MARKETING STRATEGY EVALUATION OF TESCO.

Running head: MARKETING STRATEGY EVALUATION OF TESCO
Marketing Strategy Evaluation of Tesco
Module Name:
Student ID:
Word Count:
Submission Date:

1MARKETING STRATEGY EVALUATION OF TESCO
Executive Summary
Tesco has the international retail market position of being the most admired company because of
its quality of gods and services offered along with its quality of marketing. Considering the
business expansion and profit growth objectives, Tesco has considered to expand its business in
the retail industry of France. The report revealed that the Ansoff Matrix indicates that Tesco
follows marketing penetration strategy in UK with offering wide range of food and non-food
products at low prices than its competitors in the industry. Conversely, the GLOCAL marketing
strategy of Tesco in expanding its business successfully in France is focussed on ensuring
significance that is effectively customized based on the demands and needs of the French market.

2MARKETING STRATEGY EVALUATION OF TESCO
Table of Contents
1. Company Background.................................................................................................................3
1.1. Company Profile and Market Share.....................................................................................3
1.2. Market Position of Tesco......................................................................................................3
2. Task 1: Introduction.....................................................................................................................4
2.1. International Marketing Mix.................................................................................................4
2.2. International Marketing........................................................................................................5
2.3. Country Selection for Business Expansion of Tesco............................................................6
3. SOSTAC Model...........................................................................................................................6
4. Situation Analysis........................................................................................................................7
4.1. Micro-environment Analysis: SWOT...................................................................................7
4.2. Macro-Environment Analysis: PESTEL..............................................................................8
4.3. Hofstedes Model Analysis of France....................................................................................9
5. Objectives..................................................................................................................................10
5.1. Mission Statement of Tesco................................................................................................10
5.2. Objectives for Successful Business Expansion of Tesco in France...................................10
6. Strategy......................................................................................................................................12
7. Tactics........................................................................................................................................14
7.1. Action.................................................................................................................................14
7.2. Control................................................................................................................................15

3MARKETING STRATEGY EVALUATION OF TESCO
8. Task 2: Evaluation of Current SOSTAC Model........................................................................16
8.1. Hofstedes Model Analysis of UK.......................................................................................16
8.2. Tesco UK Revenue.............................................................................................................17
8.3. Ansoff Matrix Implementation...........................................................................................18
8.4. 4Ps Application...................................................................................................................19
9. Task 3: Current Marketing Strategy Application Analysis.......................................................21
9.1. The GLOCAL Strategy.......................................................................................................21
9.2. Application of 4Ps Approach..............................................................................................22
10. Conclusion...............................................................................................................................23
References......................................................................................................................................25

4MARKETING STRATEGY EVALUATION OF TESCO
1. Company Background
1.1. Company Profile and Market Share
Tesco PLC is a renowned retail company based in UK that has business operations of
retailing and retail banking along with insurance services. The brands of the company encompass
Everyday Value, Finest, Chokablock and Technika. Tesco’s convenience store market shares are
observed to control around 34% of the grocery market (Chaffey 2015). However, recently the
only threat that is observed to be faced by Tesco in its increasing market share position is from
its competition authorities that is enforcing monopoly legislation. Tesco has the international
retail market position of being the most admired company because of its quality of gods and
services offered along with its unity of marketing. Its success in UK market is through shifting to
“higher margin” non-food merchandise and its core business is m maintaining low prices,
cultivating consumer loyalty along with offering distinct store concepts like insurance and
banking. In the recent years Tesco has more than 2646 stores all over the world with 490 gas
stations, 25 distribution centres, and 13 other stores along with its website (Tesco plc. 2019).
Moreover the company also has around 700 convenience stores all through the world like in
Wales, England and Scotland. In the current year, the retail organisation has 28% of its market
distribution in terms of sales in UK and in international markets.
1.2. Market Position of Tesco
The marketing strategy of Tesco to attain international business success has always been
focussed on promoting its brand message of “Every Little Helps” to strength is core traditional
competitive edge in the marketplace. The retail brand based in UK also focussed on developing a
marketing strategy to position its brand as a “high-volume and low-cost” retailer that offers

