An Extension of Neutrosophic AHP-SWOT Analysis

The assignment explores the application of various management models in the retail industry, specifically focusing on Tesco. It discusses how these models can be used to analyze and improve business strategies, operating concepts, and marketing systems. The document provides a comprehensive review of key concepts and their practical implementation in a real-world setting.

MARKETING
MANAGEMENT

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1.Brief introduction of company and industry.............................................................................3
2. A marketing audit, outlining the overall market attractiveness and whether there is the
potential for market growth.........................................................................................................4
3. Review of the marketing mix of the TESCO...........................................................................8
4. New marketing mix actions to achieve gaps between the company’s present marketing
strategy and external environment.............................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

INTRODUCTION
The American Association of Marketing define marketing management as the process of
planning and executing the conception, pricing, promotion and distribution of ideas, goods and
services in order to create, exchange and satisfy individual and organizational objectives.
Following report will lay emphasis on Tesco. Tesco is now a grown and well established retail
company with loyal and passionate employees. With approx. 31.2% in market as Tesco’s market
share company develops its status and share which attracts investors to invest in the Tesco.
Present report will lay emphasis on brief introduction of company and industry. It will also
conduct marketing audit in which the internal and external factors which affects company will be
highlighted.
MAIN BODY
1.Brief introduction of company and industry
Tesco is a British multinational company which has headquarter in England, United
Kingdom was founded in1919 by jack Cohen. Tesco is being crowned as 3rd largest retail
company in the world. Tesco has 6800 shops in all over the world with the annual revenue of
64,911 million euro with operating income of 2,206 million euro and net income of 1,320 million
euro Tesco is breaking the bars in business(Shaw, 2016.). Tesco has approx. 450,000 employees
in all the store over the world are working happily. Tesco is in retailing industry serving from
last 100years in this industry. Its has stores in 14 countries as in Asia, Europe and in north
America with some excellent profit and market share they have been selling their goods and
services as a retail company. Tesco products are in food and drink where they proved there
excellency as they get specialisation in food and drink. They also diverse their area of product
line or they diverse there product line as they get in to electronics, clothing’s, insurance and
financial services as well. As time changes they also take major decision in market where they
took their products as on the online platforms. Tesco also has gas stations. Tesco run their
company on one mission and vision that they serve their customers with loyalty, trust and
commitment.. As an well-established company Tesco is also in to CSR activities and in this area
Tesco committed its contributions in 1.75% in2006 for charity and aid to society(Deepak and
Jeyakumar, 2019.). With some creative and attractive marketing strategy tesco come up with
some different advertisement by using celebrities as a brand ambassador with some catchy at
lines like “every little helps” made an impact in eyes of customers.

Retail industry – it refers to a process where goods and services reach out to their end
users which are consumers that process of providing goods and services to customers with
multiple channels of distribution of product and services are known as retail. Retail industry is an
industry where all types of goods and services is out for sale to its end users. For retailing of
good and servies there are many strategies where decision making realted to the oppourtunities,
challenges can make an effect as in the market with the competition as in the market(Chernev,
2018.). With retail strategy or in making of retail strategy there is a market analysis, customer
analysis, competition analysis and many strategies is been tested as in reatail industry for
effective control over market and customer.
2. A marketing audit, outlining the overall market attractiveness and whether there is the
potential for market growth
Tesco is a international company situated all over the Asia and Europe. When Tesco
starts his services to other countries they have to prepare a marketing strategy for the countries
and for that they have to prepare pestle analysis of the market that will effect the organisation
performance. First of all analysis of the political environment of the nation (Wierenga and Van
der Lans, 2017.
Political factor- Tesco have to know the taxation policy of the economy of the how much
government intervenes in the working of the organisation and infrastructure development of
nation for marketing of you brand in the nation Tesco needs to know the foreign trade policies of
the nation for marketing product in their market have to know how much their marketing
strategies will affect the government policy of the nation they have to know the labour laws of
the nation and there political stability towards. The Tesco needs to prepare the marketing
strategies according to the political factors of the environment of the nation.
Economic factors- They are those to analyse the economy competency of the nation the rate of
the economy growth the income of consumers of the nation and the unemployment level of the
people (Phadermrod, Crowder and Wills, 2019. ). This factors are analysing to know the ability
of the consumers to purchase their product and according to that Tesco prepare their marketing
strategy about how much investment to be done on the marketing and to what extent and what

