Strategic Marketing for Tesco: Market Analysis, Campaign Strategy, and Roll-out Plan
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This report discusses Tesco's strategic marketing objectives, including market analysis, SWOT and PESTLE analysis, RACE model, target audience, campaign strategy, roll-out plan, budget, and KPIs/metrics. Tesco aims to promote their organic products and increase sales by targeting health-conscious customers.
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Contents INTRODUCTION...............................................................................................................1 TASK 1...............................................................................................................................1 Market Analysis.................................................................................................................1 Market Size....................................................................................................................1 Competitors analysis......................................................................................................1 Macro & Micro economic forces affecting the organisation (using relevant models) market size and trend data,............................................................................................2 Customer analysis/person..............................................................................................3 Stakeholder analysis......................................................................................................4 Identification of the organisation key strategic marketing objectives for the campaign.4 Campaign strategy.............................................................................................................4 Strategic goal of the campaign.......................................................................................4 Market opportunity..........................................................................................................5 Target audience.............................................................................................................5 General campaign messaging.......................................................................................5 RACE model...................................................................................................................5 Marketing roll-out plan....................................................................................................6 GANTT chart activity.....................................................................................................6 Budget............................................................................................................................7 Key Performance Indicators (KPIs)/Metrics...................................................................8 Recommendations.........................................................................................................9 CONCLUSION...................................................................................................................9 REFERENCES................................................................................................................10
INTRODUCTION Strategic marketing can be defied as the use of the principles of marketing in order to promote the goods and services of the company.For this report, Tesco has beenundertakenintotheaccount(EllisandDerera,2019).TescoisaBritish multinational consumer goods company which was founded in the year 1919 by the Jack Cohen. Company's headquartered is in London, England. It is one of the leading grocery stores across the UK. In this report, there will be the discussion on the market size of the company. Along with that competitor analysis, SWOT analysis and Pestle analysis will be evaluated. These models helps the organisation to find out the internal as well as external factors that affects the operational activities at the workplace. After thatcustomeranalysisandstakeholderanalysiswillalsobeundertakenintothe account. Campaign strategy will also be evaluated of the organisation. RACE model will be undertaken into the account. At the end of the report, GANTT chart will be prepared. TASK 1 Market Analysis Market Size Tesco company is one of the bigrgest retail organisation that is present in the country of UK. They have captures a huge share in the market of the country and producing grocery products into the market. They are approximately operating their operations in approximately eleven countries which makes them more competitive in the marketplace. It is the leading brand that is carrying out their operations in the grocery segment. They have captures almost twenty seven percent of the market share in the country of the UK. They are one of the most established brand which has set up valuable brand image in the eyes of the customers. Competitors analysis Porter's five forces model can be undertaken in order to analyse the level of competitioninthemarketplace.ItismentionedbelowinrelationtotheTesco: Competition in the industry:There is a very huge competition in the market of 1
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the UK related to the grocery business. Tesco faces so many competition from major companies such as Unilever, Sainsbury's etc. There is a high degree of risk of this factor. Supplier power:Power ofsuppliers are not so high because there are large number of sellers that are present inthe market (Guercini, 2020). Thereare various companies present in the market which are offering consumer goods to the market. Buyer's power:There is a high power with the customers in the marker because they have various options present in the market of the UK related to the grocery and consumer goods. Tesco has less power in order to manipulate the prices of the products. Threat of substitute:There is a high threat of this factors because substitute of the Tesco products are easily available in the market. Threat of new entry:New business can easily comes in the market. Grocery market is the example of perfect competition and new companies can easily come and start their business as a grocery business. Macro & Micro economic forces affecting the organisation (using relevant models) market size and trend data, SWOT analysis Strengths One of the main strength of the Tesco is thattheyhavecapturedstrongmarket share in the country of UK. They are well establishedwhicharebusyinproviding consumer goods to the consumers in the market. Another is that they offer innovation in the products to the customers. It helps them in attracting large number of customers. Weaknesses Tescodonothaveskilledemployees through which they can execute effective technologies at the workplace. Another main weakness that organisation facesisofthequalitycontrolinthe products. OpportunitiesThreats 2
