A Study of Tesco's Strategies

In the domestic market, companies primarily focus on sales strategies. However, international marketing demands intense research and analysis due to the high risk of failure within the economy compared to domestic markets. Companies need to adapt to customer behavior variations across regions. Tesco, for instance, needs to develop a strategy that suits its international operations, considering factors like product concept, segmentation, and market mix.

MARKETING
PRINCIPLES

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Various elements of marketing process................................................................................1
1.2 Benefits and costs of a marketing orientation of Tesco .......................................................2
2.1 Macro and micro environmental factors influencing marketing decisions...........................3
2.2 Segmentation criteria used for products in different marketing segments............................5
2.3 Targeting strategy for............................................................................................................6
2.4 Buyers behavior affecting marketing activities.....................................................................6
2.5 Positioning strategy for selected product .............................................................................7
3.1 Developing products to sustain competitive advantage........................................................8
3.2 Developing distribution measures for consumer convenience..............................................9
3.3 Price strategies to attain organizational objective and market conditions..........................10
3.4 Promotional activities to integrate and attain marketing objectives...................................10
3.5 Additional elements of extended marketing mix................................................................10
TASK 2..........................................................................................................................................11
4.1 Marketing mixes for two different segments......................................................................11
4.2 Illustrating difference between marketing products to business rather that consumers .....12
4.3 Demonstrating why international marketing varies from domestic marketing...................13
CONCLUSION..............................................................................................................................13
ILLUSTRATION INDEX
Illustration 1: PESTEL Analysis......................................................................................................3
Illustration 2: Porter generic strategies ...........................................................................................7
Illustration 3: Product Concept........................................................................................................8

INTRODUCTION
The global business expansion has developed a trend within the market which has creates
a revolution within the economy. Business growth and development has adopted unique and
exclusive measures of promotion and marketing products and services within the economy.
These measures have helped businesses in developing the brand recognition and sales
maximization within the economy (Burgemeister, 2003). To evaluate the impact of marketing
principles the business operations of Tesco will be examined closely. This will help in
developing a clear and effective idea about marketing process measures and its impact on the
business growth and development. The overall analysis of marketing strategies will help in
developing efficient understanding of marketing principles and its contribution towards growth
and development of business.
TASK 1
1.1 Various elements of marketing process
According to Glowik and Smyczek, 2011 marketing is an activity which develops an
effective structure for the organizations to develop communication with the ultimate buyers for
enhancing product value, brand image and product demand. The marketing process helps
organizations in maximizing sale by breaking down the process in various strategies for
segmentation, positioning, distribution, development etc. (Madsen and Pedersen, 2013). Tesco is
one of the leading global retail business unit. The wide competition within the market demands
the organization to develop effective measures of marketing products and services. Elements of
marketing process adopted by Tesco include:
1. Understanding Market, needs and wants of customers: The situation of business
changes with changing marketing conditions and organizational conditions as well.
Marketing process analyses the situation that the organization is facing currently to
enhance the growth and development measures for the business unit (Mathur, 2006). This
element deals with carrying out the internal and external business analysis in order to
analyze the position of the company in the market. Tesco has faced the rough phase by
recording huge loss for the business. Thus, marketing activities of the company current
will develop activities to compensate the same. In addition to it, company need to assess
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the needs and wants of customers as well so that they develop appropriate products and
services.
2. Creating Customer Centric Strategy: The next element of process deals with
development of strategy to create a winning edge within the market (Andersson and
Servais, 2010). Tesco is planning its marketing process so as to create a valuable market
position and enhance growth and development measures within the economy. Here,
Tesco conducts segmentation and targeting so that actual customers can be identified.
3. Construction of Integrated Marketing Programs: After developing customer centric
strategy, marketing program is developed in which marketing mix is focused majorly. In
this, decision with regards to product, price, place and promotion are taken so that
ultimate needs and wants of customers can be attained.
4. Developing Relationship with Customers: At this moment, Tesco develops strategy for
making sound relations with customers. Through this, company gains loyalty from it and
this also helps in attaining benefits in terms of repeat purchase.
