Tesco's Marketing Strategies and Performance

The assignment delves into Tesco's marketing strategies, exploring how they segment their customers, leverage online platforms, and navigate the competitive retail market. It examines various sources like books, journals, and online articles to analyze Tesco's performance, market share, and the influence of discount retailers. The assignment also considers consumer purchase decision-making processes and social media's role in marketing.

Marketing Intelligence

Table of Contents
INTRODUCTION......................................................................................................................3
Task 1.........................................................................................................................................3
1.1 purchasing decision of buyer............................................................................................3
1.2 Theory of buyer behaviour in term of individual and market..........................................4
1.3 Explain factor that affect buyer behaviour.......................................................................5
1.4 Evaluating the relationship between Brand loyalty, corporate image and repeat
purchasing..............................................................................................................................5
Task 2.........................................................................................................................................6
2.1 Evaluating a different type of marketing research techniques.........................................6
2.2 Secondary data to achieve marketing research objectives...............................................7
2.3 Assessing the validity and reliability of project ..............................................................7
2.4 Marketing research plan...................................................................................................7
3.1 Market size trends............................................................................................................8
(Source: Jaffeux, 2012)..........................................................................................................9
3.2 Competitor analysis..........................................................................................................9
3.3 SWOT analysis ..............................................................................................................10
TASK 4....................................................................................................................................11
4.1 Techniques used for assessing customer response.........................................................11
4.2 Customer satisfaction survey..........................................................................................11
4.3 Review of survey............................................................................................................12
CONCLUSION........................................................................................................................13
REFERENCES.........................................................................................................................14
.................................................................................................................................................15

INTRODUCTION
The marketing essentials present the inbound marketing and various efficient
solutions for sales that can bring an increased productivity in the market. By making
marketing efforts in a proper manner will help to bring various communities close to the
business. The present report is based on the marketing essential which is applied in Tesco.
The cited company is one of the biggest retail firm in UK and has achieved various successes
in different periods (Jaffeux, 2012). The report has discussed several buyer behaviour and
purchase decision making process that has an effect on market. Besides this, the report
focuses on various consumer satisfaction survey techniques that are crucial in reviewing the
market and satisfaction for consumers. Moreover, SWOT analysis of said organisation will be
helpful in getting knowledge about market trends and activities that are favourable or
unfavourable for business.
Task 1
1.1 purchasing decision of buyer
According to the given scenario, buyer behaviour and decision making process of
Tesco company is very important for its success. For this purpose, client want to conduct a
market research for organization. In a research the main stage of the purchase decision
making process is discussed below:
Need recognition; need is important factor of forces consumer to buy products and
services. Need of customer can be actual or desired which depend on how much product is
important for the consumer. For instance, the Tesco company is one of the branded which
have good reputation in the market. Due to this reason whenever, need of individual arise
then firstly it think of Tesco for satisfying it needs.
Information Gathering: It is second stage in which consumer collect information
related to product which it want to buy (Velema, Vyth and Steenhuis, 2017.). Consumer can
collect information from its friends and family or from website of Tesco. Those company
who advertise its product in attractive manner. Then it can easily catch the attention of
consumer.
Evaluation of alternativeness: In this stage, there are different alternatives available in
the market consumer choose that product which demand in market is high and product whose
advertisement in market is attractive. At the time of alternative evaluation the Tesco comes
on top because of its Unique services.

Post purchase evolution; It is a stage in which consumer feeling related to
satisfaction and dissatisfaction of product which it purchase from company. In a case if
consumer is satisfied with product then it will buy again and again. On the other hand if it
dissatisfy with product then it will move to other brand product. For example, Tesco
company always focus on satisfying the needs and wants of consumer. So its customer stick
to its company product and services.
1.2 Theory of buyer behaviour in term of individual and market.
There is different theory of buyers behaviour in term of individual and market which are ass
follows
In a physiological theory of consumer behaviour it show that there is some positive
and negative impact on consumer future decision of purchase. There is some changes come in
taste and preferences of customer with the changes of time and this all impact the buying
behaviour of consumer (Haryani, Motwani and Sabharwal, 2015.). Further according to the
theory of stimulus responses market and individual responded on a certain product. Marketers
need to understand the behaviour of consumer so that it can sale product which are liked by
them. There are different characteristics which affects the behaviour of buyer and market that
are cultural factor, social factor etc.
Illustration 1: Purchase decision making
process
(Sources; Decision making process, 2011)