One of the main opportunities that Tesco cangrabisthattheycanmovetheir business into the international boundaries. Anothermainopportunitythattheycan implement new techniques of production in order to generate more productivity at the workplace. One of the main threat the organisation faces is of the level of competition that is presentinthemarket.Itaffectsthe profitability level of he business. Anothermainthreatthatthecompany faces is use of effective technology at the workplace. Pestle Analysis Political factors:This means that to which extent government of the country affects the operational activities of the business. In relation to Tesco, they easily carry put the operations as there are no such kind of pressure from the government. Economic factors:Tesco company always focus on to generate more job opportunities in the marketplace. Management departments of the company ensures that they contributes to the GDP of the country. Social factors:Tesco critically analyses the needs and wants of the customers in the marketplace (Mills and John, 2022).They consider the values of the society. Technological factors:They always focus on to use effective technologies at the workplace so that they can generate more productivity at the workplace. Legal factors:This means all the laws and legislations in order to regulate the operational activities of the business. Environmentalfactors:Tescocarriesouttheiroperationalactivitiesby considering that they should not harm the environment. Customer analysis/person Customer analysis cam be defined as analysing the behaviour of the customers in order to attract them towards the products and the services of the company. In relation to the Tesco, managers and leaders of the company effectively analyses the targetaudiencewhichcanprovetobemuchbeneficialforthem.Marketing departments of the company effectively analyses the group of customers and target them in the marketplace. They mainly identify the target group of customers on the basis of their wants and demands. Managers of the company critically analyses the 3
needs and wants of the customers in the market and according they provide them goods and services. Stakeholder analysis This analysis is mentioned below in relation to the Tesco: High interest, high power:It consists of the owners and the investors of the company. In regards to the Tesco, they stakeholders have high power as well as high interest. Highpower,Lowinterest:Societyandgovernmentcomesunderthisfactor (Murugiah, 2019). They have high power but low power in the Tesco operations. Low power, High interest:Employees of the organisation comes under this factor. They have low power but high interest with the company. Low power, low interest:In this factor, customers comes under this as they have low power and low interest with the company. Identification of the organisation key strategic marketing objectives for the campaign. There are several marketing objectives of the campaign that are described below: One of the main objectives in relation to the marketing is that they want to promote the awareness of the campaign in the public. Another main objective of the campaign is that they want to increase their sales by introducing organic products into the market. They want to launch variety of organic products into the market through which they can increase their sales into the market. Campaign strategy Strategic goal of the campaign Managers of the organisation wanted to introduce range of organic products into the market so that they can increase the standard of living of the customers. They have started to put more nutritional values in the products especially for the health-conscious customers in the market of the UK. It is one of the main goal of the campaign that they wanted to promote the healthy products into the market through which they can attract those group of customers which are more health conscious (Yeh, 2019). With this they wanted to increase the sales of the business by promoting healthy products into the market. 4
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Market opportunity Tesco has the opportunities in order to capture large market area by introducing healthy product into the market. It will facilitates them to attract those customers who are more healthy conscious. They are planning to introduce range of healthy products into the market so that they can increase their sales in the marketplace. Target audience Management department of the Tesco will effectively analyses the market and he audience to whom they want to offer their organic products. As these products are related to all the health conscious customers in the market (Pierce, 2021). So in order to make this campaign successful in the market they will target that group of customers whicharemoreconscioustowardstheirhealthandwhowantstotakeenough nutritional values in their bodies. Through the medium of the campaign, they will effectively target that market which can give them more opportunities to generate more revenues as well as profits in the market. General campaign messaging Main message of the campaign is that they wanted to increase the awareness about their organic products into the market. They wanted to teach about the nutritional values that they have introduced in the products (Sahaf, 2019). It will ultimately help them to attract large number of customers when they effectively conveys the message to the customers in the market. RACE model It is effective model that used in order to engage the customers with the brands or the products and the services. This model is described below in relation to the campaign of the Tesco: Reach:It is one of the main factor of the model in which organisation focuses on to promote the awareness of the brand into the market. In regards to the campaign of he social media, they should use social media through which they can attract large number of customers towards their organic products which they are launching in the market. Act:It is the another step of this model which emphasis on the leading the actions of the specific campaign or plan that organisation wanted to carry out. In regards to the 5
