the company wishes to expand, then it can devise a new model of business for the Australian market. It can bring about changes in its strategies and make it easy for the people to accept the brand and its products.

Also, keeping in mind high competition, the brand should also work upon reducing its cost in the Australian market.

Case Study IKEA Example

Case Study IKEA Example

Introduction

IKEA is a Swedish Multinational Company. It was found in 1943 by Ingvar Kamprad. The company deals in ready to assemble furniture, kitchen appliances and home accessories. It has been taking great leaps of success right from its inception and today is the world’s largest furniture retailer. By now, it has opened 443 stores across the globe. Not only this it also has 50 e-commerce markets. It is famous for its innovative, ready to assemble and low cost furniture. Further, in 2019. IKEA became the retailer of choice among Americans when shopping for furniture.

Purpose

Although IKEA is a leading furniture company, its path to success was laden with obstacles. When IKEA opened its first store in mainland China in 1998, it faced a lot of challenges. Its low cost strategy by implementing which it rose to fame in the rest of the world, also didn’t quite succeed in attracting consumers in China. This case study examines how IKEA overcame the different challenges by following various strategies.

Challenges faced by IKEA as it began its journey in China

Given below is a list of the different challenges which IKEA faced, as it tried to establish itself in the Chinese market:

Solutions/ Theories applied

    • Chinese apartments were smaller and contained less space as compared to other countries of the world. Thus, IKEA faced the challenge of designing furniture which could fit properly in the Chinese apartments.

    • Its low cost strategy didn’t work in China. It’s prices, which were considered low in the European market, were higher than average for Chinese customers.

    • Local Chinese stores created replicas of IKEA’s furniture and sold them at cheaper prices. This led to IKEA losing its customer base.

    • High import taxes in China

    • Deciding the perfect location for IKEA stores was also a great challenge. This is because most of the Chinese consumers depend on public transportation to carry their purchased goods back home.

    • Modifications in the furniture design

      In order to deal with the first challenge, i.e. the smaller size of the Chinese apartments, IKEA made some modifications in the furniture design. Furniture was made a little more compact and smaller in size. This eventually resolved the problem and made IKEA Furniture suitable for Chinese Apartments. Although, design modifications are not that easy to implement, IKEA did that successfully. This is evident from the success it has gained in the Chinese market. Furthermore, the layouts of IKEA stores were also designed in complete resemblance to the size and dimensions of Chinese apartments. This helps the customers in forming an idea of how the furniture will look at their respective places.

    • Local Sourcing of materials for reducing the prices of products

      In order to make its products affordable for the Chinese consumers, IKEA planned to trim costs. For this, first of all it analyzed the factors which made its products costlier for the Chinese consumers. ‘High import taxes’ in China were one of the major reasons behind it. So, IKEA started looking for ways to eliminate the high import taxes. ‘Local sourcing of materials’ was the strategy it felt could best work for eliminating the high import taxes in China. So, IKEA established factories in China and developed local sourcing chains for the supply of materials. By doing so, it successfully managed to cut the costs of its products and rose to fame in the Chinese market. For instance, the cost of IKEA’s ‘Lack’ table was 120 yuan when it entered the Chinese market. But, after implementing the local sourcing of materials, the price dropped down to 39 yuan.

    • Differentiation Strategy

      In order to cope with the increasing competition from local stores, which copied its products and sold them at lower prices, IKEA followed the differentiation strategy. Although it could have taken legal action against the replicators, the Chinese legislature was not that strong to offer justice. Thus, IKEA resorted to follow the differentiation strategy. According to this strategy, IKEA started targeting the young consumers between age 25 to 30 years. The particular reason behind targeting this age group was that young people acknowledged the value of branded products. So, they are more inclined towards purchasing branded products. Not only this, Chinese consumers from this age group also had higher salary packages so they could afford IKEA’s products easily. Further, it was with the help of Chinese microblogging website Sina Weibo, that IKEA targeted the young consumers. Along with this, IKEA also resolved customer complaints through its website which is available in both the local language as well as English. It offered quick replies to the queries and complaints of the customers and thus, captivated their hearts. All these efforts made by IKEA, together gave it a competitive advantage over its local competitors and it succeeded in beating the competition.