5MARKETING STRATEGY EVALUATION OF TESCO
exceptional value and finest retail product ranges at affordable prices. Through positioning itself
as the leading supermarket in UK, Tesco has attained around 55.9 billion revenue internationally
in the recent year (Chaffey 2016). The company has also expanded its business operation from
just being a food retailer to include products and services such as financial services mobile
telecommunication product services along with data analytics. Tesco has successfully expanded
globally holding a leading international market position through ensuring continuous offering of
competitive products with smarter prices, better service and improved quality. The objective of
the company is to expand its successful business in the prospective market where it has not yet
established its business operations, such as in France.
2. Task 1: Introduction
2.1. International Marketing Mix
International marketing mix is referred as the use of distinct marketing instruments in
order to attain prospective financial results by the organisations operating within the international
markets (Datta and Sanyal 2016). These instruments encompass product, price, place and
promotion. The international marketing mix strategies facilitate companies in adjusting its
marketing strategies for adapting to the business environment in other nations.

6MARKETING STRATEGY EVALUATION OF TESCO
Figure 1: International Marketing Mix
(Source: Felgate and Fearne 2015)
2.2. International Marketing
International marketing process is defined as a process of implementation of marketing
principles in order to address different needs and wants of the target consumers all over the
world. More specifically, the international marketing strategy of any organisation is focussed on
undertaking marketing activities in more than one country. The marketing managers implement
international marketing strategy in ensuring growth of their profit and shares (Florea and Duica
2017).

7MARKETING STRATEGY EVALUATION OF TESCO
2.3. Country Selection for Business Expansion of Tesco
Considering the business expansion and profit growth objectives, Tesco has considered to
expand its business in the retail industry of France. France is considered to be prospective
business market for the retail company as the nation has observed tremendous growth prospects
in the store and the web based retailing. Development can be observed by Tesco in establishing
business on France through implementing its innovative business activities such as web retailing
along with store and non-store retailing (Ibrahim, Alkhawlani and Al-shaghdari 2017).
3. SOSTAC Model
The figure below indicates the SOSTAC Model that was developed by PR Smith, which
is a renowned and widely implemented model in supporting the marketing and business planning
of companies. This model includes developing a marketing or international business expansion
plan based on analysis of its six aspects including situation, objectives, strategy, tactics, action
and control. These major planning activities are required as a part of process of developing an
integrated or multi-channel marketing panning for a business. Implementation off SOSTAC
model can encourage a logical order in developing an effective marketing plan along with
critically evaluating companies business processes (Jeanpert and Paché 2016).

8MARKETING STRATEGY EVALUATION OF TESCO
Figure 2: SOSTAC Model
(Source: Jenkins and Williamson 2015)
4. Situation Analysis
Situation analysis can be defined as prices through which the companies employ methods
to analyse their internal and external business environment in realising their consumers,
capabilities and business environment in ensuring competitive edge (Lin and Peng 2018).
4.1. Micro-environment Analysis: SWOT
Strengths
 Attained recognition for retail
excellence and consumer service
 Most profitable supermarket with
Weaknesses
 Tesco subsidiaries are not operating in
some nations that is adversely impacted

9MARKETING STRATEGY EVALUATION OF TESCO
significant cash reserves
 Different store formats for addressing
local and cultural needs through
personalised service experience
(Martínez-Ruiz et al. 2016)
from credit crisis
 Competitive rivalry has resulted in
price wars affecting the company’s
profit margin
 High dependence on UK market for
sales with less expansion
Opportunities
 Strategic collaboration with other
brands for increased product offerings
 Attaining target consumer markets
internationally
 Developing private level market
 Tapping into emerging markets through
offering western goods
Threats
 Economic recessions and time crunches
affecting market share of Tesco
 Increasing raw material cost affecting
profitability
 Labour threats in form of high wages
and benefits (Meyer and WILKINS
2015)
4.2. Macro-Environment Analysis: PESTEL
Political French government has set regulations on
using eco-friendly bags to be used by
supermarkets and the ones not using them for
packing might have to pay fines (Peeroo, Samy
and Jones 2016).
Economic French retail market is affected because of

