Marketing Management Research Assignment (Doc)

Marketing Management

TABLE OF CONTENT
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Background of industry and Market Positioning.........................................................................3
Market Audit................................................................................................................................6
New marketing mix actions ........................................................................................................8
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

EXECUTIVE SUMMARY
Marketing is the activity which plays significant role in raising performance of the company.
It always tries to improve efficiency level of firm by generating more demand. Positioning is
important factor for organization. To stay competitive in the market place it is important for
organization to keep its positioning good. To achieve better positioning organization, use various
practices like product attributes and benefits, product pricing, product quality, product
application / use and competitors. The position of organization is analysed on the base of
position of competitor in the market. This study describes unique selling point of Tesco and also
highlights its strength and weakness of Tesco. It also conducts external audit in order to identify
positon of the firm in external market.
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INTRODUCTION
Marketing management is a process that is used by organization to perform focused
practical application of marketing concepts, techniques and methods that are applied within the
organization to improve the performance of company in the market place. Marketing is one of
most important function of organization which is used to improve the reputation and selling of
company product in the marketplace (Deepak and Jeyakumar, 2019). This report is providing
brief information of marketing management practices that are used in Tesco PLC (Public
Limited Company). Tesco PLC is a multinational grocery and retail store. It was established by
Mr Jack Cohen in 1919 in Hackney, London, United Kingdom. Tesco PLC is operating on 6800
locations around world. This study will provide brief information of marketing management and
its background in retail sector industry. For Tesco PLC, the role of marketing management will
be provided to analyse its current positioning in the current market scenario. This study is
explaining unique selling proposition for Tesco. Internal and external marketing audit will be
explained for organization to find overall market attractiveness and potential growth in market.
The latest marketing mix action will be explained to find gap between present marketing strategy
and external environment for Tesco to stay effective in the market place.
MAIN BODY
Background of industry and Market Positioning
Industry Background
Retail industry is the end step in the product chain in which the product is sold to end
consumer. This industry is different from the wholesale industry because in retail sector the
goods and services are directly provided to the end users. Retail industry consists of
departmental stores, discount stores, category killers, E-tailers, speciality stores, grocery stores
and convenience stores. There is major contribution of retail sector in the economy of country. It
is one of the oldest form of industry that is present in market. Retail sector is continuously
developing in current market scenario (Chernev, 2018). In the last two decades, this industry has
faced major changes. These particular changes are part of evolution of retail sector industry.
Technological and management changes are most common for retail sector industry. Changes
that are currently occurred in this sector are most important for development and growth of
market and industry. Few years ago the retail sector was limited to the physical stores but with
the application internet it is growing as online market. Now a big part of revenue generated by
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