Strategic Marketing: Market Analysis, Objectives, and Implementation

Strategic Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Market analysis...........................................................................................................................3
a) Market size........................................................................................................................3
b) Competitors analysis..........................................................................................................4
c) Micro and macro economic factors affecting the organisation........................................4
d) Customer analysis.............................................................................................................6
e) Stakeholder analysis..........................................................................................................6
Strategic marketing objectives:........................................................................................................7
Campaign strategy:..........................................................................................................................7
f) The reason for the campaign and strategic goal of the campaign:......................................7
g) Market opportunity............................................................................................................7
h) Target audience.................................................................................................................7
i) General campaign messaging.............................................................................................7
2) Strategy implementation.............................................................................................................8
Marketing mix:.......................................................................................................................8
GANTT Model:.............................................................................................................................10
a) Channels to be used......................................................................................................10
b) When/timing.................................................................................................................11
Budget............................................................................................................................................11
Monitoring and controlling............................................................................................................11
Recommendation:..........................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCE.................................................................................................................................13

INTRODUCTION
Strategic management is considered as the management of all the resources for achieving
the goals and objective of the organisation which includes setting up the objectives, analysing all
the internal and external environments, competitive advantage, and many more. Tesco is
considered as multinational groceries and merchandise retailer which was established by Jack
Cohen in 1919. This company is serving the customers across the globe which has it’s
headquarter in UK. In this report, it covers all the current and future internal and external
environments of the organisation, strategic marketing decision making with its plan and the
recommendation for monitoring the implemented marketing strategy.
1. Market analysis
a) Market size
STP marketing is used for segmenting the market in order to target their customers for
delivering their products and services to their customers. In context to the selected organisation,
STP is mentioned below:
Segmentation: Segmentation is the breaking down of audience on the basis of
demographics, physiographic, lifestyle and their believes and values (Anbarasi and Kumar,
2019). Tesco is able to segment their audiences in which they can promote their business as they
are working in different countries, on the basis of density that they are working in both ruler and
urban areas, their production services are able to cater all age categories.
Targeting: Target is refers to as the evaluation of all the potential attractiveness after
different segments such as the selected organisation can target their market on the basis of
money, providing different benefits, market size and many more
Positioning: In context to the selected organisation, the positioning of a particular product
or service with the help of marketing mix for attracting the customer. Tesco is using various
types of positioning strategies for attracting the target customer segment such as functional
positioning, symbolic positioning, price positioning and many more. Tesco is able to cater their
customer with the help of more than 7000 shops across the globe. Recently, The revenue was
£64.760 billion with the total income of £0.973 billion.

b) Competitors analysis
Porter’s five forces analysis is the first two as the analysis of all the competitive advantage. In
context to Tesco, porter's five forces analysis is mentioned below:
Threat of substitute products and services: the threat of substitute product and services
of the selected organisation is low as in the food retail market, there are small chains of
convenience stores which is not considered as a threat to Tesco as they are providing products
are lower prices (Ashutosh, Sharma and Beg, 2020).
Threat off entry of new competitors: for the selected organisation, the threat of entry of
new competitors in the food industry is low as they will be requiring large amount of capital
investment to be in the competitive market and also for establishing the brand name.
Competitive rivalry: The competitive rivalry for Tesco’s grocery is high as there are
various competitors in the market in which they are competing with each other price and
products.
Bargaining power of buyers: in context to the selected organisation, the bargaining
power of buyer is high as they're having number of choices to select the product and services.
The number of similar organisations is more in which the customer has an option to switch two
other company in terms of cost or brand.
Bargaining power of suppliers: the bargaining power of supplier is low as the suppliers
are inclined towards the major and established grocery retailers in which they are losing their
business contracts too large supermarkets.
c) Micro and macro economic factors affecting the organisation
SWOT analysis
SWOT analysis is considered as a framework which is used for the evaluation of its
position in the competitive market and also used for developing strategic plan. In context to
Tesco, SWOT analysis is mentioned below:
Strength: strength is considered as all those elements which make the organisation stand
out of the crowd (Boisvert and Khan, 202). The strength of Tesco include start it is the biggest
grocery retailer in the UK call mom they have also launched their number of division of stores
such as Tesco Metro, Tesco extras, Tesco supermarkets and many more