Principles of Marketing Management

Principles of
Marketing
Management

EXECUTIVE SUMMARY
Marketing is the function of persuading the buyers towards the organisation. It is seen that
following the principles of marketing is fundamental need of the company. In this report there is
discussion about a company as well as the external and internal factors that impact the company
are discussed. It is important to identify the competitors of the organisation so a competitive
analysis of industry is done in the present report. SWOT analysis and some strategies for the
future are also formulated and presented in this report.

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
About Company......................................................................................................................3
Macro analysis........................................................................................................................3
Micro Analysis.......................................................................................................................5
Competitive analysis..............................................................................................................6
SWOT Analysis of TESCO....................................................................................................7
Strategic priorities for the coming year..................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
Books and Journals...............................................................................................................11

INTRODUCTION
It is vital to understand that marketing is one of the most important functions of
management. Marketing is the process of attracting customers towards the company as it helps to
enhance the sales of the organisation (Amin and Priansah, 2019). Present report is based on
multinational groceries and general merchandise retailer known as TESCO. The company has its
headquarters in Welwyn Garden City, England. The report is based on market audit of TESCO in
UK. There is discussion related to current scenario going on in UK and its impact on company.
There is discussion related to internal as well as external factors that have impact on the
performance of company. In the end of the report there are strategic priorities that help to deal
with the current situation.
MAIN BODY
About Company
TESCO is third larger in world if measured in gross revenue and ninth largest if measured
in revenue. It is vital to note that the company was found 102 years back in 1919 by Jack Cohen
in Hackney, London, England, and UK (Kotliar and Yurchyshyn, 2018). The products offered
by the company are retailing of books, electronics, clothing, furniture, toys, software, financial
services, petrol, telecoms and internet services. TESCO is multinational organisation and has its
operations around the globe. The company has 7,005 shops in total as per the records of 2020. It
is seen that the company provides employment to around 423,092 employees.
2016 2017
2018
(restated)
(a)
2019
(restated)
(b) 2020(c)
Financial statistics (£m)
Sales
UK & ROI 37,189 37,692 38,656 44,883 45,752
It is important to note that COVID 19 has impacted all the business organisations. In
relation to TESCO it deals in essential goods also. So it is vital to know that the company is
facing losses in some business but the business of fruits, vegetables and all the essential goods
has grown up.