Critical Success Factors and Marketing Mix of Tesco

Running Head: MARKETING
Marketing
Student’s Name
University Name
Author’s Note

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MARKETING
Executive Summary
This report will focus on two most critical success factors of the largest retail stone chain of UK,
the Tesco. the first critical factor of substance that has been discussed in the report is the leading
market position of the company in UK. The marketing initiatives and customer retention policies
that has helped the company in giving this position has been analysed under a detailed SWOT
analysis of this critical success factor. The same has been done for the second success factor
which is the policy of the organisation to achieve social integration and thereby enhance the
customer loyalty. These success factors are highly strategy in respect to the increasing and
significant market competition that Tesco have been facing in UK from competitive forces like
Waitrose, Aldi, Sainsbury’s and so on.
Analysing the market strategies of Tesco through a 7 P's analysis in this report, it has been
revealed that the cost leadership strategy of the organisation is a major driving force behind the
large market share and high rate of social integration. Implementation of the product and atomic
model also shows that the company is able to maintain high differentiation of product lines from
their Rival brands. Lastly, this report also provides detailed recommendations for utilising the
two success factors for maximum benefit of the Organisation.

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MARKETING
Table of Contents
1.0 Introduction to Company...........................................................................................................3
1.1 Geographic Segmentation......................................................................................................4
1.2 Demographic Segmentation...................................................................................................4
2.0 Critical Success Factors and Prioritization................................................................................4
2.1 CSF 1: Leading position in the market of retail Supermarkets..............................................4
2.1.1 SWOT analysis of factors driving market position.........................................................4
2.2 CSF 2: Social Integration.......................................................................................................6
2.2.1 SWOT Analysis of CSF 2...............................................................................................6
3.0 Current Marketing Mix..............................................................................................................7
3.1 Product...................................................................................................................................7
3.2 Price.......................................................................................................................................9
3.3 Place.....................................................................................................................................10
3.4 Promotion.............................................................................................................................10
3.5 People...................................................................................................................................11
3.6 Processes..............................................................................................................................11
3.7 Physical Evidence................................................................................................................11
4.0 Recommendations....................................................................................................................11
4.1 Recommendations for CSF1................................................................................................11

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MARKETING
4.1.1 Product...........................................................................................................................12
4.1.2 Price...............................................................................................................................12
4.1.4 Physical Evidence..........................................................................................................12
4.2 Recommendations for CSF2................................................................................................12
4.2.1 Place..............................................................................................................................13
4.2.2 Promotion......................................................................................................................13
4.2.3 Processes.......................................................................................................................13
References......................................................................................................................................14