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Submit by 7:00 AM ; 19/8/2013 Christ University

Czech-Mate for Tesco?

By Staff Reporter 120,000 dead and 10 million displaced in the 2 year long conflict, the world powers have been frantic in their search for a solution. This has been easier said than done. After the death of 1400 people by the alleged use of Chemical weapons by the regime, USA along with Britain and France has been pushing for a military intervention. Russia and China, wary of USAs previous adventures in the Middle East, have in principle vetoed any such motion. The deadlock was to be broken through negotiations at a neutral venue where UN Weapons Inspector would release their report on the use of chemical weapons in Syria. Czech Republic was chosen as the ideal venue for the meeting. The mood in the country was expectant with people hoping the meeting would forward the peace process in Syria. However things in the country turned sour when Britains alleged role in the sale of starter compounds for chemical weapons came to light. After the revelation, many of the popular newspapers wrote scathing critiques of what they termed as the double faced nature of the members of the council. Igor Karkoff of the Prague Times, among other leading intellectuals, commented on the moral unacceptability of the Britian in the negotiations. The direction of the public ire though has caught many by surprise. Tesco one of the largest foreign retailers in Czech has been a target of the anti British protests. A facebook page called Tesco uses Chemicals for Fruits has garnered 100000 likes and has been responsible for the sudden dip. Simultaneously the twitter hashtag #TescoUsesChemicals has been trending for the past two weeks. Tesco has been seen as a symbol of the countries inability to make use of its resources indigenously for a while now. The page led to the setup of the st August 1 Movement which has been protesting the growing unemployment and poor economic performance. Promoted by the opposition parties who have long been decrying government policies to increase FDI and FII, 1000s of people joined in and supporters have been asked to pledge their abstinence from Tesco Stores. These protests have definitely begun to affect the Tesco bottom line in the tiny Eastern European Nation. Having such a large presence in this tiny European country, the ball is definitely in Tesco's court. That the social media can create such a furore for a company in what it perceives as unrelated issue is quite fascinating tale of the modern times. While it remains to be seen how the talks in this tiny republic will play out, For Kristof Mal though, these are happy times. With people supporting local, he and his friends on the streets of Prague are seeing their cash registers ring after a long time. Prague Kristof Mal is a happy man. Owner of a grocery store in Pragues famous District 9, business has been booming in the past month. Citizens of Prague have been frequenting local corner stores following the recent protests against Tesco in the capital. The numbers that have been turning up regularly in front of Tesco stores to protest is a testament to the power of social media in the modern times. Starting out as a protest on Facebook against British companies involvement in the sale of chemical weapons to Syria, the movement has gained support amongst the populace of Czech. After accepting the role of neutral host of the UNSC talks to discuss Syrian Intervention,the Czech governments rating has improved considerably according to recent polls. After months of discontent with the economic scenario, the move to host the Council meeting was seen as a positive move by the government. Seen as a perennial minnow in world affairs, the chance to be a part of the proceeding had caught the peoples imagination. Syria has been undergoing as what is being termed as the Worst Humanatarian Crisis in the history of mankind. With over

Task A Tesco, for no fault of its own, is facing a growing consumer resistance to its stores. Tesco has thus decided to hire your firm to change improve its image in the market. Your manager has tasked you to come up with press release and the associated marketing to promote Tesco. Task B Tesco has decided to go one step further in improving its image and sales in The Czech Republic. The issue of Britians participation in the intervention in Syria is to come up for Parliamentary debate in three weeks time. Tesco has decided to hire a private lobby firm to push for a vote favouring non intervention by British Troops. As the lobbying specialist at your firm, it is your job to lobby in favour of the same result. Determine the most effective strategy that you would adopt to influence the opinion of the Members of the House and the Public. Ps: This task is not a pure marketing strategy!! Think lobbying Note:

For both task prepare a presentation and a word document All entries to be sent to prayas.pr2013@gmail.com with subject line Pyke Over Night Report