5. Deriving Value from Customers: At this stage, company gains value from customers by
gaining support from them. At this position, company is able to increase its sales by
meeting with varied requirement of consumers. Tesco seeks the effective system and
measures to implement the marketing plan for the organization and develop strategies to
enhance growth for the same.
1.2 Benefits and costs of a marketing orientation of Tesco
Marketing orientation is a refined and most effective version of marketing development.
Chandrasekar, 2010 defined marketing orientation as a culture where companies focuses on
analyzing and meeting consumer needs so as to create a valuable market position for the
products and services offered. These measures helps organization in developing high market
demand and sales within this highly competitive market. This strategy helps the business in
enhancing consumer satisfaction for the business. Tesco has adopted this measure to develop
high impact on sales and profitability of the business. The benefits and costs associated with
marketing orientation are discussed hence forth.
Tesco is a leading retail business unit which operates efficiently around the world. The
process of marketing orientation helped the company in creating wide sales through adopting
consumer focused approach and strategy (Dibb, Simkin and Ferrell, 2012). The retail consumers
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demanded quality products at low cost. The organization developed effective measureless to
deliver the same for the buyers. Thus this measure helped the business in developing a global
recognition. It created high level of consumer satisfaction as well. This helped the business in
enhancing the demand and sale within the competitive market thus making Teco globally
acclaimed business unit of retail industry.
The above mentioned measures has certain cost associated with it. Marketing orientation
is highly focused strategy which demands high level of investment in terms of time and cost for
carrying out market analysis and consumer needs and demands (Gellynck and et.al., 2012).
Tesco adopted this measure to create a competitive edge in the economy. Moreover, retail
segment have to face the risk of immediate change in trends and demands due to intense market
concept. The strategy adopted by the company was to attain price leadership to gram highest
retail sales. This however resulted the company on losing focus on internal business operations.
This resulted in internal conflicts and falling market sales (Why Tesco can't compete with Aldi
and Lidl. 2014). High employee turnover and change of management resulted the company in
losing employee trust for the organization. This resulted in causing a loss of ₤ 6.4 billion for
Tesco (Tesco posts record £6.4bn annual loss. 2015). Based on this discussion, it can state that
company can gain benefits from the marketing orientation. However, there are numerous costs
associated to it, but this essentially helps the company in meeting with the diverse needs. This
certainly retains the customers by gaining loyalty from their side. This signifies that Tesco
possess profitable future through it that aids in attaining their objectives in an effectual manner.
2.1 Macro and micro environmental factors influencing marketing decisions
Marketing decisions of the company demands effective marketing audit for the business.
In order to carry out the environmental audit for Tesco various tools are used to analyze the
market position and internal business strength for the business.
Macro analysis
This is an effective and most convenient measures to analyze the external factors which
have a direct impact on the organizational operations of the company. The PEST analysis of
Tesco is as follows:
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Illustration 1: PESTEL Analysis
(Source: Graham, 2008) Political factors: Tesco is operating effectively around the world. The political factors of
he countries helps the company in analyzing the policies of government which may help
the business unit in establishing the business operation (Jackson and Sparks, 2005). The
stable government and well developed policies of UK helps Tesco in enhancing the
business growth measures within the counrty. Economic factors: These factors deals with the economic policies, population rate,
inflation rate etc. Tesco analysis these measures to ensure the growth measures while
expanding business operations. The current economic position is effective for retail
business growth (Kapur, 2009). This reflects that Tesco may face huge market
competition due to liberal economic policies and high disposable income with people in
the country. Social factors: These factors helps in analyzing the trends and preferences of buyers and
consumers. UK market currently demands effective marketing measures to attract
consumers and create market demands to cover up the wide loss that business faced
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recently. Low consumer loyalty in the retail sector demands the company to develop
effective measures to create market demand (Kotler and Armstrong, 2005). Technological factors: Advances technology and effective measures helps businesses in
enhancing market sales. Tesco has adopted latest technology and updates measures for
business operations thus these factors has helped business in developing sales. Legal Factors: Laws with regards to Competition Policy Act, Employment Act, Health
and Safety Act and other related affects the operation of company. It cannot practices
comparative advertising as per competition act which doesn’t help in influencing more of
customers. It also needs to adhere to employment and health & safety act for
safeguarding them from penalty and fine. Environmental Factors: Company faces immense pressure from regulatory bodies to
focus on environment and social welfare. This hampers the performance of the company
and ultimately affects profitability as well. Also, there is code of practice for same such
as Food retailing commission and other which also affects its operation.
