Influence and Impact of Macro Environment Factors on Tesco

This report analyzes the influence and impact of different macro environment factors on Tesco, a retail organization. It includes a PESTLE analysis of Tesco and critical analysis of macro factors to determine management decisions. It also evaluates the internal environment and capabilities of Tesco.

BUSINESS
STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1: Influence and impact of different macro environment factors of a business organisation4
PESTLE Analysis of Tesco.............................................................................................................4
M1: Critical analysis of of macro factors to determine the management decisions...............6
TASK 2............................................................................................................................................6
P2: Analysis of internal environment and capabilities of the organisation............................6
M2: Critical evaluation of internal environment and the capabilities....................................9
TASK 3............................................................................................................................................9
P3: Analysing of competitive environment of a organization................................................9
M3: Appropriate strategies to improve competitive edge and market position...................11
TASK 4..........................................................................................................................................11
P4: Models, concepts and theories that are helping in organisation planning......................11
M4: Strategic marketing plan...............................................................................................14
Strategic marketing plan:......................................................................................................14
D1: Critical interpretation and analysis of information.......................................................15
CONCLUSION ...................................................................................................................17
REFERNCES.................................................................................................................................18

INTRODUCTION
Strategies are regarded as plan of action are used by all the organisations. It is regarded as
actions which help in achievement of business objectives. It is useful for organisation in
achievement of their desired objectives. Such type of strategies have been formulated in order to
fulfil of business targets. Present report is based on Tesco which is a retail based organisation
and its headquarters are present in UK (Angeloska-Dichovska, and Petkovska-Mirchevska,
2017). There are around 12 stores that are located across different locations. Such analyses of
internal environment and macro environment is understood with help of models such as SWOT,
PESTLE and Porters five force model etc.
TASK 1
P1: Influence and impact of different macro environment factors of a business organisation
Business is working in the fast changing environment and there are some of the factors
that are creating both threats and opportunities for organisation such as Tesco. It is a analysis that
is done for development of understand of the such external factors as mentioned below:
PESTLE Analysis of Tesco
Political : There are many political factors that are posing a impact on Tesco such as
legislations, unemployment rates, tax rates etc.
Positive: There are many political factors that are posing a impact on functions of
company such as if import duty is reduced then it will have a positive impact on functions of
Tesco as there cost will reduce.
Negative: If taxation are are increased then it may posses a increase in prices of raw
material for organisation such as Tesco.
Economic: There are certain economic factors such as GDP growth, inflation rate etc.
that are also impacting a organisation sales.
Positive: Economic factors can have a positive impact in form of low prices ta which
they are offering products,. It will be very helpful in giving a leading position for a retail
organisation.
Negative: There are certain issues in economic environment that are related to stability of
organisation such as it consist of high interest rates that are leading to difficulty in raising finance
for making investment in organisation (Apenko,2017).

Social: Social factor consist of a variety of factors such as shopping trends of consumers .
Positive: changing social trends such as while people are willing to prefer a one stop
shopping destination is making them inclined towards various shopping options of retail markets
such as tesco.
Negative: People are getting more conscious towards their health which is leading to
towards reduction in sales of products that are having high fat content. So, it leads to low sales of
such products having high fat and calorie content (Bentley-Goode, Newton and Thompson,
2017).
Technological factors: Technological factors consist of such factors that are having
relation with technology advancement and opportunity that has to be adopted by certain retail
organisation such as Tesco.
Positive: Tesco has introduced technology of RFID which is helping in saving their
efforts & time that can be used for other productive purposes.
Negative: There are some technologies that can result in disruption for Tesco such as e
grocery stores by other competitors can lead to low sales in Tesco.
Environmental factors: There are some factors that are related with effect on global
issues as a consequence of new technology adoption.
Positive: Tesco is having focused on utilisation of greenhouse effects that are impacting
overall consumption of energy can be reduced.
Negative: There are assured factors that can have a impact in environment in a negative
manner such as there are many changes that have to be adopted by Tesco so that they are not
harming environment in any manner. It includes reduction of plastic usage etc. all such have a
impact on regular functioning of Tesco.
Legal factors: There are certain factors that are consisting of regulation and legal laws of
a country.
Positive: In UK government is having focus towards reduction of subsidies that can
result in increasing prices of raw materials for Tesco as a result they will increase prices of final
products offered by them to their customer and it is going to affect their leadership positions in
market.