There is product price place and promotion plays a great role in in affecting a buyer
behaviour. If Tesco company launch it products at right place with lower price then demand
of its product among consumer can increase among customer. while buyer response high on
product choice and it always respond to product which brand have good image in market.
1.3 Explain factor that affect buyer behaviour
There are many uncontrolled factor that affect the negatively and positively behaviour of
buyer. There are four main factor of consumer which can affect buyer beahviro of Tesco
which are as follows:
Culture ; it is one of the important factor which can influences the buyer behaviour.
This culture reflects the belief and attitude of individual. Person of different religious have
different believed which influence their purchase behaviour. While there are some other
factor that is groups of friends and their opinion.
Social status: the social impact of individual also impact buyer behaviour (Kobersy,
Borisova and Shkurkin, 2016.). People of different class such as middle class, higher class

and lower class also impact the buyer behaviour. People of higher class have different choice
as compared to people of lower class.
Personal factor; There are different personal factor which can impact the buyer
behaviour that are age, gender, lifestyle etc. this age people have different choice. Different
age people have different choice which impact buyer behaviour. On the other hand, people
who have different characteristics for example people who are health conscious will buy a
product that which re healthier for them.
1.4 Evaluating the relationship between Brand loyalty, corporate image and repeat purchasing
Brand loyalty is known as tendency of people who continuously buying one company
product rather then switching to other brand.
Corporate image is that which company perceived by groups such as employee,
customer, and stakeholder.
Repeat purchasing; when consumer shown that decision made by customer is buying one
company product repeatedly.
There is relationship between brand loyalty, corporate image and repeat purchase in
different way. Brand loyalty show the loyalty of customer toward the Tesco company.
Further it show desire of customer for a particular brand (Leung, Xue and Bai, 2015). The
customer is strongly likes the brand and its offers. The customer may not like to move other
brand product. This show how loyal is customer toward the brand while repeat buying is
buying of product for a particular product again and again. This relationship show that if
buyer buy a product of particular company again and again then it affects brand. Tesco
image in market is good and its customer are satisfied with its products and services.
Task 2
2.1 Evaluating a different type of marketing research techniques
Market research is a term that use for collecting a information related to consume
taste and preference and products demand in market. It help company in providing a depth
view of the customer needs and wants related to products.
Importance of market research for Tesco company is as follows

Marketing research help in identifying taste and preference of consumer toward its
products and services.
It help in determine which product demand is high in market and which product and
services are not like by consumer of tesco.
It help in selecting a different type of promotion technique which company can used
for advertising it product and services. It help Tesco company in identifying different
promotional technique for grabbing a attention of consumer.
Objectives of market research
There are some main objective of market research which are as follows
To know consumer taste and preferences
 It identify tesco main competitor strength and weakness
 For searching opportunity for expanding business
 To identify which Tesco product sale is high in market.
 Two type of market research technique is primary and secondary
Primary research; in a primary research information which is collected is specific and
not update before it (Leung, Xue and Bai, 2015). Tesco can collect information thorough
conducting interview, questionnaire or survey. Thorough this specific information can be
collected by Tesco company.
Secondary research : secondary research is that which is already done by other and
updated, this type of information can be collected by a company through a internet, books
and journals. It consume money for collecting a secondary information.
2.2 Secondary data to achieve marketing research objectives
Secondary information is that information which is already published in market. This
tyoe of information can be collected by a firm through internet, books newspaper etc. through
this type of research Tesco company can collect information related to demand and supply of
products. It help in achieving organizational objective. Company can gather information
related to market trend and customer preference and then it can make prodcuts and service

according to it. Apart from this by using social networking sites company can easily gather
information and use it for improving company performance. Secondary data collected by the
firm help in achieving the market objective. In this research Tesco company can gather
information from the internet and books and journals and on basis of this, it makes decision.
2.3 Assessing the validity and reliability of project
Reliability of research is that it show that research which is conducted is reliable or
not for the time. It means that research which must have same result, when it dome by
different method. It help in measuring a consistency of result for a particular period of time.
Further analysing a research it need to check again so that if any error occur then again it
need to improve it. There are different type of error such as random error which can be
occurred when any type of biasness is done at the time of implementation. Different method
for measuring the reliability is that sample random sampling, stratified sampling etc.
It is a method to ensure that all the data gathered is giving accurate result or not.
Along with this it can be measured by having the different researchers who adopt the same
method to make sure that result can be duplicated In this process is result is same then
method used for gathering secondary data is reliable.
Validity is basically used for research finding to know that test is valid or not. There
are different method for checking a validity of research that is internal and external. In a
internal is show the cause and effect in a research. On the other hand in a external is show
the true of people not only related with study. Whatever research conducted by a tesco
company should be reliable and valid otherwise it consider as a disregarded completely.If
Tesco company keep always goal in mind then it can easily measure the validity of market
research.
2.4 Marketing research plan
Goal ;
Tesco company want to increase the sale and profit within 1 year
Aim and objective
 To identity taste and preference of customer
 To identify cost of price is reasonable or high
Planning the research design
For planning a research design it is necessary for company to conduct two type of
research that is primary and secondary research so that company can collect information
(Haryani, Motwani and Sabharwal, 2015.). In a primary research company can used
questionnaire for collecting a information.

