Marketing Strategies and Models

This assignment provides a detailed overview of marketing strategies and models, covering various approaches such as social marketing, macro-social marketing, and game theory. It emphasizes the importance of understanding these concepts for organizations to increase sales and achieve their objectives. The assignment references several books and journals that provide further insights into these topics.

Principle and Practice
of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
SOSTAC model of marketing:....................................................................................................1
TASK 2............................................................................................................................................1
An evaluation needs to be undertaken of the effectiveness of the retailer’s current SOSTAC
strategy currently used in the UK................................................................................................1
TASK3.............................................................................................................................................2
Different marketing strategy used by supermarket of UK:.........................................................2
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Principle of marketing define as in which the total activity is include such as transfer of
good from the producer to the customer through advertising , storing and selling. Marketing
practices is the broad process which include the product design , development of the product ,
promotion and customer services. TESCO is known as the supermarket of UK this company is
third largest company in the world. This company is is founded in 1919 by jack Cohen as a
group of market stalls. In this report, TESCO is known as the supermarket company but this
company is not established in Ethiopia. For the development of TESCO in the Ethiopia is used.
SOSTAC model is focuses on moving or operate to supermarket of TESCO in Ethiopia
country. In this report SOSTAC model is coved and evaluation of the retailer’s current
SOSTAC strategy currently used in UK. This strategy can be developed in international market.
TASK 1
SOSTAC model of marketing:
This model is define as the marketing model which is developed by the PR smith in
1990s. SOSTAC model is considered as model which considered different strategy which can be
applied in various situations. This model considered SWOT analysis which help in get ready of
campaigns of marketing. This model include 6 factors that is situation , objectives , strategy ,
tactics , action and control(Wuwei and et, al., 2015). In term of expanding TESCO in Ethiopia
SOSTAC model is explain below.
1.Situation analysis
For generating a detailed marketing of TESCO in Ethiopia. There is different step is
conducted. The first step is of situation analysis. This very important for an organisation
ascertaining where the organisation is relative to the competitors and wider environment. In
there are many different tools which is use to conduct this audit and beginning macro
environment.
Macro environment:
A most important tool of macro is PESTLE . This are variation of assessing the situation
in which TESCO can be operated. In the political , economical , social , technological , legal and
environmental factor is involved.
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Political factors : In this the formal Ethiopians state that the structure transform with
highly centralised system to federal and increases decentralized is considered as the challenges.
In the TESCO considered all the point which affect there marketing plan due to political factor of
Ethiopia. TESCO has as great opportunity to explore there business in Ethiopia because from
past decade this company reduced poverty and improve human development . Government of
Ethiopia contributed to domestic resources and manpower.
Economical factor : In this there is the draw back that Ethiopia was the third poorest
company. In this country now encouraging greater private sector which work effective for
TESCO. This country improved transport and energy infrastructure and greater agricultural
sector productivity.
Social factors: This factor is define culture , value beliefs of a country. In Ethiopia
ethic and cultural diversity affected the social relation. In this for TESCO language can be the
another barrier to communicate and national integration (Bedi and Gill, 2013)
Technological factor: This factor is consider as one of the most important factor without
this factor a country and organization can not developed. In this if TESCO wants to established
its brand in Ethiopia then they need to understand the technological environment of this country.
Ethiopia now work as or exposed to modern all kinds of technology. In this country more and
more people use tablet , phones and they also watch T. V. This is beneficiary for TESCO to
promote its product in the market and for creating awareness through technology.
Legal factor: legal factor are define as the rules and regulation. Before launching any
product in the country organisation should know about the legal factors of that country. In
Ethiopia there is many laws are follow by this country that is of company law , labour law , tax
and trade. All the laws also should follow by the TESCO.
Environmental factors: This are the factors which include all that which influence by
the surrounding of the environment. This factor include location , global change in climate etc.
In Ethiopia there is an environmental issue of climate change , major factor are land degradation
, water scarcity and various type of pollution. In this TESCO should consider all this point and
after that implement its marketing plan.
In this situational analysis they need to considered the SWOT of the company.
