Buyer Persona and Strategic Planning

This document provides a comprehensive guide on buyer persona and strategic planning. It includes an analysis of the current market situation using SWOT and PESTLE frameworks, insights into Tesco's buyer persona, and the development of objectives and an overall campaign strategy. The document also discusses the importance of building brand image, creating new products, and increasing customer satisfaction.

Buyer Persona and
Strategic Planning

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
TASK1.......................................................................................................................................3
Analyse the current market situation for your organisations using the SWOT and PESTLE
frameworks.................................................................................................................................3
SWOT analysis of TESCO.....................................................................................................3
PETSLE ANALYSIS.............................................................................................................5
Tesco buyer persona...............................................................................................................6
TASK2.......................................................................................................................................7
Developing Objectives and an overall campaign strategy.........................................................7
About consumers and the market...........................................................................................7
SMART objectives.................................................................................................................8
Offline objectives of Tesco....................................................................................................8
Strategy Statement.................................................................................................................9
The 8 C’s strategic development............................................................................................9
3C’s Model...........................................................................................................................11
Owned, bought and earned’ model of strategy development...............................................11
CONCLUSION........................................................................................................................12
REFERENCES.........................................................................................................................13
Books and journals...............................................................................................................13

INTRODUCTION
Business strategy can be defined as a master plan that a management of an organisation
implements to save organisation competitive position in market for doing its operation
attracting customers and achieving the goals of organisation which are going in market. This
can also be defined as a long range sketch of desire image direction for destination of
organisation which are helpful in increasing the corporate intents and actions wild care flip
learning and flexible designing of organisation structure with the aim to achieve effectiveness
receiving, utilising opportunities, mobilizing resources, security advancing, the company
position and meeting challenges as well as threats (Yuliansyah, Rammal and Rose, 2016).
This report is conducted on Tesco with a view to improve its current market position and
performance. This report include analysis of current market situation by using swat and metal
frameworks where there is a creation of buyer persona under consumer buying journey which
help organisation in identification of its potential by attracting them towards organisation. In
second part of this report there is development of objective campaign strategies with the use
of smart objective. There will use of 8’C strategic development guidelines which help in
formulating a good strategy for organisation which can help in improving the current market
position of firm (Patrutiu-Baltes, 2016).
MAIN BODY
TASK1
Analyse the current market situation for your organisations using the SWOT and
PESTLE frameworks.
SWOT analysis of TESCO
SWOT analysis is a strategic tool that is basically used for understand the what are various
strength, weakness, threats and opportunities that are present for an organization and how
does it is impacting their overall functioning. It is very helpful in developing and understands
of the positive and negative impact of such factors. In the present scenario there is a
discussion of the SWOT analysis of TECSO to understand its consumer behaviour and its
effect on the organization is a more descriptive manner:
strength Weakness
 Tecso has strength as in of the leading
organizations of the retail industry.
 Tecso has not been able to create a
successful merger with other small

They have a highly skilled staff and
overall competent workforce that is
helping them in identification of
consumer requirements and then
using it has a future course of strategy
(Bohari, Hin, and Fuad, 2017) .
 Tesco has a reliable base of suppliers
that help them continuously in
successful implementation of their
strategies in such a way that they are
able to satisfy their customers in a
more appropriate manner and they are
able to get a competitive advantage
because of this long term association
with their suppliers.
companies such as they have been
able to integrate smaller companies
which can help them in exchange the
work culture.
 In the department of research and
development Tesco as a brand is not
having much amount of investment to
be spent on this department. So, it is
leading not much innovation that is
being made in their products that is
leading to much variety offered to
present and perspective customers of
Tesco.
Opportunities threat
 The new online platforms have
increased the possibility of present
level of sales that is jut from their
physical stores. It is also going to
improve the overall revenue for Tesco
(Mattinen, 2016).
 The transportation cost has been
regulated and they are decreasing
which is leading to more number of
opportunities for decreasing of cost
and enhancement of profitability
margins for Tesco.
 No regular supply of innovative
product is leading to high competition
that is being faced by Tesco from
their other big retail competitive
brands as the changing consumer
behaviour always demands regular
innovation and something new in the
products.
 There is intense competition that is
among faced by TESCO. New
technologies are adopted rapidly by
other competitive brands of tesco
very fast that is leading towards high
competition and not fulfilment of
various consumer demands.

