Marketing Plan for Tesco

Marketing Plan

Contents
INTRODUCTION................................................................................................................................4
MAIN BODY.......................................................................................................................................4
STP strategy used by respective organisation..................................................................................4
Customer relationship management and how company can improve it..........................................5
Current Palette of products/services and how innovation be implemented here.............................7
Develop & evaluate the effectiveness of marketing mix on a particular target group in context to
chosen company...............................................................................................................................8
CONCLUSION....................................................................................................................................9
REFERENCES...................................................................................................................................11

INTRODUCTION
Marketing plan is basically a document which outlines an advertising strategy that a
business entity will execute to generate leads and to reach target customers or market as well. In
addition to this, it is a strategic roadmap which company use to organise, implement as well as track
marketing strategy within a given time period (Gupta, 2019). For the present report, TESCO is
chosen as a base company. It is a multinational groceries and retailing organisation, which was
founded in the year 1919 by Jack Cohen. The head office of the company is located in England,
United Kingdom. The company has presence in more than 20 countries and has around 7,000 shops
worldwide that is one of the reason of its success. The report will cover STP strategy adopt by the
respective organisation. In addition to this, there is discussion about role of data in improving
service excellence and customer expectation as well. Moreover, effectiveness of marketing mix on
particular target group is described in a proper manner.
MAIN BODY
STP strategy used by respective organisation
It is defined as an approach of marketing which is used by company to identify most valuable
market segment & then sell product as well as service to them successfully. It is a three stage
approach to develop a targeted marketing plan in an effective manner. In addition to this, such
strategy allows an entity to develop a marketing strategy which help in attaining organisational
objectives within given time period. The higher authorities of TESCO make use of STP strategy in
order to segment market and target to them in an appropriate way. The STP strategy of respective
organisation is given below:
Segmentation: At this stage, the company divide the whole market into groups of people with
common neds as well as characteristics. In addition to this , it allow an entity to meet each group’s
requirement cost- effectively that help in attaining competitive advantage at marketplace. The
market is segmented on the basis of demographic, psychographic, geographic and behavioural as
well (Benyebdri, Berno ssi and Karaivanova, 2018). With reference to TESCO, it segment market
on the basis of demographics that consist of factors such as occupation, income, education, family
size, social status and so on. This assist company to focus on particular segment and effective
strategy in order to approach them in an effective manner.
Targeting: Herein, the company decides segments that is attractive and effective one to be
targeted. In addition to this, various factors are consider such as market size, type of product,
potential growth and so on. It is significant for an organisation to target the right customer group as

it help in gaining higher growth and success at marketplace. In relation to TESCO, its target market
are those people who belong from middle and premium class households. The main reason of
choosing this target market is to capture large market and to provide them quality that leads to
higher growth and success of company at marketplace. In addition to this, the company offer daily
products that is needed for an individual to survive and choosing such market to target will help in
achieving growth at marketplace.
Positioning: It is defined as developing an image in the mind of target customers towards the
product as well as services offered by company. For this, the company make use of advertising
strategies and promotional tools in an effective and appropriate manner. In relation to Tesco, it is the
retail store that assist customers to get their daily requirements in an easy and proper manner
(Calzada, 2020). The company make use of social media application in order to aware people and
develop positive image in their mind set towards its products. It make use of Facebook, YouTube,
Instagram and other applications which help in reaching large number of people within a short span
of time. The company also take feedback from its customers so that they can make improvements
which leads to customer satisfaction and retention as well.
Customer relationship management and how company can improve it
In today’s business scenario, customer relationship plays an important role in order to sustain in
market for longer time and to achieve growth in an effective manner. Customer relationship
management is defined as an activity by which an entity try to retain customers and turn them as
loyal customer of the organisation. In addition to this, customer relationship is the key of an
organisation growth which in turn impact positively on the efficiency and profitability of company.
For marinating positive customer relationship, one of the main important factor is providing quality
and on time delivery as it develop positive mind set of customer towards the brand (Opresnik,
2018). It is important for a business entity to focus on maintaining relationship with customers as it
help in improving brand image of company and enhance market reputation as well.
In relation to TESCO, its higher authorities believe that the customer are the key factor of
their growth and success in market so it is important to emphasis on fulfilling customer
requirements and wants in a timely and proper manner. There are various techniques used by
TESCO for customer relationship management. One of the effective technique its CRM program
that consist of segregation of customer as per the expenditure in the store. This help company to
preference customer in the basis of business they offer to the store. In addition to this, it help
TESCO in giving better service & sell goods more effectively to the customers (Chernev, 2020).
Focusing on the customers which is beneficial help organisation to enhance its market performance