This assignment analyzes the STP tactic and marketing mix of TESCO, a leading supermarket in the UK. It discusses the segmentation, targeting, and positioning strategies used by TESCO, as well as the 4Ps for products and 7Ps for services. The assignment also provides suggestions for improving TESCO's marketing strategy.
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MARKETING MANAGEMENT
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Table of Contents Executive summary-........................................................................................................................3 INTRODUCTION...........................................................................................................................4 TASK...............................................................................................................................................4 1-AnalysingSTPtactic,providingandinsightintohowsegmentation,targetting& positioning recently applied by TESCO.....................................................................................4 2- Examining marketing mix, concentrating on 4ps for products & 7ps for services that TESCO is currently applying......................................................................................................7 3- Assessing Tesco relationship advertising strategy with an emphasis on its current strategies ...................................................................................................................................................10 4- Suggestions in context of improving marketing strategy of TESCO...................................11 CONCLUSION..............................................................................................................................12 REFERENCES..............................................................................................................................13
Executive summary- Marketing management is described as organizational discipline which concentrate on specific application of advertising orientation, approaches and techniques inside companies and on administration of a organization's promotional activities and assets. It smoother procedure of exchange of services and products from companies to consumers. Just like other areas of management, marketing administration encompasses of key functions like planning, managing, coordinating, direction and controlling. It has been identified that TESCO marketing strategy is quite effective and profitable. By using demographic and psychographic segmentation strategies, company has gained benefits in term of targetting right people that are interested in purchase of its goods as well as services. Furthermore, through this assignment it has been analysed that organization used 4 ps of marketing mix in context of grocery and other items and 7ps in regard to financial services & home delivery as well. It has been analysed that supermarket by using loyalty club card scheme has successfully retained potential consumers and gain attention of international buyers. By using this technique firm has build excellent relationship with its customers.
INTRODUCTION Marketingmanagementisdefinedasprocedureofplanning,decision-makingand controlling advertising aspects of an organization in form of marketing concept. It may also define as activity of executing pricing, conception, and promotion of products that help to gain attention of consumers. The current assignment will be based on TESCO, which falls under the category of leading supermarkets in the UK. Organization had the largest market share in retail sector over period under consideration. It holds 42.7% of profits. The study will explain effectiveness in context of marketing strategy of chosen organization. Furthermore, it will define STP tactic, and also describe how segmentation, targetting and positioning currently applied by firm. The report will justify marketing mix that focus on 4Ps in regard to products and 7Ps for services that company's is currently applying. It will clarify relationship of marketing strategy with an emphasis on current tactics. Lastly, the assignment will explain appropriate suggestions that used to enhance marketing tactic of organization. TASK 1- Analysing STP tactic, providing and insight into how segmentation, targetting & positioning recently applied by TESCO TESCO is known as the most popular supermarket in the world because it offers quality and good quantity products to consumers. It has sustained in retail industry from longer period by selling quality items and giving tough competition to its rivals such as ASDA, Sainsbury, Waitrose etc. In order to gain set objectives and aims, organization used varied strategic models and tools. In term of marketing strategy, it may utilize STP model which is quite beneficial for its venture. It considered as marketing model that simplifies procedure of market segmentation, targetting and positioning. It is a three stage process that permit company to target specific group of people and develop actionable marketing tactic. STP model is the main concept of marketing term, which may consider as key to serve a market successfully. TESCO currently applied this framework by selecting and using effective strategies under each component. Segmentation- Market segmentation is defined as procedure of dividing a target market into smaller and more specific categories (Liu and et.al., 2019). This term refers to aggregating potential customers into segments or units with common demand and especially those that respond
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similarly to a company advertising activity. It enables TESCO to target varied categories of people in term of consumers who perceive full value of its goods and services differently from another. Firm may apply STP model by selecting right strategy among four-segmentation- strategies such as demographic, psychographic and behaviour tactic. In order to target profitable and appropriate buyers, supermarket usesdemographic and psychographic segmentationstrategies (Paluchová, 2017). Through demographic strategy, company target all age categories in term of consumers. It targets males and females that are included in low and middle income category. Employees, youngsters, professionals, students and other people are included in list of TESCO target buyers. Firm's seek to offer all its services and products to these people as it help management to cover all the spheres in market, which in return increase profitability and sales of company even better than its rivals. Illustration1: Types of Market Segmentation Tactics (Source:4 Segmentation strategies to help target consumer,2017)
Furthermore, with psychographic segmentation strategy, brand may target those people that wear clothes and purchase things according to lifestyle. It also focuses on those individual that are carrying easy going personality in term of adopting trend current trend and goes with it just like other customers. Targetting- STP model encompasses three basis and targeting is the second one, which known as multi-segment advertising (Nadube and Didia, 2018). This marketing tactic includes determining particular markets or personas for products and services of TESCO. It makes firm able to breaks its large market into smaller segments, which is quite important for business growth and success of marketing activities. In the world of business, there are 4 form of market targeting tactics are available that many companies utilized according to size of target market and their venture operations. TESCO applied differentiated marketing strategy to target all the people. It is also known as concentrated marketing tactic, which allow firm to sell its goods and build long-lasting relations with potential buyers for longer period (Kaleka and Morgan, 2019). The chosen tactic puts all the attempts of firm towards offering products to each different market segments that is targeted by using demographic and psychographic segmentation strategies. Differentiated tacticis the one through which firm decided to offer separate offering like sports wear, grocery products, jewellery to each varied consumers. With this strategy, TESCO target male, females, youngsters and sports lover that seeks to purchase items according to preferences from well-known brand with reasonable price tag (Market Targeting,2019). Enterprise target low and middle income people, because they are unable to buy a better quality goods due to high costs. Supermarket targeted each segment in specific manner as it caters unique benefits to all of them. Positioning- Positioning is defined as concept of developing and associating a mental position in consumers consciousness about specific brand (Iyer and et.al., 2019).In order to set the excellent image in mind of buyers a company may select and use the best approaches. There are many tactics accessible in the world that all the firms may use according to venture operations. TESCO used four types of positioning strategies. For example, firm usefunctional positioning tactic through which it sells the finest range of items to target consumers (Rosnizam and et.al., 2020). Quality of its range of items is serving as main point of marketing for chosen customer segment.
Supermarket, throughsymbolic positioning strategytrade range of its goods in grocery and food sector. It is utilized by firm in relation to apparel items and by refusing utilize of cotton grown in nations where child labour is use in cotton manufacturing. Furthermore, along with two strategies TESCO also usedprice positioning,which allow management to set great image in mind of target people who are turned into its loyal consumers. It is applied by company in context of wide range of its own brand goods including wide screen HD ready LCD. The main reason for employing this tactic is to gain attention of potential buyers that are concerned with price of electronic and other items.Experiential positioning strategy use by TESCO focus on offer beaut and health range of items to women's as target consumers. 2- Examining marketing mix, concentrating on 4ps for products & 7ps for services that TESCO is currently applying Marketing mix is one of the best strategic frameworks that encompasses set of tools, strategies and methods, which a company utilized to promote their product and service in market. Here, this model is applied in context of TESCO services and goods in two different format that are;- 4Ps of marketing mix in context of products- Product- It considers as key element that contribute to maximize productivity and profitability of companies. A product is an item that is produced, offered and sold in wide quantities by a company.In order to increase satisfactory level of consumers, TESCO offer range of goods and also added valuable items in its product portfolio which is quite beneficial for brand in varied manners (Fatricia, 2017). In term of product strategy, organization may use product life cycle model (PLC), which caters a clear image of stage that an item endures. It allows firm to deliver quality products and add more valuable features according to buyers needs. Price- It is the key component of marketing mix model that help TESCO to gain attention of consumers and retain existing for longer period. Several forms of pricing strategies are available and used in the business world. Supermarket may usepenetration pricing strategy,which is quite beneficial for its venture growth and success within retail sector (Chen and et.al., 2019). According to this tactic, company offers low price product to people that allow management
