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Case Study 9.2

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Submitted By regain
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BAB I
Pendahuluan
I.1 Latar belakang Dalam memilih Strategy Bisnis, kita di tuntut untuk memiliki Strategy yang berpotensi untuk membuat bisnis kita ini semakin maju, tetapi banyak orang lupa bahwa Strategy bisnis yang mereka lakukan biasanya sudah banyak yang menggunakannya. Kunci dari kesuksesan Strategy Bisnis ditentukan lewat uniknya perusahaan tersebut menjalankan Strategy bisnis, ke-efektivitasan dan efisiensi operasional bisa menjadikan kunci untuk sukses dari suatu perusahaan. Pengambilan keputusan juga merupakan elemen penting dalam menjalankan strategy Bisnis, cara yang tepat dan waktu yang tepat untuk mengeluarkan produk dengan inovasi baru dapat membuat Srategy bisnis perusahaan menjadi sangat baik.
I.2 Rumusan masalah
1. agar kita dapat mengetahui apa saja strategi yang digunakan oleh Tesco.com dalam mengembangkan bisnis online dan yang kedua, dengan mengetahui strategi yang dilakukan oleh Tesco.com kita dapat mengetahui baimana cara Tesco.com meraih kesuksesan.
I.3 Tujuan penelitian Tujuan pembahasan ini adalah kita sebagai orang awam dapat lebih mengetahui rangkaian strategi yang digunakan oleh Tesco.com sehingga dapat menjadi sukses seperti saat ini.

Bab II
ISI
Tesco merupakan perusahaan retail makanan yang berpasaran di Eropa dan Asia dan perusahaan ini pertamakali menerapkan system perbelanjaan secara online. Setelah system belanja online bagi para customer diterapkan Tesco berhasil menaikkan penjualan serta keuntungan yang didapat juga semakin meningkat.
Dengan adanya iklan yang gencar serta marketing maka bisnis online yang dijalankan oleh Tesco menjadi semakin dikenal. Salah satu kegiatan marketing yang digunakan antara lain mengirimkan email yang berisi tentang promosi-promosi yang ada serta penawaran-penawaran khusus yang ada. Menurut Humbly and Hunt Tesco kegiatan marketing dengan menggunakan system yang disebut ‘commitment based segmentation’ dimana email-email yang dikirim didasarkan dari frekuensi pelanggan membeli suatu barang, resensi pembelian sebelumnya yang digunakan untuk menidentifikasi enam kategori lifecycle.
Tesco tidak hanya puas dengan mengembangkan penjualan dalam bidang retail makanan tetapi mereka juga mengembangkan bisnis dalam hal service. Jadi, pelanggan tidak hanya bisa membeli barang tetapi juga bisa membeli jasa. Namun, sejak November 2004 Tesco mengembangkan bisnisnya dengan cara website yang awalnya hanya dapat membeli barang dan jasa kini juga dapat mengunduh lagu-lagu mp3. Dengan perubahan tersebut, perusahaan tesco juga dapat menaikan penjualannya dengan sangat pesat dan keuntungan yang didapat lebih tinggi daripada yang sebelumnya mereka dapatkan.

Bab III
Kesimpulan
Dengan adanya perubahan-perubahan strategi marketing serta iklan kepada konsumen, maka perusahaan Tesco dapat menjadi lebih dikenal dan dapat lebih berkembang daripada sebelumnya.

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