PETSLE ANALYSIS
There are some factors that are part of the external macro environment and are having a
impact on the way organisations are segmenting their target consumer and building up their
consumer persona. In case of Tesco the analysis of such external factors is discussed below:
Political factors: It consist of various factors that are part of the political nature of a
country and consist of the changing rules of government and decisions (Phadermrod,
Crowder, . and Wills, ., 2019). Such as there is a increasing trend of the government and
economy of UK towards isolationism that is further leading to a similar type of reaction from
other government and is leading towards a negative impact on the international sales.
Economic factors: economic factors are those that are having relation with the
various economic factors such as a there is a rise in the overall borrowing cost for
organisations working in UK. It will lead to high cost and decrease in profits that can lead to
the negative impact on the cost leadership strategy of Tesco.
Social factors: There are some factors that are associated with the changing trends in
society and related with the people of society (Rastogi, . and Trivedi, ., 2016). It consists of
the consumer trends according to which organisations are preparing their buyer persona. In
case of the present and prospective buyers of Tesco there has been a compel shift in the way
now its customers are willing to make purchase from their online sites. This is leading to
creation of
Technological factors: it consist of the factors that are part of technological
developments that are taking place in the external environment. Such as Tesco has introduced
the RFID technology sp that they are able to enhance the in house experience for their
customers. This information is also very helpful for their suppliers as it is helping in
automatically counting the stock and removing after the sales is taking place (Perera, 2017).
TESCO has also developed their online mobile payment platform PayQwid that is a major
technological transformation. It is helping them in assessment of consumer behaviour and
download the apply so that they can pay through this pp and then get some loyalty points
(Johnson, 2016).
Environmental factors: There are some companies are facing pressure because of
various environmental forces. Tesco is a brand that is having high commitment towards
having to use some sources of renewable energy so that they are able to generate 100 percent

of their electricity by the year 2030. So these are some of the attempts that are being used by
Tesco as a brand to contribute towards the environment that has provided them with the
maximum amount of resources to enhance their functioning and productivity.
Legal factors: legal factors that are that are related with the changing laws of a
country and are affecting the business performance of a organization (Khalid. and Rahman,
2019). Tesco is having faced some legal actions in the year 2016 because of some of the
breaking of rules or misconduct by its 16 employees. Tesco has to comply with the
requirements of food Retailing commission so that they are implementing successful the strict
code of practise. It will help their customers in increasing the trust on their brand (Linder and
Williander, 2017).
From the above discussed PETSLE analysis it can be said that these are some of the
aspects that can help Tesco as a part of the retail industry to understand various implications
and then make the consumer persona for targeting their customers.
Customer personal can be defined as a function which allow brand to better
understand the homogenous groups and to recognise key traits within them. This help in
creating presentation samples of audience persons and customers based on the analysis and
research of these customers. This help in making a detailed picture of customers which help
organisation in future functions. This function is used by number of company in up and Tesco
is one of them. It helps score in retaining its customers by identification of their behaviour as
well as building new ones (Jaiswal, 2017).
Tesco buyer persona
Elements Contents
Who Ideal customers of Tesco includes all individuals want to purchase groceries
another retail items from Tesco. Their responsibilities and commitment to
their family because we have to fulfil the requirements of survival working
nearby industries and multinational companies.
What The buyers of Tesco are generally from locality where the thoughts of
company situated the primary goal of customer persona of company is to
identify the customer and maintain their proper record for future evaluation.
The secondary goal of Tesco for maintaining the buyer persona is to identify
the customers according to the product of company and maximize profit and

