Introduction to Marketing Assessment

Introduction to Marketing
Assessment

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Current marketing strategy and position of the business.............................................................3
Market segmentation criteria which could be successfully targeted by the Tesco......................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is one of the essential part of an organisation, it helps to identify desired
customers for the company so they can sell their products and services to them and earn
probability. It is the activity, and process for creating, delivering coma communicating and
exchanging offering that have value for the customers, partners and society at large.
This report has been covered case study of Tesco plc. Which is a British retail
multinational company, selling varieties of product to the customers. They are operating 6800
shops in various locations and having collaboration with brands like one stop, Booker, Makro
etc.
This report will undertake the marketing audit of the Tesco business performance through
the PESTEL analysis and SWOT analysis. What the tool will help to identify strength and
weakness of the company, that will indicate the performance within the market. it will also
include set of Marketing segmentation criteria which could be successful targeted by the
business. This report will undertake this suitable market research to explain how this chosen
customer group can help Tesco company too grow within the retail marketplace. In the end of
this report provide a marketing strategy for the Tesco company so they can take competitive
advantages and show their presence as a emerging brand.
MAIN BODY
Current marketing strategy and position of the business
Tesco as one of the top leading company within the retail industry who are operating their
business all over the world (Fatricia., 2017). They're having a good reputation in the market and
continuously improving their business by using the effective strategies. to identify the strategies
used by Tesco, PESTEL analysis and SWOT analysis can we useful tools and it will also help to
analyse the performance, strength and weaknesses Of the company.
PESTEL analysis
Political factors

Tesco is operating their business within 12 countries that include Europe pan Asia. They are
exposed with many political factors that have direct impact on their operations. some of the
factors such as political instability, unemployment rates, text rates affect the strategies and
performance of the company. Attacks on the large supermarket that is known as Tesco tax was
introduced by a local councils but the government of UK deny are they refuse to avoid the price
hike. And similar initiative in the future can affect Tesco negatively. on the other side Tesco also
have good political support that helped them to get some relief from the government.
Economical factors
One of the most important economic factor is liberate that is affecting The UK supermarket
(Tirawatnapong and Fernando., 2018). In year 2018 minimum wages rates increased by 4.4%
which create negative impact on the Tesco becausr increasing Labour rate means they have to
pay more to the employees for their work. To overcome from this issue Tesco company bring the
Labour from the countries where they have to payless salaries. this strategy is helping them get
Labour in lower wages and big and spend money on they are training and Development. Another
important economical factor is raw material prices, the prices of the raw material is increasing
day by day which is affecting the profitability of the Tesco. to overcome from this problem this
company has created good relation with their suppliers that helped him to get discount.
Social factor
The customers shopping trend it’s continuously changing over the time. most of the
people have busy schedule and they always demand for the fast delivery with flexible gods
written policies. The Tesco company is relying on the customer within the UK and they should
understand what customer actually want and what kind of services they are looking for. The
another issue that is creating threat for this company is obesity and customers are more often
concerned about their health. It is forcing Tesco to shift their product from the fast food to
Organic food. It will help them to satisfy the needs and demand of the customers and they were
able to take competitive advantages.
Technology
From the fewer year back this company was facing the issues like poor experience for the
customers and horsemeat scandal. Advancement in the technology growth and create the new