Marketing Report on Tesco: Strategies and Analysis
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Added on  2022/12/16
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This marketing report provides an analysis of Tesco's strategies and internal factors. It covers segmentation, targeting, and positioning, as well as external analysis of retailing trends, competition, and supply and distribution network.
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MARKETING REPORT
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Table of Contents INTRODUCTION...........................................................................................................................3 EXTERNAL ANALYSIS...............................................................................................................3 Retailing trends............................................................................................................................3 Competition.................................................................................................................................4 Supply and distribution network..................................................................................................4 SEGMENTATION, TARGETING AND POSITIONING.............................................................4 Segmentation...............................................................................................................................4 Positioning...................................................................................................................................5 Targeting......................................................................................................................................5 INTERNAL ANALYSIS.................................................................................................................6 VRIO Analysis.............................................................................................................................6 STRENGTH....................................................................................................................................6 CONCLUSION................................................................................................................................7 REFERENCES................................................................................................................................1
INTRODUCTION Marketing is defined as the strategic aspect that is followed by almost all the companies and organisations that are working in the race. Marketing is said to be playing an essential role in the organisations whether it be any kind of industries like that of retailers and automobiles sectors. The major aim of adopting marketing strategies is to ensure that the product is reaching the customers and in turn increasing the customer base (Mothersbaugh and et.al, 2019). It is mandatory to probably target customers that support increasing sales which will in turn bring shareholders towards the company. The entire reports deals with the marketing strategies as well as internal and performance aspects of the company. The company that is chosen in this regard is Tesco. Tesco plc is the largest retailer supermarket chains in United Kingdom that was established long ago and it is making profits in the best possible way. It has adopted a greatest marketing strategy that has set the growth trajectory for it over a long run. Entire report deals with marketing strategies made Tesco one of the largest retailing services in the United Kingdom. EXTERNAL ANALYSIS Retailing trends Internet as one of the major boon: the trending retailing services nowadays are said to be more prominent with the flourishment of internet services. Internet is said to be at its park and people from all over the world are in use of it. There are different social networking sites as well as different platforms in order to shop goods is being developed online. This has brought about a great concern for the retailing services such that every industry is now able to depict its products online. The people who are living in the remote areas can now shop online. Tesco uses online platforms in order to depict the products that it has and it is dealing. Consumers and direct contact with brands: one of the biggest retailing trend is that the consumer has that are stopping and purchasing items from a brand is now able to speak to them about their concerns directly using the social platforms. This is said to be an immense opportunity for everybody to express their views regarding the products and their demands. Through this process even the biggest brands will get to know their ideas and ideologies of its consumers and it can produce goods accordingly (Li and et.al, 2021).
Competition Retailing sector is full of challenges and there are different industries that are operating in this particular sector. Tesco company is known to be one of the biggest retailing services and is said to contain numerous employees that are working to deal with the customer satisfaction. On an average there seem to be billions of customers that visit the grocery store and therefore there it seems to incorporate in the minds of people that every household is available in this particular supermarket which is also famous for groceries. There are other retailing services that compete with Tesco in this particular industry. Yet with different strategies that Tesco has adopted it stood as one of the largest retailing services whose reputation will not cease for over a long run. Supply and distribution network The supply and distribution network of Tesco is said to be a really big and there are numerous suppliers that usually bring goods to the company. The goods that are inhibited by the company are divided into sectors in the supermarket and each sector is provided with a manager to deal with. The supply and distribution network of Tesco will also deal with things that will incorporate means of taking the products to remote areas upon distribution. SEGMENTATION, TARGETING AND POSITIONING Segmentation It is said that the segmentation deals with the set of micro as well as macro environmental factors that seems to be affecting the decision making process of the organisations. The factors that are associated with Tesco marketing is said to be offered by different attractive means that will decide the segments that are to be focused upon (Key and Czaplewski, 2017). Tesco company segmentation is of four types: Geographic segmentation: Geographic segmentation the company focuses upon the religion density and gender of the communities as well as the commodities upon which the company can focus upon the countries that are nearby as well as the density of rural and urban population. All the age categories that fall upon the need of purchasing groceries is also being taken into account. Gender discrimination is nowhere found in the organisation since there are products that are available for both male and female. Demographic segmentation: it is necessary for the organisation to deal with circumstances of demographic which involve income of occupation education social status and family size. Focusing upon these aspects the company will get clarity upon the income categories and the
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INTERNAL ANALYSIS VRIO Analysis The VRIO analysis help the company to identify the internal factors that are important to be dealt with. VRIO stands for value, rare, imitable and organisation. Value: the value of Tesco is basically dependent upon the resources that are constituted in the company. It is usually said that the value that is maintained by the Tesco company is high when compared to the other companies. Here in Tesco the employees are regarded to be one of the precious resources that well constitute the high productivity. The employees of Tesco are regarded to be loyal and will work dedicatedly upon interacting with the customers and ensuring that revenue is properly generated through promotion activities. Rare: Tesco distinguishes that the local food products are not there when compared to other company’s policies. If the competitors inhibit challenges that are forced upon Tesco then they will flourish at no instance. The rear aspect of Tesco company is its employees. The workforce of Tesco is nowhere found since the employees are very dedicated and stay passionate about their competitors such that they work in the better possible manner. The other resources for Tesco is its distribution network which is composed of various investment criteria that is being done in order to process firms. Imitable: the policies of Tesco are imitable because they seem to be very easy and can be acquired by competitors. The employees at Tesco are also sometimes can be imitated by the other forms yet they have vigorous courage and determination. There is no sense of uniqueness when it comes to the strategies that are employed by the workforce of the organisation therefore the skills and the other improvement activities can therefore be imitated by the other companies. Organisation: The organisation is said to be a well-defined one because the purchases are strategically invested upon different opportunities that will combine different sectors of the organisation. There said to be different patents that are imposed upon the company and therefore it is identified to be the vast network that will sustain competitive advantage. STRENGTH The strength of the company Tesco lies in the internal factors that the company deals with. There seem to be different challenges that are associated with the organisation and when the challenges are met with the strategies that are important to be adopted then the company is regarded to be potential in the aspect of growth. The strengths that are in regard of Tesco company are the
company is the biggest grocery store in the entire United Kingdom and it is such that there is every product that is available for all demographics. The efficient network of supplier is said to be one of its strength since there seem to be playing a major role in contributed the products for the company. Tesco is said to be holding a highest market share in the local market and that in the field of grocery retailing it is said to be one of the most reputed one. There are different award holders and Tesco company is regarded to be the best performer in the retailing industry. Although there are number of retailers that are operating in the United Kingdom yet there is a unique mark that is being set by the company Tesco. This reputation is also considered to be the biggest strength of the company. the major asset of the company is its employees. Employees that work in Tesco are said to be more dedicated towards the objectives that are set by the management. Its workforce is regarded to be the backbone for the purchases that are being done on a daily basis by its customers. They interact in a fullness by explaining about the policies that will bring forth the sales for the company. CONCLUSION
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