Strategic Marketing Planning for Tesco

STRATEGIC MARKETING
PLANNING

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Environment Analysis..................................................................................................................3
Corporate and Marketing Objectives of Tesco............................................................................5
Marketing strategy selection........................................................................................................6
STP-Market targeting and positioning including global implications and potential expansion. 7
Assessing 7 Ps..............................................................................................................................8
Implementation, control and evaluation.......................................................................................9
CONCLUSION..............................................................................................................................10

INTRODUCTION
Strategic Marketing planning is step wise procedure that provides guidance to
organization to achieve its goals and objectives. It is basically related with conducting auditing
of marketing plan, research, analyze, identifying target segments, etc. In modern era, it has
become essential for organization to develop an strategic marketing plan for attracting more
customers to win cut throat competition. The present report is based on Tesco which is retail firm
of United kingdom. The organization deal in groceries and other items by offering services in
various nations. Current case study will give emphasis on prevailing Pandemic situation and
according show related measures through feasible marketing plan to overcome Covid crises by
evaluating impact on retail industry. Present report will include environment analysis of
specified organization. Corporate and marketing objectives of Tesco will be represented in the
current case study. Marketing strategy selection will be shown in present report for obtaining
better performance of organization. STP and 7Ps will be shown in current case study for
evaluation of industry so that selected market can give emphasis on its improvement areas.
MAIN BODY
Environment Analysis
It is a strategic tool utilized by organization to assess the details regarding surrounding
factors that can both foster and hinder firm to move towards success. The level of threat and
opportunity available in industry can be identified with help of available technique for attaining
quality performance. Environment analysis provides guidance and instructions to Tesco for
assessing prevailing environment in effectual pattern in turn accurate judgments can be obtained.
The Strategic Marketing Planning (SMP) is a systematic road map which leads towards right
direction so that optimization o resources can be exerted in effective pattern. An appropriate
environment evaluation assist marketing manager of business to identify the influencing factors
in turn corrective measures can be taken to improve existing situations. In addition to this, for
achieving the goals and objectives with accomplishing its current mission SMP tend to give
desirable outcome (Singh, 2017). Strategic decision making becomes possible by implementing

SMP into Tesco operational procedure. Studying environment analysis provides opportunity to
select right course of action for gaining organizational growth.
PESTLE Analysis
This is a strategic technique which can be taken into consideration for studying the
external factors. The external components are uncontrollable sand require constant attention for
better handling of unforeseen situations (What is PESTLE analysis? An important business tool,
2021). PESTLE evaluation gives emphasis on political, social, economical, technological, legal,
and environmental factors. It as well provides light on both positive and negative impact of
Brexit and pandemic on each element.
Political Factor
Being a multinational organization Tesco has to face several political challenges which
hinders its performance in international market as compared to domestic circumstances. The
impact of Brexit on Tesco is negative as supermarkets started facing problem with post Brexit
arrangement when moving products into Northern Ireland. With respect to this, political barriers
after mentioned situations have become stronger for Tesco as being British company. The new
dilemma of Brexit may increase or decrease sale of business have no assurance and clarity
(Shatskaya, Komaristaya and Kafian, 2017). Pandemic as a global crises have given adverse
impact on various types of industry. Retail sector has faced boom stage in this adverse scenario
in domestic market but in international area it was difficult to maintain smooth functioning of
supply chain. Tesco has faced both positive and negative fluctuation due to Pandemic which has
increased its sales but reduced its reach to global customers due to lockdown.
Economical Factor
Tesco offers range of products of products to different segments of customers. Targeted
market of Tesco has become wide which has given it various opportunities to enhance its
revenue and profitability. There are different economic factors which affect the operational
activity of Tesco in both favorable and unfavorable manner (Fozer and et.al., 2017). Income
level largely affect the purchasing power of buyers so it should be taken into consideration while
deciding products’ price. Change in taxation policy positively and negatively increase or