productivity.
Where The targeted by of companies spend there more time on online purchase that's
why company have to start online selling system effective. According to
research 80% of the people like to purchase product online.
Channels There are number of channels which companies by prefer while purchasing
product of company. According to research Facebook and Instagram on top
social media platform which is used by companies customers for purchasing
product
Trust touch
points
According to research the main reference channel will be Facebook ok this is
because it is widely used by buyers as well as it is easy to promote products
on Facebook because of grouping facilities and trust building.
Pain touch
points
The main concern about the bread the mind of buying persona of organisation
will be reliability of the channel as well as discount strategy of firm this can
be act as an objection to buyer persona which is related to sales of product
and goods and services
‘They say’ “We want the product and services which can help to satisfy our needs”
‘We say’ “Here we are satisfy your need according to your size of pocket”
TASK2
Developing Objectives and an overall campaign strategy
About consumers and the market
Tesco retail process show that there is repeating buying habits in customer from same
stores. There are also multi-store buying facilities which are followed by customers and
theoretical patterns as has been established to help form get advantage of branding. Retailing
ways to the test of brand vision particular chain is a known as customer credit purchase of
product extensively to other brands and other chain directly in a linked with market share.
Company identify needs of customers and study consumer behaviour which shows that good
at selling dry products which give high profit, Customer behaviour of the target market of test
to get the special attention to branding explanation so it can be seen that you have to make a
good marketing mix in that target market where it can use both qualitative and quantitative
approaches for promoting products (Grayson and Hodges, 2017).

The competitive environment of UK market where Tesco operating. There are number
of companies in competition with this firm where some major companies are Sainsbury, Asda
and Morrison. All these company are selling similar product to Tesco at equal prices which
make it difficult for company to use price differentia in its products , the only think which can
company do is attracting customer with its promotion and advertisement strategy and make a
good strategy to attract more and more customer towards the products.
SMART objectives
This is a Framework which is used for formulating effective objectives of the
company to achieve its goals and targets. Includes five basic points which must be included
by an organisation while identifying objectives for company these are specific measurable
achievable realistic and time bound. These all points must be included by an organization
while forming objectives for its development and growth, some of the smart objectives which
can be used by Tesco for increasing its current market position.
 Increase the visitors in stores by 20% within this month
 Increase the subscriptions and sign UPS on the blog of company as well as company’s
website by 20% with the help of promotion and effective designing
 Increase 10000 followers per week on Instagram, Twitter and Facebook buy
promotion of page
Offline objectives of Tesco
Building brand image: this is the foremost objective of every organisation to build a
sound image of their brand in mind of customers. Tesco is also following this as this will help
for men attracting customers towards organisation. It also help buying personal to talk about
the brand and share the enthusiasm of the brand with others for promoting sales of
organisation.
Creation of new products: it is also an objective of Tesco to create new product as
this will help in changing the view of organisation in front of customers and fulfilling their
needs by updating products and bringing innovation in new product. Creativity always attract
customer toward product so it is good option to increase profit of organisation as well as
building separate image (Gamble, 2018).
Increase customer satisfaction: It is also an objective of farm to increase the
satisfaction of customer this can be done by research and needs and requirements of

customers for products and updating products according to their need and requirement this
can also be achieved with the help of using good feedback mechanism which can help in
improving customer services and ultimately leads to customer satisfaction.
Integration in departments: it is also an objective of organisation to increase
integration between different departments. This is because this integration will help in
smooth flow of work and reductions in conflicts which increase productivity of each and
every department maintain quality work in organisation.
Strategy Statement
Mission: Mission of Tesco is to increase market share by 20% where every individual can
buy products from company, It also what to provide ethical and valuable services to customer
where it can serve to society with the objective to increase social benefits.
Aim: the main aim of Tesco is to “change the behaviour of customer and there buying habits
in market with use of innovative products with the help of bringing smoothness in operations
and development of different function”
According to above mentioned mission and aim the strategic statement of company is
to achieve smoothness in its function by using digital and social platforms where it can
promise its products, it also want to achieve maximum productivity and for this it will follow
its objectives (Fuderholz, 2017).
The 8 C’s strategic development
8 C’s strategic development outline for the company which it can use but customising
the strategies to fit the strength and weakness of company.it is a development plan that
conduct the goal and strategies of company together which can be used bike company for
promotion of its product this is online strategy which can used to promote products of
company to target customers.
Categorise: it is the first step in this process will company given to the social media
platform based on the research of company on this platform by the targeted audience. Hear
the main focuses on website that fit the company target audience and the ones give they
views the most.
Comprehend: and this point company start observing how is social media site works
it is an important part as here it follow the trends of the website and observe how other

