Strategic Marketing Planning

Strategic Marketing Planning

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Organizational structure,..............................................................................................................4
. Corporate and Marketing objectives of the organization..........................................................7
Porters Generic Strategies............................................................................................................8
STP: ( Segmentation, Targeting and positioning)......................................................................9
Marketing Mix...........................................................................................................................10
Evaluation..................................................................................................................................11
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................12
Books and Journal......................................................................................................................12

INTRODUCTION
Strategic marketing planning is a process that includes setting the goals and objectives in
order to analyze the internal and external factors which create impact on the organization and
tracking the progress of the organization . the strategic marketing process put every pieces
together so that they can achieve more success in the Marketplace. This report considered the
company which is Tesco (Rezvani and Fathollahzadeh, 2020). Tesco is a multinational British
organization which is situated in welwyn garden city in England. It is a third largest retailer
Organization in the globe which is measured by the gross revenue. As this report going analyze
the organizational structure and environmental analysis with the strategic marketing planning of
the organization. Also, the market strategy which is adopted by the company in order to grab
more opportunities and more success in the Marketplace.
MAIN BODY
TASK 1
Impact of BREXIT and Covid-19
Tesco is a multinational trading British or organization which is reputed and popular for their
grocery and general merchandise services. The headquarter of the retail organization is in
welwyn garden city England. it is the third largest retail company in the globe which is measured
and evaluated by their gross revenue. The organization is founded by jack cohen in 1919. As the
organization is trading variety of the products like furniture clothing footwear’s grocery crockery
in order to get more opportunities. There is huge impact on the company due to covid19 and
Brexit. As the due to Brexit the government modifies all the policies which create impact on the
performance of the company. Due to Covid19 it has been analyzed that the covid19 has create
positive impact on the grocery sales of the company due to lockdown and cravings of the
individuals.
Organizational structure,
Organizational structure is this strategy or is a Framework which describe about
the activities like doctor location supervision coordination which are directed by the manager
and leaders of the company in order to achieve organizational goals and objectives.
Organizational structure creates impact on the organizational action and Kata the foundation so
that the company said the standard on the operating procedures and the routine rest. It also
helped the organization to identify about the information flows among the levels in the
organization (Rezvani and Fathollahzadeh, 2020). There are several kinds of organization
structure which are followed by the respective organizational like functional divisional metrics in
flat. The structure which are followed by the Tesco organization which is hierarchical. There are
11 members in Tesco executive committee which is led by the group chief executive. Tesco is

the organization which is forward this is structure on the large size of the business. Also Tesco
has a tall structure because the organization is very large and they has multiple layers within the
hierarchy. Tesco is the company in which their structure is rely on their activity and function as
opposed to a location. Also has a functional structure because the focusing on the different
factors in the business. The reason behind the use radical structure is as the company is operating
on the large area and the has multiple layers. In the organization that every outlets and stole is
subsequently separated into three different departments which is food trading factions non food
trading taxation and personal sections with several team leaders and assistant manager. Tesco
organization carries out a particular organization function like distribution finance human
resources ICT marketing Sales Production or research and development. These all activities are
conducted in the functional area. Mainly the company follows the radical organization structure.
This is the structure in which the responsibility and the positions are separated into several parts
so that they can ensure the work in order to get more positive outcomes and done the work in a
very efficient and smoothly manner.
Environmental analysis
Environmental analysis is the Framework or a strategic tool which help the organization
to identify the external and internal factors which create impact on the performance of the
company. The analysis uses several analytical chemistry and techniques in order to identify and
study the environment. The purpose of environmental analysis to monitor and evaluate the
factors which create impact on the performance. There are several kinds of environmental
analysis that help the organization to find strength weakness opportunities and some political
economic social technological scenario and factors. Is the Tesco is operating on the multinational
level so there are several internal and external factors which create impact on the organization in
a positive and negative manner ( Widyarto and Doraisamy, 2016). So it is very required for the
organization to identify these kinds of factor in order to get more opportunities and become
effective in the Marketplace.
Internal Factors :
Internal factors are those factors which help the organization to identify about the
strength weakness opportunities threat of the organization which create impact on the
organization performance. This report is going to consider SWOT analysis in order to identify
the internal factors which create impact on the organization performance because of covid-19
pandemic and brexit. SWOT analysis of chosen company is mentioned below:
Strength: There are several major strength Tesco because as they are operating at the
multinational level. As they have strong financial turnaround and they recovered from annual
loss because of covid-19 pandemic and brexit (Gupta, Polonsky and Lazaravic, 2019)( Moussa
and Barnier, 2020). They have a strong performance during the covid-19 pandemic. As Tesco
organization is a grocery company also so Tesco registered a 10.5% growth. Company boost