10MARKETING STRATEGY EVALUATION OF TESCO
recession and the unemployment rate is
increasing in the nation that is affecting
purchasing power of consumer market
Social French consumers focus on purchase retail
products focussed on supermarkets quality
assurance and value added consumer services.
Household consumption in France has increase
by 7% for retail products (Piercy 2016).
Technological French retail industry is investing more on
employing digital technology in increasing
efficiency of retail operations.
Environmental French retail industry is encouraging the
supermarkets to reduce their carbon footprints
by 50% through minimising wastes in their
stores by ensuring consumers social conscience
(Ramanathan, Subramanian and Parrott 2017).
Legal French government regulations have
introduced ban in several practices of
supermarkets such as price changes without
notice and demanding supplier payments.
4.3. Hofstedes Model Analysis of France
France has high score in power distance that indicates companies in the nation have
normally one or two hierarchical levels in comparison to UK. France is an individualist society

11MARKETING STRATEGY EVALUATION OF TESCO
as they are self-motivated to be best in their business. The country follows feminine cultures
where the top managers earn an average with great focus of maintain life quality. Uncertainty
avoidance score of France is high indicating the culture of the nation to be structured and
planned (Roberts and Fiebig 2018). They have high acceptance for innovative and complex
technologies. Long term orientation score in France is high indicating culture of pragmatic
orientation showing adaptability to changed conditions and traditions. Indulgence attained
medium score in France signifying the society are less relaxed and enjoys life to a limited extent.
Figure 3: Hofstede’s Analysis of France
(Source: Shamim, Ghazali and Albinsson 2016)
5. Objectives
5.1. Mission Statement of Tesco
The mission statement of Tesco is “To make what matters better, together” that has major
focus on attaining success in the retail industry. This mission is developed by the company based
on its strategic aim to improve consumer loyalty through improving their shopping experience
(Shamim and Albinsson 2016).

12MARKETING STRATEGY EVALUATION OF TESCO
5.2. Objectives for Successful Business Expansion of Tesco in France
The objectives that are developed for Tesco in establishing a link into a successful
expansion of the retail supermarket in the selected country, France are indicated below through
SMART framework. SMART framework can be defined as tool that guides successful
implementation of strategic goals in competing successfully within the international market
(Sharma, Kumar and Borah 2017).
Figure 4: SMART Objectives Model
(Source: Smigielska and Stefanska 2017)
Specific To provide its consumer market with excellent
product and service value through offering
advantages of e-purchasing and departmental
store purchase
Measurable Tesco will attain its specific objective through
enhancing shopping journey of consumers by

13MARKETING STRATEGY EVALUATION OF TESCO
introducing offers of decrease prices and
introducing simplicity and value of complex
market in France
Achievable Tesco will ensure successful establishment of
its business in France through efficient
implementation of its product advertisements,
manufacture, human resource and information
technology
Realistic Business expansion strategy of Tesco is
expected to attain high market penetration in
France through offering quality food and non-
food offerings at affordable prices
Timely Tesco is focussed on attaining increase in its
profit margins and attainment of improved
market shares through business establishment
in France within the span of 6 months.
6. Strategy
Porters Generic Strategies explain the ways in which organisations attain competitive
advantages within the selected marketplace. These strategies can be employed by Tesco in
successfully expanding its business in international marketplace such as France (Steenkamp
2017).