Micro analysis
The micro factors of the company focus on analyzing the internal business capacity of the
company.
SWOT Analysis
Strengths
 High market share
 Quality brand image in UK market
 Varied product portfolio
 Large number of stores across UK and
online platform
Weaknesses
 Decline in profit margin
 Decline in debt
 It is highly dependent upon UK and Europe
for sales
 Tesco’s subsidiary is not functioning well.
Threats
 Cut throat competition in the retail market
 Economic recession
 Credit crunch
 Rise in the food items certainly increase the
price of goods for Tesco.
Opportunities
 Entering into emerging market like India
 Initiating the concept of click and collect
operations
 It can focus on market intelligence for
boosting the sales in existing market.
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Five M
Five M framework of internal analysis will helps in analyzing the internal strength of the
company.
Axis Current scenario Analysis
Manpower
High employee
turnover, low
employee loyalty
High employee turnover has resulted in low
productivity of the company thus weakening
market position
Material
High quality product
of premium brands
The products and services of the company are
of premium quality and brands which provides
the organization high capacity of generating
sales (Chaharbaghi and Lynch, 2010).
Machinery
Advanced technology
and effective measures
of business operations
Effective technology helps the business in
enhancing sales and developing organizational
process of sales and production.
Money Suffered heavy loss The company is currently facing financial
deficit due to heavy losses in 2014-15
Method
Developed effective
measures of business
operations and sales
Teco has developed effective process and
methods of selling which has the capacity of
business to enhance sales.
The above analysis helps in clearly determining that the market position for Tesco is
weaker in retail industry. However the organization has effective capacity to develop its business
operations efficiently within the current market scenario.
2.2 Segmentation criteria used for products in different marketing segments
Segmentation is a method used by business unit to divide the huge market into different
and manageable segment which helps the companies in developing wide market sales in
appropriate and manageable way (Cooper and Schindler, 2011). Through this practice, company
can focus on particular set of customers and hence develops strategy accordingly so that overall
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sales of the company can be increased. This helps in developing dedicated strategy as well.
Tesco has adopted effective measures to enhance the food segment within the economy. The
segmentation methods used by Tesco are: Geographic: Tesco has developed effective measures to analyze the needs of consumers
in different regions and places. The products and services are developed by the company
to attain those needs and requirements. For example products and services for UK
consumers are according to local needs of people while demands of Asian consumers are
assessed in different way (Dibb and Carrigan, 2013). Psychographic: Tesco foods analyses the needs of consumers o the basis of lifestyle and
social class and develops strategies to enhance sales accordingly. For example grocery
shopping for high income group is stressful if people have to wait for the same thus the
organization has developed pick and drop options for these consumers to avoid stressful
waiting.
 Behavioral: This segmentation measure focuses on developing strategies to enhance sales
on the basis of behavioral factors of consumer on the basis of occasions, usage etc. To
cover up the dropping sales Tesco has developed a planned and effective measure to
boost Christmas sales this year (Creswell, 2013). Special discounts and benefits provided
to the buyers has helped the company in enhancing sales widely.
2.3 Targeting strategy for
Targeting refers to a practice of choosing specific customer segment from the segmentation
done so that appropriate marketing efforts can be taken to attract and influence them. It is one of
the foremost task that aids in developing appropriate strategy. Tesco foods have developed wide
market demands within the market. This has helped the business in enhancing and boosting the
sales in the overall market in UK. The targeting strategy adopted by the company to enhance
market sales is mass targeting strategy. Tesco effectively analyzed that grocery is the need o each
and every individual thus the organization must create effective measures to enhance market
sales by targeting on the overall market (Figge and et. al., 2002). The mass targeting strategy of
the company has developed unbiased and similar means of targeting for every individual.