2.Objective
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In this for understanding the market need to identify the potential opportunities and also
the threats and risk. In this the next is to define the objective . organisation focus on where they
want to be and analysis the long term objective(Pereira Heath, and Chatzidakis 2012). This is
largely depend upon its size , resources , and the market in which it function. In this the first
thing is the organisation objectives and goal should be smart which is specific , measurable ,
achievable , realistic and time bound. In this the possible marketing objective of TESCO might
be : To convert an extra 20% of marketing expend into sales , online , in – stores within the
up coming nine months.
3. Strategy :
This is define as the long term strategy which match the objective. How organisation
reached there which is explained below:
Segmentation: This is define as the process of dividing a market of the potential
customer. In this TESCO divided the customer who are there potential customer. In segmenting
divided customer into groups which based on different characteristics. This market segmentation
also reduce the risk of an unsuccessfully market campaign. When TESCO company divided the
market which is based on key characteristic and their strategy is based on that information then
there is the high chances of the success of organisation(Martin and 2017). (Mittelstaedt, and
2015).
Targeting : In this organisation select its customer from its potential customer. In market
there is many different , various segment in the market. In this TESCO set the criteria size they
analysed that the market should be large enough to justify the segmenting. If somewhere the
market not cover the large areas then it make it smaller. In targeting there must be difference
between the segments. Accessible in each segment that must be easily accessible for the team
and the segment must able to receive message of market.
Positioning: This the last step of STP which is positioning. A positioning strategy is
when TESCO choose one or two measure key area to concentrate on and excel in those area.
This strategy is focus on that it completed in the market. Effective position is considered as
strength and weakness of organisation. Position is the way from which company like TESCO
allows specific area where they outshine and give good competition in the market.
Tactics
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This is about strategies will be achieved . This includes content of the marketing
material , like web content(Luwabelwa and Mwenda 2013).It may be also be appropriate to
adopt a complementary physical marketing strategy . In this the meaning of tactics is a strategy
which is carried out planned and ad which is made to deal with the demand of the moment. In
this there is the difference between the strategy and the tactics . Strategy which is decided by the
board of directors. Tactics which is decided by the junior officer and employees.
Product tactics: This is define as what organisation produce it may be product and it
may be services. In this when TESCO produce its product in the market they use different tactics
to established in successfully manner. In this when TESCO sell its grocery product then they
need to add effective features which attract the customer. Product should be in good packaging
and labelling so customer get attracted towards the product. This is work as tactic of sell product
in an effective packaging)(Leonard and 2013) For example the product of TESCO is biscuit . If
the produce this product in the Ethiopia then they should use effective packaging and labelling. If
organisation targeting hug customer then the packaging reflect exclusivity.
Price tactics: Price is the amount which charges n the particular product or on particular
services. Price of a product decided by the cost of it. For increasing the sell in TESCOI. They
need top use some tactics which work positively for them. In TESCO cost shipping is also
included. TESCO launch its product in Ethiopia-so when this company lunch the product
starting price of the product should not be higher. At the time of launch the price of the product
should low which attract the customer. In this also use the tactics of which is based om
geographical region and set the price high in the one area rather than other area. At the starting
time organisation should set some attractive payment term . They should have introductory price
for new product(Lefebvre and 2013)
Place tactics : This is define as where an organisation wants to sell it's product. In this
TESCO decide that where they should distribute its product. In this company make a plan
regarding how to distribute the product and offer the services according to the plan. If TESCO
started its store in Ethiopia that considered as the place where company sell it product to its
customer. In this company can use different strategy such as online sales or taking order from
the customer. Organisation establish there store where customer need the product and where is
the demand for the product. It may make sense to use reseller to market product under different
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as atactics for distribution, especially if they already have a large customer base ( Skennedy and
2016)
6.Actions :
This is about allocating the responsibility to individual for specific task. Before this
ensure that the strategies and tactics will be achieved or not if not then explain why. In this
TESCO open its branch in Ethiopia so they need to become more responsible about it and for
the significant amount of the marketing. In this the owner is the responsible for the majority of
activity which must be under focus. When the business is larger then the grater resources are
likely to find this element in much easier way. This is able to allocate specific elements to
appropriate individual department in order to achieve the tactics.
