Research Paper on:
Tesco's KM

Unformatted Sample Text from the Research Paper:
that customers are a value resource, and in understanding the habits of the customer greater value may be built into the value chain. In looking at a company such as  the supermarket chain Tescos the way that knowledge has been managed there is a good lesson for any other company that may benefit from strong strategic knowledge management. This  has been used to create a competitive advantage by differentiation of the product and service offered, to help in the development of extension marketing with new products to the same  customers, one of Ansoffs strategy for expansion (Kotler, 1999), to target market more effectively and to add value to the value chain. In looking at the way knowledge is gathered  and managed these elements are all apparent. Tescos has an integrated information network, the stores are all linked by way on a  database whish records what has been sold and can analysis trends (Tesco, 2003). The system is an EDI system that tracks goods and can be seen as creating increased value.  The system is also interlinked with the companies own loyalty cards and can also be used to analysis consumer trends and even personalise the offers which are sent to customers;  True personalisation. Gaining loyalty is a difficult process. To this end advertising and branding of the supermarket to encompass a favourable perception has been used successfully. However, this has not  been totally successful, especially when many stores may be close by; the consumer is fickle, and loyalty needs to be earned this is aided by the loyalty card. The second  factor that is seen as important in this is information about the customers, where this is obtained by recording the customers behaviour, it may be seen as a valuable resource