14MARKETING STRATEGY EVALUATION OF TESCO
Figure 5: Porter’s Generic Strategies
(Source: Stone 2015)
Tesco will follow hybrid strategy in its internationalisation process of operations in
France that will include mix of cost leadership and differentiation strategies as indicated in the
model. In the cost leadership strategy the retail chain will consider development of its private
levels as per needs of French consumers. The company will offer products at competitive prices
for successful market penetration (West, Ford and Ibrahim 2015). In differentiation strategy,
Tesco will implement its multichannel interface through introducing mobile applications for
smartphones that can enable the French consumers to browsed and order products in a
convenient manner. To attain competitive advantages in French retail market through successful
implementation of differentiation strategy, Tesco will Tesco sores will have virtual merchandise
that will offer exceptional value to its consumers to attain product view at its stores while
ordering.

15MARKETING STRATEGY EVALUATION OF TESCO
7. Tactics
 Product life cycle: The product lifecycle strategy of Tesco is considered to go through
five distinct stages such as product development, introduction, growth, maturity and
decline. The company developed its products with making maximum investment and
introduces them through making great efforts in promotion and consumer awareness. In
the growth stage, online sales of Tesco have supported its supermarket chain to attain
increase in consumers and market share (Wijaya and Hermawan 2018). In its maturity
stage, Tesco has positioned itself among the four largest retailers and in the decline stage
the offerings of Tesco faces less demand and profit based on which it takes the decision
of international business expansion.
 Price: The pricing strategy of Tesco is “Low cost high quality” strategy that ensures
consumers attain exceptional quality and diverse product ranges from the company at
affordable price and also renders cash back to them.
 Place: Place strategy of the retail company is focussed on outsourcing its distribution
process of its non-food products focussed on multichannel interface that offers easy
access to consumers to effective product offerings (Wijaya and Hermawan 2018).
7.1. Action
The distribution strategy of Tesco in France through proper implementation of its
marketing plan will be focussed on setting chain of intermediaries in the nation through which
services or goods will pass fir reach its target consumers. For establishing successful products
and services distribution, Tesco will implement multichannel marketing so that consumers attain
right products at right place and at affordable cost. The departmental stores established on France
will be deigned based on consumer needs and “Tesco Direct” in the nation will sell ell non-food

16MARKETING STRATEGY EVALUATION OF TESCO
products online that they can pick-up for store next day through its “drive through” supermarket
service (Wijaya and Hermawan 2018).
7.2. Control
The estimated budget prepared for successful launch of marketing plan of Tesco in
France is indicated in the table below with all the costs associated with its marketing plan
activities.
Budget
Activities June July
Augus
t
Marketing Research 25 30 35
Social Media Advertising 8 10 12
Television/Radio Advertising 15 20 25
Public Relation Campaigns 17 24 31
Media 12 18 24
Opening stores
1500
0
2000
0 25000
Developing distribution networks 29 32 35
Recruitment of Staffs 15 35 55
Installation of infrastructures 5000 8000 11000
Total (Cost)
2012
1
2816
9 36217

17MARKETING STRATEGY EVALUATION OF TESCO
8. Task 2: Evaluation of Current SOSTAC Model
8.1. Hofstedes Model Analysis of UK
Hofstede’s cultural dimensions facilitates in understanding the cross-cultural
communication along with analysing effects of a society’s culture on the values of its residents
that impact their behaviour. Figure below indicates that, UK has low rank in power distance
indicating they have high sense of fair play and believes people must be traded equally (Ibrahim,
Alkhawlani and Al-shaghdari 2017). High score of UK in individualism indicates that people
attain happiness through personal fulfilment. High score in masculinity indicates UK culture has
modesty and has success driven value system within society. Low score in uncertainty avoidance
indicates UK society live in uncertainty and do not believe in following too many rules. Low
score in long term orientation signifies UK has normative societies those prefer maintaining
time-honoured traditions. High score in indulgence signifies UK has culture of having
willingness to enjoy life and have an optimism tendency.
Figure 6: Hofstede’s Analysis of France
(Source: Ibrahim, Alkhawlani and Al-shaghdari 2017)

