Strategic Marketing Plan for Tesco plc: Market Analysis, Campaign Strategy, and Implementation

STARTEGIC MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Market Analysis......................................................................................................................1
Market size.............................................................................................................................1
Competitors analysis..............................................................................................................1
Macro and Micro environment analysis.................................................................................2
Customer analysis ..................................................................................................................3
Stakeholders analysis .............................................................................................................4
Organisation key strategic marketing objectives for the campaign........................................4
Strategic digital campaign planning and implementation......................................................5
Marketing roll-out plan...........................................................................................................7
Budget.....................................................................................................................................9
Conclusion.......................................................................................................................................9
Recommendations............................................................................................................................9
References......................................................................................................................................10

INTRODUCTION
Strategic marketing is the concept that use marketing disciplines and organisational
strategy to develop and maintain the a market visibility and competitive edge of the organisation
in the target market (Banerjee, 2017). Marketing campaign is a strategic marketing approach that
aims to promote specific objective of the company through marketing of its products. Basically
they are developed and designed for gaining customer attention. The present report will design
the marketing plan and campaign for the Tesco plc- A multinational grocery and general
merchandise British retailer and third largest erectile in terms of revenue. The company was
established in 1818 by Jack Cohen and is headquartered at Welwyn Garden City, UK. The report
will briefly discuss the market analysis, Campaign strategy, strategic implementation tactics
using different models and analytical frameworks. There is market roll out plan which include
Gantt chart and budget. In the end the key performance indicators are used to analyse the worth
of marketing plan and recommendation are suggested.
MAIN BODY
Market Analysis
Market size
Tesco plc is large size public limited company based in UK. The company has
approximately 360,000 employees within the organisation. As per the recent annual report the
company group sales is £53.4bn and retail free cash flow is £1,187m. The company has around
7000 shops all across the world. The revenue earned by the company in year 2020 is £64.760
billion.
Competitors analysis
Competitors are the threat to any organisation, therefore, in the marketing plan
competitors analysis is the strategy to evaluate the major competitors in order to gain the insight
for their strategy, products, sales, marketing tactics etc (Schiavone and Simoni, 2019). this helps
the business to stay ahead of the competitors. For the effective competitive analysis Porter's five
force model is utilized in context of Tesco plc:
Bargaining power of Suppliers: Tesco Plc is the leading retailer and has large number of
suppliers for its raw materials , food ingredients and much more. This makes the company
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stronger and powerful over the suppliers and creating low bargaining power for the suppliers.
Because otherwise the company can switch to any other supplier easily.
Bargaining power of customers: the bargaining power of customers is high as for Tesco plc the
customers are the priority and so their needs. This brings them in power over the Tesco plc and
due which company reduces the price of their products.
Competitive rivalry: the company operates in huge competitive environment and is competing
with top brands like Sainsbury, Morrisons, Marks and Spencer etc.
Threat of new entrants: the industry is easy to enter in comparison with Tesco plc position in
market it very difficult for new comers to enter the market easily as high financial input is
required.
Threat of substitutes: in the retail market there are many layers that provide the same products
like Tesco and even the Tesco plc provide the alternatives at its own store. This creates high
threat of substitutes (Gyenge and et. al., 2021).
Macro and Micro environment analysis
SWOT ANALYSIS
Strengths Weaknesses
 The global market presence with large
size product portfolio is major strength
of the company.
 The company has very weak innovation
capability as company still rely on its
tradition products for its sale in UK.
Opportunities Threats
 The company has huge opportunity to
expand its online delivery and online
marketing strategy scope using
effective technology advancements.
 The competitors are huge threat for
Tesco because this is risking company's
market share coverage (Tomczak,
Reinecke and Kuss, 2017).
PESTLE ANALYSIS
Political factors: the Tesco is the globalised organisation therefore the political instability of EU
and UK commonly known as Brexit caused huge disturbance to the supply chain scalability of
the company.
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