Marketing Mix and Tactics of Walmart and TESCO

This report compares the marketing mix and tactics of Walmart and TESCO, evaluates their marketing plans, and analyzes the strategies used by both companies to achieve their business goals. It also provides coherent evidence and insights into the marketing strategies of Walmart for their new product launch.

Marketing
essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
PART – A........................................................................................................................................3
1)Comparison of two organization on the bases of their marketing mix...............................3
2) Tactics applied by organizations to achieve business goals...............................................5
PART- B..........................................................................................................................................5
1)Basic marketing plan of Walmart......................................................................................5
2) Detail Coherent evidence...................................................................................................9
3) Marketing Mix 7Ps to achieve marketing objectives.........................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the process of advertising, sales technique and publicity of the product in
the market by the organizations. Without planning of business marketing companies cannot
achieve their business objective.
This report will take walmart company for this case study. Walmart is an American
multinational retail corporation which operates chain of Grocery stores and Hypermarkets and
their headquarter is in Arkansas. This report will compare walmart and TESCO through the
marketing mix. It will evaluate tactics applied by both organization to achieve their objectives
and goals of their business, In the end of this report will evaluate marketing plan of the walmart.
PART – A
1)Comparison of two organization on the bases of their marketing mix
Walmart and TESCO both are retailer company who are having huge reputation in whole
workplace. They both are having strong hold on the Retailer industry and both are top retailer
company in the world.
Bases Walmart TESCO
Product walmart is selling varieties of product
in their stores. They consider product
according top the customers needs
and their wants (Brychkov and
Domegan., 2017). They re selling
products like – Health goods,
hardware, groceries etc. walmart
white label products which are then
exclusively available in walmart
stores.
TESCO is providing wide range of
products such as Financial services, food
and clothing, electronic etc. they are
training top cover every possible products
which customers are demanding for and it
has expanded into the online marketing
sector too. They are having some unique
products such as free music downloads and
delivery services of grocery items.
Price Company is focusing on the friendly
prices by bulk sales to maximize
prices rather than overpricing
products. They are using universal
TESCO try to provide their customers low
prices as much possible on their product
without compromising with their product
quality. TESCO's lower price strategy is

bar coding and SKU system create a
more effective supply chain which
allows for the lower prices.
what has recommended it to customers over
the years , making it possible for this retail
company to surpass all expectations and
become leading company in the market.
Promotion walmart is advertising through some
marketing tools such as media, Social
media, TV advertisement, and they
are also promoting products on their
own website as well.
TESCO advertisement mainly focus on the
one advertisement strategy which is low
process, so they can attract customers to
buy their product (Fill and Turnbull., 2017).
They used to run social media campaigning
and Tv advertisement.
Place Walmart is having a strong hold on e-
commerce platforms which allows
their customers to buy products
without visiting local store of this
company. This company is operating
their business in whole world, and
they are having more than 11000
store location in worldwide.
Its offline forum has stores of six different
kinds – Tesco Express, Tesco Extra, Tesco
Metro, Tesco Compact, Tesco Home plus
and Tesco Superstore etc. TESCO is
operating their business in worldwide, and
they are having more than 6500 stores in
different locations.
Physical
evidence
Company is having presence in
whole world because this is well
know retail company.
TESCO stores are easy to find and it is
well- known company in whole world.
Process Their process focus on the product
development and increase quality of
their products.
The process aspect of a marketing mix in
TESCO case refers to the process of
keeping their customers happy by speedy
billing services and easy acquirement of
products in their stores both offline and
online.
People Employees in Walmart company get
training for the sales and how to
behave with the customers, so they
Sales Assistance of the TESCO are greatly
responsible for this company's success.
They provide benefits of their employees

