Marketing Strategies of Tesco - Assignment

Added on - Jan 2021

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Marketing
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Research into the promotional tactics of Tesco......................................................................1TASK 2............................................................................................................................................6Push and pull strategies..........................................................................................................6AIDA model...........................................................................................................................8CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONMarketing is a process and activity of promoting products and services of the company.On the other words it is an activity of creating values and increasing sales in order to achieve allthe goals of the company. Tesco is a British general merchandise and multinational groceriesretailer company. Headquarter of this company is in England, United Kingdom. In the term ofgross revenue this company is the 3rdlargest retailer in the world. This study will show differenttechniques and strategies of marketing that the company uses in order to increase and promotetheir products. It uses various marketing theories of marketing for attracting more customerstowards its products. The company makes the strategies according to information that it collectsfrom marketing which may related buying behaviour and needs and demands of consumers.Push and pull strategies, AIDA model are used by the company as a promotional strategy (Baker,2016). This report also defines its past and current concept of marketing and evaluate the resultswhich it receives and take measurement and effective solutions for that.TASK 1Research into the promotional tactics of TescoMarketingMarketing is one of the major function for Tesco. It includes all those activities whichfoster and help them in the growth of its business by promoting and increasing brand value of itsproducts and services. The main objective of the company is to satisfy their customer needs byproviding good quality products and services.Tesco is a British multinational groceries and retailer so it is important for them to use thebest strategy in order to increase their sales and maximize profits. It is the 3Rd largest retailer inthe world so being in a competition it uses effective and attractive marketing strategies. Thecompany uses social media marketing and sales promotions. It also organises some events andmarketing campaigns in which it tells customers about their products effectiveness.Marketing work as a science and art because it provides some principles which guidemanager in their management process. It is art also because in this function, every situation andproblem need to be solved in an effective manners and in different manner. It always exchangesvalues to each other.1
Marketing is a purposeful activity of Tesco. It focuses on achieving the organisationalgoals by satisfying all the needs of customers. It becomes difficult sometimes to satisfy everyonein the market so Tesco select target market and satisfy each market.Marketing can attract, capture and nurture of customers by providing the best qualityproducts. It is a goal oriented strategy. With the help of this the company and marketer canachieve their determined goals and objectives.The communication process is the best way of marketing which Tesco uses.Communication play a vital role in the company. Miscommunication is a barrier in the growth ofthe company. The main aim of using this theory is to conveymessage and informations tocustomers. Feedback is the way of communicating and solving the problems. When customersreceive message then they respond to it by feedback cycle whether they liked products or if theywants to modify in their products etc. the most effective communication occurs in term ofresource expended. Sometimes communication is effective but not efficient. There are differentelements involved in communication process such as: sender, message, encoding, channel,receiver, decoding and feedback.Characteristics of marketingMarketing is the most important function for any type of company as it helps them inpromoting their products and services. It not only helps in building brad awareness of thecompany but also it maximizes profits, sales and engage customers. There are some importanceand characteristics of marketing that include:Customer engagement:It is the key and important reason of the success of thecompany. Customers play a vital role in the company because they are the reason of increasingsales as they buy products from the company. It is only possible when the customers are engagedwith the firm and are loyal towards the organisation. Marketing helps in solving all the problemswhich customers have regarding products and the company. Marketing helps customers in faceto face interaction with seller of the services and products (Budimansyah and et.al., 2019).Customer orientation:The main aim of marking functions is to satisfy all the needs anddemands of the customers. It makes all the decisions on the basis of customers which impact onthe company. Tesco try to make the products that are best suited to its customers so it can saythat every activity of marketing is customer oriented. It carried out the best and effectivemarketing campaigns which concentrate on customers only.2
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