6.Control:
This is define as final element of the SOSTAC in which control the all procedure. In this
consider that all of the responsibility should be followed in a efficient manner. This is also
known as the exercise which is blaming to an individual for failing in achieving the objectives.
Control the whole plan by observing and by correcting all the mistake which is going on in the
plan( Kajava and Salmenkivi 2015).
In this explain the SDOSTAC model which is apply by TESCO in Ethiopia for
expansion. This model is use to implement the marketing plan in Ethiopia for expanding the
business.
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TASK 2
An evaluation needs to be undertaken of the effectiveness of the retailer’s current SOSTAC
strategy currently used in the UK.
SOSTAC is a popular model for marketing and planning of business. It stands for six
fundamental facets of marketing,that is: situation,objective, strategy, tactics, action, and control.
This model helps in making a plan quicker and easier. Tesco is a multinational groceries and
general merchandise retailer. It is a public limited company headquartered in Hertfordshire,UK.
The strategy used by Tesco to evaluate the retailers with the implementation of SOSTAC model.
Following strategies were evaluated :
Segmentation, targeting and positioning is a familiar strategic approach applied in marketing
models.
Segmentation is the process of dividing the market into segments based on the needs, wants and
other characteristics, so that it is easier for marketers to modify their marketing movements.
Segmentation in Tesco is based on geographic(region, density), demographic(age, gender,
income, occupation) ,psycho graphic(lifestyle , personality), behavioural bases(attitude, status,
occasion).
Targeting refers to breaking a large market into small segments in order to concentrate on
specific group of customers. It focuses solely on serving a unique customer base. Tesco has been
adopting an “everything to everyone approach” , which has helped in covering almost all the
segments of the market. Tesco also offers non-food items such as technology, clothing, products
and services, in order to request those customers who wanted a full shopping journey(Hwang and
2016).
Positioning refers to the ways in which image or identity of brand could be established in order
to attract target customers in an efficient manner. Tesco uses wide range of positioning strategies
in order to attract customer segment, they are functional positioning, symbolic positioning,
experiential positioning, price positioning, multi-segment positioning, etc.
Effectiveness of SOSTAC model in context of Tesco:

 Helped in launch of product: SOSTAC model made it easy to launch a product as it
provide various guidelines as well as prediction regrading the market scenario so that
strategies related to launching and positioning of product can be made by considering all
the risk factor.
 Long term growth of business :SOSTAC model helped in long term by growth of
business by many kinds of retail establishments like departmental store, discount stores,
etc. which will help in influencing more and more customers to visit the store and
reflected in the growth of the company.
 Accomplishment of task on time : SOSTAC model will help in accomplishment of task
on time which will also reflect in improved performance of the workers .
 Future predictions: When future predictions are made at Tesco, SOSTAC model will
help to attain the competitive advantage in the market which will help Tesco to stand out
of the competitive market.
 Easy achievement of goals - Application of SOSTAC model will help in easy
achievement of goals as it will be easy for Tesco to make business plans quicker. Since
we know the competitive market scenario which will help us in designing policies in such
a way that organisational goals could be achieved.
TASK3
Different marketing strategy used by supermarket of UK:
Marketing strategy play a important role in any of the organisation. Without using the
strategy of marketing organisation can not create awareness in the mind of the customer(Hothorn
and Everitt 2014)... In this there is several type of strategy which used by the companies. This is
strategy focus on creating competitive advantage for the company. By TESCO super market of
UK several marketing strategies 9is uses which is explain below:
Accessibility: TESCO started as a small business at the starting time. Now this company
is worlds third largest company in the world measured by gross revenue. The focus of TESCO is
to make it self accessible to its target customer. This is greatest strategy use by this company
provide its product at every possible way. This company do not stop expanding its business.
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TESCO use many different to sell its product to its customer. They use online selling method and
sell it in every possible way.
Diversification: TESCO company diversified its product from one product tii an
another product. Diversification play important role in increasing the growth of the TESCO.
