Marketing Fundamentals: Understanding Segmentation, Targeting, and Positioning for TESCO

Marketing
Fundamental

Table of Contents
INTRODUCTION................................................................................................................................3
MAINBODY........................................................................................................................................3
Understanding and discussing the process of Segmentation, Targeting and Positioning................3
Determining the overall marking mix strategies..............................................................................6
CONCLUSION....................................................................................................................................7
REFERENCES.....................................................................................................................................8

INTRODUCTION
Marketing refers to various aspects that are utilized by an organization in order to effectively
promote its products and service to it target audience in an optimal manner. The concept of
marketing allow a business to ensure that its customers are aware of their offerings relative to
products and service in order to attract large number of customer base. In addition to this, marking
consists of aspects such as marking mix which is an essential tool for an organisation when
developing its marking strategy (Homburg, Theel and Hohenberg., 2020). Moreover, effective
marking functions allow a business to gain competitive advantage in the market through enhanced
brand awareness. For the following report TESCO has been taken into consideration which is a
British multinational groceries and general merchandise retailer headquartered in Welwyn Garden
City, England. The following report will focus of the markets segmentation, target audience along
with positioning of the chosen organization. Furthermore, it will highlight and discusses marking
mix strategies of the organization in an effective manner.
MAINBODY
Understanding and discussing the process of Segmentation, Targeting and Positioning
Market Segmentation, Targeting and Positioning.

The market Segmentation, Targeting and Positioning refers tom a three step process that
allows an organization to develop specific and actionable marking strategies. The primary
functioning of STP is to effectively understand the overall segment of the market that the
organization want in function in along with its target audience. In addition to this, it enables an
organization to evaluate its particular position within the market relive to its competitors. Moreover,
STP allows a business to evaluate its marketing broader into smaller sections which makes it easier
to develop specific approaches in order to enhance engagement with customers in an optimal
manner (Shchepakin and et. al., 2018). In context to TESCO, marketing segmentation, target and
positioning allows the organization to evaluate its market and gain assistance while developing
specific marketing strategies. It helps the management to understand its target audience in an
efficient manner and ensure it is able to attain a large customer base.
The STP analysis provide assistance to the management as well as marking team at TESCO
by ensuring it is able to develop a specific as well as effective brand message that is based on the
overall needs and wants of customers. Moreover, STP model help the organization to develop
optimal marking mix for the organization along with enhancement of its marking research in order
to make its marking strategies and plan efficient and optimal (Kartajaya, Kotler and Hooi., 2019).
STP analysis
The STP analysis is a marketing model that help in establishing strategic approaches relative
to marking in the modern-era. It is one of the most commonly applied marketing model due to its
leading marketing credibility and streamlined communication practices. Given below is the STP
analysis in context to TESOC:
Segmentation: