Analyzing STP Tactic and Marketing Mix of TESCO

MARKETING
MANAGEMENT

Table of Contents
Executive summary-........................................................................................................................3
INTRODUCTION...........................................................................................................................4
TASK...............................................................................................................................................4
1- Analysing STP tactic, providing and insight into how segmentation, 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
Marketing management is defined as procedure of planning, decision-making and
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