18MARKETING STRATEGY EVALUATION OF TESCO
8.2. Tesco UK Revenue
The revenue position of Tesco in terms of sales revenue, earnings per share, operating
profits and cash flows from its business operations through online and offline stores for the year
2018 are indicated below:
Figure : Revenue Position of Tesco in UK
(Source: Tesco plc. 2019)

19MARKETING STRATEGY EVALUATION OF TESCO
8.3. Ansoff Matrix Implementation
Ansoff Matrix can be explained as a strategic planning tool that serves as a framework
for supporting companies in implementing effective strategies for ensuring business growth.
Tesco has implementing such strategies in attaining sustainable market growth in UK retail
industry (Datta and Sanyal 2016).
Figure 7: Ansoff Matrix of Tesco in UK
(Source: Ibrahim, Alkhawlani and Al-shaghdari 2017)
From analysing the Ansoff Matrix aspects it has been observed that Tesco follows
marketing penetration strategy in UK with offering wide range of food and non-food products at
low prices than its competitors in the industry. Through implementing this strategy, the retail
company has revealed opportunity of developing a new products and services on a constant basis
for capturing a huge market base in the nation. For instance organic foods are offered by Tesco
based on changing consumer food habits along with their preferences for obtaining one-stop

20MARKETING STRATEGY EVALUATION OF TESCO
solution in there products (Ibrahim, Alkhawlani and Al-shaghdari 2017). The company has also
considered taking the opportunity of new market development where, Tesco prefers to remain
highly competitive in the international retail sector. Moreover, in following the diversification
strategy, Tesco has positioned itself as a retail giant in UK retail industry through developing
diversified business segments such as gas, petrol, financial services and pharmacy products to
attain growth in other business segments in UK.
8.4. 4Ps Application
4Ps of marketing mix can be referred a marketing model that has a broad level of
interconnected but independent variables that includes product, price, place and promotion
(Datta and Sanyal 2016). The marketing ix strategies that supported Tesco in attaining
sustainable growth in UK retail industry are indicated below:
Figure 8: 4P’s Marketing Strategies of Tesco in UK

21MARKETING STRATEGY EVALUATION OF TESCO
(Source: Datta and Sanyal 2016)
 Product: Tesco offers wide range of products in UK such as food, clothing, cosmetics,
stationary, electronics and financial services. With its expanding product lines, the retail
company addresses changing needs of its target consumers. Own brands of Tesco in UK
include Everyday Value, Tesco Lotus, Tesco Value and F&F Clothing (Florea and Duica
2017).
 Price: Cost leadership pricing strategy is followed by Tesco in UK in which it attempts
to maintain low prices for its product and service offerings without affecting the quality
of the offerings. This strategy offers the company will economies of scale and
maintaining supportive supply chain to reduce prices.
 Place: In UK, Tesco maintains two major distribution channels that include offline and
online medium. It has more than 809 departmental stores in UK that includes Tesco
Express, Extra, Metro, Compact, Home plus and Superstore and its online store is termed
as “Tesco Direct” (Florea and Duica 2017).
 Promotion: In UK, Tesco has maintained its strong brand image because of its effective
promotional strategies. Advertising mediums of the company includes television,
newspapers along with online or social media platform for spreading promotional
messages to target consumers. Offering “buy one get one free”, Tesco Club card and
personalised discounts has attained huge consumer base in UK for Tesco.

22MARKETING STRATEGY EVALUATION OF TESCO
9. Task 3: Current Marketing Strategy Application Analysis
9.1. The GLOCAL Strategy
The GLOCAL strategy is developed by companies in transforming its global strategy into
local markets through implementing effective corporate marketing efforts rather than just setting
global standards and following the local innovation parameters (Florea and Duica 2017).
Figure 9: GLOCAL Strategy of Tesco
(Source: Florea and Duica 2017)
The GLOCAL marketing strategy of Tesco in expanding its business successfully in
France is focussed on ensuring significance that is effectively customized based on the demands
and needs of the French market. In this strategy the management of Tesco will carry out research
on the potential consumer market of France to decide most influencing marketing strategies for
its products and services. Moreover, the globalisation strategy of Tesco is also centred on
developing marketing and promotional campaigns relied on developing networks with the
French marketing firms in order to develop promotional contents aligning ith the sentiments and
emotions of target consumers. This strategy also includes internationalizing Tesco’s operations
considering addressing the demands of local consumers in France. GLOCAL strategy of Tesco