Negative: Tesco is a organisation that has to face many different types of threats as they
are part of retail industry (Chen, Eshleman and Soileau, 2017). So, when they are following all
the regulation in an appropriate manner it leads to achievement of a competitive positions and
enhancement of brand image as compared to their other competitors.
Ans off growth matrix:
Ansoff growth matrix is used for understanding the different types of marketing strategy
that can be in relation to existing customers or some new customer. The Matrix helps in
understanding the four options that are available as strategies for a particular organisation:
1) Market penetration:
It is a strategy that is focusing on existing products and existing market. In Tesco, the
strategy can be used for the purpose of using the existing expansion in the existing markets.
There is no new category of product will be added in this strategy. Various new offers and
loyalty campaigns can be started by Tesco in order to attract more customers by use of their
existing products.
2) Market development:
Market development is related with use of existing product category for entering in New
Market segments. This is a strategy that can be used for the purpose of selling the products in
some new market that is completely different from the existing market. In case of Tesco the
strategy can be used for approaching a completely new market segment such as new distribution
channel can be used like e commerce strategy where only those customers who just want to buy
products online medium and not by visiting the stores can be approached.
3) Product development:
Product development is related with enhancement of profitability of organisation by
introduction of new product for the existing customer base. It consists of new product creation
for the existing base of customers, such as there can be approach by Tesco for financial services
that is completely different existing retail products and will be used for the purpose of attracting
more new customers.

4) Diversification:
There is Development of new products in new markets in business market and products. In
case of Tesco there will be high level of risk involved by using of diversification strategy as it
will lead to a complete change in the market segment and also the product categories. This
strategy involves high amount of risk as there is high investment that is required for approaching
a new market.
M1: Critical analysis of certain macro factors for determination of the management decisions
Macro environment consist of various factor that are impacting a organisation. Such
different factors are divided in different categories such as social, political, legal, environmental
etc. all such factors are having their presence in a country and according to these organisation are
planning their future operations (Galpin, 2019). In Tecso it is helping in adoption of various
technologies such as AI technology is being sued for sending and communicating with large
number of customers at a particular point of time. Various other factors includes changing
customer preferences can leads to reduction in sales for Tesco.
TASK 2
P2: Analysis of internal environment and capabilities of the organisation
Strengths Weaknesses
 Tesco is the No.1 supermarket, in the
UK. It has high sales & more revenue
as comparison to other superstore
chains.
 Company grow number of stores, now
they operate 6966 grocery stores
worldwide. Which will increase their
revenue every year.
 Their diversified stores such as Tesco
Tesco Metro, Homeplus, Tesco Extra,
Tesco Express, One Stop,
 Tesco fail in American and Japanese
markets in 2012.
 The company has closed their stores in
Japan after nine years and in US after
five years because they fail in export
operations.
 In 2017, Fines was charged to Tesco
due to misrepresentation of profit of the
company.
 Tesco share prices fell in Oct, 2018 due
to decline in operating profit. It was

 Due to Tesco successful commercial
performance, they awarded by several
international awards.
 Tesco uses some updated technology in
their best way to enhance the customer
experience of shopping (Habib and
Hasan, 2017).
recorded as a worst performance for the
company.
 Company low costing strategy lead to
reduced profit margins.
 Tesco, has some of the grocery outlets
are not having high performance well in
some countries. Due to their bad market
research.
Opportunities Threat
 Tesco recently introduce new
discounted stores which show
significant growth in the market.
 Company has an opportunity to grow
their business so that they can compete
with rivals.
 Strategic partnership with other reputed
companies can offer an excellent
opportunity for Tesco. It helps Tesco in
attracting new customers and retaining
old one.
 Tesco’s online shopping business as
well as home delivery services also
avail the opportunities.
 Tesco's Christmas advertisement in
2017 faced social media backlash when
it launched. People boycotted the all of
their stores claiming to be a
disrespectful act from them.
 Company misleads customers from
some of the fake brand names and
marketing its food products under fake
such a brand name. Due to this they
faced several legal threats.
 Their market position can be threatened
because of rising growth and
performance of their competitors in the
market (WalMart, Carrefour, Aldi,
Tesco's biggest competitors)

TOWS Analysis of Tesco based on above SWOT analysis:
Strength opportunities Weakness opportunity
Tesco can make use of their advanced
technology for the purpose of using it as a
strategic alliances with other reputed brands
Low cost strategy of Tesco can be used for
purpose of using it as a online strategy of
enhancing the shopping experience of their
customers.
Strength Threat Weakness Threat
The high performance and continuous
innovation by their competitors can be used for
purpose of growing their stores to other
diversified market structure.
Tesco can use some of their stores which are
not performing well to close down so that
further this investment can be made towards
other stores that are resulting in higher profits.