Tescocompany,theywillcarryoutthecampaignbyexecutingintothemarket (Schiavone and Simoni, 2019). It will help them to promote the awareness of the products into the market. Convert:It is the beneficial stage for the organisation as they convert the audience to the customers of the company. Managers of the Tesco company effectively influence their customers to pay for their organic products. Engage:In this part of the model, Tesco company will build good relations with their customers. It will help them to engage them towards the organisation in the long-term. Marketing roll-out plan Channels to be used In order to launch the campaign, Tesco company will use various kinds of channels through they can promote the organic products in the market (Phillipov, 2019). Some of the channels that the organisation will use are mentioned below: Social media:It is the main channel that marketing department of the company will use in order to promote the values of their products in the market. They wanted to launch organic products in the market and for that reason they should use socialmedia channels like Instagram. Facebook, Twitter etc. through they become able to target large number of customers in the market. Build website:In order to make the campaign more successful in the market, they will also used websites in order to advertise their new launches in the market. It will help them to effectively carry out the marketing of the campaign as it can facilitates them to engage large number of customers towards their campaign. GANTT chart 6
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Budget Following is the budget for the campaign of the Tesco company: ParticularsAmount (In £ ) Event venue10000 Stage formation1500 Publicity8000 Decorations5000 Section formation2200 Help desk formation3800 Stationery supplies5000 Speakers7000 Food and Beverage12000 Light and water8000 Security3900 Refreshments6000 Other services5600 Total78000 Project cost baseline:The cost base line for campaign are as follows: ParticularsIIIIIITotal 8
Event venue5000300020010000 Stage formation 5005005001500 Publicity2000400020008000 Decorations1500120023005000 Section formation 60060010002200 Helpdesk formation 800100020003800 Stationery supplies 1000200020005000 Speakers3000200020007000 Foodand Beverage 50005000200012000 Lightand water 3000200030008000 Security1400120013003900 Refreshments2000200040008000 Other services 0056005600 Total25800245002770078000 Key Performance Indicators (KPIs)/Metrics Therearevariouskeyperformanceindicatorsthatcanbeusedbythe organisation in order to analyse the performance of the campaign that they are planning to launch in the market. Some of the KPI's that Tesco can use are as follows: 9
Customers:It is one of the effective KPI's that can be used by the organisation through which they can analyse the performance of their campaign (Mills and John, 2022). This metrics will help them to analyse the number of customer that are coming towards their campaign. Through this also get to know about the customer retention towards the organic products of the company that they are launching through campaign. Revenues:It can be the other most effective metrics that can be undertaken by the organisation in order to analyse the performance of the campaign in the market. It will help them to analyse the revenues that they will generate after launching of the organic products into the market (Hanlon, 2019). Through this they get to know about the level of incomes they are generating by selling out their organic products into the market. Recommendations There are various that can helps them in engaging the customers towards the organisation. Some of the points that Tesco should always consider in order to engage their customers are: Marketing department of the company can regularly post on their social media channels aboutthenewlaunchings(Varadarajan,2018).Itwillhelpthemtoengagethe customers with the organisation values. They can launch online campaigns through which they can promote various aspects of the society. Another main element that the organisation should consider is that they should regularly takes the feedbacks from the customers. It will help them to create effective brand image in the eyes of the customers. CONCLUSION Form the above report, it has been analysed that strategic marketing helps the organisation to use effective channels through which they can promote goods and services in the market. In the above report, there has been the discussion on the market sizeofthechosenorganisation.Afterthatcompetitoranalysishasalsobeen undertaken into the account. Pestle asn SWOT analysis has also been undertaken into theaccount.Thesefacilitatetheorganisationtoanalysetheirstrengthsand weaknesses and also the factors that can affects the operational activities of the organisation. Customer and stakeholder analysis has also been evaluated. At the last 10
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stage of the report, there RACE model and GANTT chart has been analysed in relation to the campaign. REFERENCES Books and Journals: Ellis, D. and Derera, E., 2019. Strategic marketing for social enterprises: nexus of the twodomains.InStrategicMarketingforSocialEnterprisesinDeveloping Nations (pp. 1-30). IGI Global. Guercini, S., 2020. Editoriale: The actor or the machine? The strategic marketing decision-maker facing digitalization. Micro & Macro Marketing, 29(1). pp.3-7. Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage. Mills, A.J. and John, J., 2022. Revisiting brand origin: expanding the strategic portfolio of brand-level attributes. Journal of Strategic Marketing, pp.1-18. Mills, A.J. and John, J., 2022. Revisiting brand origin: expanding the strategic portfolio of brand-level attributes. Journal of Strategic Marketing. pp.1-18. Murugiah, S., 2019. Astro and Maxis ink strategic marketing partnership to offer bundled broadband with content. The Edge Markets. pp.1-1. Phillipov, M., 2019. Supermarkets, television cooking shows, and integrated advertising: New approaches to strategic marketing and consumer engagement. In Case Studies in Food Retailing and Distribution (pp. 255-265). Woodhead Publishing. Pierce, D., 2021. Attracting Enrollment: How to Use Strategic Marketing to Boost Enrollment. Community College Journal, 91(5). pp.22-27. Sahaf, M.A., 2019. Strategic marketing: Making decisions for strategic advantage. PHI Learning Pvt. Ltd.. Schiavone, F. and Simoni, M., 2019. Strategic marketing approaches for the diffusion of innovation in highly regulated industrial markets: the value of market access. Journal of Business & Industrial Marketing, 34(7). pp.1606-1618. Varadarajan, R., 2018. Innovation, innovation strategy, and strategic innovation. In Innovation and strategy. Emerald Publishing Limited. Yeh, H.Y., 2019. A Study of Strategic Marketing Analysis on Entertainment Complex-A Case of E7PLAY. 11