type of the product are the consumers able to purchase and the interest rates over the product that
the Tesco offers.
The social factors of each and every country is different from another so Tesco needs to develop
a marketing strategy according to the consumer’s values, ethics and there culture. They have to
know there target audience and then prepare there marketing strategy when Tesco market there
product over local areas they have to know the income level and purchasing power of the people
and the standard of living of the people of those areas have to know about the condition of local
workforce who are required for marketing there product and health consciousness of the people
of those areas because Tesco sells food products. The social factors needs to analyse
demographics and demand of their product over those areas and if the demand is low then have
to prepare a marketing strategy for there product over those areas.
Technological factors analyse the availability of technology and the stability and the changes in
technology of the nation and technology effects the marketing of the Tesco over different nations
as Tesco shifts his business from offline to online then its required for them to analyse the
technology competency of the nation because marketing of the product of Tesco is also largely
depends on online platforms if the country where they going to open there stores are not familiar
to technology then marketing over this areas becomes tough for Tesco they have to spend money
to develop technology on there own and if the technology is instable in the country then it leads
to loss for Tesco. They have to analyse the technology adopted by there competitors and how
much effective it was for the competitors. In Tesco stores the payment is also done online or
from machines and this facilities are not available over local areas. Marketing audit is done to
know how effective the product of Tesco will able to stand in the market and if the proper
technology is not available over those areas then the marketing becomes tough for the
Tesco(Gürel and Tat, 2017. ).
Environmental factors are to be analysed effectively for the change in weather climate which
may effect the success of Tesco. Tesco starts marketing over different sectors about there
government policies towards environment and pollution some countries doesn't allow to use the
paper for marketing to Tesco due to pollution. Legal factors are legal guidelines decided by the
government of the country where Tesco operates in this the Tesco have to know what is legal to
trade over those sectors.

Legal guidelines include consumer laws, employment and labour laws about how much
minimum amount to be paid to the labour laws related to the health of the employees each and
every company has his own rules and regulations related to law and Tesco needs to know there
rules for marketing there product over those areas.
SWOT analysis of Tesco
SWOT analysis shows the strength, weakness, opportunities and threats of Tesco this
analysis shows all about the Tesco performance and helps in attracting large number of buyers
for preparing marketing strategy for them(Abdel-Basset, Mohamed and Smarandache, 2018. ) .
Strength of Tesco it is one of the largest retailer in UK holds a large number of retail market
have a supermarket chain all over the UK and have a effective marketing strategy for there
product due to skilled marketing experts for increasing market attractiveness they have a
effective technology for the purchase and sell of there product and provide proper payment
system facilities to there customers. Tesco builds a large number of employment and
opportunities for people to explore, have an effective management team and proper supply chain
of there product makes them the most effective retail company all over the UK and all of this
strengths plays an effective role in improving market attractiveness engaging more customer to
them helps them to prepare marketing strategies for there product in different countries.
Weakness are the drawbacks of company The Tesco is a leading company but only in UK they
are not able to explore there market all over the world the are largely depended on UK market
and there marketing strategies are not able to cope up with the local areas and supermarkets of
Tesco are not working over the local areas Tesco business largely depends on there online
presence and due to lack of technology to some areas they are not able to reach out to those
places due to high debts on Tesco there profit is also affected. Tesco supermarket failed over
many countries and due to this effects the image of there brand Tesco have to incur a large
amount over the transportation cost of there product this all drawbacks helps Tesco to know
there defects and improve them to increase there market attractiveness.
Opportunities are Tesco is the one of leading retailing company and exploring themselves all
over the globe due to there effective strategies for there product due to increasing strategy all
over the world helps them to expand there business due to there strong online presence increases
engaging customer from there services opening new stores in different sectors entering to the
new market due to improved technology becomes easy for Tesco joining alliances with other

local markets help Tesco to build there business over a large scale introducing different offers on
special events to customer attract them to there stores(Jaber, Elkarmi, Alasis and Kostas, 2015.).
This opportunities helps Tesco to attract market over there business and improves there potential
growth.
Threats for Tesco are there competition from the other local supermarkets and from
multinational brands like Wal-Mart
and different taxes policies of different countries and increasing tax rates of existing market
rising cost of inputs reduces the profit for them increases price of there product new and
innovative policies of competitors effects there business difference in consumer choices this all
threats helps to maintain the potential growth of the business and improved strategies for market
attractiveness.
Porter's five forces for Tesco
Porter's five forces analysis helps Tesco to develop there marketing strategies helps them
to analyse there competitor product helps in increasing there profitability. The porter's five forces
are threat of new entrants because when a company or a new product enters to an existing market
then it will effect the business of existing companies the Tesco has a threat from new entrants
because they come with the new product with lower prices introduces innovation and new
technology in there business and effects the market of Tesco and attract customers towards them
for overcoming this threat Tesco needs to improve there product and launch new product at
lower prices entry in market where already established companies like Tesco is established
become a barrier for new entrants to enter(Shenoy and Aithal, 2016.).
Threat of substitutes when substitute enters in a Tesco market is reduces the power of Tesco
and weakens there product and services because entry of substitute gives power in hands of
customer they have choice to choose from available products the substitute prices of products are
also low and provide same satisfaction as Tesco products then it will effect the profit of Tesco
due to entry of substitute the Tesco has to change there marketing strategy. In this case to
improve market attractiveness and growth of there organisation Tesco needs to concentrate over
product improvement provide services to there customers analyse the customer requirement and
produce goods according to that.
Bargaining power of customer, the customer is a person who consumes the product buyers at
Tesco are always demanding they want each and every thing at lower price when the customer