23MARKETING STRATEGY EVALUATION OF TESCO
will be to maintain low cost production based on French local production setting. Moreover the
warehousing and distribution strategies in France will follow supply chain standards of France in
developing customised and flexible strategies for marketing services and products to the nation’s
consumers.
9.2. Application of 4Ps Approach
4Ps marketing mix strategies gave been developed for Tesco in ensuring the success of
the company’s business operations in the retail industry of France.
 Product: The product mix for Tesco in the French retail market will include a wide range
of private label products at affordable prices along with instalment of 360 degree videos.
Such unique product offering can facilitate the consumers of France to attain a highly
efficient virtual retailing experience. Moreover, the consumers can also download video
application of Tesco where they can get access to the retail stores and select merchandise
that they prefer to purchase. The consumers can also purchase products from its e-
commerce platform (Roberts and Fiebig 2018).
 Price: Tesco will follow segmented pricing strategy in successfully offering its range of
food and non-food products to the French consumers. Using this pricing strategy can
facilitate the retail company to segment its target consumers based on their demographic
profile so that products can be customised aligning with their diversifying needs and
price preferences. Segmented pricing strategy can provide feasibility in offering right
products at right price to French consumers ensuring high revenues through market
penetration and following low pricing strategy.
 Place: Place mix strategy of Tesco will be focussed on opening almost 100 departmental
stores with distinct format in several cities of France that will include express,

24MARKETING STRATEGY EVALUATION OF TESCO
hypermarket, supermarket and other stores (Roberts and Fiebig 2018). Such distribution
strategy will ensure success of Tesco in offering all its product and service ranges to
target French consumers. Development of virtual store platform can also add competitive
advantage to the company’s distribution system in France as it can provide convenience
to consumers to make product selections through its e-commerce platforms and on any
online platform developed by Tesco.
 Promotion: Tesco promotional mix in attracting consumer market of France will include
several marketing media platforms such as traditional broadcasting, print and outdoor
media (Roberts and Fiebig 2018). Advertisement strategies of Tesco will also include
promotional campaigns on digital and social networking platforms in successfully
promoting its products and services to the target French consumer market. Certain public
relations campaigns such taking part in various contents and sweepstakes arranged by
Tesco will support in attracting a huge potential consumer base. Such promotional
strategies can be implemented by Tesco focussing on virtually or physically engaging
consumers towards Tesco offerings.
10. Conclusion
The objective of the company is to expand its successful business in the prospective
market where it has not yet established its business operations, such as in France. The report
revealed that cost leadership pricing strategy is followed by Tesco in UK in which it attempts to
maintain low prices for its product and service offerings without affecting the quality of the
offerings. The company will offer products at competitive prices for successful market
penetration. In differentiation strategy, Tesco will implement its multichannel interface through
introducing mobile applications for smartphones that can enable the French consumers to

25MARKETING STRATEGY EVALUATION OF TESCO
browsed and order products in a convenient manner. The distribution strategy of Tesco in France
through proper implementation of its marketing plan will be focussed on setting chain of
intermediaries in the nation through which services or goods will pass fir reach its target
consumers. It is also gathered that GLOCAL strategy of Tesco will be to maintain low cost
production based on French local production setting.

