Principles of Marketing: Tesco's Market Strategy and Marketing Mix

PRINCIPLES OF
MARKETING

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Organization current situation .....................................................................................................3
Market strategy of Tesco.............................................................................................................4
Marketing mix of Tesco...............................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

EXECUTIVE SUMMARY
The research is aimed to carry out research of various aspects of Tesco plc, with this
regard key aspects such as organization's current situation, here SWOT analysis has been
executed. A market strategy was also presented, where elements such as segmentation, targetting
and positioning were evaluated. At the end, seven Ps were also taken into consideration.
INTRODUCTION
Tesco plc is one of the biggest retail giant, it is UK based organization which is operating
its business in more than 11 nations. The organization is well-known for its wide range of
products in the market. Tesco is providing its products through online stores, at present the entity
is having around 31% market share in the retail market (Tuten, 2019) Tesco is having more than
four thousand stores in only UK, at the same time the entity is also operating its online stores too
in order to hike market share. The report is aimed to discussed various dimensions such as
internal performance and seven Ps of marketing. All key elements such as price, products,
promotion will be broadly evaluated in the report.
MAIN BODY
Organization current situation
With the help of SWOT analysis the current situation of Tesco can be identified which discusses
strengths, weaknesses, opportunities and threats.
Strengths
Tesco is positioned at top retail grocery store in the market of UK. It has efficient
supplier network with simple model of decreasing cost with efficient waste management system.
The company has grown to high level as having 3751 stores in 2008 and having the 6800 stores
in 2019, with this the annual income has also increased. It has also updated to in field of M-
commerce with app feature to online shoppers and RFID barcode system for counting the
product of shoppers (Bonaparte, 2019).
Weakness
The operational performance of some stores in certain countries is always been low,
which reflects marketing department is not performing well research before opening up with new
stores. There is Low cost technique of company which allows product to the customer at
minimum price to customers, but the costing of this strategy is costing the organization in lower
terms.