Marketing Across Boundaries: A Case Study of Tesco

This report analyzes the marketing concepts and models used by Tesco, a British international groceries and general merchandise retailer. It includes a SWOT analysis, Porter's five forces analysis, STP, and marketing mix. The report also covers macro and micro environments, leadership changes, legal issues, and the impact of COVID-19 on the business.

Marketing Across
Boundaries

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
SWOT Analysis......................................................................................................................3
Porter's five forces analysis....................................................................................................5
STP.........................................................................................................................................5
Marketing mix........................................................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing across boundaries will offers the tools to execute or oversee the fundamental
marketing tactics and decisions across the management in national and as well as global level.
Marketing is the procedure of presenting the goods and facilities to desired consumers of the
management (Akbar, and et.al., 2021). The management consider in this report is Tesco. It is a
British international groceries and general merchandise retailers headquartered in Welwyn
Garden city, England. The present report covers the scenario of the marketing concepts and
model that are linked with the analysis. The involves macro and as well as micro environment,
porter's five force analysis, STP and at last it covers marketing mix.
TASK
SWOT Analysis
It is a technique of following the internal strength and as well as weaknesses and external
term of opportunities and threats that had faced by the management that support them to form
present and as well as furthermore functions.
Strengths
 Management is the sole trader that
holds 27% market share in UK that
dominates the market that strengthen
the managerial brand value (Krishen,
and et.al., 2021).
 Management online marketing is also
extending efficiently and now
consumer can purchase goods at 24*7
while being at their place.
Weaknesses
 It involves leadership change in the
management that has make difficulty in
performing the roles in business.
 Legal fees of the business has
maximised in last years by having
fraudulent actions in the business.
Threats
 UK-EU relations develop a major threat
to the business as it will need to trade a
per to WTO laws that need high tariff
Opportunities
 There are higher term of opportunities
for the business to boost up their
management in online section by

rates.
 Labour threats in manner of
maximising wages that put further
pressure on the business.
COVID-19 pandemic situation.
 AI and machine learning can be utilised
for effective supply will offers products
faster with lower value.
SWOT is termed as a Strength, Weaknesses, Opportunities and Threats. It offers suitable
information about the sections and divisions of the marketing managers in the business. The
SWOT analysis offers an effective framework for reviewing tactics, positioning and directions of
the business or business proposition or any other orientated thought. By completing SWOT
Analysis it will be effective and is an efficient topic for workshop terms. It also termed to be
brainstorming dealings. By utilising of the SWOT analysis, marketing manager maintains the
manageable planning, strategic planning, competitor evaluation, marketing business and product
development for the research topics for practising the team building sections. By this
management have follow social variations as per to higher demands for non-food items and
packed products in the management of Tesco. COVID-19 pandemic situation have develop fear
in mindset of public like meat and now they demands for safe goods (Moriuchi, 2021). Market
is evolving internally due to which management holds only 20% market share. It also face
inflation rates issues that will have an impact on the working of business. Internalisation
supported Tesco in working feasibly and earn profit if another nation faces economical
stagnancy. Tesco holds higher term of profit from the UK and there is effective term of stability
(Lindgreen, and et.al., 2021). After end of UK-EU free trade free agreement in which Tesco
now have to pay more for the tariff as per to the rules of WTO. Online shopping with services of
home delivery and safety checkout points that have developed easy for customers. Technology
keeps varying and if management would not upgrade their usage of techniques then customer
will shift their interest towards their rival company. Laws in Tesco have made the functioning
more easy. It can develop a hindrance for effective running of the business. It will have an
impact on environment that will be advantageous for Tesco with CSR laws (Paulino, Prats, and
Domènech, 2021). Not complying with CSR laws make the management hard.
Benefits Limitation
 It will addresses the weaknesses in the  It would not prioritize the issues

business
 It will disapprove the issues and as well
as threats
 It will capitalise on opportunities in
relation to the marketing manager
 Take suitable benefits of their strengths
 It will create managerial targets and
tactics for accomplishing them.
 It will not offers the solutions or
provide secondary judgements in
context to the marketing manager.
 It could produce various sort of the
ideas but not support the management
to select which one is suitable.
 It can create a lot of data, but not all of
it is useful.
Porter's five forces analysis
 Competitive Rivalry- Tesco faces high term of competitive rivalry as the retail industry
is filled with competing management who provide best competitive price.
 Supplier Power- It involves low supplier power as competitive pressure develop the
management that rely on outsourced suppliers with weak prices.
 Buyer Power- In context to Tesco, customer are shifting power as there are varied
number of competitors in retail sector by which threat is high.
 Threat of Substitution- Tesco being retail sector management with high level of threat
of substitution that are easy to copy goods at low costs.
 Threat of New Entry- The goodwill capture in this sector makes this threat moderate
as it is difficult to break the loyal base of consumer.
STP
 Segmentation- It is termed as a primary section in preparing of a marketing plan that
divides sales of the goods as per to the targeted audience (Peterson, and et.al., 2021).
Segmentation planning is essential part of any management that supports the
management in an efficient way. It will be on the basis of geographical location of the
management in respect to sell goods.
 Targeting- It is fundamental responsibility of marketing division to take advice of
strategic organisation to deal with several laws to determine target market. Various
management at the marketplace enables marketing divisions in that management select
targeted consumer as teenagers and as well as adults.

 Positioning- It will concentrates on execution of business plan that also linked with
proper control (Peterson, and Dover, 2021). The context to it, positioning of the goods is
important for manageable to select suitable framework for the business.
Marketing mix
 Product- It is relation to the goods that management sold in marketplace. It provide
perception in terms of services and demands of the market. It is also values the goods and
facilities to hold the customers.
 Place- The spot where the management selling their goods and facilities. It could be
online or offline.
 Price- It discuss about that how much cost of the goods/facility cost? It provide
perception about the business that it can cut cost to offers the goods at lower price for the
consumers.
 Promotion- It is a very essential factor in marketing it supports in rising awareness of the
brand and goods it sells (Schepis, Purchase, and Butler, 2021). Traditional and as well as
digital marketing that are the manner of their brand and goods.
CONCLUSION
From the above mentioned report it has been concluded that, marketing is a relationship dealing
in which various nations develop values for consumers and gain standards from creating strong
relationship with consumers and another stakeholders.

REFERENCES
Books and Journals
Akbar, M.B., and et.al., 2021. What Causes Social Marketing Programs to Fail? A Qualitative
Study. Social Marketing Quarterly, 27(2), pp.99-116.
Krishen, A.S., and et.al., 2021. A broad overview of interactive digital marketing: A bibliometric
network analysis. Journal of Business Research, 131, pp.183-195.
Lindgreen, A., and et.al., 2021. How to develop great conceptual frameworks for business-to-
business marketing. Industrial Marketing Management, 94, pp.A2-A10.
Moriuchi, E., 2021. Cross-Cultural Social Media Marketing: Bridging Across Cultural
Differences. Emerald Group Publishing.
Paulino, I., Prats, L. and Domènech, A., 2021. Breaking Brands: New Boundaries in Rural
Destinations. Sustainability, 13(17), p.9921.
Peterson, M., and et.al., 2021. Sustainable Marketing and Consumer Support for Sustainable
Businsses. Sustainable Production and Consumption, 27, pp.157-168.
Peterson, R.M. and Dover, H.F., 2021. Global perspectives of sales enablement: Constituents,
services, and goals. Industrial Marketing Management, 92, pp.154-162.
Schepis, D., Purchase, S. and Butler, B., 2021. Facilitating open innovation processes through
network orchestration mechanisms. Industrial Marketing Management, 93, pp.270-280.