Analyzing Client Preferences 2022

Portfolio

Table of Contents
Unit1...........................................................................................................................................3
Unit 2..........................................................................................................................................4
Unit 3..........................................................................................................................................6
REFERENCES...........................................................................................................................9
Books and journals.................................................................................................................9

Unit1
Analysing client preferences
Analysing client preferences within the industry is a crucial notion for any company
operating in the global marketplace. In this regard, Tesco PLC is a significant company in the
UK market that focuses on client preferences and considers the customer to be the most
important factor in the market (Tesco, 2021). Tesco is a multinational corporation that
operates in the retail market in the United Kingdom as well as the rest of the world, offering a
wide range of products and services (Tesco, 2021). The company utilised to differentiate and
segment its customers based on age, gender, activities, interests, and opinions, among other
factors.
Customers were divided into regions and densities based on geography, with the UK and 13
other countries encompassing rural and metropolitan areas receiving the most attention. The
company used to target all age groups, including both men and women, with low and medium
income levels and occupations ranging from student to employee to professional (Dudovskiy,
2021). Along with this, the corporation used to segment clients based on their lifestyle and
personality, with the lifestyle segment, targeting conventional and constrained customers and
the personality segment targeting easy-going and determined individuals (Dudovskiy, 2021).
Marketing mix of Tesco
Tesco's marketing mix is likewise geared toward improving organisational division and
functioning in accordance with criteria. The following is a breakdown of the entire marketing
mix:
Product: In terms of products, the company offers a diverse product line that caters to a wide
range of ages and customer segments. Include pet care products, frozen fruit bakery products,
technology and gaming products, home and electronic products, and a variety of other items
that are appropriate for each customer category (Rahman, 2021).
Price: The Corporation employs a cost-effective pricing strategy geared at the middle and
lower income groups, in which it offers the lowest possible prices for products and services
so that everyone in the middle and lower income groups may purchase Tesco's products
(Rahman, 2021).