Marketing Mix for Tesco

Marketing Mix

Table of Contents
EXECUTIVE SUMMARY.......................................................................................................................3
INTRODUCTION.....................................................................................................................................4
MAIN BODY.............................................................................................................................................4
TASK1........................................................................................................................................................4
Analyze the STP strategy, providing and insight into how segmentation, targeting and positioning are
currently applied......................................................................................................................................4
TASK2........................................................................................................................................................6
Examine marketing mix, focusing on the 4Ps for products and 7Ps for services.....................................6
TASK3........................................................................................................................................................8
Assessing relationship marketing strategy...............................................................................................8
CONCLUSION..........................................................................................................................................9
REFERENCES........................................................................................................................................11
Books and Journals:...............................................................................................................................11

EXECUTIVE SUMMARY
The report is considering the key points of marketing mix for the Tesco Company, a
British multinational supermarket and retail store founded by Jack Cohen in 1919. The company
headquartered their business in UK. The company’s objective is to satisfy their consumers by
producing best product and services at minimum cost, so it can be budget friendly to their
customers and company try to make them loyal and stick with their products and services. For
this the company will provide various schemes and offers to their consumers to attract them
towards products or services. The Company follows various marketing strategies by applying
STP approach that is segmenting, positioning or targeting into their business operations. The
company focuses on the target market with different categories of consumers with a goal to serve
best with services. The report also highlights the analysis of SWOT for the company to know
their strengths and weaknesses, opportunities and threats that can be applicable to the internal
and external market to work effectively. Whether the company faces various competitions like
ALDI and more but with the effective marketing mix strategies they can give a tough
competition to anyone. Tesco well establish their relationship with customers and makes them
satisfied with attractive offers and discounts. The company also provide loyalty card, so that they
can gain special deals too. Overall, the report is discussing all the marketing facts and strategies
which company is applying in their business operations.

INTRODUCTION
Marketing is a term which defines in a different ways by different organizations. It is the
process in management through which goods and services move to the customers. It defines
identification of the goods, determination of demand, pricing decisions and selecting distribution
of channels. It also includes developing plans of marketing and how it will implement in
promotional strategy (Akbar, Y. R., Zain, I. and Nuraini, P., 2019) . It focuses on the demands of
customers related to buying and services of products and services and decided whether it is
possible to produce at the right prices after all this the company will produce to sell it to the
consumers. This report is going to discuss on the Tesco Company which is a British
multinational groceries supermarket and general merchandise. Tesco has been found 102 years
back in 1919 by Jack Cohen. The company has covered more than five countries across Europe.
Tesco is a general merchandise and retailing business of toys, financial services, internet
services, telecom, clothing, electronics, books and many more. Tesco gives its first appearance in
1924 after purchasing of tea by John Cohen. In a general phrase, Marketing Mix is used to
describe the various kinds of choices companies have to make in the overall process of
introducing products and services in the market.
MAIN BODY
TASK1
Analyze the STP strategy, providing and insight into how segmentation, targeting and
positioning are currently applied.
STP marketing is an acronym for segmentation, Targeting and Positioning. It is broad
framework in marketing that summarizes and simplifies the process in segmenting the market. It
is a three step model that examines goods and services as well as the way of communication
which can be beneficial to particular market segments. STP marketing symbolizes a shift from
product based marketing to customer based marketing (Aras, M., 2018). In modern marketing, it
is familiar strategic approach used to communicate marketing communication plans and deliver
more relevant messages to appeal customers in a commercial way. Basically, this is focus on
commercial effectiveness and choosing the most relevant segments for the Tesco Company, and
then creating a marketing mix and product positioning strategy for each segments.
Applications of Segmentation, Targeting and Positioning to the Tesco Company:
Through segmentation, the company can identify positions with particular needs, mature
markets to find new consumers, deliver more focused and effective marketing messages to
convey. This approach is more efficient to deliver the right marketing mix to the right group of
people. The company will find more opportunities to make brand more effective and compelling
by offering various types of value to the consumers.
Market Segmentation: