Analysis of Principles of Marketing

Running head: ANALYSIS OF PRINCIPLES OF MARKETING
ANALYSIS OF PRINCIPLES OF MARKETING
Name of the Student
Name of the University
Author Note

1ANALYSIS OF PRINCIPLES OF MARKETING
Table of Contents
1.0 Company background..............................................................................................2
2.0 Task 1 – Promotional mix........................................................................................4
3.0 Advertising...............................................................................................................5
4.0 Direct marketing.......................................................................................................7
5.0 Public relations.........................................................................................................9
6.0 Personal selling......................................................................................................10
7.0 Sales promotions....................................................................................................10
8.0 Task 2 – Formal report...........................................................................................11
8.1 Introduction............................................................................................................11
8.2 Marketing strategy 1..............................................................................................12
8.3 Marketing strategy 2..............................................................................................14
8.4 Conclusion..............................................................................................................16
Reference list................................................................................................................17

2ANALYSIS OF PRINCIPLES OF MARKETING
1.0 Company background
Tesco plc trading under the name of Tesco is a multinational grocery based
organization that has its origin in the United Kingdom. The organization mainly offers
different products like, general merchandise and groceries. The headquarter of the
organization is located in Welwyn Garden City, Hertfordshire, England, United Kingdom.
Tesco has gained the third largest position in the retail based sector of the UK in terms of
total revenues that have been gained in the industry. The organization has developed its stores
in seven countries all over the world. The operations of Tesco have been developed in
different countries across Asia and Europe (Tesco .com 2019).
The company has been a leader in the production of grocery based products and has
been able to gain an effective position in the retail industry as well. The mission statement of
Tesco is mainly based on the ways by which the company is able to become the business that
is valued by customers who are served by them. The employees of the organization are also
considered to be highly loyal and committed in nature (Tesco .com 2019). The mission
statement is of high importance for the effective operations of Tesco in the industry. The
company aims at operating in a profitable manner with the help of proper implementation of
the mission within strategies that are developed. Tesco has gained around 27.9% of the total
UK retail market and has developed the topmost position in the country in comparison to the
other countries like, Sainsbury’s, Asda, Morrisons and Aldi.
The different services that are offered by Tesco in the United Kingdom include,
insurance, personal loans, savings products, current accounts and mortgages. The demands
and needs of the consumers are taken into consideration by the organization in order to
provide them with the best levels of services. The products that are provided by Tesco
include, groceries, electrical products and many more. The organization aims at fulfilling the

3ANALYSIS OF PRINCIPLES OF MARKETING
needs of consumer with the help of wide portfolio of products and services that are based on
their individual needs (Tesco .com 2019).
The company has quite successful in maintaining its leadership position in the retail
industry with the help of experiences and services that are offered in the stores. Tesco has
more than 6500 stores in different countries of the world. The emerging markets have been
targeted by Tesco with the help of its effective services and products. The stores are also
developed according to the convenience levels of customers and the choices and preferences
that have been developed by the local people in different countries (Tesco .com 2019). The
operations of Tesco in different countries are based on the ways by which the organization is
able to understand the local needs. The company has been highly successful in the domestic
as well as the international operations that have been developed in the European and Asian
countries (Tesco .com 2019).
Figure 1 – Tesco UK store
Source - (Tesco .com 2019)