Strategic Marketing

This presentation provides an overview of strategic marketing, including market audit, competitors analysis, and strategic marketing objectives. It focuses on Tesco's market size and trends, as well as macro and micro market analyses. The presentation also discusses customer analysis and stakeholder analysis. The strategic marketing objectives are analyzed using the Ansoff model. Overall, the presentation highlights the importance of market analysis and strategic marketing for business growth.

Strategic Marketing

 Introduction
 Market Audit
 Market size and trend data
 Competitors Analysis
 Macro and micro market analyses
 Customer analysis
 Stakeholder analysis
 Strategic marketing objectives
 Conclusion
 References
Table of Content

 Marketing is a process in which the organisation tells the targeted
audience about itself and the products and services which they have
for them. The organsiation forms various marketing strategies which
enable them to market their products among the customers very
well. The strategies are made up with a purpose that it delivers best
benefits to the organisation with minimum of costs
Introduction

It is a process in which the analyst examines or performs the study of
comprehensive marketing activities. Through that audit the current
activities or trends that are taking place with respect to marketing could
be known. The market audit for the company Tesco could be performing
through:
 Market size and trend data
 Competitors Analysis
 Macro and micro market analyses
 Stakeholder analysis
Market Audit

 Market size and trend data
The market size of the Tesco is very huge. It is considered as a third
largest retail company in the retailing sector. According to the data
of Statista, the company occupies 27 percent of UK food market
which is considered has a huge percentage to occupy.
Cont..

Competitors Analysis
 The competitors’ analysis can be performed through Porter’s five
force model which can be as follows:
Barrier in entry and exit: There is no barrier with regard to entry and
exit in the retail industry which has given the birth of many
organisation into this industry. This has created a burden upon the
shoulders of the company has they have to face huge competition
from others.
Cont..

 Macro and micro market analyses
Macro analyses can be performed through PEST analyses:
 Political factor: The government of UK is very stable through which
the policies and regulations which are framed by them are also very
constant that brings the consistency in the operations of organization
also (Bondarenko, Efremenko and Larionov, 2019).
 Economic factor: The disposable income for the UK is high which
will increase the capacity for the customers to purchase more
products.
Cont..

 Micro analysis can be performed through SWOT analysis
The SWOT analysis of Tesco Company can be as:
Strength:
 The Tesco company has a large chain for supermarkets and retail
store throughout the world.
 Their network of customers is very much strong.
Cont..

Customer analysis
 The customers are very happy as the Tesco provides the products at
low prices to them (Chiang, 2018).
 The services which the company offered at the online platform are
also very smooth in operations and satisfy the need of customers.
 The after sales services of Tesco build a strong connection between
the company and the customers.
Cont.

Stakeholder analysis
The stakeholder analysis of the Tesco Company can be:
 High power, low interest: Tesco satisfies the needs and wants of
such people by providing them with the factors which keeps their
interest in the company. for example regular profits.
 High power, high interest: Tesco prioritize them by keeping them
happy and satisfies their wants.
Cont..

It can be analyze through the use of Ansoff model which is as follows:
 Market penetration: In this the company seeks focus upon increase
in sales with the same product and in the existing market. The
company does it through increase in the activities of marketing and
promotions, planning out the discounts and offers and much more
(Palmatier and Crecelius, 2019.).
Strategic Marketing Objectives

From the PPT presented above, a market analysis has been
performed about the tesco company. The company shares an UK
market of 27% in retail sector and it follows all the recent trend
majorly includes putting itself at online platform. The market
expansion and market penetration strategy would help the
organisation in successfully implementing the marketing activities
and best for its growth.
Conclusion

 Palmatier, R. W. and Crecelius, A. T., 2019. The “first principles” of
marketing strategy. Ams Review. 9(1-2). pp.5-26.
 Chiang, W. Y., 2018. Applying data mining for online CRM
marketing strategy. British Food Journal.
 Bondarenko, V. A., Efremenko, I. N. and Larionov, V. A., 2019.
Marketing strategy for hotel and tourist complex companies.
 Palmatier, R. W. and Sridhar, S., 2017. Marketing strategy: Based
on first principles and data analytics. Macmillan International
Higher Education.
REFERENCES