The undifferentiated targeting strategy of Tesco has helped the business unit in
developing high market sales within segmenting the market. This strategy has helped the
business in enhancing high sales for Grocery sales both instore and online. The strategy focuses
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on promoting products in undifferentiated way while enhancing high benefits and value for
money or the product purchase. This helped the business in developing high market demand
within restoring consumer loyalty for the company.
2.4 Buyers behavior affecting marketing activities
Buyers are the major focus for the company to enhance sales and develop market
demand. Tesco has analyzed that buyer behavior has significant impact on the sales and growth
of company within the competitive market. The factors which influence buyer behavior within
this competitive market are: Psychological: This includes the perception, social influence and motivation that help the
buyers in enhancing market sales and developing wide market demand. Tesco closely
examines these factors to enhance product popularity in the market (Olson, Slater and
Hult, 2005). The company ensures that appropriate strategy is developed with regards to
marketing so that they can be influences for buying the products. In this respect, company
uses factors that make an impact on the psychology of the customers. Social: This includes the influence of family, friends and social group on the consumers.
Tesco foods has developed effective promotional strategies and discounting measures to
develop social influence for consumers within the market. Additionally, company offers
products for different age group and class that aid them in influencing to buy products
from Tesco.
 Personal: These include the demographic needs of individuals. Tesco has developed
convenient measures such as click and collect, Online shopping, pick and drop facilities
to enhance market sales and growth in the economy (Felsted and Smaith, 2015).
Moreover, company offers highly personalized services that aids in meeting with the
diverse needs of customers.
2.5 Positioning strategy for selected product
In order to position the grocery segment efficiently within this highly competitive market
and support the undifferentiated targeting strategy Tesco has adopted the following measures for
its food grocery segment to sustain profitability and create a competitive edge within the market.
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Illustration 2: Porter generic strategies
(Source: Rao, 2004) Cost effectiveness: Tesco is the company which has developed a price effectiveness
within the competitive market to develop an edge within the economy (Richter, 2012).
The Positioning strategy that the organization has developed to enhance market sales
involves a measures where the company has developed a brand image of an entity which
sells high quality products at lowest cost in the market. Hence, company has positioned
itself as a cost effective company. Product Differentiation: managing wide product range and developing effective
strategies for boosting market sales through offering products of quality standards, high
attributes and maximum value for money has helped the business in developing an
effective market position. Tesco is been perceived as a company that offers wide range of
products to customers through which their needs are satisfied. It also offers products of
different quality and range that helps in developing a differentiated image among retail
sector.
 Focus: Tesco has also developed effective measures to focus on its grocery segment and
develop measures to enhance sales by offering lowest price for wide variety pf food
products in the competitive market.
The above mentioned measures have helped the business unit in developing wide market
sales by developing a competitive edge within the economy.
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3.1 Developing products to sustain competitive advantage
Product development measures for retail industry are significantly a tough task to
accomplish as the industry operates to sell products and services of various companies under
their brand name. The concept of product is applied in a unique way by the organization.
Illustration 3: Product Concept
(Source: Saxena, 2009)
The product development concept for Tesco is applied in the following way: Core product: This layer develops a measure for Tesco where the company seeks the
demands within the market and develop effective measures to attain those demands. This
layer majorly focuses on making product available at right price to the consumers (Al-
turki, 2011). For examples increasing demands for perishable goods such as Kiwi and
Strawberries will be attaining by developing effective supplier relations for making the
products available in the market. Expected product: This layer of product development is achieved by the organization by
checking the quality and standards of the products for sale by Tesco. The company
closely examines and investigate the product standards to assure consumer preference
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and demands which managing the brand loyalty of the company. The company also
focuses on analyzing the packaging, features and styles of product (Doole and Lowe,
2005). For example products such as apple will be quality assured by the unit, effectively
measures and packed to enhance consumer preference.