Sampling method
There are different sampling method which company can used for measuring it
research. There are different type of sampling method that are quota sampling, stratified
sampling etc. this help in identified from the universe population.
Data collection;
In this company need to collect data for analysing so that on basis of result company
can make product and services for its customer. Data collection is the process which help in
gathering and measuring the information on the basis of result of questionnaire. Tesco
company can collect data from the interview, survey and focus group.
Data analysing
After measuring a data it need to analyse through chart so that company can see the
effectiveness of results. There are different way for analysing data such as quantitative and
qualitative. Tesco company chose the Qualitative data in which it makes charts and interpret
the result.
TASK 3
3.1 Market size trends
Market size refers to the total number of buyers and sellers present in market. The size
of market varies and more number of buyers and sellers combine to form a large market size
and vice versa (Hair, 2015). The knowledge of market size is essential for each organisation
as it gives a clear picture of entire market. To calculate the market size, total sales volume is
market is assessed. The market size information will help in determining the market share of
an organisation. To analyse the current trends of market, size is compared with chosen factor
for which, trend has to be measured. In context of Tesco, the market size assessment will be
helpful in measuring the market share covered by the company so that its comparison with
competitor firm can be made. The current market size trend of cited organisation is 28.1%
which is much higher than its competitors. In 2015, this figure raised to 29% which was
highest among all of its competitors. This shows that the current market trend of mentioned
business is better and has the potential of growth by increasing sales volume of its wide range
of products. In such growth market, it is evident that more new markets will get attracted
which will result in increased competition in market (Hair, 2015).

(Source: Jaffeux, 2012)
3.2 Competitor analysis
The competitor analysis is done to make a correct identification of rivals for company
so that their strength and weakness can be ascertained for making their comparison with own
products and services. This forms a crucial part in entire marketing plan. Tesco has number
of competitors in the market who are on same industry and give a tough competition. The
major competitors are Wal-mart, Morrisons, Asda and Sainsbury. For designing a competitor
analysis plan, the foremost step is to place all rival organisations into a strategic group so that
their competitive strategies can be monitored (Gummesson, 2011). After this, the quoted
enterprise can make a grid to make a comparison of all those products that can give a tough
competition to business on the basis of price, profitability, strategies, growth pattern etc.
Thus, marketing managers have a look on this grid to make a marketing plan and strategy.
Besides this, he can also give a thought that what characteristics will be useful to drive
customer’s purchase making decisions. Those drivers should be focussed upon so that a better
plan can be made to survive competition. Thus, a closer look on this competitor analysis
Illustration 2: Market share of various companies

framework will give said business easier way to plan products as per the current market
trends.
3.3 SWOT analysis
To measure the various favourable and unfavourable
aspects of an organisation SWOT analysis is an appropriate measure. Therefore, SWOT
analysis of Tesco can be conducted in following manner:
Strength  Strong market share and brand value in market (McDaniel and
Gates, 2013).
 Effective marketing strategies and positioning strategies like online
market, accessible physical outlets.
 An effective strategy of loyal club cards helpful in retention of
customers.
Weaknesses  A large number of bad debts because of credit card facility.
 Lack of knowledge and experience required for diversified
products in which it intends to start.
Opportunities  A large opportunity to expand its services in market through digital
entertainment by investing in Blinkbox.
 By making its online services more sophisticated, it can offer better
flexibility to customers.
Threats  Increasing rivalry in the industry poses a great threat for cited firm.
 Changing structure of UK can create a price war fiercely
(Papasolomou and Melanthiou, 2012).
Opportunities: The opportunities for Tesco is wide as it has not touched various markets like
tablets, smartphones etc. where the said business can make a good research and achieve
success. Moreover, it can make its online services more convenient and user friendly so that
the customer base can be enhanced.
Threats: The threats in retail industry are increasing as many new markets are entering in
market. Besides this, major rival of said business entity like Wal-mart has better human
resources and experiences that creates threat for company. Moreover, the town planning in
UK make s location of stores in outskirts which is not preferred by consumers (Nwagbara,
2010).
TASK 4
4.1 Techniques used for assessing customer response
Customer survey: The customer surveys are the best method to collect responses of
customers about products and services of a company. It is evident that many customers have