Specific marketing strategy of TESCO:
Brand positioning: When an organisation set the brand name of iots product the this
thing is sure that that they company is successful in gain the trust of its customer. The4 very first
TESCO is take is of set marketing strategy to position the brand. With the brand name this
company steer the middle ground , offering product. Now-days TESCO face a lot of issues
related to brand positioning.
Awareness : The next step is to create and increase the awareness of the product. This
company invest its lots of money on billboards , T.V commercial etc. the aim of implementing
this strategy is to get maximum profit and exposure(Bedi, and Gill 2013).
Customer acquisition: In this after creating the awareness in the mind of the customer.
They turn as the loyal customer for that company. There is providing different offers aqnd the
benefits. This can also be the successful promotional tool for TESCO all these year.
Digital marketing: This is one of the most effective strategy which is used by the
organization. With this strategy customer aware about the product. They get inform about the
product recourse they are provided on all the digital site . This digital site cover vital area which
work positively to promote the product.
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CONCLUSION
from the above mention report it has been concluded that SOSTAC model is define as
the marketing model which is apply by the organisation for marketing there product. If an
organisation want to expand its product them they have use the model of SOSTAC. This model
is stand for situation . This situation is define as what is the environment of that place where
organisation produce its product this situation factor can be understand by the political factor.
Next is objective and strategy an organisation should set the objective which they wand to
achieve . For achieving the objective the need to use different strategy. In this model there is
different tactic use for create customer in the market. After this implement that plan or take
action. Control the plan by observing and correcting the problem. In UK there is different
marketing strategy used by the organization. It is very important for any organisation to
understand the model of marketing and different strategy of it. This is beneficiary for
organisation to increase its sales.
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REFERENCES
Books and Journals
Bedi, D. N. and Gill, J. M., 2013. A guide to developing Braille and talking book services (Vol.
30). Walter de Gruyter.
Hothorn, T. and Everitt, B. S., 2014. A handbook of statistical analyses using R. Chapman and
Hall/CRC.
Hwang, S., 2016. Empirical Evidence of Overconfidence in Cross-Sectional Asset
Returns. Available at SSRN 2784686.
Kajava, M. and Salmenkivi, E., 2015. Second sailing: Alternative perspectives on Plato. Societas
Scientiarum Fennica.
Kennedy, A. M., 2016. Macro-social marketing. Journal of Macromarketing. 36(3). pp.354-365.
Lefebvre, R. C., 2013. Social marketing and social change: Strategies and tools for improving
health, well-being, and the environment. John Wiley & Sons.
Leonard, P., 2013. A strategic engineering philosophy(Doctoral dissertation, University of
Pretoria).
Luwabelwa, W. and Mwenda, K. K., 2013. Board Membership in Zambian Banks: A Nemesis to
Good Corporate Governance. Zam. LJ.44.p.103.
Martin, B. A., Jin, H. S. and Trang, N. V., 2017. The entitled tourist: The influence of
psychological entitlement and cultural distance on tourist judgments in a hotel
context. Journal of Travel & Tourism Marketing. 34(1). pp.99-112.
Mittelstaedt, J. D., Kilbourne, W .E. and Shultz II, C. J., 2015. Macromarketing approaches to
thought development in positive marketing: Two perspectives on a research agenda for
positive marketing scholars. Journal of Business Research. 68(12).pp.2513-2516.
Pereira Heath, M. T. and Chatzidakis, A., 2012. ‘Blame it on marketing’: consumers' views on
unsustainable consumption. International Journal of Consumer Studies. 36(6). pp.656-
667.
Teddysetiadi, T., 2018. THE EFFECT OF LEARNING CELL TOWARDS
STUDENTS’CREATIVITY IN READING. Journal of Languages and Language
Teaching .4(1).pp.20-24.
Wuwei, Z., and et, al., 2015, August. Game Theory Approach on the Abuse-of-Power Crime.
In 2015 3d International Conference on Advanced Information and Communication
Technology for Education (ICAICTE-2015). Atlantis Press.
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