Strategic Marketing for TESCO: Competitor and Consumer Analysis

This presentation focuses on TESCO's strategic marketing plan through competitor and consumer analysis. It includes market size and trend data, SWOT and PESTLE analysis, customer analysis, and stakeholder analysis. The presentation emphasizes the importance of effective promotional practices in improving organizational performance.

STRATEGIC MARKETING

TABLE OF CONTENT
 Introduction
 Marketing
 Competitors analysis and swot
 Consumer analysis
 Stakeholder analysis
 Conclusion
 References

INTRODUCTION
 Strategic marketing is concerned with planning, monitoring analysing and monitoring
through utilizing different kinds of disciplines in order to developing and maintain ng
crucial competitive advantages.
 The current report is based on TESCO which is one of leading supermarket in UK.
 Present report will involve several different aspects that can help to gain deeper
knowledge about specified company.

MARKETING
It is basically promoting and advertising goods and services in effective manner through using different strategies of
marketing (Morgan and et.al., 2019). TESCO as being international organization use print and media adverting and
digital practices.
Market size & trend data
 TESCO as being multinational retailer offers products to both domestic & international markets hare
whose size is valued at £25.19 billion in current time.

COMPETITORS ANALYSIS
SWOT analysis
Strengths
 Largest company of UK and has strong
presence on LSE
 Diversified range of products & services (Liu
and Chen, 2021).
 private label brand
 Multiple award holder and tech advantages
Weaknesses
 Account Fraud scandals
 Less operating profit
 Low cost effective technique
 Financial errors
Opportunities
 Emergence of digitization increasing sales
 Alliance with other brand
 New emerging market due to expansion of
Jack’s store
Threats
 Fake farm
 Brexit deals
 Higher competition due to increasing number
of rivals.

MACRO FACTOR AFFECTING TESCO
(PESTLE ANALYSIS)
Political factors
Political stability
Tax rate
Tariff rate
Economical Factor
Unemployment rate
Saving & interest rate
GDP rate
Social factor
Consumer shopping behaviour
Taste preferences
Attitude and belief of customer
Cultural values, etc
Technological factor
Advanced technologies
Emergence of digitization
Legal factor
Industrial laws & legislation
Employment law
Government rules & regulations
Environmental factor
Standard rule of utilization of
environmental resources
Reduction of pollution, etc

CONSUMER ANALYSIS
 Who - cost conscious individuals which is targeted by considering all four
factors like psychographicc, behavioural, demographic and geographic.
 What - the major users are households and uses for accomplishing their day to
day need regarding groceries and merchandise commodities
 Where- From retail outlets and online stores
 When - promotions impacts sales at the time of season and purchase is
conducted frequently.
 Why- less cost, high qualities, brand image, etc. enable customer to buy
(Mothersbaugh and et.al., 2020).
 Why not- ineffective feedback resolving capacities, etc. Forces to not buy.

STAKEHOLDER ANALYSIS
Keep satisfied (High power, low interest)
 Director
 Contractors
 Sales team
 Investors
 Customers
Manage closely (High power, higher interest)
 Leaders
 Managers
 Executives
Monitor (Low interest, low power)
 It supporter
 Consulting admin
Keep informed (High interest, low power)
 Internal users (management)
 Suppliers
 Trainers

CONCLUSION
 From the above report it can be concluded that strategic marketing is essential for improving
organizational performance through conducting effective promotional practices.
 Present study has involve market size & trend which is increasing as compared to previous year.
current report has given emphasis on conducting SWOT and PESTLE analysis.
 in addition to this, present case study has involved customer analysis that has allowed to evaluate
what , who, when , why, etc regarding targeted audience.
 stakeholders analysis has been done in present study so that relationship between high power , interest
with low can be identified.

REFERENCES
Books and journals
 Liu, Y. and Chen, W., 2021. Optimization of Brand Marketing Strategy of Intelligent Technology under
the Background of Artificial Intelligence. Mobile Information Systems, 2021.
 Morgan, N.A., and et.al., 2019. Research in marketing strategy. Journal of the Academy of Marketing
Science. 47(1). pp.4-29.
 Mothersbaugh, D. L. ., and et.al., 2020. Consumer behavior: Building marketing strategy. McGraw-
Hill Education.