VRIO analysis is also a tool that can be used for purpose of making of the internal assessment of
a organisation based on four major factors that are value, rareness, organisation and imitability. It
is a framework that can be applied for Tesco as discussed below:
Value It is a factor that is a result of organisation
capabilities that are very valuable for a
organisation (Habib and Hasan, 2017). It is
helping in increasing functioning if an
organisation and for their survival for a longer
duration of time. In case of Tesco there are
certain resource's it includes cost leadership
position, brand image, local food products,
distribution network etc.
Rareness It is an attribute that is connected with those
resources that are rare or not. In case of Tesco,
it includes there major resources that are cost
leadership position, distribution network and
their food products.
Imitability There are providing Tesco a certain assets or
resources that cannot be copied or easily adopt
by other similar competitors and that are
competitive advantage. Such resources include
their leadership position and food products that
are providing this brand a competitive and
differentiation advantage in the market.
Organisation It is very important for every organisation to
make optimum utilisation of all available
resources. It is helping them in having long
terms survival and at same time is also very
necessary for attainment of cost benefits and
cost advantage.

After, making a analysis of internal environment of organisation like Tesco. It is resulting into
bets strategies that can be formulated by Tecso in achieving their overall goals.
M2: Critical evaluation of internal environment and the capabilities
Internal environment of a organisation consist of various factors that posses impact on
operations of a organisation. Such factors have to be controlled by management of a organisation
(Johnson, 2016). Tesco is a large organisational and they are having sufficient amount of
resources that can help them in achievement of their lad objectives. From above made internal
analysis it is said that because of some of internal capabilities, structure and skills that are
helping in proper functioning of an organisation:
Internal capabilities
 It consist of resources like competent staff
 It is also helping in trading along with various business situations in terms if increased
business legislations and regulations
Internal structure:
 There is adequate communication channels that are present in Tecso
 There is compensation that is paid to employees an dis helping them in dealing with
reduction in employee turnover.
Skills Set:
 There is a skilled workforce in Tesco which is helping them in dealing with various
business situation
 There can be some amount of conflicts that are being handled by management to ensure
smooth working of their organisation.
TASK 3
P3: Analysing of competitive environment of a organization
Porters Five force model:- Michel porters five force model were introduced in 1979,
for the competitive position examination of the company. Porters five force model analyse or
evaluate the strength & position of this company. Porters competitive theory helps in identify the
strength and weaknesses of the company. This model helps in identifying those factors which

have direct or indirect effect on the business. This is also help in identifying what is the impacts
of other rival or competitive companies on the business. Tesco five force are discussed below:-
 Competition in the industry:- Now a day’s every type of industry weather it is small,
large facing high level of competition in the market. In macro environment number of
competitors are increased which affects or influence the growth of the companies. There
is high competition for Tesco in the industry but they have good market strategies, unique
ideas to deal with competitors (Leischnig, Woelfl, and Ivens, 2016). Tesco can attract
their customers through marketing. The company offer better deals at low price to reduce
the competition.
 Threat of the Substitutes products:- Substitute products and services used by the
customers for the place of products of the company were consider as a threat for
company. If company produce different or unique item then chance of substitute product
threat is low. But if companies product substitute is available in the market it increase
competition. There is some similar brand in the market offer substitute to Tesco but the
standard of product offered by the Tesco is unique and different from other substitutes
(Madhushree, Kuma and Aithal, 2018).
 Power of the supplier:- There is huge impact of supplier on the company’s product. The
suppliers have power for the driving overall cost of inputs and advantage to push the
trade services. TESCO has large number of suppliers in the market. That's why suppliers
have less power over TESCO input cost (Lyneis, 2020). Because of low number of
substitutes company have advantages, they offer less cost to the suppliers.
 Power of the customer:- The companies growth is depend on the purchasing power of
customer. Customers have power to driving the overall cost from high to low.
Company’s growth and cost affected by the number of customers or buyer have
(Yuliansyah, Gurd and Mohamed, 2017). When company have few customer they have
power to increase product prices, if company have many customer they already have high
power. TESCO provide good cost benefits which prevent their customer from switching
to other brand. TESCO'S targeted customer is of low income group which help company
in getting high profitability.