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build loyal consumer base. It enables brand to become a market leader by selling low cost items such as grocery, food & beverage, apparel, electronic goods etc. Place- It refers to methods, source and location that a company may use to sell its goods and offer services to target buyers. TESCO in order to sell its quality products use its own outlets where consumers may easily reach and select prefer goods. Organization usesoffline and online approaches to sell each product (Li and et.al., 2019). Through 3,968 outlets in the UK, management delivery items to target customers, which help them to gain competitive edge and increase profits margin. Along with home town, firm also has thousands of stores that operating in abroad. Promotion- It refers to act of advertising product and service of a company in market to gain attention of new customers. There are many forms of promotional tactics accessible that TESCO may use. In recent time, organization usedtraditional sources or methodsto advertise its range of items (Petit, Velasco and Spence, 2019). It includes newspaper, templates, magazines and billboard, through which firm's promote all the goods in market to aware new people and inform existing customers about these. Moreover, for gaining more benefits supermarket usessocial media platformslike Twitter, Instagram etc. as digital marketing channels to generate brand awareness and spread information about goods in market. 7Ps of marketing mix- Here, the model is applied in context of grocery delivery services and financial services of TESCO. Product- It considered a valuable source that supports in growth and excellent success of the company, within the retail sector. In term of product, TESCO offer financial services to UK residents and also offer grocery delivery service to its customers, which is quite beneficial for brand as it help increase its consumer base even better than rivals (Locke, 2017). While offering these two services, firm may focus on needs and satisfactory level of individual buyer, because it enables them to develop further strategies accordingly and allow improving current. Price-
It is one of the important sources that help supermarket to retain exiting customers and gain attention of profitable buyers. TESCO usedcompetitive pricing strategyin context of grocery or home delivery services and financial service as well (Domański and Łabenda, 2020). It is one of the tactics in which rivals' prices are taken into consideration. Organization may take it into thought while setting the price of the same services that its competitors currently offer in the UK. It allows firm to be competitive for longer period. Place- TESCO satisfy their customers, by offering home delivery services. Along with that, firm in order to support needy people provide financial services. Thereforce, both activity has been conducted through its own outlets where skilled employees are able to serve in ethical manner without making any kind of mistakes. TESCO through its bank offer insurance service to local people in the UK. It has 3,968 outlets in the United Kingdom where workers contribute to grow the venture and maintain its image in the mind of customers by offering home delivery services with an overall concentration of social distancing (Tesco store numbers in the United Kingdom (UK) and Ireland,2020). Promotion- Service promotion in the market may help to generate awareness and gain the attention of people when offers are suitable according to them. Along with traditional marketing tools and techniques, TESCO also used digital channels such asFacebook, Twitter, Pinterest and Google+to advertise grocery delivery and financial service at international level (Crane and Meyer, 2017). Firm utilizenewspaper, televisionand other media sources to take its influencing message to all consumers. In the UK, organization is considered as the biggest spender in traditional marketing within retail sector. People- It is one of the most important and valuable components of marketing mix, because people in term of workers supports to serve quality and appropriate services to consumers according to individual buyer needs and expectations. TESCO along with above sources used current in effective manner. It recruited approximately 420,000 employees worldwide that are capable and have competence to serve grocery delivery and offer financial services to people (Tesco group: number of employees in the United Kingdom,2020). Furthermore, in order to strengthen the workforce, the firm also plans to arrange training sessions at the workplace, which
isactuallyverybeneficialforcompanyintermofincreasingitsproductivity. Processes- It refers to set of practice and activities that a company perform to achieve set aim and business objectives successfully. TESCO apply the current source of marketing mix by setting guidelines that each applicant should follow and consider while working in firm. These guidelines may relate to daily work or task. For example, management provides a guideline to workers through which they may speed up in the context of billing services in its supermarkets offline and online. Furthermore, firms in order to enhance employees productivity conduct effective activity in terms of addressing grievances that help to solve applicant's issues at the workplace. Physical evidence- It is defined as any material object that helps to show the existence of a venture and company in the business world. Tesco apply this source by creating own website upon different social media platforms. Supermarket show its physical evidence or existence prof in retail sector via logo and brochures, which is quite common