Research methods Paper Example | Topics and Well Written Essays - 1250 words

Methods - Research Paper Example Introduction Background of the Study The term retail means to break the bulk. The rise in consumer demand, consumption pattern and also the desire among the customers to get products conveniently under one roof has made retailing one of the most booming sectors in the world. The focal point of discussion is the U.K. retail market and the leader of the U.K. retail market called Tesco. U.K. retail market has been chosen because in the third largest retailer in the world and makes a contribution of 8% to the GDP and provides employment to over 400,000 people. Tesco founded by Jack Cohen in 1919, is the third largest retailer in the world and the largest one in U.K. As on 2012 the total revenue of the company was ?64.539 billion (Kotler, 2001, p. 25). Problem Definition The presence of retailers such as Asada, Morrisons, and Sainsbury’s has made the U.K. retail market very competitive. However, in order to ensure global success Tesco has to maintain competitive advantage in the co untry of origin. ... Literature Review Competitive position of accompany can be defined as the position of a company that can allow it to gain competitive advantage over the competitors. Some of the parameters based on which competitive position can be measured are market share, revenue, brand awareness, etc (Kolb, 2008, p. 92). In order to analyze the competitive position it is important to understand the internal and external environment. One of the best ways to analyze the external environment is to assess the macro environmental factors such as Political, Economic, Social and Technological factors; known as PEST. One of way of analyzing the internal environmental factors is to conduct a SWOT analysis. In case of SWOT Strengths and Weaknesses are internal, whereas Opportunities and Threats are external (Henry, 2008, p. 89; Brown, 2009, p.63). To conduct the analysis relevant data are required. Secondary data is something that has already been collected by other sources. As compared to primary data sec ondary data can be collected within lesser amount of time spending lesser amount of money. Most preferred medium of collecting secondary data today happens to be internet (Churchill, 2009, p.211). Methodology An ideal methodology provides a much required foundation to a researcher right from the starting of the choice of topic till making the final recommendations. In this case the main motivation of the choice of the topic was the contribution of Retail to service sector and the overall economy of U.K. As it can be seen that the nature of the study is exploratory in nature; hence in order to explore the topic and reach the final conclusions secondary research has been chosen so that relevant and appropriate data can be collected within the stipulated time in