 Potential new entrance:- The companies also affected or influenced by some new entrant
in the market. Entry of the new company in the market creates competition. Companies
with good and strong image in the market have less impact of new entrants. There is less
impact of new entrants on TESCO, because new entrants need huge amount of
investment to give competition to TESCO. They have some other advantages like there
good market strategies, maintain good customer relation, distribution network, because of
these advantages it is difficult for new entrants to get enter in retail industry (Nasri, and
Ikra, 2017) .
M3: Appropriate strategies to improve competitive edge and market position
Companies have to adopt appropriate strategies to improve and create competitive edge
and good market reputation or position. Company will use discounting, cost leadership,
innovative strategies (Park, and Mithas, S., 2020).
Discounting strategy increase or attract the number of customer. This strategy help in
clearing old stock of the company. Discounting strategy easily grab the attention of buyer or
customer. By using discounting strategy company can create good market position and
reputation (Theoharakis, Bicakcioglu,. and Tanyeri, 2019)
Cost leadership strategy the main objective of the strategy for becoming the low-cost
producer in whole industry. Escalating the overall profit for reduction of the costs and making
high profits. Low cost leadership is very helpful in effective utilisation of resources and retaining
of customers for a longer period of time (Willmott, LaBerge and Schwartz, 2017).
TASK 4
P4: Models, concepts and theories that are helping in organisation planning
Bowman's strategy Clock:
It is a tool that is used by organisations so that they can attain a competitive advantage
according to prevailing conditions in environment (Gupta, and Mishra, ., 2016) . This is a clock
that consists of certain strategic that can be used by a organisation for purpose of dealing with
various complex situation such as present there is a issue of Brexit that is flourishing in macro
environment. For this purpose there is below decision of strategies that can be adopt in this
model:

 Low price & Low added value: It is a issue that is linked to attainment of a spirited
position for a business organisation. In this value perceived by customers are very little
and despite of low prices they are not able to experience high value from products. In this
a company is in position 1.
 Low price: It is a strategy that is related to low cost leaders that a company is willing to
become a cost leader by minimization of cost of their products so that minimization of
profit margins can help in attainment of a leading position (Barberá, . and et. al., 2012).
 Hybrid : It is a position that is related to evolvement of some element that is sued for
persuading customers to increase their value by addition of price & more product
differentiation. It is a very effective strategy that can help in increasing value for a
organisation (Yuliansyah, Gurd, B. and Mohamed, 2017).
 Differentiation: The major aim of different strategy is offering customers increase value
with help of some difference in their products. A product will be able to create a strong
differentiation by addition of more value (Chen and et. al., 2018).
 Focused differentiation: In this strategy main aim is to create a position for achievement
of high perceived value for their customers. In this aim is to achievement of premium
providing by targeting of customers by sue of promotional strategies.
 Risky high margins: There is a very high risk that business may set high prices without
adding anything to their existing product. It leads to no increase value that is being
perceived by their target customers and as a result there is a elevated risk that people
switch to other economical brands (Esteves, ., Roque, . and Garrido, 2018).
 Monopoly pricing: In this there is monopoly in terms of one organisation offering some
product to their customers. This is a method that is related to setting prices according to
their wish.
 Loss of market share: This is a position in which a company is having a standard
pricing for their products as they are high value that is being offered to their customers.
From above discussion it can be said that the best strategy that can be used by Tesco is
hybrid strategy in which they are willing to offer product at reasonable prices and with some
differentiation.
Strategic marketing plan is a basic process that can help the entire organisation in
planning their directions & overall strategy in making various decision that are present with a