 Augmented product: This layer of product development focuses on developing consumer
convenience to enhance sales within the market. The company provides services which
develops high value for money for Tesco. This helped the business in enhancing wide
sales measures (Afuah, 2009). For example online convenience for shopping and
collecting grocery products is one of the competitive measure that the company has
adopted and developed to enhance market sales.
3.2 Developing distribution measures for consumer convenience
The distribution measures adopted by tesco to enhance its market sales within the market
are: Intensive distribution: This distribution strategy of the company focuses on making
products and services widely available within the market to enhance market sales. Tesco
has developed this measure by developing effective supply chain management measures
to enhance product availability to sustain market demand. This has helped the business in
creating an edge within the economy. For this measure the organization uses online
websites, physical stores and strategic alliances with sites as well. Selective distribution: This measure is the one where the business unit creates an
effective measures of analyzing the needs of consumer and developing measures to attain
the same. Maintaining high product variety and range for enhancing market sales and
developing product demand has helped the business for the same.
 Exclusive distribution: This distribution of the company focuses on developing
distribution agreements with sellers with high consumer data base and effective brand
image. This helps the companies in enhancing brand image within the market. For
example distribution agreement with Cozmo has helped Tesco in developing sales
measures within the economy.
3.3 Price strategies to attain organizational objective and market conditions
The pricing strategy is one of the most effective and crucial measures for enhancing sales
within the economy. The pricing strategies helps the company in developing wide market
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demands and enhance sales measures as well. The Pricing strategies adopted by Tesco in the
competitive market are well planned and focused. The competitive pricing measures is one of the
most effective strategy which helps the business in enhancing market sales (Madsen and
Pedersen, 2013). Tesco focuses on developing price leadership by managing lowest selling price
from the competitive companies.
Psychological pricing measure is yet another measure which has helped the business in
developing high sales prospects. This strategy helps in influencing buyers' perspective for
products. Penetration pricing is the measures where the organization sets low price to enhance
market demand and gradually increase prices as per the sales. Thus on the above measures it is
clearly visible that Tesco has developed effective pricing measures for its grocery market.
3.4 Promotional activities to integrate and attain marketing objectives
The promotional measures are very significant for the growth and development for retail
business. Tesco is facing tough market competition form the business units like Aldi and Lidle
which has developed effective promotional measures to grab market sales in the UK market. The
promotional measures such as advertisements will helps Tesco in creating wide market demand
by targeting mass media (Chandrasekar, 2010). Developing and training the employees for
persuasive selling will helps Tesco in enhancing sales promotion measures as well. Moreover
effective displays and proper measures to explain schemes and policies will help Tesco in
developing demand as well. Effective discounts and attractive schemes will be an effective pull
strategy to enhance market sales for Tesco. Apart from it, company can even focus on mobile
marketing and email marketing as part of boosting the sales of the company. From this
awareness of the company will increase significantly and this will help in attaining an edge over
the rivals. Further, promotion can be done through TV and radio as well that will essentially help
in gaining attention from large set of customer at a single point of time. Thus, on the basis of the
above description, it is evident that Tesco has effective prospects to enhance market demand and
sales within the economy.
3.5 Additional elements of extended marketing mix
The extended elements of marketing mix which helps Tesco in creating effective
marketing prospects includes:
 People: These elements of the marketing process involve the consumers and employees
as people for the company. The modern marketing scenario has efficiently analyzed the
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significance of these factors for the growth and development of business (Mathur, 2006).
Businesses thus develop effective measures to target people element to enhance sales.
Tesco deals with these elements as follows:
◦ Training and developing employees to enhance sales promotion
◦ Preparing the employees to develop market demand and effective impression on
consumers
◦ Tesco has developed an effective feedback measures to analyze the needs of
consumers and attain the same
◦ Online consumer engagement process has helped the business in analyzing needs of
consumers and developing services as per their needs.