are experienced and skilful. through programs like save as you earn,
colleague privilege card etc. helps them to
gain locality of their employees.
2) Tactics applied by organizations to achieve business goals
Both the organization Walmart and TESCO are successful in the retail industry, and they
are having huge reputation the worldwide. But both are using different tactics in their business
(Hanzaee, Sadeghian and Jalalian., 2019). Their industry is same but some of their products are
different. walmart is using pricing strategy in which they focus to sell their product in bulk and
product discount while techno give product in low prices without compromising their product
quality. Both the companies are having large market share in whole world and both are top
retailer company in the works. Walmart is promoting their products on the every marketing
platforms such as Television, social media and newspaper etc. while TESCO mainly promoting
their product on the social media platforms such as Instagram and Facebook, and they are
focusing on product low prices to attract customers.
PART- B
1)Basic marketing plan of Walmart
Executive summery
This report will cover marketing plan of Walmart company and it will include mission
visiion, Objectives of the company (Haywood., 2019). This report will also include situational
analysis through SWOT and it will provide Marketing strategy, financial plaining of the
company. In the end of this report will analysis Marketing plan by STP plan which is used for
monitoring and control of plan.
Mission
Walmart's mission is to “ save people money so they can live better'
Vision
Walmart vision is “ BE the de The destination for the customers to save money, no
matter how they want to shop.
Objectives
 To increase sales of New product by 10% till the end of year 2020

 To increase market shares by 30 percent till the end of the year 2022
 To enhance byers experience with the company by 10% in the upcoming 5 to 6 months.
 To increase the profitability of walmart company by 20 % till the end of year 2020
Situational Analysis
SWOT analysis of walmart
Strength
 walmart has an established their brand name which recognize throughout the
world as it considered to be the largest retailer with the most stores and revenue.
 They are using advance technology in their workplace which make their
operations more effective and this also make good experience of for the customers
in their stores.
 Their marketing team have good experience (Henríquez,., 2018), and they are
having huge role to make this company successful in the retail industry.
Weakness
 Walmart company have faced many numerous lawsuits to their treatments with the
employees, this includes unequal pays, discrimination, unpaid etc. which affect on their
market image.
 They are most popular retailer company in the world, but they are having very poor
working environment in the company which s affecting in their brand image.
 Their is no strategy to motivate their employees, even they are not providing rewards to
their employees. Most of their employees are demotivated because of this reason.
Opportunities
 walmart is launching new product Biodegradable bottle in the market which can help
them to gain customers loyalty and take competitive advantages.
 They can have competitive advantages and high growth in the market if they look for
their employees motivation and provide their rights.
 Walmart is having more opportunities in their online business (Hoque And et.al., 2019).
It is important for them to innovate their online site and provide offers to the customers.
Threats

 this company is facing huge threats from their competitors. This also includes
international competitors such as – TESCO, Amazon etc.
 working on making their organizations more efficient to shrink the price difference
between them and Walmart whilst offering a more enjoyable shopping
 experience with friendlier service and amenities as well as higher quality products and a
similar level of variety.
Marketing strategy
Marketing mix of Walmart
Product
Walmart is multinational company who are operating their business in whole world. This
company have every kind of products or band which customers like, and they want. This
company is looking to launch new product which is Biodegradable bottles which will help them
to gain competitive advantages. This will attract customers because its look more premium and it
will also affect on the company's reputation in the market (Mishra., 2016). Customers will get
options in the product colour which will attract both male and female. This will also give their
contribution to save environment and brand can make their image more better in the competitive
market.
Promotion
walmart is advertising through some marketing tools such as media, Social media, TV
advertisement, and they are also promoting products on their own website as well. Company will
do advertisement for their product on the social media because they have to target young people
to but this product and this is the best way to attract young people. In some market where people
do not use social media where company will give advertisement on T.V., social media influencer
will be the best choice for the walmart company because their followers will buy those products,
and they can give save environment message through the influencer for their Biodegradable
bottles product.
Place
Walmart is having a strong hold on e- commerce platforms which allows their customers to buy
products without visiting local store of this company (Perreault., 2018). This company is