    • Outskirt locations strategy

      IKEA left no stone unturned to pave its ways to the hearts of the Chinese consumers. It did everything from adjusting the price of its products to adjusting the location of its stores. IKEA took the major step of adjusting the store location to make it easy for the consumers to carry the purchased products back home. In China, most of the consumers were dependent on public transport to carry purchased goods home. Thus, locating its stores in the suburbs could create problems for both IKEA and its customers. So, IKEA followed the outskirt location strategy. It adjusted the location of its stores to the outskirts of the Chinese cities, where customers could board public transport easily. This way, IKEA selected the perfect location for its stores in China.

    Accomplishments

    It is by following the above mentioned strategies that IKEA successfully became a popular furniture brand in China. It has been ruling the Chinese market for nearly 20 years now, with its 29 stores spread across the country. This has made China the third largest hub of IKEA stores in the world. Chinese Consumers love purchasing furniture from IKEA. The company deserves praise for having risen to fame in China, despite having faced numerous challenges. All its strategies such as local sourcing of materials, locating its stores on the outskirts and differentiating itself from the replicators, together enabled it to overcome all the challenges and establish itself in China.

    Conclusion

    Establishing itself in the Chinese market was not a bed of roses for IKEA. The path was laden with multiple obstacles and IKEA had only two options either to quit or to combat with the obstacles. IKEA chose the second option and developed strategies to overcome the challenges which made its path to success as a popular furniture brand in China. The different strategies developed for cost trimming and ensuring highest comfort of its customers, enabled IKEA to overcome the challenges and emerge as a top furniture brand in China.

    Lookout for the future

    As IKEA is consistently working on soaring higher and higher in the sky of success in the Chinese market, the different ways mentioned below can help it fulfil its endeavors.

    • Maintaining the desired quality of the furniture

      As IKEA is working on cutting the costs of its products, it should make all the efforts to do so without degrading the quality of its products. This is because if the quality of the products gets sacrificed, IKEA’s brand reputation will get negatively impacted. Thus, it is vital for IKEA to never compromise with the quality of its products while trying to trim the costs.

    • Constantly changing and innovating

      As a popular brand, people expect IKEA to introduce new and innovative furniture designs with the changing times. Thus, IKEA should put its best efforts into designing new and innovative products which can captivate the hearts of the customers. Furthermore, the designs of the furniture should definitely be new but they should also be in perfect alignment with the culture of the respective place.

    • Use advanced technology to enhance customer experience

      Offering outstanding customer experience is one of the major keys for a company’s success. Although IKEA already offers an excellent customer experience to its clients, it can still do more by using advanced technology to enhance the customers’ furniture experience. For instance, it can use 3D tools to help the consumers get close and clear ideas about different products.

    Case Study Tesco Example

    Case Study Tesco Example

    Introduction

    Tesco is a British multinational company. It was found in 1919 by Jack Cohen. Tesco began its journey as a market stall in the east end of London, from where it has now become the UK’s greatest supermarket. Its headquarters are located in Welwyn Garden City, Hertfordshire, England, United Kingdom. It sells grocery products and general merchandise to around 600 million customers through its retail stores and online shopping platforms. By now, it has opened around 6993 retail stores across the globe. Along with this, it also started its online stores in 1996.

    Purpose

    When Tesco opened its online grocery store in Malaysia in 2013, it had a great start. It attracted lots of customers to its stores and used email marketing as the strategy to retain them. But, it was soon after the first year that Tesco was hit hard by problems. Its old marketing strategy seemed to fail and gradually resulted in the loss of customers. This case study examines how Tesco overcame all these problems and managed to save its existing customer base, while gaining volumes of new customers.

    Challenges faced by Tesco

    Given below is a list of the different challenges faced by Tesco after having a successful first year in online business in Malaysia

    • The marketing strategy seemed to fail

      Right after the first year of opening the online grocery store, Tesco’s email marketing strategy seemed to fail. Most emails got bounced back. Not only this, many email addresses were also found to be invalid. As a result, Tesco could not reach its customers properly and in a promising manner.