behave on the website and start conversation like what they do. This will help company in
establishing relations with customer as behaving right on the website will give respect for the
company and people always wish to work with respective company (Cubas‐Díaz and
Martinez Sedano, 2018).
Converse: creating content on your website is not this only thing which can promote
company. Therefore, Tesco use to post content on the sites where it can understand needs of
customer as well as their interest hair products. This will also help in getting the trust of the
customer towards company and increasing the knowledge of company about their customers.
Collaborate: here it is the task of the company to collaborate with the members is
customers on the website and builders from relations. These relations will help company in
getting more and more cutting customer’s attention towards it. That's why Tesco can use this
function in building more audience.
Contribute: step is related to sharing of content on the website or a social media
platform which help customer in knowing the current company and its will increase the
reputation of Tesco.
Connect: this type company have to connect with customers with the means of
website and live conferencing other ways where it can get in touch with customer and serving
them. This will help test in batting tips customer services improve the reason to promote the
company.
Community: it is the second last step in this process promotion strategy where
company have to form a community on a social media platform with the help of poles and
other means. This will help organisation in which one you like better involvement of
customer in it will promote the company product (Cruz and Karatzas, 2016).
Convert: This is the last step in this process where company at desired outcome and
convert them individual website now which website use hash tag and when the use the
keywords become one of the top search engine is a great for company can you know about
how to use every website to customise each post where it can you get maximum customer
retention and will promote its product effectively.

3C’s Model
Three C’s model was developed by Japanese organisation Kenichi Ohmae. This
model is based on three points which help an organisation in making it strategy. These are the
company, the customers and the competitors. This Framework said that by integrating these
three a company can get advantage in its existing business. Here company want send limit the
company have to recognise these and offer the basic product to meet the expectations and
also the differentiation from the computer where company can get maximum advantage.
Customers: the basic of any strategy the customers of company they are the prime
focus of company and supposed to be e interest in company. Excuse this system for gaining
its market position by segmenting the customers according to objective of company after that
it have to segment the customer by its coverage where it can cover these in target market and
in last it have to divide the customers in the segmented market according to types of
customers. This will help company in identifying the perfect customers which have to target
in its digital marketing strategies (Cespedes, 2017).
Competitors: this part of process says that company should identify all possible
competitions in market. This will help company information of customer service experience
sales strategy marketing strategy designing and packaging purchasing engineering
manufacturing technique and other features which make company product different from its
competitor (Chen, Eshleman, and Soileau, 2017).
Corporation: this is the last point in this function which can be used it have to
identify all strength and weaknesses of company which are related to its internal function.
Help company in formulate farming strategy according to its strength and weakness
identification of all these things.
This framework will help Company in creation of customers and promotion of digital
methods and timely achievement of digital objectives with offline objectives.
Owned, bought and earned’ model of strategy development
Earned media: this is that media sites, social media platform which help organisation
in promotion of their product because of goodwill and value of organisation in market.it can
also said as an essential online word of mouth usually seen in the form of vital tendency
mental injection shares proposed reviews recommendations for content which picked up by
third party sites (Burkholz, 2017).

Owned media: this is that media platform which used controlled and maintained by
company itself. It includes blocks channels social media accounts and websites of company
which they formed by their own. The more on media buy Tesco will help in increasing more
changes and extend the brand presence in digital market.
Paid media: this can be classified as that media which company buy by paying some
price these are existing source of media which promote company's product in consideration
of some money these are like Facebook Twitter LinkedIn and number of companies on social
media platform which take money for promoting companies product this is also an effective
way of promotion which can be used to execute digital strategies of firm and get more
advantage and competitive market (Alguacil, Crespo-Hervás and Pérez-Campos, 2020).
CONCLUSION
It can be concluded from above mentioned report that business strategies play an
important role in development of organisation as well as its smooth function. There are
numbers of internal and external factors which have their impact on performance of
organisation. Analyse that it is important to know the customers and their preference creation
of buyer persona. Smart objectives are also important factor which help in determining the
strategies. It is also identified that there are number of strategies program which can be used
by organisation for implementing good marketing plans of the product and attract more and
more customers in market also use digital platforms which help in development of marketing
strategies as well as implementation of these strategies.

REFERENCES
Books and journals
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