Introduction to Marketing: Tesco Case Study

Introduction to
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
1) i. Marketing........................................................................................................................3
ii. Marketing mix....................................................................................................................3
2) i. SWOT analysis...............................................................................................................4
3) i. Ansoff’s growth matrix...................................................................................................5
ii. How Ansoff’s matrix could be utilised by firm to analyse its development strategies......5
4) i. How company could utilise digital marketing to advance its performance and
development...........................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCE...................................................................................................................................7
INTRODUCTION
Marketing describes the actions of business that are involved with the purchase and sale of a
product or service. Tesco is used as the base business. Tesco is a global grocery and retailer

company is specialist in selling of numerous items from different sectors such as apparel,
software, financial services and so on. This group was formed by Jack Cohen in 1919, UK. This
report discusses the marketing mix, how marketing benefits businesses, and how to overcome
difficulties in competitive marketplaces. It also covers marketing solutions to meet specific
company issues as well as the influence of globalisation on the competitive market.
1) i. Marketing
Marketing is the procedure of getting potential customers concerned in goods and
services. Marking attempts to provide stand alone value for prospect and customers using content
with long term goal of demonstrating product value, strengthening brand loyalty and eventually
sales. It is broad and includes all strategies which assist an organisation, brand or individual in
achieving their goals and objectives (Davis, 2017).
ii. Marketing mix
Product: Product depicts as tangible commodities which is created by organisation for
satisfying the customer's desires. Tesco has been providing with wide range of products which is
able to satisfy large number of audience.
Price: Price is a strategy which is needs to concentrate for gaining competitive edge in
market. Tesco always attempt to maintain its price as possible without reducing the quality of
their products or running itself in loss.
Promotion: Promotion is the way which is utilised by organisation for creating awareness
about the product. The selected organisation uses various medium to advertise such as
newspaper, television and other media for creating awareness (Tesco is UK’s biggest traditional
advertising spender in grocery retail, 2020).
Place: Place means location at which the commodities will be provided to customers
(Matthyssens and et. al., 2016). Tesco uses two main channels of distribution namely online and
offline and they having more than 7000 stores across the globe.
People: People comprise the employees of organisation who are working for achieving
the goals of organisation. In Tesco, there is around 420,000 people work and firm invest huge
amount of money and time for train their employees.
Process: Process encompasses the way by which commodities are being delivered to the
consumers (Palmatier and Sridhar, 2017). The process of Tesco is to keep their consumers