Marketing Plan

Marketing plan for TESCO including internal and external market analysis using SWOT, PESTEL, and Porter's Value Chain. Discusses objectives and issues related to selling products abroad.

Marketing Plan
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Executive Summary
Marketing plan include list of actions that are required to be undertaken by an organisation
in order to accomplish company goals and objectives in well defined manner. This will allow
entity to each to target customers in more unified manner. Present report has been based on
TESCO. Project includes internal and external market analysis with the help of SWOT, PESTEL
and Porter’s Value Chain.
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Executive Summary.........................................................................................................................2
Marketing Environment...................................................................................................................4
Objectives/ Issues:...........................................................................................................................5
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Marketing Environment
TESCO operates their functioning as leading British multinational general groceries and
merchandise retailing organisation. Company headquartered in England, United Kingdom.
Intangible assets of TESCO include patents, secrets, trademarks and copyrights of their products
and services. While tangible assets of company include, plant and equipment, property, current
assets like, bank or cash accounts and more.
Internal Analysis
Porter’s Value Chain
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Threat of New Entrants: Low threat of new entrant as to enter into grocery market there is
a need to huge investments.
Bargaining Power of Suppliers: Due to presence of few market leaders in UK in the
segment of grocery market bargaining power to suppliers is low.
Bargaining Power of Customers: In UK bargaining power of customers is relatively high
due to presence of Asda, Sainsbury’s and Safeway.
Threat of Substitutes: High threat of substitutes is present in UK market because of
small scale operations like Express and Metro stores.
Bargaining Power of Competitors: Due to dominance of the larger players high bargaining of
competitors prevails in UK marketplace.
External Analysis
PESTEL Analysis
Political: It has been evaluated that performance of TESCO is mainly influenced by
legislative and political condition of UK and European Union. While as compared to India, it has
been seen that company in order to gain success require encouraging labour-retailing sector.
Economical: As per compared to UK, India is having high unemployment level that lead
towards affecting performance of company. Thus, TESCO is required to evaluate its costs,
demand and price of their products and services as to ensure success.
Social: India offers a traditional platform, while TESCO functions are largely influenced
by western market of UK customers. Thus, as to increase profitability TESCO is required to
effectively focus on attitudes and beliefs of Indian customers.
Technological: United Kingdom is a develop country while India is still a developing
nation. Thus, TESCO is required to make their investments into more efficient projects as to
ensure long term suitability in respective market place.
Environmental: India is having more concern towards environment as compared to UK.
Thus, TESCO is required to make their successful existence into market by benefiting society
with having clear commitment towards environmental issues.
Legal: There are different types of legal laws and legislations in India that are governed
by both central and state laws. This, will impact upon TESCO as in UK major contribution of
legal matters is concerned with English law. Thus, TESCO in India is required to fulfil
obligations of bit Central and State laws as to perform operation in well effective manner.
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SWOT Analysis
STRENGTH WEAKNESSES
 Strong brand image High quality products and services
 Low promotional techniques
THREAT OPPORTUNITIES
 Political and legal factors may impact
upon company smooth functioning.
 With the help of advanced and
innovative technology company can
ensure great success.
Objectives/ Issues:
In order to sell products abroad TESCO is required to undertake advantage of market
analysis and response to changes in consumer behaviour with innovation and uniqueness in their
products and services. With the help of innovative ways TESCO can effectively able to improve
customer shopping experience in more effective way.
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