Digital Marketing Plan for TESCO

Digital marketing
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Digital Marketing process............................................................................................................3
Company online strategies...........................................................................................................4
Situation analysis.........................................................................................................................5
Competitors Analysis...................................................................................................................6
Market Analysis...........................................................................................................................7
Situation analyses with Digital Marketing..................................................................................7
Digital business and digital marketing plan.................................................................................7
Formulation of Objectives...........................................................................................................8
Implementation and control in DM.............................................................................................8
STP Approach..............................................................................................................................9
Marketing Mix.............................................................................................................................9
Budgeting and Measures............................................................................................................10
CONCLUSION..............................................................................................................................12
REFRENCES.................................................................................................................................13
Books and Journal......................................................................................................................13

INTRODUCTION
Digital marketing plan is considered as a document which comprises of the short term and
long term strategies of the company. It involves certain concepts such as goals of the campaign,
investment and marketing strategy, timing management and so on. These plans will help the
company in attaining their organisational strategy which consider the customers as their starting
point (Du Plessis, 2017). The other departments of the company are also linked together in order
to execute the digital marketing plan. This report is based on the development of a digital
marketing plan for TESCO. Along with this, there is a proper analysis and execution of digital
campaign in the external environment of TESCO.
MAIN BODY
Digital Marketing process
Digital marketing process enables the planning and execution of the digital marketing
strategy in the business environment of the organisation. The digital marketing campaign in this
relation is the use of social media platforms in order to enhance the customer base. TESCO have
designed a campaign in which they are using Instagram and Twitter as their main tool to target
the audience in the marketplace. With this, the company will take advantage of the international
and national food days and will showcase their product with the promotional coupons for the
customers. Also, with this the company can develop effective newsletter in order to enhance the
customer engagement towards their brand. The digital marketing plan is as follows:
 Situation analysis: TESCO aims at analysing the working environment in which they
will implement the digital marketing strategy. The company uses SWOT analysis and
PESTEL framework in order to analyse the core strength of the digital plan.
 Define Objectives: This phase depicts that the company must define their objectives
while developing digital marketing plan. TESCO uses 5S to define the objectives of their
digital marketing. These are namely; sell, serve, speak, save and sizzle.
 Strategy and tactics: In this phase the company must develop effective strategies in order
to attain the objectives in the competitive environment (Gartanti, Triwardhani and Putra,
2020). TESCO considers the chief strategies.

 Action: In this phase, the company implements the policies and strategies efficiently.
TESCO focuses on managing the risk efficiently in order to implement the marketing
plan.
 Control: This phase involves the monitor and control techniques adopted by the company
for the marketing plan. TESCO follows the performance tools and KPI's technique for
identifying and eliminating the discrepancies associated with the campaign.
Company online strategies.
TESCO is one of the major groceries retailers which are currently operating 2,318 outlets
across the globe. The company offers their inclusive services through internet and online
services. Tesco.com, tescodirect.com and tesco.net are considered as their ways of selling
through E-commerce. This helps the company in maintaining their customer base by tailoring
their services according to the demands of the customers. Also, TESCO uses techniques in order
to analyse the customers past shopping behaviour. The company is focused towards developing
strategies such as introducing loyalty cards for their customers.
TESCO follows many strategies for enhancing their business operations across the globe.
Some of them are as follows:
 TESCO have introduced clubcards for direct marketing of the products. This helps the
customers in for choosing the products from the place of their convenience.
 TESCO have launched click and collect feature which offers products through
multichannel. It provides equal opportunity to the customers to pick up the products from
any of the Tesco store available near them (Ghai and Rahman, 2018).
 TESCO have also implemented many promotional offers for attracting large customer
base towards their brand.
Hence, these are the strategies used by TESCO for sustaining and enhancing their market
share with increased profitability. Also, these strategies will develop efficiency and effectiveness
of the workforce in a competitive industry.
Situation analysis.
TESCO works at a global level and in order to analyse the situation of the working
environment the company needs to use certain methods and techniques such as the SWOT