Example brand analysis dissertation topic 2:

Repositioning fresh fruit sales within Tesco; A marketing approach

Tesco has announced major plans to revamp its store so as to attract further custom. This dissertation looks at a specific aspect of the core business and relates the approach adopted by Tesco to that of two of its main competitors: Sainsbury’s and ASDA. In so doing concepts of perceptual mapping are utilised along with Ansoff’s matrix. Making a valuable contribution to the understanding of marketing within the grocery trade this dissertation also benefits from the undertaking of a range of interviews with shoppers and managers to garner a fuller picture of what Tesco needs to do to further boost sales within this arena of its operation.

Suggested initial topic reading:

• Fernie, J. and Sparks, L. (eds) (2004) Logistics and retail management: Insights into current practice and trends from leading experts. London: Kogan Page.
• Hollingsworth, A. (2004) ‘Increasing retail concentration: Evidence from the UK food retail sector’, British Food Journal, Vol. 106(8), pp.629-638.