26MARKETING STRATEGY EVALUATION OF TESCO
References
Chaffey, D., 2015. Digital business and e-commerce management. London: Pearson Education
Limited.
Chaffey, D., 2016. SOSTAC® marketing planning model guide. URL: http://www.
smartinsights. com/digital-marketing-strategy/sostac-model/. Quoted, 17, p.2017.
Datta, S.K. and Sanyal, S.N., 2016. Integrated Marketing Channels. In Strategic Marketing
Management in Asia: Case Studies and Lessons across Industries (pp. 403-424). Emerald Group
Publishing Limited.
Felgate, M. and Fearne, A., 2015. Analyzing the impact of supermarket promotions: a case study
using Tesco Clubcard data in the UK. In The Sustainable Global Marketplace (pp. 471-475).
Springer, Cham.
Florea, N.V. and Duica, A., 2017. Improving Communication And Relationship With Customers
Using Models To Measure Their Value. Valahian Journal Of Economic Studies, 8(1), pp.47-56.
Ibrahim, A.A., Alkhawlani, M.A.A. and Al-shaghdari, F.M., 2017. Customers Desires on
Marketing Mix and It’s Impacts on Tesco (Malaysia). International Sciences of Management
Journal, 1(1).
Jeanpert, S. and Paché, G., 2016. Successful multi-channel strategy: mixing marketing and
logistical issues. Journal of Business Strategy, 37(2), pp.12-19.
Jenkins, W. and Williamson, D., 2015. Strategic management and business analysis. Routledge.

27MARKETING STRATEGY EVALUATION OF TESCO
Lin, C. and Peng, J., 2018. Analysis and Solution of the Problems in the Distribution of Suning
Tesco. Transportation Management, 1(1).
Martínez-Ruiz, M.P., González-González, I., Jiménez-Zarco, A.I. and Izquierdo-Yusta, A., 2016.
Private labels at the service of retailers' image and competitive positioning: The case of Tesco.
In Handbook of research on strategic retailing of private label products in a recovering
economy (pp. 104-125). IGI Global.
Meyer, K. and WILKINS, N., 2015. Digital Marketing. Cambridge Marketing Press.
Peeroo, S., Samy, M. and Jones, B., 2016, September. Generating Customer Engagement and
Customer Enragement on Facebook Pages of Tesco and Walmart. In Conference on e-Business,
e-Services and e-Society (pp. 146-156). Springer, Cham.
Piercy, N.F., 2016. Market-led strategic change: Transforming the process of going to market.
Routledge.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of Operations
& Production Management, 37(1), pp.105-123.
Roberts, J. and Fiebig, D.G., 2018. 7. Modeling choice processes in marketing. Handbook of
Marketing Analytics: Methods and Applications in Marketing Management, Public Policy, and
Litigation Support, p.155.
Shamim, A., Ghazali, Z. and Albinsson, P.A., 2016. An integrated model of corporate brand
experience and customer value co-creation behaviour. International Journal of Retail &
Distribution Management, 44(2), pp.139-158.

28MARKETING STRATEGY EVALUATION OF TESCO
Shamim, A., Ghazali, Z. and Albinsson, P.A., 2016. An integrated model of corporate brand
experience and customer value co-creation behaviour. International Journal of Retail &
Distribution Management, 44(2), pp.139-158.
Sharma, A., Kumar, V. and Borah, S.B., 2017. Ritualization: A Strategic Tool to Position Brands
in International Markets. Journal of International Marketing, 25(2), pp.1-24.
Smigielska, G. and Stefanska, M., 2017. Innovative Positioning as a Marketing Tool of Retailers
on the Food Market. Entrepreneurial Business and Economics Review, 5(1), p.77.
Steenkamp, J.B., 2017. Global brand strategy: World-wise marketing in the age of branding.
Springer.
Stone, M., 2015. Competitive marketing intelligence in a digital, data-based world. Journal of
Direct, Data and Digital Marketing Practice, 17(1), pp.20-29.
Tesco plc., 2019. About us. [online] Available at: https://www.tescoplc.com/about-us [Accessed
6 May 2019].
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage.
Oxford University Press, USA.
Wijaya, P.K. and Hermawan, A., 2018. E-Marketing Applications Based On Virtual Reality
Using Sostac Planning Method On Sales Property. Tech-E, 1(2), pp.16-25.