complaints about products sold which are related to their after sales services. Therefore, the
mentioned retail firm can conduct home surveys so that customer views can be collected and
used for making improvements along with their retention.
Feedback mechanism: The cited enterprise can also opt for a feedback mechanism either
offline or online (Metzger, 2014). This will include a mechanism where consumers can share
their experience of shopping with Tesco and can give some suggestions as well which will be
crucial for business. In addition, it will be a better tool to make a good interaction with clients
and making long term relations with them. This technique can be applied by organisation
through its online website so that it will give opportunities for making improvements.
Questionnaire: The questionnaire is another tool which is of great help for organisations in
getting reviews of customers. Here, the company design a questionnaire with some specific
questions and collect information which will be a good tool to know the responses of
consumers about company’s products and services (Rahman, 2015). Thus, it will provide a
better tool for assessing customers' reaction and their views on Tesco. In addition to this, the
questionnaire is an effective tool for making assessment on a wider basis.
4.2 Customer satisfaction survey
Name ..............
Occupation ...............
Age ................
Please tick one of the option from various alternatives which is most appropriate for you.
Thank you for devoting your valuable time for us.
1) I am satisfied with various services provided by Tesco.
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
2) How often you shop from Tesco?
 Once in a year
 Twice in a month
 Never
 Weekly
 Daily
3) I am satisfied with the quality of products offered by Tesco
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
4) Company is able to resolve your problems and complaints effectively.

 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
5) I would like to recommend others for shopping from Tesco
 Definitely not
 Probably not
 Neutral
 Probably will
 Definitely
6) Your suggestions for
us ............................................................................................................
Conclusion
The questionnaire done on 20 customers of Tesco has proved that they are satisfied with
services of company. They are agree that firm is providing good services along with better
customer care by resolving issues as well. Therefore, they are definite that they will
recommend for shopping to their friends and relatives.
4.3 Review of survey
The survey done through questionnaire on 20 customers
who use to shop at Tesco has proved to be of great help in collecting responses. The survey
has given various information where consumers shared their experience with Tesco. From
this, it was found that many customers are satisfied with products and services of said
business. Further, they are also ready to recommend it others. The suggestion space left for
giving some advices for firm was useful where customers mentioned their feedback. They
suggested making improvements in the online shopping experience. Besides this, they
stressed on making improvements in payment system so that customers can be relieved of
waiting in queues. Thus, the survey was quite helpful in serving purpose of company. This is
a good source of collecting primary data and responses of clients or any party to make a
conclusion and interpreting results (Rahman, 2015). The survey entails the present status and
performance of firm because of which it can make improvements in those areas where it
lacks.

CONCLUSION
The marketing essentials are a set of solutions that are provided with the objective of making
improvements in current practices so that better sales opportunities can be created. The
present report is based on this topic where discussions about marketing activities and factors
that are able to impact decision making of customers have been made. Further, the report has
attempted to make a marketing plan that is useful for formulating strategies for Tesco.
Besides this, the SWOT analysis of company is done which entails that firm has wide scope
of expansion opportunities in market but various threats also exist with increased
competitors. Several techniques of assessing customer responses are focussed like survey,
feedback mechanism etc. The questionnaire in this regard has been designed which reveals
good position of company in market with some scope of improvements suggested by
consumers.

REFERENCES
Books and Journals
Gummesson, E., 2011. Total relationship marketing. Routledge.
Hair, J.F., 2015. Essentials of business research methods. ME Sharpe.
Jaffeux, C. ed., 2012. Essentials of logistics and management. epfl Press.
McDaniel, C.D. and Gates, R.H., 2013. Marketing Research Essentials 8th Edition. Wiley.
Metzger, K., 2014. Business analysis of UK supermarket industry.
Nwagbara, U., 2010. Managing Organizational Change: Leadership, Tesco, and Leahy's
Resignatio. E-Journal of Organizational Learning and Leadership, 9(1).
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new
best friend. Journal of Promotion Management, 18(3), pp.319-328.
Rahman, M.M., 2015. Critical analysis of the influence of discount retailers on Tesco plc in
the UK.
Velema, E., Vyth, E.L. and Steenhuis, I.H., 2017. Using nudging and social marketing
techniques to create healthy worksite cafeterias in the Netherlands: intervention
development and study design. BMC Public Health, 17(1), p.63.
Lomova, L.A., Shiryaev, D.V., Kobersy, I.S., Borisova, A.A. and Shkurkin, D.V., 2016.
Marketing techniques in management of enterprises engaged in tourism. International
Review of Management and Marketing, 6(6S).
Haryani, S., Motwani, B. and Sabharwal, S., 2015. Factors Affecting the Consumers Attitude
towards Internet Induced Viral Marketing Techniques. Arabian Journal of Business and
Management Review, 2015.
Leung, X.Y., Xue, L. and Bai, B., 2015. Internet marketing research in hospitality and
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Online
Hobbs, T., 2016. Tesco posts best sales performance since March 2014. [Online]. Available
through: https://www.marketingweek.com/2016/09/20/tesco-posts-best-sales-performance-
since-march-2014/.[ Accessed on 25th January 2017].