sources that many firms may use for same purpose (Caplan, 2017). TESCO has own website where it updates information about financial services, money transaction facilities through debit & credit card etc. 3- Assessing Tesco relationship advertising strategy with an emphasis on its current strategies Relationshipmarketingisdescribedastacticsthatacompanydesignedtofoster consumer loyalty, build a long term relations and to interact with target customers (Relationship Marketing,2021). The main reason for conducting this practice is to develop strong bond with individual buyer by providing valuable offers, services, etc. that directly suited to consumers needs and demands. TESCO apply this source or use relationship marketing concept by promoting its latest deals for all the consumers via online. It helps company to increase sales and productivity as well as profitability level. Management applies this strategy in earlier period, which is quite beneficial for its business in term of gaining attention of new buyers. However, due to increasing competitive in retail industry, company may now develop and use effective techniques and approaches in context of relationship marketing. Currently, TESCO provideloyalty Club-cardto its customers, which is quite unique and valuable relationship advertising strategy (Aiello and et.al., 2020). It helps management to increase the base of loyal consumers and also support engaging each customer with the purchase of its
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groceryproductsandotherservicesforlongerperiod.Throughclub-card,firmoffer opportunities to buyers which they may grab to earn and save more rewards while shopping. It gives individual customer points each time when they shop at TESCO and its chosen partners. The collected points may convert to cash vouchers for further purchasing. It is an amazing offer that help to retain profitable target customers and gain attention of more like them. Relationship marketing method in firm is established on appropriate service provision by workers and inculcated acuteness to be more active in context of consumers to inspire them and gain their trust. TESCO use overall concept by introducing new services and goods which mainly target emerging needs of its buyers. For example, launch of TESCO bank is mainly targeted at market penetration utilizing wide consumer base that company had already developed over time. The above applied and adopted relationship marketing techniques, provides a lot of benefits and opportunities to firm in term of increasing its sales level, customer network and strengthen relationship with buyers at global level. One of the chance that supermarket may grab by using approaches is that it enhanced consumers' loyalty towards brand, because people who have made a direct connection with organizations tend to be quite loyal. 4- Suggestions in context of improving marketing strategy of TESCO TESCO has used two type of segmentation tactics which are quite useful and beneficial for its business. It may improve its marketing strategy by considering more strategies. For example,alongwithcurrentapproaches,supermarketcanadoptbehavioural segmentation tactic because it enables management to identify buying behaviour of its buyers in systematic manner (Yamoah and Acquaye, 2019). It allows company to divide each buyer by particular behavioural patterns they show while making purchasing decision. Furthermore, TESCO can select celebrity-driven positioning strategy, which is quite an effective technique. In recent times, consumers purchase products that are promoted by their favourite celebrity, because they have faith in them. From grocery to luxury products, customers love familiar faces as it felt attracted towards them. Organization along with above suggestions can also focus on more appropriate that help improve marketing tactic which in return gain attention of new customer and increase sales. For instance, TESCO can provide T-shirts to all its workers, upon which the company name can be printed. It helps to promote business all over the world easily and
also help to show its existence in retail sector. In term of physical evidence, firm can utilize this approach that help to advertise its business and attractive people when an applicant offer home delivery service by wearing that t-shirt. Moreover, supermarket in context of improving its marketing strategy can follow varied, but effective approaches. For example, company can create a social media page where customers service department serve its services 24x7 hours especially at night. The technique can be implemented by working in two shifts, through that firm can offer its services on emergency basis to needy people in the UK. CONCLUSION From above analysis, it has been identified that by using psychographic segmentation strategy company has successfully understood its consumers, and their buying behaviour. Company has increased its customers base by focusing on products quality and offering good quantity goods that match consumer satisfactory level appropriately. Furthermore, from above discussion, it has been concluded that by applying penetration pricing strategy, firm has become a market leader which in return boost its position in retail sector and reputation in market. By using tangible elements for showing physical existence in industry, firm has gained buyers trust and allow them to fully faith upon its services and products as well. Moreover, by summing up above analysis, it has been summarized that by providing loyalty club card to all the consumers, supermarket has build unbreakable relationship with each buyer, which is really very essential to build and unique thing which many firms cannot be able to do.
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