base of Tesco is low then customer becomes powerful they will negotiate over the price of a
product customer is intelligent he know what he wants to overcome this problem the Tesco needs
to expand the base of there customer increasing buyers will reduce there power to negotiate over
product always introduce new products so the customer will not demand offers and discounts
over this will help Tesco to improve there growth of business with market attractiveness.
Bargaining power of supplier, supplier is the source of raw material where Tesco buys inputs
and make them there own product and supplier always wants to negotiate over price they want
increased prices over raw materials and this will reduces the profit of the Tesco small number of
suppliers in market will increase there negotiating power to overcome this threat Tesco needs to
engage more suppliers in market and make a supply chain with them the increasing competition
over suppliers market will reduces the prices of inputs and this will Tesco to increase there profit
and growth of there business.
Competitive rivalry, competition from existing as well as new entrants will effect the
profitability of the Tesco because due to same products and services are provided from them
increasing competition reduces the power of Tesco to reduce the threat Tesco needs to develop
different product from competitors and more effective then there product or merge with some
other companies to increase scale of there business.
3. Review of the marketing mix of the TESCO
Marketing mix is a mix of all product, price, place, promotion, process, people and
physical evidence is product mix where for every single P company make strategy to marketing
their product and services is called as marketing mix.
Speaking of marketing mix of tesco there are several P's for review of marketing management
are as follows:
Product- first an foremost marketing mix point is product in Tesco with context of Tesco there
is marketing strategy for product is made. Tesco has a wide range and variety of product. As an
retail company Tesco has some basic and important product in chain of food and clothing after
that Tesco has product like stationary, cosmetics, electronics, financial services, pet care, home
and garden product, leisure products, jewellery, entertainment and books etc. As Tesco has huge

and large products they also put their business on online market as well(Fan, Lau and Zhao,
2015. ).
). Products like baby toddlers, diapers, and new born baby product are available then Tesco has
special range for leisure products. In clothing line they have special denims and woman
clothing’s available at any store of Tesco. Tesco also design special jewellery for customers.
Tesco has different types of stores available for the variety of products for the customers. Tesco
also introduce there new step banking and insurance services as they found it as an profitable
sector with different types of mortgage and insurance services available for existing customers.
Tesco has recently showed 33 new food categories in the food category. Tesco also has its new
brands like Tesco value, Tesco banks, Tesco lotus, f&f clothing are different types of new brands
Tesco introduce in the market.
Price- is most effective term the when it comes to attraction of product and service sector. Price
can boom up the product or it can low its selling of the product, so cost or price of product can
play avital role when it comes to productivity ratio. Tesco provide some low and some stability
in price when some product did not go well or do well in market then tacos take customer review
on that review Tesco cut down the prices of for more sale as per the customer review and Tesco
also cut down the prices which are promotional and advertisement to make balance with price
cut (Datta, Ailawadi and Van Heerde, 2017. ). Tesco also use effective supply chain which
reduces prices. With effective pricing and effective cost reduction and supply management Tesco
manage to save the cost for product improvisation. Tesco all brought down the prices with
monthly and weekly shopping of customers as 3% to 5% in 2017 people tends to but less or
cheap product with decreases the demand of same product with high price. Economies of scale
and best ways of storage of goods might effect in price. Rest ruction of best offer for customers
for more attraction towards goods. Tesco introduced new product with effecting pricing on food
brands at low prices. Tesco will not compromise with the qualityde to cost cutting.
Place- tesco uses two other option and way to retail their product and services first one the basic
one where the basic way retailor to customer and the second one is online. Two ways where
customers can visit and purchase(Sulaiman and Syahrivar, 2018. ). Tesco has 6000+ stores
among all over the world and in 11 or more countries and these all are offline stores direct
retailor to customers. Tesco also has several online market are as Tesco metro, Tesco extra,
Tesco compact, Tesco superstore, Tesco home plus etc. These are the main channel offline and

