Introduction to Marketing: Meaning, 7Ps of Marketing Mix, SWOT Analysis, Ansoff's Growth Matrix, and Digital Marketing with Tesco Example

This report covers the meaning of marketing, 7Ps of marketing mix, SWOT analysis, Ansoff's growth matrix, and digital marketing with the illustration of Tesco. It explains how these marketing tools help organizations remain competitive and analyze their growth strategies. The report concludes that digital and social media marketing play a crucial role in the growth and success of a business.

INTRODUCTION TO
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
1...................................................................................................................................................3
(i) Meaning of Marketing............................................................................................................3
2...................................................................................................................................................4
(i)..................................................................................................................................................4
3...................................................................................................................................................5
(i) Definition of Ansoff’s Growth Matrix....................................................................................5
(ii) Ansoff’s matrix used by Tesco organization to analyse their growth strategies...................5
4...................................................................................................................................................6
i) Explanation of use of digital marketing for improvement of business performance...............6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing plays vital role in retaining existing customer as well as attracting new
customers towards the company’s products and services (Herhausen and et.al., 2020). The report
will cover the meaning of marketing, 7Ps of marketing mix, SWOT analysis, Ansoff growth
matrix and digital marketing along with the illustration of example of Tesco Plc. Tesco Plc is UK
based second largest retail organization that offer general merchandised and grocery products to
its local as well as international customers. Further, the report will also discuss how the above-
mentioned tools of marketing help the organization to remain competitive and also to analyse
own growth strategies.
1.
(i) Meaning of Marketing
Marketing basically refers to the different activities undertaken by an organization to
promote its goods and services so that customer will buy it (Ravangard, Khodadad and Bastani,
2020). For example, Tesco plc market or promote its products and service using the marketing
strategies such as advertisement, online blogs, email marketing, holdings, banners, social media
posts etc. Marketing plays crucial role in success of organization.
(ii) 7Ps of Marketing Mix with example of Tesco plc
The 7Ps of marketing mix include following marketing element that Tesco plc uses to pursue
its marketing objectives:
 Product: This state the products which organization sells to its customer in order to meet
its need. For example, Tesco provide products such as food, clothing, stationery,
cosmetics, financial services etc to meet its customer needs.
 Price: This indicates the pricing strategy use by organization to not only cover its cost
but also to generate profit. For example, Tesco plc in order to set its products price uses
cost leadership pricing strategy.
 Place: This element states the distribution channel use by organization to reach out its
customers. For example, two main distribution channel of Tesco such as online and
offline stores.
 Promotion: This state the communication mode or method use by organization to take its
message to customers. For example, promotion strategy of Tesco includes television,
newspaper advertisement, free offers, social media sites, personalized discounts.

 People: This indicates the workforce or group of people that produces or provided
company goods and play important role in success of company. For example. Tesco has
approximately 420000 people and company invest huge money in their training (Altay,
Okumuş and Adıgüzel Mercangöz, 2021).
 Process: This refers the set of activities performed by organization to achieve something.
For example, the process of Tesco offline stores involves picking up product by customer
and going to assistant for payment.
 Physical Evidence: This involves physical evidence of tangible and intangible
representation of company. For example, Tesco logo, 7000+ offline stores etc.
2.
(i)
SWOT Analysis: This is a tool of marketing with the help of which the company can
identify its internal strength and weaknesses along with external opportunity and threat. For
example, the SWOT analysis of Tesco are as follows:
 Strength: This indicates the internal advantage which drive the company to its growth.
For example, internal strength of Tesco plc is their 26.9% grocery market share, profit of
551 million pound in the year 2021 which is around 28.7% higher than previous year.
 Weakness: This indicates the problem within the organization holding it back. For
example, the internal weakness of Tesco plc includes poor quality of product and horse
meat scandal (Yulia, Bahtera and Evahelda, 2019). Poor inventory management and
shortage of products is also internal weakness of Tesco.
 Opportunity: This indicates the opportunities available to company that they should
grasp in order to succeed. For example, the external opportunity available to Tesco is
growth of online grocery sales, social supermarket, AI and machine learning.
 Threat: This state the threat that affect the company existing and growth position in
market. For example, the Brexit has increased the cost of tariffs, custom checks and
quotas the impact of which supply chain of Tesco is negatively get affected.