operating their business in whole world, and they are having more than 11000 store location in
worldwide. Company will launch Biodegradable bottles in every store of their company, so they
can cover more area and expand their business more in the local areas and other country where
they already have presence.
Financial plaining
Most of the money will be spent on the company's product design and their look.
Walmart will spend 25000 on the product design and product packaging and development of the
product, so they can attract customers. Other necessary thing was promotion of the product and
company have make budget of 30,000 for their promotional activities and their advertisement on
the social media platforms. For the promotion of product on the T.V company will spend 10000.
other extra amount will be for the extra expanses will be cost around 5000. Welmaret have make
estimate budget for the company which will be around 70000.
monitoring and controlling
Feedback
This is one of the best monitoring technique which should be used by the walmart, so
they can take feedback from the customers about their new product and know about the response
from the customers. It helpful because they can develop their product according to the customers
demand and their needs in the product.
KPI
Assessment techniques provide the mechanism for measuring and evaluating the defined
factors to evaluate progress or impact (Prabhakar, Mahajan and Kapoor., 2019). KPIs specify
what is measured and assessment techniques detail how and when it will be measured. KPI is a
measure used to define and evaluate how successful an organization is.
2) Detail Coherent evidence
This marketing plan will help walmart to take competitive advantages in the market.
Company also mention their new product launch in the market which is Biodegradable bottles.
This marketing plan can help them to know where they have to promote this product and what
are they will get benefits (Rudden., 2016). This plan also include the SWOT of the company

which helps to know what are their Strength, weakness, opportunities and threats. So they can
see opportunities and competitive advantages company can take in the market.
3) Marketing Mix 7Ps to achieve marketing objectives
Martketing Mix 7 ps
product
walmart company is selling varieties of product in their stores. They consider product
according top the customers needs and their wants. They re selling products like – Health goods,
hardware, groceries etc.
Place
Walmart is having a strong hold on e- commerce platforms which allows their customers
to buy products without visiting local store of this company. This company is operating their
business in whole world, and they are having more than 11000 store location in worldwide.
Price
This company have focus ion their product prices. Their AIM is to sell their product in
low prices without affecting on the product quality and their ingredients. They are using
competitive pricing strategy in the market to take competitive advantages.
Promotion
Welmaret is using various promotional activities to promote their product through their
well experienced marketing team. They have knowledge of all the advertising marketing tools
which is helping them to promote their product effectively.
Physical evidence
walmart company is having presence in whole world because this is well-known retail
company (Umbach., 2017). They are having more than 11000 stores which show their evidence
of physical presence and their promotional activities also help them to increase their reputation in
the market.
Process
Walmart company refers to the process of keeping their customers happy by speedy
billing services and easy acquirement of products in their stores both offline and online.

CONCLUSION
As per the report has been analysed walmart company for this case study. This report
has been compare walmart and TESCO through the marketing mix which include 7 p's of the
marketing- product, Place, Price, Promotion, Physical evidence, Process and people . It has been
evaluate tactics applied by both organization to achieve their objectives and goals of their
business, In the another part of this report has been evaluates basis marketing plan of the
welmaret about their new product launch (Biodegradable bottles ) This report also has been
provided coherent evidence which was based on the companies marketing plan. In the end of
this report has been provided 7 p's to achieve marketing objectives.

REFERENCES
Books and journal
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future. Journal of Social Marketing.
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Haywood, M., 2019. Brand essentials. Professional Beauty, (Mar/Apr 2019). p.78.
Henríquez, F. A. G., 2018. Destination marketing essentials. Turismo y Sociedad.23. pp.279-
282.
Hoque, M. E. And et.al., 2019. Factors affecting Islamic banking behavioral intention: the
moderating effects of customer marketing practices and financial considerations. Journal
of Financial Services Marketing.24(1-2). pp.44-58.
Mishra, A., 2016. What is Marketing?.
Perreault, W. D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Prabhakar, H., Mahajan, C. and Kapoor, I., 2019. Essentials of Geriatric Neuroanesthesia. CRC
Press.
Rudden, D., 2016, November. Can You Hear Me Now? Marketing Essentials for Audiologists in
a Noisy Health Care World. In Seminars in hearing (Vol. 37, No. 04, pp. 325-339).
Thieme Medical Publishers.
Umbach, G., 2017. Successfully Marketing Clinical Trial Results: Winning in the Healthcare
Business. Routledge.