Introduction to Marketing

Introduction to
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
TASK 1............................................................................................................................................3
A detailed analysis and evaluation of the company: its marketplace and its marketing
strategies......................................................................................................................................3
TASK 2............................................................................................................................................7
KEY MODELS AND THEORIES: SWOT analysis and Ansoff Matrix to recommend
strategies for future growth and to target different customer segments for purposes of
expansion into global market......................................................................................................7
TASK 3..........................................................................................................................................10
MARKETING CAMPAIGN....................................................................................................10
CONCLUSION .............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is an activity undertaken by companies to promote the buying and selling of
goods or services and their offerings to public. It includes several actions which helps company
for making sales and earning profits. Marketing involves advertising, selling and delivering
products to customers or to the end users. Networking with potential customers or past clients is
part of marketing activity too for building relationships for longer duration. In this assignment, a
brief overview is given about the market condition of TESCO. PEST analysis is conducted of the
company for understanding the external environment. A thorough evaluation of STP policy is
performed for gaining knowledge about the company's targeted population and ways in which
they position themselves in market. After knowing the environment of business marketing mix
tool is analysed to known different strategies used by TESCO (Armstrong and et. al., 2018) .
Once audit of current market performance and strategy is done then, models and theories are
used for understanding competitors advantage and identifying future growth options of TESCO.
SWOT analysis is conducted and Ansoff's growth matrix is applied for examining all the growth
and expansion options for making the organizationmore effective and earning more units of
profits.
TESCO is a British multinational supermarket chain established in 1919 by Jack Cohen
and headquartered in Welwyn Garden City, Hertfordshire, England, UK. TESCO deals in retail
industry serving several goods and services to worldwide customers through number of stores
situated in different locations and regions. TESCO is a public limited company, listed on London
Stock Exchange and Financial Times Stock Exchange.
MAIN BODY
TASK 1
A detailed analysis and evaluation of the company: its marketplace and its marketing strategies
Market analysis:
TESCO is a British multinational supermarket chain situated in UK and serving to
worldwide customers. TESCO is one of the biggest and largest grocery retailers amongst all
companies of its type dealing in retail industry. Current TESCO has occupied nearly 27% of
market share of retail industry. Major success point of TESCO is expanding its operations
overseas, shifting to higher margin non-food merchandise, building strong UK core business.

TESCO is price leaders giving huge competition to others by maintaining low costs and offering
goods to end users in lowest cost possible. This cost leadership strategy, adopted by TESCO is
keeping it differentiated from other companies present in the industry (Kotler and et. al., 2017) .
TESCO has many competitors like Sainsbury, ASDA and Morrisons, having huge operations and
give strong competition to company but TESCO is also maintaining its position in marketplace
by using best and most effective strategies. Competitive environment in UK is regularly
changing possessing many threats on company still TESCO is maintaining its position in market
giving great competition to others and adapting dynamic market conditions.
PEST analysis:
This is a framework which is determined by researchers and used by organisations to
analyse their external market conditions. This tool comprises different elements which are macro
and possesses impacts on overall industry in which company is operating.
 Political- Since, TESCO operates globally, political factor has great influence on the
performance of company in different regions. These includes tax rates, legal regulations
and political stability of the country in which TESCO operates. Company understands
that their business has potential influence on the jobs and people, when they open any
new stores. TESCO has also benefited from the free trading blocs promotions made by
government, providing more and better opportunities to expand and earn higher profits.
 Economical- This is one of the most influencing and strong macro environmental factor,
holding great impacts on the overall industry and on businesses operating in it. TESCO
have its operations in various regions, therefore company have to deal with various
economies and perform their business actions accordingly (Gummesson, 2017). TESCO
pays utmost attention to economic factor as it is directly affecting the buying behaviour
of potential customers. Currently economies are going through several ups and downs
facing instability and uncertainty.
 Social- This element shows impacts of culture, values and preferences of population and
their beliefs. Consumers attitude nowadays towards food is continuously changing as
people are becoming more healthy conscious and due to which demand of organic food is
increasing which is accommodated by TESCO.
 Technological- It is another very essential and influencing element of macro
environment. Technology is becoming part of day to day life of people as it provides ease