organisation. Planned direction is helping a organisation in increasing their productivity.
Strategic direction are helping in achievement overall vision & mission in organisation.
For making a detailed analysis of different planned options available for tecso below
mentioned strategies are being used:
Market penetration: It is a strategy that is sued in Tecso for purpose of functioning in
the market. This is a strategy that is being adopted for purpose of entering market as brand is
willing to enter market by sue of low prices as their strategy for attracting more customers. Tesco
is using such promotional strategies that are very innovation for attracting of customers.
Market development: It is a strategy that can be used in Tesco while they are planning
to make some new launch of their products. There is a need for developing an understanding of
market by making a deep research for understanding what are the preferences and expectation of
their customers (Marx, 2015).
Product development: It is also a strategy that can be adopted in Tesco while the
company is willing to make a new launch but ion their exiting market only. In case of Tesco this
strategy can be adopted while they are willing to make some new products according to
requirement of their customers.
Diversification: It is a strategy that can be operated in Tesco while organisation is
planning to make a entry in new market with a new product (Karami, 2016). It is a very
important strategy that can help in taking risks for expansion of a business in a completely new
market.
From above made discussion it can be said that While discussing all these strategies the
bets possible Strategy for Tesco is use of diversification. Tesco is a based that has already gained
lot of popularity in their existing markets and present products in which they are dealing. So it
becomes important to now approach a completely new market segment. It will help them in
attracting customers.

M4: Strategic marketing plan
Strategic marketing plan:
Strategic marketing plan is used in case of Tesco as discussed below:
Vision: Vision of Tesco us to enhance their business scope for long terms growth by
approaching new segment of markets
Mission: Mission of Tesco is to create a value for their customers and create a loyal
customer base.
Objectives: Generally objective of Tesco is to enhance of their market share by 10
percent in coming period of 2 years by the year 2022.
Tactics: There are some tactics that are being based on marketing mix strategy and is
discuss below:
Product Products strategy of Tesco is related to
fulfilment of all needs and preference of their
target segment of market.
Price Tesco is using a cost leadership strategy in
which they are offering products at low prices
so that are offering their products at
competitive pricing and in comparison with
their competitors (Policy, , 2016).
Place Tesco is a brand that is present both on offline
and online mediums such as they are having
their online e commerce websites where there
is all variety of products that are made
available for their customers. Also, apart from
this they are having physical outlets in
different locations that are providing them their
customer convenience to approach their
products.
Promotion Promotional strategy of Tesco is that they are
advertising their products on various different

platforms such as use of print media like
newspapers, digital media sources like
Facebook, Instagram, you tube for
communicating to their target customer and
they are also using their present customer base
to be made more aware by use of personal
mails and messages to aware them about
various new promotional offers that are being
launched by Tesco (Oldman, . and Tomkins,
2018). Such promotional mediums are very
helpful in attracting more customers as people
usually get attracted towards such offers that
can benefit them for their regular course of
purchases.
Implementation: In this step it is very important that plan has to be properly
implemented. There is requirement of a specific set budget for purpose of allocating of resources
in a more efficient manner. Tecso is using a budget as discussed below so that all activities that
are being planned can take place without any barriers:
Evaluation: Evaluation of performance is necessary for a organisation so that they can
keep a regular checking ion their activities for achievement of all objectives. Such activity can be
done with help of adequate planning that can be done so that plan can be completed in given tiem
frame.

D1: Critical interpretation and analysis of information
Interpenetration of collect information with respect to external environment is very
important for developing objectives, strategic directions and taking other tactical decisions:
 Competitive position has to be achieved by Tecso and that can help in creation of various
opportunities so that buying behaviour of buyers can be persuaded towards increasing
sales of Tesco.
 Political stability is also helping in creating more opportunities for growth and focus on
different aspects such as market development & market diversification that is helping t
hem in more opportunities of growth.
 Technological improvement is helping in creation of various opportunities so that
competition can be handled while it is being tackled such as they are using technologies
such as Artificial intelligence. It can result in increasing cost but at same time is able to
provide advantage.
Strategic direction:
 focussing on market penetration
 adoption of more innovative technology
Objectives:
 Increasing share of market by 5 percentage
 For improvement of profits by 10 percent.
Tactical decisions
 Providing guidance to employees
 creation of continuous examination for implementation of change

CONCLUSION
It can be said that strategies are essential for the organisation in achieving their
objectives. It is important that every organisation is effected by various internal & external
factors. It includes frameworks such as PESTEL, SWOT and VRIO etc. all these models are
helping in smooth functioning of overall functioning. Porters five force is also used for
understanding of some forces that are impacting organisation. Strategic plan is also prepared
which can help in achievement of overall objectives that have been decided by the organisation.

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