online company with daily basis. Tesco supermarket the market which sales groceries and food
items of small range.
Promotion- in marketing there is a main term that is promotion, promotion of goods and services
is as important as sell of product. Tesco use hoardings, television ads and charitable events like
unity runs, cancer day for the advertisement of the company and also for the society(Stead and
Hastings, 2018.). Tesco use promotion as an main tool to increase the sales of product and
services as by this tool they attracts customers by giving discount product like by one get one
free, they also provide club card of Tesco worth official seal which says that holder of this card
can buy product according to decided terms and condition and get discount, coupons and win
amazing gift hampers. The biggest attraction for customers is on the online sites of Tesco where
their is sales and heavy discounts is provided to customers and existing offers introduced.
People- Tesco has a team of around 480,000 employees over 11 different countries around the
world. As Tesco is the highest and largest retail brand in the world have employees in high
volume and all employees is gone through a process where their is high skilled people met
company according to their requirement(Jackson and Ahuja, 2016. ). Employees who met all the
requirement or fulfil all conditions of the selection process and pass all test is selected as Tesco
employees. Tesco gives all benefits to their employees and growth is absolute in Tesco for any
individual. Tesco has great no of customer so there must be capable employees at every store
who can handle various attitude of customers.
Physical evidence- that thing which will always be remember as in the eyes of general public
which creates a physical attraction among the general public. Things like brouchers, business
cards signage, letterhead all these created physical attraction which can be touched and feel by
public. Here logo plays an important role, logo of Tesco is quite excellent which easily gets
attention. Offline products can easily gets physical evidence as customer can touch, smell, feel
and test the product it is more continent as compare to online in context of physical
evidence(Wee, 2017. ). The labels, colours and logo are stand for identification and checks
authenticity in product which company provide to customer.
Process- there is always a process on which company perform the task to achieve something
specific. There is always a specific and standardized way of performing any activity like at
online platform of Tesco customer choose and select product and pay online same as at stores of
tesco customer and select, choose and pay physical payment.

4. New marketing mix actions to achieve gaps between the company’s present marketing
strategy and external environment
According to new marketing strategy of Tesco and the old strategy of Tesco had some
gaps and these gaps need, bridges to fill them. New environment have new process. Product,
promotion, place, physical evidence, price and with the new marketing mixes Tesco followed the
change as competitors of Tesco is rising and giving them tough competition so they adopted and
fill gaps between new and existing marketing strategy. In reference of product as Tesco’s main
product is in food and clothing maximum shares they shared from it so they emphasis on new
product line as they are focusing on new product line like Tesco banks and insurance (Harding,
2017.). Tesco also developed new base new product line named as baby and beauty product
which gives them new headlines in market.
According to customers preferences there are some issues rise on price of the products for
this Tesco cut 15% to 30% to simply shopping, by reducing in number of the products from 90k,
supermarket will be able to cut prices and has improvement in availability on its shelf price.
Cutting price does not mean that production of products and services is been eliminated or
quality is suffering, no Tesco is never dealing with customers’ satisfaction.
In promotion of product and services Tesco decided to promote product with effective
branding, packaging and increase in shelf life from this style of promotion Tesco has increase in
sales of products, with tomato ketchup, Tesco offers 20 different use as an promotion policy.
Over from past two years Tesco has come under the peak pressure, its range is been decreased
by one third, where other brands like Morrison’s, ASDA and Sainsbury’s , which now expand in
the same way, stock 20,000 to 30,000 lines.
Tesco makes changes in place where Tesco has 6000+ stores now they are increased to
7k to 10k stores in the world and now they are creating there big supermarket over the new
places for customers comfort in near by places of general public.

Physical evidence is now a days became less because of the online market so Tesco came up
with online showcasing where they showcase their product on online basis in current scenario
where most of the customers use and prefer online shopping even the grocessary is been online
order so they choose to promote product on online stages or platform of their official websites
they showcase their product with beautiful and exquisite pictures and background to attract the
customer more towards them which is been quite successful to them.
Process of online marketing is more effective so they choose and give preference to online
marketing cause it is quite easy to handle and payment is cashless which economy as
well(Aithal, 2016.). They are shifting towards digital marketing on tv, radio, internet on social
media websites they use. Now spending 30% of its marketing revenue on digital marketing.
Customising media Tesco’s marketing team is now emphasising on online marketing to reach
most of the customer and to attract them they give deep discount. Instead of big =generic image
they tend to earn trust of customers. Building good relationship with customers can bring them
more business.
Conclusion
In this project we mention different marketing strategies in various situations where
taking example organisation as Tesco which is a UK based retail company by showing its
marketing mix with 7P's and new strategies how they fill gap with the existing marketing mix
process. Then showing PESTLE analysis, SWOT analysis and porter five model Tesco as an
example organisation we conclude that Tesco as retail industry using different product line and
customer preferences.

References
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