Strategic Marketing Planning for TESCO

Strategic Marketing
Planning

Table of Contents
Introduction......................................................................................................................................1
Main Body.......................................................................................................................................1
Impact of Brexit and COVID 19......................................................................................................1
Organizational structure and resources required..............................................................................2
Environmental Analysis...................................................................................................................3
PESTLE Analysis............................................................................................................................4
Corporate and marketing objectives of the organization.................................................................6
Marketing strategy selection............................................................................................................7
STP analysis including global implication and potential expansion globally.................................7
Assessment of the 7P’s....................................................................................................................8
Implementation, Control and Evaluation.........................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

Introduction
Strategic marketing planning refers to the practice under which several strategies are
prepared in order to attain marketing objectives of business in an efficient manner. It involves
setting goals, product planning, analyzing internal and external factors and tracking the business
process in consistently to get the better outcomes within predefined period of time (Josephson,
Johnson and Mariadoss, 2016). In the present report TESCO has been taken into consideration
which is a well known company of retail industry having nearly 7000 departmental stores across
the globe. It was started in the year of 1919 and provides groceries and a range of general
products. The report includes impact of Brexit and COVID 19 over retail industry of UK.
Further, organizational structure, resources and detailed environmental analysis have also been
included in the report. It also includes PESTLE analysis along with corporate and marketing
strategies of organization. Along with this, STP and 7 P’s of marketing have also been discussed
in the report. Moreover, strategic marketing planning is important for preparing effective
strategies in order to ensure future growth and success of business.
Main Body
Impact of Brexit and COVID 19
It is analyzed that retail industry of UK gives significant contribution in development of
economy in terms of generation of employment, sales and overall growth of country. There are
nearly 2.9 million people are employed within retail industry of UK. Also, majority of the retail
industry is acquired by some major retail players. Here, Brexit and COVID 19 put a great impact
over retail industry within country (Akter and Wamba, 2020).
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Impact of Brexit
Negative impact
After Brexit, relationship between UK and European countries has been disrupted. It
affected importers as now they are not allowed to import goods due to change in custom, rules
and regulations. It also put a negative impact over profitability of retailers due to decrease in
number of customers. It is analyzed that TESCO is also affected with Brexit as now they are not
able to employee EU people who are skilled and competent (Alizadeh and Mohammadi, 2019)).
Positive impact:
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It is analyzed that Brexit imposed a lot of restrictions on imports and exports within EU
and UK. It positively affected the local producers and manufactures as now people start to give
preference to domestic product. Resulted, sales of local retailers start to rise which is good
symbol for retail industry of UK.
Impact of COVID 19
Negative impact
In present time, the whole word is facing the most emerging issue which is COVID 19. It
has disrupted the supply chain and put huge adverse impact over sales and profit margin of
companies. It is stated that companies which are dealing in essentials are not likely to face the
major impact but other companies which are operating within fashion and other industries are
likely to have major negative impact of ongoing pandemic. In context of TESCO, they are facing
issues related to staffing, delivering products to customers and more (Chernev, 2020).
Positive impact
The current pandemic has brought changes in behaviour, buying pattern habits of
customers. It has shifted the retail industry towards more online mode where most of the
functions from order taking to delivering of products are carried out through online techniques.
Due to this, retail industry is monitoring hike in sales and profitability. In reference of TESCO,
they have booked a huge increment in online sake during pandemic.
Organizational structure and resources required
Organizational Structure
It refers to the hierarchy which is followed by company in order to maintain
communication between different individuals at work place. Organizational structure also
determines roles & responsibilities of different people who are working within company. For this
purpose, there are a lot of organizational structures are used such as hierarchal organizational
structure, matrix, divisional organizational structure and more. In context of TESCO, they are
using hierarchical organizational structure where they roles and responsibilities of each and
every individual are predefined. Here, reporting relationship between different individuals is
clearly defined in order to minimize ambiguity & confusion at work place. In organization, all
the decision are taken by top level managers and then communicate to other people who are
working within organization.
Resources required
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