So, on the basis of SWOT analysis, the management of Tesco plc adopt proper marketing
strategies such as social media marketing, adoption of just in time inventory management
system, apologizing to the customer for horse meat scandal via PR and TV advertisement. In this
way, it can be said that, with the help of SWOT analysis, the company can identify new
opportunity in the market and promote their products in such a way that attract the customer
easily (Sitepu and Ompusunggu, 2020). The SOWT market analysis helps the company to build
as well as improve its brand image in the local and international market.
3.
(i) Definition of Ansoff’s Growth Matrix
The Ansoff’s growth market matrix basically known as Ansoff product and market
growth is a marketing planning tool which is used by organization to determine its product and
growth. For example, this tool of marketing is used by Tesco plc to understand how they can
grow and devise strategy for future growth in order to became one of the leading retail
organizations in the world.
(ii) Ansoff’s matrix used by Tesco organization to analyse their growth strategies
This matrix used by organization to analyse and identify their business growth strategies
based on the four factors. For example, Tesco plc uses the Ansoff’s matrix for their product
development, entering new market and increasing sales of business. The four categories of
matrix are as follows:
 Market Penetration: When an organization operates in existing market with their
existing product than it is known as market penetration. For example, Tesco plc at their
initial stage uses this category to retain the retail market. The company basically promote
itself with the help of leafleting in stores and Tesco clubcard points.
 Product Development: This is another category state development of product i.e.,
launching of new products in the existing market. For example, Tesco company in order
to enhance its customer loyalty, uses this strategy of growth. The company launches its
organic food products in existing market, credit card loans, insurance, mortgage and
electronic products to their UK customers (Dawes, 2018).
 Market Development: The market development means a situation when organization
starts selling its existing product in new market. For example, Tesco plc in order to
expand its business operation in more than 13 countries uses this force of growth

strategy. The company has entered various new market such as USA, EU, Asian with
their supermarkets and stores to sell its existing products and rendered services.
 Diversification: The last force of matrix is diversification which means launching new
products in new market. For example, the diversification growth strategy of Tesco
involves introducing own clothing brand such as F+F and Cherokee along with own food
brand of Value and finest. Tesco also diversified itself in health and beauty products in
order to gain large customer base from new markets. Before introducing its new product
in any new country, the marketing team of Tesco do deep research on new market
culture, industry policy and rivalry.
4.
i) Explanation of use of digital marketing for improvement of business performance
Every business relies on their marketing effort to attract client’s attention and in the present
technologic world, digital marketing plays vital role in creating strong bond with the clients. The
various digital technologies and platform that an organization can use in order to improve its
business performance are as follows:
 Social media marketing: This is platform of social media marketing which is one of the
most cost-effective ways to improve business performance. For example, Tesco plc
promote its products and services on various social media platforms such as Facebook,
YouTube, Twitter, Instagram etc. Here, the company also post its various offers and
discounts schemes to attract the customer towards their products.
 Own Website: Having own website and online stores is great in today’s time to attract
the customer over its existing products. For example, Tesco company have two-way
distribution channel such as online and offline stores all over the world with the help of
which the company has become second largest retailer of UK and ninth largest retailer of
all over the world (Khajezadeh and et.al., 2019). Thus, in present time, if company wants
to increase its sales and performance level than they should opt for digital marketing
strategy.
 Email marketing: This is also one of the digital marketing in which company’s spread
its brand awareness via email and send it to all people around the world. This helps the
company to understand its customer taste and preferences such as Tesco company. The

email marketing is one of the most significant online marketing tactics with the help of
which company can easily communicate with its customers. This further help the
company to provide online shopping, payment option to its customer which ultimately
leads to increase in customer base (Bala and Verma, 2018).
CONCLUSION
After summing up the above information, it is concluded that marketing especially digital
and social media marketing plays crucial role towards the growth and success of business. The
report has also concluded how the marketing help Tesco company in remaining competitive in
the market using SWOT analysis. In addition, the report has also covered the meaning of
Ansoff’s matrix and how this marketing tool has helped Tesco company to analyse their growth
strategies. Lastly, the report has covered the use of digital marketing with the illustration of
Tesco company in their business improvement.

REFERENCES
Books and journals
Ravangard, R., Khodadad, A. and Bastani, P., 2020. How marketing mix (7Ps) affect the
patients’ selection of a hospital: experience of a low-income country. Journal of the
Egyptian Public Health Association. 95(1). pp.1-8.
Altay, B. C., Okumuş, A. and Adıgüzel Mercangöz, B., 2021. An intelligent approach for
analyzing the impacts of the COVID-19 pandemic on marketing mix elements (7Ps) of
the on-demand grocery delivery service. Complex & Intelligent Systems, pp.1-12.
Yulia, Y., Bahtera, N. I. and Evahelda, E., 2019. A SWOT Analysis on the Implementation of
the Marketing Strategy: A Case Study in the Raja Abon Makmur Lestari, Pangkalpinang
City, Indonesia. International Journal of Business and Economy. 1(2). pp.24-30.
Sitepu, C. N. B. and Ompusunggu, V. M., 2020. The Development Strategy of Carrot
Commodity Marketing with the SWOT Analysis Approach in Merdeka District, Karo
Regency. Budapest International Research and Critics Institute (BIRCI-Journal):
Humanities and Social Sciences. 3(4). pp.3608-3618.
Dawes, J., 2018. The Ansoff matrix: A legendary tool, but with two logical problems. But with
Two Logical Problems (February 27, 2018).
Khajezadeh, M. and et.al., 2019. Application of neural network in portfolio product companies:
Integration of Boston Consulting Group matrix and Ansoff matrix. International Journal
of Economics and Management Engineering. 13(6). pp.809-813.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Herhausen, D. and et.al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management. 90. pp.276-290.
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