 Physical evidence: This elements includes the physical evidence of products in order to
create wide impact on consumer demands. This includes:
◦ Modern and well developed infrastructure helps the business in enhancing market
sales
◦ Providing access to physical evidence of new products helps business in generating
demand for the same (Marketing mix. 2015).
◦ Effective product display is effective for developing market sales.
 Process: This segment of the marketing mix focuses on developing effective process of
selling products in order to generate convenient shopping measures for the consumers.
Tesco has developed the following measures:
◦ Developing effective billing process has helped the businesses in developing time
saving measures for consumers to enhance market sales.
◦ Creating effective online measures has developed sales for the company.
TASK 2
4.1 Marketing mixes for two different segments
Marketing Mix is the crucial and most significant part of marketing plan. The marketing
mix for Tesco food UK and China during Christmas will help in cl;early demonstrating the
approach.
Marketing
Mix
Tesco UK Tesco China
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Product The product will be focused and managed
according to festive demand as Christmas is
one of the major festival in UK
Products and services will be
managed as per the normal
demand however the festive touch
will be given to the China market
by Festive display and discount
Place Both online and physical stores will provide
consumer needs to attain boosting sales in the
segment
The products will be displayed in
the Physical stores in order to
manage the sales.
Price Competitive pricing and discounting prices
will help in enhancing market sales.
Penetration prices will help the company in
boosting sales for products with moderate
demand (Segmentation. 2015)
Competitive pricing and
psychological pricing measures
will be used by the company to
enhance and manage sales.
Promotion Special discounts , collaborative schemes and
festive seasonal sales will helps in enhancing
market sales. Sales promotion, effective
product display and effective advertisement
will help in boosting sales.
Festive discounts and collective
sales will help in developing high
promotional measures.
Advertisements and print
promotion will help in enhancing
sales.
4.2 Illustrating difference between marketing products to business rather that consumers
Marketing products and services to business units is very different form marketing them
to consumers. Business units demands large consignment sizes which helps in creating wide
market demand. The major r difference in marketing measures for the two are: Buyer behavior: The Buyer behavior in B2B market is more drifted towards task oriented
tasks as compared to consumer market. Businesses buy products as per thr consumer
demands while consumer buy products as per their own need Consumer needs: The business need while purchase is quality of product, cost ,
consignment flexibility, delivery time while a consumer needs deal with specific product
features and its attributes.
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 Buying process: The consumer buying process is complicates and lengthy to assure the
safety and security of data as the seller ha to deal with large amount of small sales on
contrary to this business sale is quick and easy as the seller has limited clients to deal
with.
 Promotional measures: Various promotional measures such as advertisements, sales
promotion, online promotion, display measures, discounts etc are expected to develop
sales. In B2B sales sales promotion and negotiation is the most effective and beneficial
measure.
4.3 Demonstrating why international marketing varies from domestic marketing
The International marketing is widely different from the domestic marketing as the
former has to analyze the needs, requirement and external factors of the country and its system.
The companies have to develop effective measures to understand the new market and then
develop process to market products while in the domestic market the companies only apply
strategies for sale (Andersson and Servais, 2010). The research and analysis for international
marketing demands intense search. Moreover International marketing has high risk of failure
within the economy as compared to domestic markets. This results in creating high risk of
failure. Company also has to focus on the behavior of the customers as it varies from region to
region. In this context, Tesco need to focus on buyer behavior of customers at international level
but same is not required within the context of domestic. Furthermore, to develop global brand the
company will have to adopt adaption strategy to enhance the sales within the new market. For
example Tesco foods will manage the range of products and services as per the needs and
demands of local consumers.
CONCLUSION
Marketing principle framework develop a system for business units to create competitive
edge within the market. It helps the business in planning its overall strategies for enhancing
products demand in the market. The present report focuses on developing an in-depth analysis of
various measures which helps the business in creating and effective impact on the organizational
developing by incorporating various marketing strategies. On the basis of above report it can
clearly examined that Tesco can rebuilt its competitive position by adopting strategic and
effective marketing measures to enhance market sales and growth.
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