    • Loss of loyal customers

      This was a major problem. Customer loyalty is extremely important for every business organization. But, after the first year, Tesco online grocery stores in Malaysia, saw a decline in the number of loyal customers. Many customers who regularly came shopping to Tesco online stores, stopped doing so. As a result, Tecso lost its valuable loyal customers. This was a big loss as loyal customers are the life support system of a brand.

    Solutions/Theories applied

    In order to reclaim its loyal customers back, Tesco followed the following strategies

    • Data Collection and Analysis

      In order to analyze where it lacked, Tesco collected data from researchers like Nielsen, who focused their research work on customer satisfaction. Then, it studied the data for developing deep insights into market trends and customer behavior. It is after understanding customer behavior and the factors which derive their satisfaction, that Tesco started taking its business decisions keeping its customers at the focus.

      Along with this, Tesco itself started collecting data about its customers as they shopped through its online stores. The company used this data to widen its understanding about its customers. It closely analyzed the shopping behavior of its customers, unlocked their shopping habits, observed what interests the customers and tried to develop a crystal clear picture of its customers’ shopping preferences.

    Case study writing demands you to become a storyteller. Not all of you possess this talent. Thus, to help you outright, we at Assignmenthelp4me, provide you with an easy and dependable solution. Our academic professionals help you in writing a flawless and coherent case study assignment.

    Case Study Tesco Example

    Introduction

    Tesco is a British multinational company. It was found in 1919 by Jack Cohen. Tesco began its journey as a market stall in the east end of London, from where it has now become the UK’s greatest supermarket. Its headquarters are located in Welwyn Garden City, Hertfordshire, England, United Kingdom. It sells grocery products and general merchandise to around 600 million customers through its retail stores and online shopping platforms. By now, it has opened around 6993 retail stores across the globe. Along with this, it also started its online stores in 1996.

    Purpose

    When Tesco opened its online grocery store in Malaysia in 2013, it had a great start. It attracted lots of customers to its stores and used email marketing as the strategy to retain them. But, it was soon after the first year that Tesco was hit hard by problems. Its old marketing strategy seemed to fail and gradually resulted in the loss of customers. This case study examines how Tesco overcame all these problems and managed to save its existing customer base, while gaining volumes of new customers.

    Challenges faced by Tesco

    Given below is a list of the different challenges faced by Tesco after having a successful first year in online business in Malaysia:

    • The marketing strategy seemed to fail

      Right after the first year of opening the online grocery store, Tesco’s email marketing strategy seemed to fail. Most emails got bounced back. Not only this, many email addresses were also found to be invalid. As a result, Tesco could not reach its customers properly and in a promising manner.

    • Loss of loyal customers

      This was a major problem. Customer loyalty is extremely important for every business organization. But, after the first year, Tesco online grocery stores in Malaysia, saw a decline in the number of loyal customers. Many customers who regularly came shopping to Tesco online stores, stopped doing so. As a result, Tecso lost its valuable loyal customers. This was a big loss as loyal customers are the life support system of a brand.

    Solutions/Theories applied

    In order to reclaim its loyal customers back, Tesco followed the following strategies:

    • Data Collection and Analysi

      In order to analyze where it lacked, Tesco collected data from researchers like Nielsen, who focused their research work on customer satisfaction. Then, it studied the data for developing deep insights into market trends and customer behavior. It is after understanding customer behavior and the factors which derive their satisfaction, that Tesco started taking its business decisions keeping its customers at the focus.

      Along with this, Tesco itself started collecting data about its customers as they shopped through its online stores. The company used this data to widen its understanding about its customers. It closely analyzed the shopping behavior of its customers, unlocked their shopping habits, observed what interests the customers and tried to develop a crystal clear picture of its customers’ shopping preferences.

    • Case study writing demands you to become a storyteller. Not all of you possess this talent. Thus, to help you outright, we at Assignmenthelp4me, provide you with an easy and dependable solution. Our academic professionals help you in writing a flawless and coherent case study assignment.

    • Measured customer behavior with Clubcard

      Clubcard Clubcard is a loyalty card which Tesco offers to its customers. The Tesco Clubcard has over 17 million users only in the United Kingdom. When customers shop using the Clubcard, they receive 1 point for every £ 1. As the customers go on collecting the points, they receive vouchers according to their respective points, at least four times a year.

