Marketing Management of Tesco - Assignment

Marketing Management

Table of Contents
INTRODUCTION................................................................................................................................3
1) A background statement to outline the industry, market positioning as well as the the present
unique selling preposition................................................................................................................3
2) The internal and external marketing audits and the overall marketing attractiveness and the
potential for the market growth.......................................................................................................6
3) Marketing mix actions to achieve gap between the company's present marketing strategy and
external environment.......................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES ..................................................................................................................................12

INTRODUCTION
Marketing management is for performing the activities related to distribution of goods and
services. Marketing management plays a vital role in any company because it is a way for
promoting and advertising company in a target market.
This report is about Tesco's market positioning, present unique selling proposition
and in this report there is explanation about marketing audit(internal and external) that how
PESTLE and SWOT helps in finding overall market attractiveness and also for finding potential
growth of market. This report includes marketing mix 7Ps which help in achieving gap between
company's present marketing strategy and external environment.
TASK 1
1) A background statement to outline the industry, market positioning as well as the the present
unique selling preposition
The marketing world is full of different types of micro, small and large companies and every
company needs the better marketing strategies to build up and grow in the market for the longer
time. Here, the TESCO is one of top multinational retail company of UK, founded in 1919 by Jack
Cohen and trending as the multinational groceries and the merchandise retailers and headquarter in

Welwyn Garden City, Hertfordshire, England, UK. TESCO has a different distribution channels
across the world to satisfy the demands. TESCO is differentiates into the different areas such as the
books, clothing, electronics, furnitures, petrol and the internet services across the world.
TESCO has started to sell the war-surplus groceries from the Wall Street Market in Hackney. In
60's, the TESCO has owned and opened more than 800 stores to control the retail market in UK and
as well as to expand the market across different countries.(Wierenga and Van der Lans., 2017)
TESCO also introduced the internet shopping facility after 1995.
Currently, TESCO is the 3rd leading retailer of the world and having the stores in the seven different
countries of Asia and the Europe. TESCO confirms the announcement of agreement to merge with
the biggest whole seller Booker Group to become the largest food store. Currently, the TESCO is
having supermarkets, hypermarkets, superstores and the convenience stores. The revenue
generation of TESCO is of about millions of euros every year and due to its large scale expansions,
there are currently, 450,000 employees are working with TESCO.
The different subsidiaries of TESCO are Tesco Stores Ltd., Tesco Bank, Tesco Mobile, Tesco
Ireland, Tesco Family Dining Ltd., Dunnhumby, Spenhill, booker group and the Jack. TESCO is
having a different shop portfolios that are Tesco Extra, Tesco Superstores, Tesco Express, Tesco
Metro, One stop, Tesco Dot-com only and Dobbies. Tesco also introduced Clubcard based the
receives points or the bonus points from the amount spent of the shopping.
Unique selling preposition of TESCO
The Sale promotional activities is the major part for the companies that can be small, medium or
large and it is the process of inducing the customers to buy their products and this can be done
increasing the promotional activities in the various ways such as personal selling, digital media
marketing and by building the relation with the different markets.
TESCO is the leading retailer across the market since 1919 and still in the existence because of its
unique marketing strategies and the strong operational management. The main goal ODF TESCO is
to build the strong relationship with the consumers that helps in making the trust strong and the
biggest reason that makes the TESCO unique i.e., the integrity. TESCO focuses on the “EVERY
Little Helps” to build up the or to strengthen its base and to nullify the competition in the market.
TESCO also focuses on the media advertisement because of the increment in the digitalization that
helps in spreading the new products to the customers easily and that also helps in reducing the
waste and the budget invested on the waste. The print and media advertisement of the TESCO also
sometimes advices about the cooking skills. There are various sales promotional formats on which
the TESCO focus that are as follows -