Marketing Management Assignment Sample - Tesco

Marketing Management

Table of Contents
INTRODUCTION.......................................................................................................................1
TASKS.............................................................................................................................................1
Target market and market segmentation of TESCO...................................................................1
Consumer Behaviour of TESCO' s Customers...........................................................................3
Marketing Objectives..................................................................................................................4
Marketing Mix............................................................................................................................6
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9
.......................................................................................................................................................10

INTRODUCTION
Marketing management can be defined as the discipline of the organisation, whose major
focus is on practical implementation of the marketing methods, orientation and techniques inside
organisation or enterprise and also on the administration of the firm's marketing activities and
resources. The application, review and proper track of company's resources which are used for
marketing comes under the marketing management (Sharma and Iyer, 2012). This report is based
on the topic of marketing management on the case study of TESCO. It is the largest retail chain
operating in UK. This report will be helpful in covering necessary topics that are necessary in
order to handle marketing challenges which are created by external and internal environment.
Market segmentation, consumer behaviour, marketing objectives and action plans related to
marketing mix will be analysed in this report. This report will present various ways in which
company makes it management regarding marketing activities which are done for different
services and products.
TASKS
Target market and market segmentation of TESCO
Marketing principles of TESCO includes market analysis, determination of the products
which company is offering, what type of customers will get benefit from it and considerations in
relation with seasons, fashion, size and appropriateness (Ngo and O'Cass, 2012). Organisation
makes decision that there will environment friendly products which will be exported all over the
Europe and there will be different range for local customers. Before making any decisions
regarding market strategy, a proper market research will be done so as to check pricing,
customer's attitude and their purchasing habit.
There are different micro and macro environmental factors which are affecting TESCO 's
marketing management decisions directly or indirectly. Services and products which are offered
by company may not attract every customer equally, as there is difference in wants and needs of
the people. Therefore businesses got engage in practices like targeting and market segmentation
(Trainor and et.al., 2011).
Market segmentation is based on concepts that product which is there in market is not
homogeneous to its wants and needs. In market segmentation, population is divided into different
groups as per their wants and needs and then services and products are developed according to
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