Sales and Marketing Analysis and Techniques

Sales
&
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
a. Role of data improving relationship marketing, for managing customer’s expectation and
service excellence........................................................................................................................3
b. STP Analysis of Tesco.............................................................................................................5
c. New customer segment............................................................................................................8
Marketing Mix...........................................................................................................................10
d. Recommendation...................................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
The report is on sales and marketing analysis and techniques which play an important role in
decision-making and growth of the organisation. The study is based on Tesco which is a British
multinational retail chain spread over around 13 nations. The retail chain deals in grocery and
merchandise involving personal care, beauty care products. Apart from it, the company also has
its product as clothing chain. The role of technology like internet and social media have been
highlighted which is used to improve personal touch with the customers. The significance of the
customer data has been emphasised as to how it lets the company know the customer experience
of their products. STP Analysis of the company gives information about its segmenting
techniques, target customers and positioning techniques. It also discusses the beforehand
preparation needed to enter in a new customer segment and the measures to be taken to promote
the company to that segment. The changes in strategy regarding product and service have also
been discussed with recommendations given on improving marketing strategy of the company.
MAIN BODY
a. Role of data improving relationship marketing, for managing customer’s expectation and
service excellence.
In today's world full of technology and online streams, technology has played a very
crucial role in the life of people. While most of the population are on internet, company using
this as advantage for marketing their brand and their product which help them to achieve the
target sale in financial year. Tesco, leading company of trading in multinational groceries and
merchandise retailer is the third largest retail store in the world. They use the latest technology in
their big stores for easy convince of both consumer and for company. Technology help
companies to transform from traditional marketing to modern marketing which was more
effective and reach wider market with low cost of marketing shows the quick results. However,
technology is also used to build relationship between the consumer and the company that help
company to build trust and loyal customers for the long run (Peeroo, 2019). Tesco uses online
internet services for the customer benefits that help them to use the online services for
purchasing and selling of goods and service. Consumer can purchase through their website or
app from mobile and laptop which is very convenient for the consumer to use and save time and
cost of consumer through ordering from home, office or anywhere where the consumer wants.

Digital transforming is adopting digital technology to all department of business which
can increase convenience to costumer. While using the social media now days help company to
connect and market their product too globally. As many of the population is using the internet
and social media apps like Facebook, Instagram, link din. Company are using these apps to
promote their product and reach new customer every day. This not only promote the product but
also build the relation between the customer and company for long run. Company interact
between the customer and their questions arise for the product which are gradually solved by
company and create the loyal customer for the company.
As these online platforms aware almost free to use and companies like Tesco are using
these apps to promote their product. Digital marketing is one of growing industry in future as
technology updated and all activities are done through online process only. As this is convenient
to use for customer which can ordered from home and office (Ramanathan, Subramanian, and
Parrott, 2017). Online marketing is the modern marketing which are adopted by every company
because it is very less in cost compare to traditional marketing and online reach is unlimited.
This is also used for customer service where quick respond to customer quires and connect
quickly with social media. Social media help company to build brand awareness which are
offering by the company bring the potential customers through online and engage the customer
with long term relationship.