      But, for the customers to receive the vouchers it is necessary for them to have at least 150 points in their Clubcard. Further, they can use the vouchers received for in store shopping or for online shopping. These vouchers can also be used to grab other offers such as discounted trips, hotel breaks and restaurant tokens.

      Clubcard Data Although the clubcard offers abundant benefits to the customers, it offers greater benefits to Tesco itself. This is because Tesco uses the Clubcard data to gain insights about its customers’ purchasing preferences and behaviors. It is with the help of the Clubcard that Tesco collects detailed transaction data from almost two third of its shoppers’ baskets.

      Further, Tesco uses the collected data to devise personalized offers for its customers and retain their loyalty. Along with this, the company also uses this data to understand how the customer preferences are changing over time and adjusts its offers accordingly.

    • Blended right offers with effective communication according to customer profiles

      Customers love shopping from stores where they find the best offers. Further, the best offers are the ones which align with their shopping preferences. Acting in accordance with this knowledge, Tesco started offering its customers with right blended offers according to their shopping profiles. The Clubcard acted as the gateway through which Tesco could successfully understand the customer profiles.

      As the company started providing its customers the right offers, it stimulated them to visit its shopping stores over and over again. Along with this, the strategy of blending the right offers also promoted the customers’ happiness and thus, nourished their loyalty for Tesco.

    • Modified email marketing to personalized email marketing

      It is after understanding the importance of personalized offers for the customers that Tesco modified its email marketing strategy to personalized mailing. Under the personalized mailing strategy, it sent promotional emails to its customers in accordance with their preferred products.

      For instance, if the collected data indicated that a particular family liked a particular chocolate brand, then Tesco started sending them personalized promotion coupons on that particular ice cream brand.

      This way, Tesco gave its customers an impression that they are always at its center of attention. Along with this, the personalized mailing strategy also made Tesco’s emails important for the customers. All this together, helped Tesco attract loyalty from its customers.

    Accomplishments

    All these strategies together resulted in Tesco re-establishing its healthy connection with its customers. But this time it came up with added strength. It is by following all the above strategies that Tesco offered its customers exactly what they needed. This resulted in the re-activation of nearly 3000 customers, which Tesco had lost a long time ago.

    Thus, its strategies successfully bore fruit. Along with this, with the introduction of personalized offers and email strategy Tesco continued to attract its customers to its stores. As a result, it not only gained loyalty from its existing customers but also attracted many new customers and earned their loyalty too.

    Conclusion

    Tesco’s online stores in Malaysia experienced a jolt when its mass emailing strategy seemed to fail and its customer base appeared declining. Under such circumstances, Tesco had to think of strategies which could not only bring in new customers but also re-activate its lost loyal customers.

    Thus, Tesco took to the task of understanding the behaviors and shopping habits of the customers by collecting data from customer satisfaction researchers. It is in the light of the data collected that Tesco created powerful strategies which worked perfectly in re-activating its lost customers, attracting the new ones and gaining their loyalty.

    Lookout for the future

    As Tesco aims to climb higher and higher on the ladder of success, the different ways mentioned below have the potential to help it in fulfilling its endeavor.

    • Maintaining the good work

      In order to climb higher and higher on the ladder of success it is vital for Tesco to maintain its good work. It Is often that after accomplishing success, companies stop innovating their strategies for driving better customer experience. As a result, their performance begins to decline. Thus, Tesco should prevent itself from making such a mistake by maintaining the good work.

    • vUsing advanced technology to enhance customer experience

      As customers are Tesco’s center of attention, it should work on enhancing their experience with its services. For this, Tesco should try using advanced technology in its stores such as 3D technology and Augmented Reality. These advanced technologies not only promote customer experience but they also drive the customers’ curiosity. Thus, Tesco can attract more new customers by utilizing these technologies.

    • Interpreting the collected data properly

      It is a fact that data can be helpful as well as misleading. Thus, it is important to interpret it properly. Although Tesco has succeeded in using data analysis to its advantage, it should still put its best efforts in interpreting the data collected. This is because, slight misinterpretation of the data, can make it lose its loyal and potential loyal customers. Thus, Tesco should never ever take the task of data interpretation lightly.

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